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Make Your Live Service Game ThriveMatt Dixon & Andy Needham
History of Chillingo
Chillingo began life in 2001 publishing indie developer games and apps on smartphones.
Chillingo has made history on the App Store with several breakout hits including ‘Angry Birds’ and ‘Cut The Rope’.
Since acquisition in 2010, Chillingo has expanded its 3rd party publishing services to leverage the knowledge of EA’s teams and strength. Chillingo’s portfolio includes some of the most innovative and successful games on market.
What is a live service game?
The evolution to live service
Paid Game• In frequent updates• No server• No events• No need for daily
analytics
Freemium Game• Some updates• In game currency• In game store• Basic use of analytics• No server based
events
Live Service Game• Frequent content updates
via client and server• Regular events• Major use of analytics to
enhance game dynamics• Super Social
Our reference title, Iron Force
• Developed by Cool Fish games based in Beijing• Launched July 2013
• Available on both iOS and Android• One of the top 100 monetizing games for the
last 2 years running• Reached number 1 top grossing in multiple
countries• Reached number 1 top free game in multiple
countries• Over 30m downloads
• Localized into 10 languages
The ChallengesRetain… Gain… Convert… Support
Retaining Players
Retaining players
Identify what your players enjoy about the game and feed them with more of it (but not too much at anyone time!).
Provide players with exciting updates, this also gives you something to shout about on social media!
Retaining players
REGULAR events & offers drives both convergence and retention
Retaining players
A social bond is the toughest to form, but the hardest bond to break.
Retaining players
Keep things fresh, new experiences and interfaces.
Gaining New Players
Gaining new players
Does anyone in the room know any UA companies?
Gaining new players
Refresh your store, UA and marketing assets regularly.
Gaining new players
Client updates can drive placement, make sure they are meaningful!
Gaining new players
Use your communities, engage and they will advocate.
Your game needs to become their hobby, every morning, noon and night they should be thinking about their next move.
Converting to Spend
Converting to spend
In Game Promotions are vital in Live Service games
Converting to spend
Use your soft launch to define your base economyUse your analytics to define levels for new content and offers.
Analyze, Target and Promote.
DAU DARPU DARPSRetentionLTV
Support Your Players
Support your players
Support your communities.
Support your players
Make sure you have a platform that offers bidirectional customer support communication
Support your players
Talk directly to your customers.
The Result!
The result
Your game will grow and hopefully too your DAPRU.
