20140707 social game primer talk
TRANSCRIPT
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SOCIAL, MOBILE GAME PRIMER TALK
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AGENDA• Game Industry at a glance• Key Metrics• Trends• Design to Monetize• Social Casino
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GAME INDUSTRY AT A GLANCE
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At first, we start from an idea…At Last, Games for Players
FROM AN IDEA TO A PRODUCT
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Administration, Finance, Human Resource, and so on
Game Development
In-between, Lots of Work
Publishing / Operation
GAME INDUSTRY
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PEOPLE IN GAME INDUSTRY
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GAME CATEGORIES
-HOG-Match-3-Endless Runner
-Ville/Farm-Tower
Defense-MOBA
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INDUSTRY CHAIN
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MARKET SIZE
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MARKET SIZE PER SEGMENT
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BUSINESS MODEL
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KEY METRICS
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Console, PC Purchase (packages, pay per download, try &
buy) Units sold, sales volume
MMOG Subscription, F2P MCCU (PCCU): max./peak concurrent user
(server loading) ACCU: average concurrent user (revenue
base) Apps (Social, Mobile)
DAU: daily active user MAU: monthly active user
KEY METRICS : MAU & DAU
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REFERENCE : DAU OF THE TOP 10 FACEBOOK GAMES
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Acquisition New users UAC/CAC: user/customer acquisition cost LTV: lifetime value
Retention MAU/DAU > 20% Day 2/3/4/5/6/7/15/30
Monetization ARPU: average revenue per user ARPPU: average revenue per paid user Pay rate
KEY METRICS : ARM RELEVANT LTV of EA Social Sports: $56 (Source: AllThingsD, 2012)
Good D2/D7/D30 retention≒ 40% /20%/10%
(Source: Flurry, June 2012)
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REFERENCE: GAME DESIGN FOR BETTER RETENTION
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OTHER KEY METRICS I
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REFERENCE : HOW MUCH IS THE AVERAGE UAC
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OTHER KEY METRICS II
Conversion Rate General Payers/Players
Retention relevant churn/attrition rate : subscription-based aver. # of sessions, aver. session length
Data-driven cohort analysis results tables of in-game systems like match-
making, queuing
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REFERENCE: DO WE MONETIZE WELL
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TRENDS
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TREND 1 : FREEMIUM F2P earns more Why? Economical Reasons
Remove barriers Remove the upper limits
Why? Psychological Mechanism Willpower & Impulsive
purchase Virtual currency Instant satisfaction
Why? Teach player to spend
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FREEMIUM EARNS MORE Teach players to spend
Free coins as rewards Free trial to get
addicted Design to monetize
Reasonable Price Structure
Integrate monetization into gameplay/core loop
Good Design: items etc. Implement chance-
based factor to boost payment
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PAYMENT: KEY ISSUE IN THE EMERGING MARKET
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PAYMENT OPTIONS
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TREND2 : SOCIAL -Easy to play-Bite Size-Enriched by real relations
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CORE OF SOCIAL: COMPETITIVE & CO-OP
Collaboration & giftingCompetition & rivalry
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SOCIAL IS GOOD FOR RETENTION
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SOCIAL IS GOOD FOR MONETIZATION
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TREND 3 : MOBILE DOMINATES
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CHANGE : MOBILE GAME INDUSTRY CHAIN
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CHANGE: MOBILE GAMES
“Snake” on the feature phone in
the old days“Snake.apk”
With iAP & SNS integration (Facebook, IMs)
-Compare score: leaderboard
-Share Results with friends
-Ask Friends to help, all response
get rewards -Send/Receive
Gifts
-Single player but remain online-Multi players
with rivals and/or team work to
achieve-Pay to revive
-Pay to slow down
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MOBILE GAME TRENDS
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DESIGN TO MONETIZE
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STRATEGY
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Satisfy our payers
Please non-payers: Why they matter Revenue stream (via iAD) Viral marketing to reduce our UAC/CPI (invites
/posts to play free) Keep payers stay (Vanity & Special items)
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REASONABLE PRICE STRUCTURE
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Pricing Low barrier The higher price,
the better unit price
Promotion Limited time Limited amount
Free Trial of iAP Tutorial Quests Free First Test
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RULES: INTEGRATE MONETIZATION IN CORE LOOP
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Core Loop: key sets of activities a player takes in each session Actions: main interactive elements Gates: elements that block progression Sinks: where players spend currency Taps: where players gain currency
Provide options in Taps, path with least resistance Earning in sessions, free gifts (rewards,
comprehension) RMT(real money trading) Social (Viral): friends help, post to wall Spend time/ Skills
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SINK DESIGN
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Ultima Online (1997): items wear out MapleStory (2003):
items expire
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ITEM DESIGN
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IMPLEMENT CHANCE-BASED FACTOR
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Collectible Trading Items (cards) Normal, Rare, Super Rare, Random cards in packs
Gambling Slots Gacha Lottery
Recycle Compose, Embed, Forge, Enchant
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BEST PRACTICES IProgression Map
Proper Level Difficulty
Randomness as Obstacles
Multiple Goal Structures
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BEST PRACTICES II
Multiple vectors of achievement make completion both harder and more interesting (motivations to pay)
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BEST PRACTICES III
No patience to wait is one of the strongest factor to pay
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BEST PRACTICES IV: CLANS (GUILDS)Team incentives create pressure to keep up with each other and thus spend.
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SOCIAL CASINO
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MARKET SIZEIn 2012, the predict market size is $1.7BN by 2013, $2.5 BN by
2015
Social Casino Gaming reaches $2.9BN in 2013, and $4.4 BN 2015e! (Source: SuperData, 2014)
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MARKET GROWTH
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MARKET SHARE BY COUNTRY & PLATFORM
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MARKET SHARE (IOS TOP 10)
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TOP 10 COUNTRIES (IOS)
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KEY PRODUCTS BY MAU
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WWW.ASPECTGAMING.COM
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