make your live service game thrive | andy needham, matt dixon

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.

THANK YOU

matt@chillingo.comandy@chillingo.com