Download - 20131015 case study
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Developing Creative Mobile Games
3 of 6Christina Hsu
Case Study
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Agenda Success Story of <Candy Crush Saga> What We Can Learn from <Candy Crush
Saga> <The Unfinished Swan> From Student
Prototype to Commercial Game Q&A
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Success Story of <Candy Crush Saga>
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Developer / Publisher
About King.comWelcome to King.com, the largest skill gaming site in the world, where you can play free games online in competitive tournaments in categories such as puzzle, strategy, word, action, card and sports games.
King.com was founded in 2003 with the goal of becoming the premiere destination for skill gaming on the internet. We currently have more than 150 addicting games in our portfolio and we are constantly developing new and exciting on line games.
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150+ casual games
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On Facebook: the ‘Saga'
“Saga Framework”Proven Game
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10 M
20 M
2011Now
Daily active users (FB)
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The Formula of Success = A*
http://www.businessinsider.com/the-future-of-mobile-deck-2012-3?op=1
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3 platforms are shaping the future
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1. Facebook
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http://jmak.tumblr.com/
2. Smart phones
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3. Tablets
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Play everywhere
Game State-Progress
?
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FB connected users are MUCH more valuable
* Retention * Engagement * Likelihood to pay
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Accessibility: 2005 vs. 2013
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Accessibility: 1st time gamers
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Intuitive Controls
YouTube: Bullfrog playing Ant Smasher
Mouse
Touch Screen
Joypad
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Accessibilities: Free
75% of those who completed all levels do not pay
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Accessibilities: Bite Size
Short sessions for you to play and kill time
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Lots of Levels
A very long game
The Formula of Success = A*N
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More Never Ending
Against your ideas of casual games, it is difficult!
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The Formula of Success = A*N*C
Campfire Index = How Social It Is
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The Formula of Success = A*N*C
The Aisle Effect
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The True Definition of Social is
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Qiotes from the team
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PR Word of mouth
Feature by Apple
Facebook traffic
Ads Cross promotion
Saga: Marketing &. Branding
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PC: Facebook App discovery mainly viral
(AppData 2012)
43%
19%
18%
10%
6%
4%
Friend Invite
Advertisement
Don’t Remember
Word of Mouth
Newsfeed
Other
0 0.1 0.2 0.3 0.4 0.5
Column1
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Mobile: App discovery driven by App Stores
(Nielsen Q3 2011)
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Over 50% of smart phone users are connected to Facebook
More than 500m of Facebook’s monthly users use mobile
Facebook Enable Cross-platform Viral User Acquisition
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Facebook enables discoverability both on
canvas and mobileNotifications
News feed andTimeline
Bookmark
Ads
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Next Challenge
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What We Can Learn From <Candy Crush Saga>
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In Short, Innovation Comes From
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What is Viable in the Marketplace?
http://www.youtube.com/watch?v=Mi7BRsIzBuw
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Easy to Pick-up
IF YOU NEED A TUTORIAL TO EXPLAIN YOUR GAME, THEN PERHAPS IT’S NOT REALLY CASUAL AND ACCESSIBLE TO THE MASS MARKET.
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Think Differently
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Jump Out from Comfort Zone
THIS BUSINESS IS ALL ABOUT RESHAPING AND CHALLENGING THE WAYS WE WORK. NO ONE CAN AFFORD TO STAY IN THEIR COMFORT ZONE FOR LONG.
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Design to Monetize
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As More Platforms as Possible
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From Student Prototype to Commercial Game
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Speaker : Ian Dallas
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The Title
http://www.youtube.com/watch?v=VA6KMMhnJCQ http://www.youtube.com/watch?v=xFfteZaAXq4
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Development
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The Session
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I
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The Teacher
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The Deal
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Reason
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Result
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II
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Skills
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Fluency
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And
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II-2
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II-3
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II-4
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II-5
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II-6
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III
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III-1
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III-2
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III-3
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III-4
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III-5
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III-6
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Lessons
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IV
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Thank You! Any Question?