the secret behind clash of clans success
TRANSCRIPT
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What is the secret behind the financial success? Melt
From the visual
strategy book
#meltCASE STUDY
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What is Clash of Clans?Clash of Clans is a social real-time online strategy game designed for mobile touch screen devices.
The game involves building a village, gathering resources, attacking other villages and teaming up with fellow players to form clans.
BACKGROUND
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How does it make money?The revenue generation model is based on the successful free-to-play strategy that is widely used in mobile games; actual playing is free, but in-app purchases can be made during the game.
BACKGROUND
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This is myvillage
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Key factorsthe success?behind
1 2 3
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It’s 1It’s addictive!
It’s fun!
People want to
play it!a great game!
From Supercell’s Clash of Clans Super Bowl Ad.
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Those are qualities of a great game,
but…
What makes it
a financial
From Supercell’s Clash of Clans Super Bowl Ad.
success?
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Let’s take a closer
look using the melt
frame.
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This isthe material
worlde.g.
objects and actions
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e.g. emotions, competences
and knowledge
This isthe immaterial
world
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Technology has created
new ways for them tomelt
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ServitizationSharing
economy
Social media
meltInternet
This ‘melt’ has many names:
Data networks
Industrial Internet
Home
automation
AI Internet of
things
Collaborative economy
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Melt’s concept of time
is new and somewhat unknown.
It has features from both the immaterial and material world and it
varies according to the viewpoint.
Clash of Clans uses this brilliantly!
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Bending time2Clash of Clans makes use of the temporal concept of three different worlds.
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Players may feel advancing their villages is important in order to correspond with the players’ skills, to receive admiration from others, or out of simple curiosity to
see what the future holds.
THE PLAYERS’ NEEDS EXIST IN
NONLINEAR TIME.
BA C
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THE GAME IS PORTRAYED AS IF HAPPENING IN
”REAL TIME”.
The material “real time” is embedded firmly into the gameplay. Constructing a defense structure for a village may take
several days. Advancement takes longer as the game progresses.
BA C
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Players are offered ways to fulfill their immaterial needs by “bending the time” – by momentarily escaping the material time by
buying gems as in-app purchases.
THE GAME ACTUALLY TAKES PLACE IN ”MELT TIME”.
THIS APPEARS TO BE LINEAR, BUT CAN BE ALTERED.
BA C
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Layered ecosystem
3The financial profitability of Clash of Clans is established on a three-layer ecosystem.
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Ecosystem roles serve different purposes.
SCALE LAYERA
One to create scale.
TOOL LAYERCHOME
LAYERB
One to create commitment.
One to create profit.
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REACHING AS MANY PLAYERS AS POSSIBLE
Clash of Clans is a free-to-play game epiphyte in Apple and Google ecosystems.
APPLE AND GOOGLE
ECOSYSTEMS
SCALE LAYERA TOOL
LAYERCHOME LAYERB
Clash of Clans is
here!
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Inviting players to create their own “homes” inside the game by letting players build
villages and clans as they wish.
HOME LAYERB TOOL
LAYERCSCALE LAYERA
HANDING OVER OWNERSHIP TO THE PLAYERS
Players’ “homes”
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Players can advance their villages by collecting coins, elixir and gems.
OFFERING VARIOUS TOOLS TO ADVANCE
IN THE GAME
TOOL LAYERCSCALE
LAYERA HOME LAYERB
Tactics and skills
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PROFIT
SOME OF THESE TOOLS CAN CAN
HAVE PAID OPTIONS
SCALE LAYERA HOME
LAYERB TOOL LAYERC
Gems can be also be purchased during the game.
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PROFITSCALE LAYERA HOME
LAYERB TOOL LAYERC
The free-to-play model typically involves only a few percent of players
actually spending money on the game, while most play for free.
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What have we learned?
TAKE AWAY
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TAK
E AW
AYUSE
IMMATERIAL MOTIVATORS.
Fame, fear, curiosity…
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TAK
E AW
AYMAKE IT
FEEL REAL!People are far more likely to pay for something they
perceive as material.
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TAK
E AW
AY USE MULTIPLE
ECOSYSTEM ROLES.
One to create scale. One to create commitment. One to create profit.
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You are now familiar with free-to-play and melt.
You may copy, modify and use these ideas as you wish.
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