top trends in online games
TRANSCRIPT
![Page 1: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/1.jpg)
![Page 2: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/2.jpg)
Top Trends in Online GamesJon RadoffLas Vegas, IMGDC 3.0 – April 19, 2009
![Page 3: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/3.jpg)
GamerDNA © 2008 3
Agenda
What is changingabout players?
What is anonline game?
How areBusiness models
Evolving?
What doHarleys andgood games
have in common?
![Page 4: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/4.jpg)
GamerDNA © 2008 4
historyquizzes
stories
![Page 5: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/5.jpg)
GamerDNA © 2008 5
Gamer Stereotypes of the past…
![Page 6: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/6.jpg)
GamerDNA © 2008 6
Games are not a media category.
Games are played by everyone!
![Page 7: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/7.jpg)
GamerDNA © 2008 7
![Page 8: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/8.jpg)
GamerDNA © 2008 8
![Page 9: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/9.jpg)
GamerDNA © 2008 9
![Page 10: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/10.jpg)
GamerDNA © 2008 10
OF TEENAGERSPLAY GAMES97%
![Page 11: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/11.jpg)
GamerDNA © 2008 11
Couplesplay
games
![Page 12: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/12.jpg)
GamerDNA © 2008 12
Familiesplay
games
![Page 13: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/13.jpg)
GamerDNA © 2008 13
People of all ages
play games
![Page 14: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/14.jpg)
GamerDNA © 2008 14
![Page 15: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/15.jpg)
GamerDNA © 2008 15
![Page 16: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/16.jpg)
GamerDNA © 2008 16
What is an online game?
![Page 17: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/17.jpg)
GamerDNA © 2008 17
World of Warcraft
![Page 18: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/18.jpg)
GamerDNA © 2008 18
Madden NFL 09World of Warcraft
![Page 19: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/19.jpg)
GamerDNA © 2008 19
Guitar Hero IIIMadden NFL 09
![Page 20: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/20.jpg)
GamerDNA © 2008 20
Web-based, easy-to-play, collectibleDuels, Warstorm, Planet Storm
Browser based Strategy GameIn April 2009, the Travian website is more popular than the World of Warcraft website (342 vs. 819 on Alexa)
Web-based and iPhone9 million daily active players in 2009
![Page 21: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/21.jpg)
GamerDNA © 2008 21
XBLA, iPhone, Web= Capital Efficiency
• Low cost of development• Low cost of customer acquisition
• Better business models
New Online Game PlatformsFertile ground for independent developers
![Page 22: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/22.jpg)
GamerDNA © 2008 22
Word-of-mouth as the vehicle for growthBraid as a marketing case-study
![Page 23: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/23.jpg)
GamerDNA © 2008 23
What do Harley-Davidson cycles and a good online game have in common?
![Page 24: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/24.jpg)
GamerDNA © 2008 24
Hint: it’s also what drives people toward sports franchises.
![Page 25: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/25.jpg)
GamerDNA © 2008 25
Good online games are tribal
Swagdog guild shirt for World of Warcraft
![Page 26: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/26.jpg)
GamerDNA © 2008 26
![Page 27: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/27.jpg)
GamerDNA © 2008 27
But it isn’t just guilds – games with any social components are more
successful
![Page 28: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/28.jpg)
GamerDNA © 2008 28
![Page 29: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/29.jpg)
GamerDNA © 2008 29
Daily Players of Rock Band vs. GH3
Rock Band vs. Guitary Hero 3
Why did Rock Band command high daily attention levels?
Q:
![Page 30: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/30.jpg)
GamerDNA © 2008 30
Grand Theft Auto IVDaily attention from launch day
![Page 31: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/31.jpg)
GamerDNA © 2008 31
Call of Duty IVDaily attention from launch day
![Page 32: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/32.jpg)
GamerDNA © 2008 32
High attention = word-of-mouth = more customers
High attention = sustainable revenue
It’s all about attentionAttention drives biz model + distribution
![Page 33: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/33.jpg)
GamerDNA © 2008 33
Business Models that leverage attention
Virtual goods / collectible itemsFranchise sequelsContent patchesOnline competitions / skill-gamingSubscriptionsAdvertising
![Page 34: Top Trends in Online Games](https://reader035.vdocument.in/reader035/viewer/2022070511/58a3ae4b1a28ab9e6a8b6245/html5/thumbnails/34.jpg)
GamerDNA © 2008 34
Conclusions
Larger, more diverse audience than ever
Capital-efficient platforms exist to connect you with this diverse audience
People are looking for “tribes” to be a part of
Capturing and sustaining attention is the essence of good online game models