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PC and MobileGoing Cross Platform Post Launch
Mel Montano
Business Development Manager
Why Go Cross Platform Post Launch
Primary
• Game lifespan
• Current players
• Potential players
• Revenue
Bonus
• Platform experience
• Preserving legacy titles
2
Consider and Evaluate
Potential opportunity
Self porting vs paid porting
Effort needed
• Engineering
• QA
• BD
• Marketing
Team enthusiasm
3
Potential Opportunity Considerations
Premium PC -> Premium Mobile
• Limited installs
• Audience expects lower cost or free
Mobile -> PC
• Limited installs
• Steam users are sensitive to
perceived mobile ports
4
Going Mobile: Premium vs Freemium
Week 1 Install rates with a major platform
feature
Premium <10,000
Freemium >750,000
Yes there are outliers!
Switching to Freemium Mechanics is HARD.
Research implementations
Ad implementations
Session lengths
5
Pricing: PC to Mobile
Premium
Demo and Full / Level Unlock
Retooled for Freemium
6
Google Play, Level/Full Unlock
>1M Downloads, 4.4 Rating
More on PC to Mobile
Install size (<100MB)
Cloud saves and multiple devices
Social Sharing
Screen Sizes
Analytics
Retention
FTUE completion, DAU,
ARPDAU
Crash Tracking
MarketingOpenSignal 2015, Android Fragmentation
7
Case Study: World of Goo [2D Boy]
8
2008* Windows
2008* WiiWare (North America)
2008 Mac
2009 Linux
2009 WiiWare (Japan)
2010 iOS (iPad)
2011 iOS (iPhone)
2011 Android
2013 BlackBerry
2017 Nintendo Switch
Mobile to PC Pricing: Premium vs Freemium
Stay Premium
Pricing Difference
Stay Free to Play
Free to Play category on Steam
Premiumify
Removing energy systems and
IAPs
Rebalancing
9
Mobile to PC Considerations
Event Systems
Push Notifications
DAU
Storefronts
Genres
Reviews
Special Edition and Soundtrack
10
Case Study: Lara Croft GO [Square Enix]
April 2014 - Hitman GO for iOS and Android, Windows in 2015
August 2015 - iOS, Android, Windows, Windows Phone
December 2016 - Windows and Mac on Steam
Mobile $1.99 w/IAP
Steam $9.99 no IAP
Doesn’t hide mobile
Praises the porting
Shows off awards
11
Session Lengths, Game Lengths
Mobile App Average Session Length 2016 = 5 minutes
Mobile Games = 7-10 minutes
Average 2016 Daily Mobile Gameplay = 24 minutes
Good Median Retention D1 / D7 / D30 = 40 / 20 / 10
Steam 2016 Median Playtime = 3 hours 36 minutes
PC to Mobile: Save points, First Time User Experience
(FTUE)
Mobile to PC: Energy mechanics halting gameplay
12
UX / UI
Mobile -> PC
Reduce oversize buttons and UI
Less bouncy FTUE
Any finger dragging animation
No social media sharing
Loading screen tips
Account system
PC -> Mobile
Bigger, easier to click interface
No double clicking
Hand locations and covered
portions
FTUE
Account system
Localization menu
13
Controls
Mobile -> PC
Accessibility
Keyboards
Full Controller vs Partial Controller
PC -> Mobile
Camera controls
Mobile D-Pads Yes or No
14
Platform Relationships
Embrace the platform
Tout the changes and updates
Show off awards
Add platform specific changes
• Achievements
• Push Notifications
• iOS Stickers
• Steam Trading Cards
Make a new trailer
Be loud about the launch
Increase sales on multiple platforms
15
Old Games for a New Audience
RealMyst [Cyan, Inc]
Myst (1993), RealMyst (2000)
iOS 2012, Android 2017
7th Guest [Trilobyte]
Original release 1993, iOS 2010, Android 2015
Putt Putt Saves the Zoo [Humongous Entertainment]
Original release 1995, iOS 2011, Android 2012, Steam
2014
16
Paid Porting
Set cost vs revenue share
May find out it is unportable
Potential delays
Bug fixes
Future update issues
17
Relevant Articles
Bhuta, Falguni. “MOBILE APPS CAPTURE CONSUMER ATTENTION 37 MINUTES A DAY – UP 20% FROM THE
BEGINNING OF 2016.” Opera Mediaworks. 21 November 2016.
Galyonkin, Sergey. “Median Playtime on Steam.” Steam Spy. 8 June 2015.
“Monthly Summaries.” Steam Spy.
Hwong, Connie. “The Average Mobile Game Day.” Verto Analytics. 17 August 2016.
“Game accessibility guidelines.”
19