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Slides from the keynote of Jens Begemann at the Virtual Goods Summit in Berlin (May 25th 2001).Social Games: Why Brands and Publishers are ObsoleteThroughout game industry history, “Publishers” played an important role. Data gathering, market analysis, portfolio planning, IP aggregation, marketing, manufacturing, distribution, sales, and customer service were the Publisher’s value-add. Developers created the games, but publishers provided the scale to build big business.With the rise of online game distribution the Publisher’s role diminished in importance. The social games ecosystem pushes it into obsolescence. There is no media to press, no boxes to ship. There are no “gold masters” to handoff. Game services require direct and immediate feedback & iteration loops between consumers and creatives. Facebook provides near-instant access to a captive global audience of hundreds of millions, and built-in contextual, targeted marketing mechanisms to effectively reach almost any audience within that huge constituency. Other companies provide fully-featured tools for monetization, scalable ops, analytics, and customer acquisition. In short – the social game ecosystem enables and requires direct access to huge audiences and major-league tools. Who needs a Publisher anymore?Speaker:Jens Begemann, Founder & CEO, wooga
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+ Social Games – Making Publisher obsolete
Jens Begemann Founder & CEO wooga
wooga – world of gaming
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Key stats
5 games on Facebook; 30 million ac9ve users
Biggest European social game developer
Only 5% of users from adver9sing
70% of users are female (age 20-‐60)
About wooga
Founded January 2009
Funding: Founders, Balderton Capital, Holtzbrinck Ventures (total of €5m+)
Interna9onal team of 85 from 20 countries in Berlin
Jens Begemann Founder & CEO
n A) Game Publisher or Developer?
n B) Blogger or Journalist?
n C) Investor, Banker, Analyst?
n D) Provider for the industry: Ad-‐Pla[orm/Network, Tool provider, Supplier (e.g. Sound/Graphics), Agency, Cross-‐linking network etc.?
n E) Other
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§ Launched July 2009 § Biggest brain training
game on Facebook
#1
§ Launched February 2010 § Top 20 Facebook game § Pop colourful bubbles and
explore the secrets of a mysterious island.
#2
§ Launched May 2010 § Top 20 Facebook game § Grow crazy plants and build your
own unique Monster Garden.
#3
§ Launched: December 2010 § Cure cute pets of funny diseases
while building your own pet hospital.
#4
§ Launched: March 15 § Click as many gems as possible in 60s § Already a top 20 Facebook game § Fastest growing Facebook app today
#5
Techcrunch: “wooga is figh9ng the good fight for Europe”
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Our office in Berlin
Social Games: Making Publishers Obsolete
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Social Games – Making Publisher obsolete
I. The role of the publisher
II. Evolu9on of computer games
III. Key trends in social gaming
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Publisher = Manufacturing & Marke9ng
Developer = Design & Produc9on
Established roles in the games industry
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Old world
The world of products
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New world
The world of services
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Publishers 1. Medium
2. Distribu9on
3. Reach
4. Market research
5. Financing
1. Gameplay, Ideas & Story
2. Tes9ng
3. Visuals, Graphics, Sounds
4. Programming
Developers
Old world New world
vs.
in
&
The Role of…
1) Medium
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Old world: Making physical media
New world: Online access
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2) Distribu9on
Old world: Retail, gatekeepers
New world: Direct to Consumer
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3) Reach
Old world: Branding, Ads, PR
New world: Viral + X-‐linking
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4) Market research
Old world: Focus groups + mystery
New world: Analy9cs
5) Financing
Old world: Advances / Financing
New world: Steady cash-‐flow
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à Online access
à Direct to consumer
à Viral & X-‐Linking
à Analy9cs
à Steady cash-‐flow
New world
Publishers’ tasks change drama9cally
1. Medium: Physical media
2. Distribu9on: Retail etc.
3. Reach: Branding &PR
4. Market research: Mystery
5. Financing: Advances
Old world
Publishers Developers
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Social Games – Making Publisher obsolete
I. The role of the publisher
II. EvoluFon of computer games
III. Key trends in social gaming
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Old world
The world of products
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New world
The world of services
Analy9cs: We provide a great user experience by obsessing on metrics
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Example: 1.4% drop is deemed unacceptable and game is op9mized accordingly
Step
New users (last 24h) 38.863 01 -‐ Flash begin (0%) 93,0% 02 -‐ Flash complete (100%) 86,5% 03 -‐ Tutorial -‐ two rooms built 82,7% 04 -‐ Tutorial -‐ four rooms built 82,5% 05 -‐ Tutorial -‐ welcome first pet 81,1% 06 -‐ Tutorial -‐ slot machine for first 9me 79,8% 07 -‐ Tutorial -‐ first baqery 79,6% 08 -‐ Tutorial -‐ first pa9ent treated 79,4% 09 -‐ Tutorial -‐ treatment complete 78,8% 10 -‐ Tutorial -‐ clean machine 77,5% 11 -‐ Tutorial -‐ return to recep9on 77,2%
A/B test different invite slots
*Invites sent
0% 10% 20% 30% 40% 50% 60%
Reached lvl 3
Reached lvl 4
1 day ret
3 day ret
7 day ret
A/B test: Growth 9me of lemonade bushes
5 min => 3 min
3 min 5 min
Analy9cs: A/B test of different characters!
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Welcome Bill! I’ll help you get started on your garden.
Welcome Bill! I’ll help you get started on your garden.
Welcome Bill! I’ll help you get started on your garden.
Weekly itera9ons based on analy9cs
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DAU August 2010
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0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
1.000.000
1.100.000
1.200.000
May-‐10 Jun-‐10 Jul-‐10 Aug-‐10 Sep-‐10 Oct-‐10 Nov-‐10 Dec-‐10
300.000
DAU end of 2010
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0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
1.000.000
1.100.000
1.200.000
May-‐10 Jun-‐10 Jul-‐10 Aug-‐10 Sep-‐10 Oct-‐10 Nov-‐10 Dec-‐10
wooga strives to combine the emo9ons of Pixar with the
analy9cs of Google
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= +
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Social Games – Making Publisher obsolete
I. The role of the publisher
II. Evolu9on of computer games
III. Key trends in social gaming
Key trends in social gaming
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Core games
Deeper Casual
Mobile
In-‐Game Ads Social Interac9on
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Jens Begemann @begemann wooga.com/jobs
Thank you for your aqen9on
