Upload
calvin-johnson
View
217
Download
1
Embed Size (px)
Citation preview
BEYOND PLAFORMS…THE RISE OF THE CORE GAMER!
2
MY BACKGROUNDCORE, CORE & CORE !
• 8 years in gaming … still a newbie! Since 2010 in F2P.• From console to PC and then mobile.
*: Source: Flurry Analytics
99% of my time in this industry spent convincing core gamers to play core games
3
• Traditional industry thinking still associate 1 platform with 1 type of consumer as legacy of “console-only” era
WHY ARE WE HERE TODAY ?GO BEYOND PLATFORM-FIRST THINKING
TRADITIONAL VISIONGAMER CENTRIC VISION
4
WHY ARE YOU HERE TODAY ?BEFORE WE START, WHAT TO EXPECT
If you are…- A PC/console studio leader with a core game brewing ?
Mobile is worth it with the metric to prove it.- A mobile first studio leader with a core game brewing ?
What to aim for in term of key F2P metrics.- A VC/banker/angel ready to bet on core games ?
Why plenty of blue oceans remains.- Just here to rest and enjoy the free Wifi?
It happens. Just don’t type loudly.
5
AGENDA OR …“THE PRE Q&A SLIDE FODDER”
Key metrics• Daily engagement (time)• Paying users (%)• ARPDAU ($)• ARPPU ($)• Acquisition cost ($)• Key discovery / acquisition methods (% leads)
First thoughts & ideas before Q&A• Already some solid examples, let’s focus on one (Injustice) • F2P opportunities are everywhere• Do we have a case here? Q&A time
AGENDA
6
1. KEY METRICS2. FIRST THOUGHTS & IDEAS
7
PARAMETERS FOR THE COMPARISON“MY DATA IS SKEWED!”
Consumer: Core gamer
Psychographic: “Geeky gamer”, enjoy fantasy universes, RPGs gameplays & competitive/coop multiplayer
Game genres• Mobile: Trading cards & strategy games• PC: MMOs & action-RPG games
Geography: All countries minus China, Japan and Korea
8
DATA POINT #1DAILY ENGAGEMENT IN MINUTES
Why does it matter?• Measure how significant the game impacts the gamer’s life• In F2P, close correlation with retention & monetization metrics
In real life terms…
Mobile PC0
45
90
4966
Average minutes daily*
1 episode ofGame of Thrones (almost)
1 episode GoT and… some Youtube videos
*: Full week average
9
DATA POINT #2PERCENTAGE OF PAYING USERS
Why does it matter?• Measure how much the game provides delightful moments justifying payment• Still a gap between Asian-based companies vs. US-based studios
Mobile PC0.0%
5.0%
10.0%
1.5% 2.1%
5.5%
3.5%
9.7%
6.8%
% of paying users (low, high, peak)
10
DATA POINT #3AVERAGE REVENUE PER DAU
Why does it matter?• Every gamer has a number of days / months to spend in your game, it measures
your capability to make this time playing a viable business
*: Monthly average for competitive / great, peak is 1 day
Mobile PC $-
$1.00
$2.00
$3.00
$0.25 $0.60
$0.75 $1.10
$2.75
$2.05
ARPDAU (competitive, great, peak)
11
DATA POINT #4AVERAGE REVENUE PER PAYING USER
Why does it matter?• Paying users are key to model correctly your recoup of the game production,
maintenance and your marketing
*: Total revenue per paying user
Mobile PC $-
$50.00
$100.00
$150.00
$200.00
$250.00
$55.00
$125.00 $160.00
$215.00
ARPPU (competitive, great)
12
DATA POINT #5COST PER INSTALL (US)
Why does it matter?• In both cases, to have a viable business, you need to have a cost per new unique
user (NUU) lower than a given lifetime value - 45, 90 or 180 days –• Caveat: This CPI is an average of a Top3 of US low/high quality traffic sources
*: Total revenue per paying user
Mobile PC $-
$1.00
$2.00
$3.00
$4.00
$5.00
$1.60 $2.00
$3.60 $4.25
Cost per install (low, high quality)
13
DATA POINT #6KEY DISCOVERY METHODS
Why does it matter?• Help you to model your marketing budget vs. production budget• And evaluate the opportunity from social hooks vs. platform feature vs. search
5%
43%
1%
32%
19%
Mobile
Search (SEO)
Paid
PR (direct)
Friend/organic/social
App Store/channel
8%
32%
7%
38%
15%
PC
AGENDA
14
1. KEY METRICS2. FIRST THOUGHTS & IDEAS
15
BEYOND PLATFORMS, 1ST GOOD EXAMPLEINJUSTICE, GOD AMONG US (WB)
NeverRealm's iOS game, release 2 weeks before their console one, lead to :• Greater awareness of the console sku which became #1 seller in April/May 2013• Top30 grossing game on iOS since launch re-using console 3D models
16
SOME EXAMPLES OF F2P CORE GAMER’SREMAINING OPPORTUNITIES
Next-gen consoles and F2P
Mobile gaming, think of :• Open genres• Per major territories (West, Korea, China, Japan)• And if I see one more “Clash meets Puzzle & Dragons” pitch…
17
DO WE HAVE A CASE OR NOT?Q&A TIME
Are you :- Angry, skeptical or revolted? GOOD !
- Read to jump on the microphone? EVEN BETTER !
“If moderation is a fault, then indifference is a crime” Jack Kerouac