The Essential Steps For Mobile Games Success Todd Marks CEO

Transcription

1 The Essential Steps For Mobile Games Success Todd Marks

2 2 6 Key Steps To A Successful App

3 Brief History

4 Growth of the Gadget 4

5 Gaming Timeline Genre Innovation

6 Trends in Console Gaming Graphics, Graphics Graphics Deep Rich Storylines Connectivity MMO Massive Multiplayer Online Games Life Beyond the Story: Unlocks, Replayability, Network Game play Appeal to Hardcore Gamers 6

7 Trends in Console Gaming Graphics Deep, Rich Storylines Connectivity MMO Massive Multiplayer Online Games Life Beyond the Story: Unlocks, Replayability, Network Game play Appeal to Hardcore Gamers 7

8 8 Casual Gaming Online Social Games

9 9 Casual Gaming Widening Demographics

10 10 Casual Gaming Socializing & Competition

11 Mobile Gaming Explosion Low Barriers Cheap- $1.07 and decreasing with freemium model Freemium Model- roughly 3% spending on in-app purchases 11

12 12 Mobile Gaming Explosion

13 Mobile Gaming Explosion Simplicity Game story Controls/ Intuitive Play Time & Length of levels 13

14 Mobile Gaming Explosion Connectivity 3G Connectivity- share or download a new game any time! 14

15 15 Mobile Genre Innovation- Fragmentation?

16 16 Mobile Genre Innovation- Fragmentation?

17 Production: What Makes a Good Mobile Game?

18 Game Design and Mechanics Games tell a story What is the setting? Who is the hero? Who is the villain? What are the hero's desires? 18

19 Game Design and Mechanics Cues Visual Audio Dynamic 19

20 Addicting Game Components Make the game easy and fun Lots of short levels More content they can unlock Depth- building up from a simple to difficult game play 20

21 Appropriate Game Controls Controlsntrols One touch/swipe controls Multi touch controls Gyroscopic Games 21

22 Popular Games

23 Top Games as comment "M5" all on one scree One touch controls Virtual Currency Great Graphics Unlocks and power-ups 23

24 Fruit Ninja Simplicity One touch control Not many short levels but one continuous 24

25 Where s My Water Where s My Water Simple controls Physics based interactions Many short levels- increasing difficulty makes more interesting over time Fantastic Character and level design 25

26 Words with Friends Where s My Water 3G connectivity Socialization Human Connection- Drives Competition, Emotional Investment 26

27 Temple Run Continuous level-stats Very easy controls that use smartphones well-swipe/touch accelerometer Easy, Simple & Fast! 27

28 28 Summary of Current Landscape

29 Mobile Game Engines

30 Game Engines Corona SDK Fast development time Affordable when compared with a tool such as Game Salad No Objective-C Good support No access to native API 30

31 Game Engines Cocos2d Ease of use Speed through the use of OpenGL ES Flexibility and simple integrations such as Box2D- and Chipmunkbased physics Support from a large, friendly community 31

32 Game Engines Unity for 3D Open Source Supports nearly all console and mobile platforms Deferred Rendering- Creates rich 3D environments while saving maximum space 32

33 Monetization

34 34 Mobile Gaming :: Scuba Adventures

35 35 Download Cost

36 Why Pay? Clickz Stats Expanded features and capabilities (77 percent) Remove ads (44 percent) Trial expired (35 percent) To support the developer (22 percent) Curiosity (16 percent) 36

37 Mobile Ad Frameworks Google AdSense Millennial Media iad AdMob Brightroll Greystripe InMobi Jumptap MdotMSAY Media ZestADZ 37

38 Freemium Free To Play. Costs to unlock additional content Apple, Android and Amazon all Keep 30% Barnes and Noble most likely will do the same 38

39 Subscription Similar to Freemium which uses and In-App Purchase Apple, Android and Amazon all Keep 30% 39

40 Distribution

41 Distribution ios Apps Must go into the App store Amazon and Kindle Apps must go into their respective stores Google Apps can be distributed a number of different ways including , posting on website and several 3 rd Party distribution channels. 3 rd Party Distribution Channels include: Amazon, GetJar, AppBrain, Appsfire 41

42 User Acquisition

43 43 ipad Applications : GEICO Glovebox

44 44 Case Study :: Escape From Detention

45 User Acquisition Can no longer just stick it in the store Good SEO practice with Social Media Marketing Dark Art of App Store Optimization. 45

46 46 Submission To The Store

47 Mobile Marketing Steps to Measure ROI 1) Establish - a Baseline to measure results 2) Create an Activity Timeline Activites, Social Data, Web Data, Transactions 3) Monitor Sales Revenue How often customers make transactions. How many customers you are reaching. How much customers are spending. ROI = (Gain from Investment - Cost of Investment) Cost of Investment 47

48 How Do They Find It Clickz Stats Categories (57 percent) Search (57 percent) Featured - new (52 percent) Top 25 overall (52 percent) Features - what's hot (48 percent) Featured - personalized recommendations (e.g., Apple's Genius) (18 percent) Ads in other apps (12 percent) 48

49 Engagement & Retention

50 50 Engagement & Retention

51 Analysis Flurry Google Analytics Appboy 51

52 The Future of Games

53 53 Last Month- Convergence

54 Convergence- Bigger, Better, Faster, Social Social/Network game play Upgrades in hardware Network Upgrades 54

55 55 Convergence- Location Based Mobile Social

56 56 Convergence- AR Games

57 57 App Gear- Amplified Reality

58 Questions? Todd Marks President &