Some (slightly) random notes I took from attending Games Monetization Europe earlier this week. I’d recommend this event for it’s currency of content and the quality of people attending.
http://www.videogamesintelligence.com/monetisation-europe/
(#GMEU on Twitter)
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Nick Parker
- Games market – Asia 56% of revenue, EU17% US21%
- Data at IHA Screen Digest
- iOS delivers stronger revenues because of store fragmentation – 40 android app stores, many different handsets, piracy
- Comparing publisher net revenues, 20% console, 49% online
- 1.7bn connected TVs by 2016 in 570m homes
- 2.4bn smartphones, 550m tablets by 2016 = 3bn devices
Peter Edward, SME Director, PShome
- 150 devs providing content
- F2P is viable on consoles
- audiences are similar on console and other f2p platforms
- can be for smaller devs/teams not just large teams
- hungry community, like innovation, all like games, like personalisation and customisation, comfortable with micro transactions, infrastructure exists
- Home and f2p – engine, tool sets and samples, infrastructure is free, trusted commerce system (PS Wallet), numerous opportunities to buy (places)
- cheap entry to console Dev, predictable ROI
- curated content…discovery ‘easy’
PANEL all you can eat or micro-transactions
- 380m registered users – Gamesforge
- 42m MAU CandyCrush Saga
Game design workshop
Game pyramid:
- Core loop (find the fun)
- Retention game (what keeps the player coming back to the core loop)
- Super Fan game (strong social levels that work for the super fan/spender)
King – Tommy Palm
- Use King.com to test game ideas first
- Marketing & branding….
- Cross marketing is very important – PR, word of mouth, Facebook traffic, getting featured, ads, cross-promotion
- You need 150,000 downloads to get on top of iOS chart
- Over 50% of users connected to FB
- USE DEEP LINKING…notifications include link to App Store, can include parameters to enable game-specific functionality
- Notification,s timeline, news feed and bookmarks + paid ads = drive new installs
Fiksu
- Facebook users – 75% of MAU is (also) on mobile, 10% solely mobile
- Mobile app install unit, deep link to app but seamless as can return straight back to FB as opposed to sponsored stories that take user off to any URL
- 600×360 creative, <10% of screen space can be text
- Highly targeted
Global monetization of games – Newzoo
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- $70bn overall games industry
- Latin America and Asia main growth
- Europe and us relatively flat
- 1.23bn gamers this year
- 18% of market is mobile inc tablet
- Gaming growth:
- 32 TV +4% growth YoY
- 77 floating screen + 5% growth YoY
- 39 computer screen + 5% growth YoY
- 12 personal screen +22% growth YoY
- 87% increase on tablet gamers in UK YoY,
- 20% play on all screen types
- 40% of all smartphones players pay money (UK)
- Russia spends more on iPad games thanGermany
WOOGA – Al Sinoy, PM for Diamond Dash
- Make first play super accessible
- avoid unclear controls, unnecessary UI, loading screens,
- instant rewards, unlock new levels, unlock new elements, free stuff
- breathing spaces…avoid burning through content very quickly…don’t let them get everything at once but show what can be won/played etc
- provide milestones, e.g. reset high scores weekly
- push notifications e.g. Energy recharged, stuff unlocked, high score reset
- Community management and follow up feedback
- Ensure cross-platform communication
- Beware of aggressive monetization – payers should get empowering value, but still need to satisfy non-payers
- Reward non-paying/time-rich players as much as paying users
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Kevin Corti, SpiderShed Media
[Mobile/social games design, project/product management & commercialisation]
Linkedin: www.linkedin.com/in/kevincorti
Twitter: @spidershed
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