20140707 social game primer talk
TRANSCRIPT
SOCIAL, MOBILE GAME PRIMER TALK
AGENDA• Game Industry at a glance• Key Metrics• Trends• Design to Monetize• Social Casino
05/03/2023 | Confidential | Pg No. 2
GAME INDUSTRY AT A GLANCE
05/03/2023 | Confidential | Pg No. 3
At first, we start from an idea…At Last, Games for Players
FROM AN IDEA TO A PRODUCT
05/03/2023 | Confidential | Pg No. 4
Administration, Finance, Human Resource, and so on
Game Development
In-between, Lots of Work
Publishing / Operation
GAME INDUSTRY
05/03/2023 | Confidential | Pg No. 5
05/03/2023 | Confidential | Pg No. 6
PEOPLE IN GAME INDUSTRY
05/03/2023 | Confidential | Pg No. 7
GAME CATEGORIES
-HOG-Match-3-Endless Runner
-Ville/Farm-Tower
Defense-MOBA
05/03/2023 | Confidential | Pg No. 8
INDUSTRY CHAIN
05/03/2023 | Confidential | Pg No. 9
MARKET SIZE
05/03/2023 | Confidential | Pg No. 10
MARKET SIZE PER SEGMENT
05/03/2023 | Confidential | Pg No. 11
BUSINESS MODEL
KEY METRICS
05/03/2023 | Confidential | Pg No. 12
05/03/2023 | Confidential | Pg No. 13
Console, PC Purchase (packages, pay per download, try &
buy) Units sold, sales volume
MMOG Subscription, F2P MCCU (PCCU): max./peak concurrent user
(server loading) ACCU: average concurrent user (revenue
base) Apps (Social, Mobile)
DAU: daily active user MAU: monthly active user
KEY METRICS : MAU & DAU
05/03/2023 | Confidential | Pg No. 14
REFERENCE : DAU OF THE TOP 10 FACEBOOK GAMES
05/03/2023 | Confidential | Pg No. 15
Acquisition New users UAC/CAC: user/customer acquisition cost LTV: lifetime value
Retention MAU/DAU > 20% Day 2/3/4/5/6/7/15/30
Monetization ARPU: average revenue per user ARPPU: average revenue per paid user Pay rate
KEY METRICS : ARM RELEVANT LTV of EA Social Sports: $56 (Source: AllThingsD, 2012)
Good D2/D7/D30 retention≒ 40% /20%/10%
(Source: Flurry, June 2012)
05/03/2023 | Confidential | Pg No. 16
REFERENCE: GAME DESIGN FOR BETTER RETENTION
05/03/2023 | Confidential | Pg No. 17
OTHER KEY METRICS I
05/03/2023 | Confidential | Pg No. 18
REFERENCE : HOW MUCH IS THE AVERAGE UAC
05/03/2023 | Confidential | Pg No. 19
OTHER KEY METRICS II
Conversion Rate General Payers/Players
Retention relevant churn/attrition rate : subscription-based aver. # of sessions, aver. session length
Data-driven cohort analysis results tables of in-game systems like match-
making, queuing
REFERENCE: DO WE MONETIZE WELL
05/03/2023 | Confidential | Pg No. 20
TRENDS
05/03/2023 | Confidential | Pg No. 21
05/03/2023 | Confidential | Pg No. 22
TREND 1 : FREEMIUM F2P earns more Why? Economical Reasons
Remove barriers Remove the upper limits
Why? Psychological Mechanism Willpower & Impulsive
purchase Virtual currency Instant satisfaction
Why? Teach player to spend
05/03/2023 | Confidential | Pg No. 23
FREEMIUM EARNS MORE Teach players to spend
Free coins as rewards Free trial to get
addicted Design to monetize
Reasonable Price Structure
Integrate monetization into gameplay/core loop
Good Design: items etc. Implement chance-
based factor to boost payment
PAYMENT: KEY ISSUE IN THE EMERGING MARKET
05/03/2023 | Confidential | Pg No. 24
PAYMENT OPTIONS
05/03/2023 | Confidential | Pg No. 25
05/03/2023 | Confidential | Pg No. 26
TREND2 : SOCIAL -Easy to play-Bite Size-Enriched by real relations
05/03/2023 | Confidential | Pg No. 27
CORE OF SOCIAL: COMPETITIVE & CO-OP
Collaboration & giftingCompetition & rivalry
05/03/2023 | Confidential | Pg No. 28
SOCIAL IS GOOD FOR RETENTION
05/03/2023 | Confidential | Pg No. 29
SOCIAL IS GOOD FOR MONETIZATION
05/03/2023 | Confidential | Pg No. 30
TREND 3 : MOBILE DOMINATES
05/03/2023 | Confidential | Pg No. 31
CHANGE : MOBILE GAME INDUSTRY CHAIN
05/03/2023 | Confidential | Pg No. 32
CHANGE: MOBILE GAMES
“Snake” on the feature phone in
the old days“Snake.apk”
With iAP & SNS integration (Facebook, IMs)
-Compare score: leaderboard
-Share Results with friends
-Ask Friends to help, all response
get rewards -Send/Receive
Gifts
-Single player but remain online-Multi players
with rivals and/or team work to
achieve-Pay to revive
-Pay to slow down
05/03/2023 | Confidential | Pg No. 33
MOBILE GAME TRENDS
DESIGN TO MONETIZE
05/03/2023 | Confidential | Pg No. 34
STRATEGY
05/03/2023 | Confidential | Pg No. 35
Satisfy our payers
Please non-payers: Why they matter Revenue stream (via iAD) Viral marketing to reduce our UAC/CPI (invites
/posts to play free) Keep payers stay (Vanity & Special items)
REASONABLE PRICE STRUCTURE
05/03/2023 | Confidential | Pg No. 36
Pricing Low barrier The higher price,
the better unit price
Promotion Limited time Limited amount
Free Trial of iAP Tutorial Quests Free First Test
RULES: INTEGRATE MONETIZATION IN CORE LOOP
05/03/2023 | Confidential | Pg No. 37
Core Loop: key sets of activities a player takes in each session Actions: main interactive elements Gates: elements that block progression Sinks: where players spend currency Taps: where players gain currency
Provide options in Taps, path with least resistance Earning in sessions, free gifts (rewards,
comprehension) RMT(real money trading) Social (Viral): friends help, post to wall Spend time/ Skills
SINK DESIGN
05/03/2023 | Confidential | Pg No. 38
Ultima Online (1997): items wear out MapleStory (2003):
items expire
ITEM DESIGN
05/03/2023 | Confidential | Pg No. 39
IMPLEMENT CHANCE-BASED FACTOR
05/03/2023 | Confidential | Pg No. 40
Collectible Trading Items (cards) Normal, Rare, Super Rare, Random cards in packs
Gambling Slots Gacha Lottery
Recycle Compose, Embed, Forge, Enchant
05/03/2023 | Confidential | Pg No. 41
BEST PRACTICES IProgression Map
Proper Level Difficulty
Randomness as Obstacles
Multiple Goal Structures
05/03/2023 | Confidential | Pg No. 42
BEST PRACTICES II
Multiple vectors of achievement make completion both harder and more interesting (motivations to pay)
05/03/2023 | Confidential | Pg No. 43
BEST PRACTICES III
No patience to wait is one of the strongest factor to pay
05/03/2023 | Confidential | Pg No. 44
BEST PRACTICES IV: CLANS (GUILDS)Team incentives create pressure to keep up with each other and thus spend.
SOCIAL CASINO
05/03/2023 | Confidential | Pg No. 45
05/03/2023 | Confidential | Pg No. 46
MARKET SIZEIn 2012, the predict market size is $1.7BN by 2013, $2.5 BN by
2015
Social Casino Gaming reaches $2.9BN in 2013, and $4.4 BN 2015e! (Source: SuperData, 2014)
05/03/2023 | Confidential | Pg No. 47
MARKET GROWTH
05/03/2023 | Confidential | Pg No. 48
MARKET SHARE BY COUNTRY & PLATFORM
05/03/2023 | Confidential | Pg No. 49
MARKET SHARE (IOS TOP 10)
05/03/2023 | Confidential | Pg No. 50
TOP 10 COUNTRIES (IOS)
05/03/2023 | Confidential | Pg No. 51
KEY PRODUCTS BY MAU
WWW.ASPECTGAMING.COM
05/03/2023 | Confidential | Pg No. 52