when publishing works for free to play games casual connect usa july 30, 2013 | san francisco, ca
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When Publishing Works for Free to Play Games
Casual Connect USAJuly 30, 2013 | San Francisco, CA
About Jameel Khalfan
• Currently leading Publishing for Pocket Gems
• Previously led paid user acquisition for Tap Zoo and Tap Pet Hotel (#1 and #4 top grossing apps of 2011)
• Prior experience in Venture Capital at Globespan Capital Partners and Product Management at Microsoft
Agenda
• Background on Pocket Gems• What a F2P publisher should do for you• How to best work with a F2P publisher• Case studies
Pocket Gems Background
• 100M+ downloads on mobile• Backed by Sequoia Capital, who funded
EA, Apple, and Google• Globally, Top 15 Grossing Publisher in
2012 across iOS and Android
Do you need a publisher?
• Assess whether you are set up to succeed self publishing– F2P game design expertise– iOS and Android platform experience– Cross promotion abilities– User acquisition funding and operations
• If you are not ready to self publish your F2P game, you should look for a good partner to help make your game as successful as possible
What a F2P Publisher should do for you:Cross Promotion
What a F2P Publisher should do for you: Paid User Acquisition
What a F2P Publisher should do for you: Ad Optimization
Note: For illustrative purposes only
What a F2P Publisher should do for you
• Tech– Share analytics tools and connect game easily to ad networks and UA
channels
• Product– Advice (not mandates) on F2P game mechanics
• Overall– Fair deal terms and aligned incentives– Collaborative relationship
How you can work best with a publisher
• Develop a fun and engaging game!
• Spend time focusing on the core loop and game mechanics, don’t expect the publisher to do it for you
• Treat game as an ongoing service for your players, rather than a finished product.
• Continue to look at data from the game after launch and evaluate next steps
Questions to ask potential publishers
• How many of your games have been in the top charts (free and grossing)?
• How do you think about user acquisition?– How many user acquisition channels are you integrated
with?– How big is your network for cross promotion?– What do you do to help with organic traffic and
optimization?
• Which people will I be working with and what are their backgrounds and game credits?
CASE STUDIES
Case Study: Chasing Yello (Google Play)
Publisher highlights:• QA process for Android• User acquisition• Cross promotion in Pocket Gems
network
Case Study: Chasing Yello (Google Play)
Results:• Featured on Google Play• Reached Top 5 Free Apps in 1 Week• Downloaded over 2.3 million times in 2
weeks
Case Study: Amazing Ants (iOS)
Publisher highlights:• Product feedback and game
design advice• PR for the game and company• Cross promotion in Pocket Gems
network
Case Study: Amazing Ants (iOS)
Results:• Featured in Apple App Store• Downloaded over 2.2M times in 2 weeks• #1 Free on iPad in 35 countries• Twyngo was subsequently acquired by a
venture backed game company
Thank You
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