cross-continent perspective on the truly global gaming market
TRANSCRIPT
1@markval @playfabnetwork
CROSS-CONTINENT PERSPECTIVE ON THE TRULY GLOBAL MARKET
Mark Val
2@markval @playfabnetwork
Mark ValGM Europe, PlayFab
18 years of online experience
3@markval @playfabnetwork
WHATHAPPENED GLOBALLY
GLOBALPERSPECTIVE
STRATEGY
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2009 2016
1425% increase in 7 years
YoY 26%+
61% made with Unity
+-450 6866
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375.7%
2,1M
400K
GLOBAL
25% are games
2,94M
GLOBAL
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10,279 titles+- 350 per month
0.06% F2P
+-30% of TOP 100 are F2P
0
500
1000
1500
2000
2500
3000
3500
All 2005 All 2006 All 2007 All 2008 All 2009 All 2010 All 2011 All 2012 All 2013 All 2014 All 2015 All 2016
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PS4
848 titles
4% F2P
Xbox One
498 titles
2% F2P
+ 100 OLD TITLES…
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19M
498
36M
848
34,5M
9,053
4,7B
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GAMES WIN IT ALL
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Everyone is going
Free to Play Free to Start
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0
10000000
20000000
30000000
40000000
50000000
60000000
1 7
13
19
25
31
37
43
49
55
61
67
73
79
85
91
97
10
3
10
9
11
5
12
1
12
7
13
3
13
9
14
5
15
1
15
7
16
3
16
9
17
5
18
1
18
7
19
3
19
9
52% $$$ TOP15
TOP 10
LAST
6 MONTHS
80%
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TOP 10
LAST
6 MONTHS
80%
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Wow effect is gone
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EVERYONE CAN BUILD
A QUALITY GAME?
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BUILD
55%
GAMES AS A BUSINESS
ONLY BUYS IN NATIVE
LANGUAGE
85%
CREATE
EXPERIENCE
SHAREECONOMY
ACCOUNTS
CONTENT MANAGEMENT
SERVER LOGIC
MULTIPLAYER
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BUILD
ANALYTIC
MARKETING
LIVE DEVELOPMENT
DEV OPSBIZ DEV
CUSTOMER SUPPORT
COMMUNITY
MANAGEMENT
LIVE OPERATIONS
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BUILD
AUDIENCE
MONETIZATION
THEME
MECHANICS
GAME DESIGN
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BUILD
DIFFERENT PERSONA = DIFFERENT MECHANICS & ITEMS
EXPLORER
SOCIALIZER
ACHIEVERKILLER
• 7 SINS
• DISCOVER NEW
CONTENT IN
PROGRESSION
TIERS
• +20% in revenue
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BUILD
KILLER / EXPERIENTIALISTAction, vertigo, tool-use, vehicle
use, horror, gambling, speedruns,
exploits,
Wants to be the most powerfull
ACHIEVER / GAMISTCompetition, collections,
manufacturing, high scores,
levels, clear all objectives,
Showoff to guild
EXPLORER / SIMULATIONISTPuzzles, creative building, world-lore,
systems analysis, theorizing, surprise,
Talk about findings that are hard to
complete
SOCIALIZER / IDEALISTChatting, roleplaying, storytelling,
cooperation, decorating, pets,
social events
Unique chat features and stays
with “friends”
PROGRESS + POWER FASTER RETENTION
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BUILD
DESIRE FOR HARM
DESIRE FOR THINGS
DESIRE FOR PLEASURE
DESIRE FOR MORE
DESIRE FOR ATTENTION
DESIRE FOR REST
DESIRE FOR OTHER PEOPLE THINGS
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BUILD
DIFFERENT PERSONA = DIFFERENT MECHANICS & ITEMS
traditionalist adventurer
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BUILD
USERS BONDS WITH
ITEMS & MECHANICS
MAKE A GOOD UX
HAPPY ACTIONS
ONLY
SAME PRICE FOR ALL
META GAMES
PROGRESSION
SYSTEM
REWARD GAMEPLAY
MAKE ENERGY A
RESSOURCE
TIME = MONEY
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02. PRICING 01. ITEMS PROGRESSIONIN TIERS
BUILD
03. GAMEPLAY FRICTION
SHORT AND PREDICTABLE
AVERAGE SESSION TIME
IS 252 SEC ON MOBILE
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WHATHAPPENED GLOBALLY
GLOBALPERSPECTIVE
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BIWEEKLY TIME IN HOURS IN GAMES WITH VR SUPPORT
04/15 04/16
TODAY 09/16 270 VR GAMES
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THE MOBILE INDUSTRY IS MATURING
… evolving ...
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WHERE TO GROW?AND HOW?
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COMPOUND ANNUAL GROWTH RATE
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#250 USD$ 1,8k
#1 USD$ 110k
#250 USD$ 57k
#1 USD$ 7,2M
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330+
60% 3RD PARTY
22% SMARTPHONE VENDORS
18% OPERATING VENDORS
= BANNED IN CHINA
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ASIA ISNT MOBILE 1ST, ITS POST MOBILE
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Africa is coming!
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WHATHAPPENED GLOBALLY
GLOBALPERSPECTIVE
STRATEGY
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02. TWO
CPI AND CPA
LOL!!!
04. FOUR
GET FEATURED
OR BACKOFF
01. ONE
PLAN LAUNCH
BEFORE GAME
IS FINISHED.
03. THREE
BUILD A CROSS
PROMO
NETWORK
LAUNCH ON MOBILE
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LAUNCH
40 DAYS PRIORGeographic Launch version Submission
Date
14 DAYS PRIORLaunch Candidate
Submission Date
Geographic Launch
version Approved
28 DAYS PRIOR
Give Giveaways
LAUNCH DATE
(ASO) SEARCHMAN.COM REVIEWFORDEV.CO
M
AUSTRALIA + 1 EUROPEAN
BASIC PLANNING
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GAME AS A SPECTATOR
GAME AS A CREATOR
GAME AS A SHARER
Twitch, YouTube, Vine
+ 75% on launch
LAUNCH
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LAUNCH
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COMMUNITY MANAGEMENT & SUPPORT
Increase Loyalty and got direct impact on revenue: +20%
Communication is key
LAUNCH
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LAUNCH
LOCALIZED AND
TRANSACTIONAL
ANALYTIC & SEGMENTS
SOFT LAUNCH /
GLOBAL EVENTS
CONTENT MANAGEMENT
CUSTOMER
SERVICES
> 10 HRS
60%
3 – 10 HRS
55%
< 3 HRS
36%
HOURS PER WEEK
2.8% SPENDERS
AIM 5%+
LIVE GAME OPERATIONS
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REVENUE PER MONTH = % CONVERSION X ARPPU X ACTIVE USERS
LTV > CPI
# invites * conversion
K-factor = i * c
ARPDAU or Retention
LTV = (A(month) – COST) * R(month)
GROW
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GROW
RUN SALES ON CURRENCIES, NOT ITEMS. PUT A
COUNTDOWN.
ENGAGEMENT AND CONVERSION
1, 7, 28 DAYS – 50% LEFT AT EACH STEPS
REWARD ON VIDEO ADS IS FINE
54@markval @playfabnetwork
60% OF REVENUE COMES FROM MULTIPLAYER GAMES
ALL SUCCESSFUL GAMES DOES LIVE GAME OPERATIONS
Deep linking
World coverage
Cross platform
85%
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THERE IS A LOTS OF SPACE FOR INNOVATION
REMEMBER!
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LUCK COMES TO THE WELL PREPARED!LIVE OPERATIONS IS KEY!
REMEMBER!
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IDENTIFY PERSONA
DESIGN WITH MONETIZATION
GAMEPLAY FRICTION
PREDICTABLE
TEST YOUR 3 KPI
FAIL FAST
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QUESTIONS ?PLEASE DON’T HESITATE.