Tips for Success as an Indie iPhone Developer
Keith ShepherdNatalia Luckyanova
FoundersImangi Studios
www.imangi.com
Overview
• About us• Tips for making games• Tips for marketing and selling games
• Husband and Wife Team• Based in Washington, DC• Founded June 2008• No game industry background• Focused on Low Cost High Quality
Casual Games• Five Apps in the Store
The Idea
• Notebook of Ideas• Games WE Enjoy Playing• Concepts with a Wide Appeal• Intuitive Mechanic• Pickup and Play• Make use of unique iPhone features
Prototyping• Focus on FUN!• Focus on the Mechanic
• Quick and Dirty• Get Feedback!
PolishChoosing an Art Direction / Theme
• Have a theme and style in mind before you start working with an artist• Don’t be afraid to iterate!
PolishMenus, Level Design, Fine Tuning, Music, and Sound
Icon Design
App Store Mockups
• Does it stand out in the Top 25?• Does it stand out on the device?• Does it stand out next to similar apps?
Beta Testing
• Start small• Feature-complete• First impressions• Iterate rapidly• Diverse group (hard-core gamers, your mom)• Watch them play – What’s intuitive?– What’s frustrating?
• Respond to ALL feedback and ideas!
Development Summary
• Quick release cycle• Rapid prototype that focuses on fun• Polish!
Marketing
Average Sales Curve
Release Goals
• Buzz• Listed in New Releases• Top 100 Placement• Positive Reviews• Get Featured
Buzz - Pre-release Marketing
• Engage the community
• Engage the press• Cross-promotion
Engaging the Community
• Know your audience• Pictures > Words • Respond to feedback• Be part of the community• Be nice• Promo Codes
Engaging the press
• Influence• Timing– Pre-release– Launch Day– Updates
• Press Release tips– Think like a reviewer
New Releases
Release Date Trick
• Submitted Sept 1• App Approved on Sept 15• Release Date == Sept 1 WTF!?
Top 100
• Hopefully the buzz will get you there• Biggest exposure • Best chance to make a profit• Stickiness – long tail• US #100 App - >1,000 copies / day• US #1 App – 10,000-30,000 copies / day
Top 100 – Price
0.99 1.99 2.99 3.99 4.99 5.99 6.990
10
20
30
40
50
60
App Price Distribution in Top 100
Getting Featured
Getting Featured
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310
2000
4000
6000
8000
10000
12000
Harbor Master July Sales
Date
Units
Sol
d
Long Tail – Keeping Sales Up
• Keep up the buzz• Sales• Localization
• Lite version• Price• Updates
Short Tail
-Might still get lucky-Play with price-Move on
Be Realistic
• Be realistic about the market. No more:– Match 3 (>1000 search results)– Slide puzzles (>1000)– Fart apps (489)– Sudoku (364)
• If a project is not working, let it go• Building a reputation is tough• Keep on keepin’ on!
Be Creative/Adaptive
• Experiment with new game play mechanics• Try to stand out from the pack• Learn - how are other achieving success?• Use your unique indie assets– We can experiment– We’re agile and in control– We can interact with the players
