The New Blue Ocean:Reaching 100+ millions of Windows Phone/Windows 8 players

蔡孟儒 (Raymond)台灣微軟資深技術推廣協理

商業模式畫布 - for game developers

Windows

1.1 億 players

Fun!

Cool!

Fancy!

Addicted!

大綱• 分享獨立開發者遊戲 App 於 Windows 平台下

載量 10 倍於 iOS 平台的秘密• Windows 平版及手機之新藍海市場 : 利潤分享

與廣告機制、技術需求• 針對新創團隊的優惠方案

Windows Apps 的市場有多小大 ?

Windows Phone 賣出了幾隻 ?

Operating System

3Q13 Shipment Volumes

3Q13 Market Share

3Q12 Shipment Volumes

3Q12 Market Share

Year-Over-Year

Change

Android 211.6 81.0% 139.9 74.9% 51.3%

iOS 33.8 12.9% 26.9 14.4% 25.6%

Windows Phone 9.5 3.6% 3.7 2.0% 156.0%

BlackBerry 4.5 1.7% 7.7 4.1% -41.6%

Others 1.7 0.6% 8.4 4.5% -80.1%

Total 261.1 100.0% 186.7 100.0% 39.9%

Top Four Operating Systems, Shipments, and Market Share, Q3 2013 (Units in Millions)

http://www.idc.com/getdoc.jsp?containerId=prUS24442013

有多少 Windows 8/8.1 在市場上 ?

http://www.netmarketshare.com/operating-system-market-share.aspx?qprid=10&qpcustomd=0

100 millions + 10 millions = 1億 1千萬 = 1/3的競爭者

(Apps # on iOS/Android) (Apps # on Windows 8/Phone)

Windows Devices: 崛起的市場17 markets fastest-growing Smartphone OSArgentina, Belgium, Chile, Czech Republic, France, India, Italy, Mexico, Netherlands, New Zealand, Poland, Russia, South Africa, Spain, Taiwan, Thailand, UK1

15 markets more shipments than iPhoneArgentina, Czech Republic, Finland, India, Italy, Mexico, Nigeria, Poland, Russia, Saudi Arabia, South Africa, Taiwan, Ukraine, United Arab Emirates, Vietnam1

Sources: 1IDC Mobile Phone Tracker, August 2013. 2Kantar Worldpanel ComTech USA Consumer Panel Q1 2013. April 29, 2013.

Microsoft Confidential – For Use Under NDA Only

Upgrades expected to contribute to 2013 growth2

52% US buyers upgraded from feature phones 50% of market owns feature phone

23% Windows Phone buyers in the last year moved over from an Android device2

9 markets above 10% market shareBelgium, Czech Republic, Finland, Italy, Poland, Saudi Arabia, South Africa, Thailand, Vietnam1

日本 & 歐洲

由成功經驗學習 :獨立開發者遊戲 App 於 Windows 平台下載量 10 倍於 iOS 平台的秘密

Windows Phone outperforms iPhone for Indie Game Developer• The QONQR game was launched in

March 2012 for both Windows Phone and iOS.

• The Windows Phone version consistently has more daily downloads than the iOS version, some weeks even reaching more than 10x the number of downloads of the iOS version.

http://blogs.windows.com/windows_phone/b/wpdev/archive/2013/10/01/windows-phone-outperforms-iphone-for-indie-game-developer.aspx

QONQR• From a team of 7 members• Hundreds of thousands Windows Phone

players• Revenue model on in-app purchase• The game is powered by 4 virtual servers

running on Windows Azure

The QONQR game goal is to attack and invade adjacent cities, while defending your own city. You play against players from around the world, and take pride in defending your city.

As you play, you earn credits, which you use to upgrade your capabilities, for example, your weapons.

the key to 10x more downloads on Windows Phone compared to iOS:

App Visibility

1. Windows Phone Store MarketingApps being promoted inside the Windows Phone Store

http://www.distimo.com/blog/2012_11_publication-discover-the-windows-store/

Windows Store 上的 Apps 下載量為 App Store 的三倍- 以排行 Top 300 的 Free/Paid Apps 作計算

台灣微軟 /Nokia 提名 Apps 至精選

2. Companion Windows 8 App• A ‘Command Center’ that lets players manage their

QONQR world and watch any battle or area of the map. • Having a Windows 8 version in the marketplace also helps

improve overall exposure for the game.

3. Effective use of social components in the game• They offer game credits for inviting new

users, like promoting interaction through a game forum, Twitter and Facebook.

• Reaching out to the top bloggers and digital magazines, and keeping in regular contact with the QONQR users.

*In-app purchase secretsThe game also offers “cubes” for purchase; these cubes can be converted to “credits” or can be used to acquire a few in-game items only available with cubes. ( 多層次貨幣系統 )

The QONQR team identified three types of digital items that could potentially be purchased:1. Persistent: new capabilities that are permanent2. Refreshes: consumable items that grant temporary capabilities (faster gameplay, instant battles)3. Cosmetic items: new colors or badges

Most of the revenue comes from ‘Refreshes’

40 Secrets to Making Money with In-App Purchases

商業模式畫布 - for game developers

微軟

Windows 市集精選曝光行銷活動

BizSpark 軟體在地技術支援

Windows

1.1 億 players

Fun!

Cool!

Fancy!

Addicted!Web + Store

Social Media

IAP

Porting my Games to Windows Apps?

如果您已使用 Unity ，恭喜 ! It’s a snap!Unity3D 4.2+: 免費 Windows 8/8.1 及 Windows Phone 模組

不僅是 Unity…

Appcelerator appMobi {!} Audiokinetic Wwise

Autodesk Scaleform

Cocos2d Epic Unreal Engine 3

Exit Games Photon Server

Fortumo Mobile Payments

Firelight Technologies FMOD

GameSalad Creator

Havok Physics Havok Vision Engine

MonoGame Ogre Rendering Engine

NVIDIA PhysX

Scirra Construct 2

SharpDX ShiVa3D

SlimDX Unigine Engine Yoyo Games GameMaker

ShiVa 3D4th October, 2012…ShiVa 2.0 with that in mind. We are constantly working on new engine ports. In the near future, you can look forward toDirect X 11, Windows 8 Metro …

http://blogs.msdn.com/b/windowsappdev/archive/2013/03/22/developing-windows-store-games.aspx

Store registration

$99

Business

Free

Students (Dreamspark)

Startups (Bizspark)

MSDN subscribers

$19

Individual

Windows Store Apps- revenue share(direct sale + in-app purchase)

Starts at 70%for new apps

Jumps to 80%once your app makes $25,000

BizSpark

創業夢想火花計畫

公司成立小於 5 年年收入小於一百萬美金以開發軟體產品或服務為公司的主要營業項目

•1 年的 Windows Phone + Windows 8 開發帳號•每個月台幣 4,700 的 Windows Azure 優惠 •3 年的 MSDN 訂閱服務 : 微軟作業系統及開發工具

小結1. 1 億 1 千萬 & 1/3 的競爭者

2. Business Model is crucial!

3. Porting Unity Games to Windows! http://unity3d.com/pages/windows/porting

Windows Apps 註冊、上架及免費工具 : http://dev.windows.com BizSpark 創業夢想火花計畫 : twspark@microsoft.com

App Visibility!讓您的遊戲被大家看見 !

但是…有 66% 是「僵屍」 Apps:

Windows Store Apps 的下載率則超過 9 成 ( 聚光燈效應 ? 藍海市場 !?)

iOS 及 Android 平台上皆已超過 100 個萬個 Apps