kinect 와 xbox live를 통해 알아 본 windows phone 7.5 게임 전략

Kinect 와 Xbox Live 를 통해 알아 본 윈도우폰 7.5 게임 전략

서진호 부장 / 윈도우폰 개발자 에반젤리스트[email protected]

http://blogs.msdn.com/jinhoseo

mailto:[email protected]

Windows Phone Microsoft confidential.2

지금까지 우리는 ?

Large & growing

#1

10M

35M

#1 selling game console지난 6 개월 동안

1 천만 Kinects 컨슈머 제품 중에 역사상 가장 빠른 판매

3 천 5 백만35 개국에서의 LIVE 구독자 수

Windows Phone Microsoft confidential.

다시 말하자면 , 게임은 넘버원 !Xbox 360 is the #1 selling gaming device in the U.S. (32M) and has 55M consoles sold WW

35M Xbox Live members WW; 18.7M US

Kinect launch: World record 8 million sold in the first 60 days (It took iPad nearly 6 months to sell 7.5 million)! Currently over 10 million Kinects sold

40% of time on Xbox is spent outside of gaming (video, chat, social, etc.) for Gold members

Avg. user has 40” HDTV / 5.1 surround or higher – Big screen venue for your video content!

Xbox LIVE Subscribers vs. Top 10 Cable Companies*

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000


Kinect Demo


Bring your start screen to life with glance and go updates from your favorite apps and contacts.

Offers up relevant apps for your consideration based on what you are doing on your phone.

Easily swipe across the screen to quickly get the information you need.

Makes it easy to play music in the background and quickly switch between apps, picking up where you left off.

An engaging showplace for apps and games, making it easier and faster to find what you’re looking for or to discover something you didn’t expect

Windows Phone 7.5 무엇이 달라졌는가 ? w

Black swan

Black Swan

AMC Pacific Place 11 2:10 pmAMC Loews 2:40 pmRegal 4:10 pm

Black Swan- Wikipedia, the free Wikipedia

apps

Live Tiles

App Connect

Flowing App Panoramic Display

Multitasking

Marketplace

Bring your start screen to life with glance and go updates from your favorite apps and contacts

Offers up relevant apps for your consideration based on what you are doing on your phone

Easily swipe across the screen to quickly get the information you need

Makes it easy to play music in the background and quickly switch between apps, picking up where you left off


Live Tiles

App Connect

Flowing App Panoramic Display

Multitasking

Marketplace

Bring your start screen to life with glance and go updates from your favorite apps and contacts

Offers up relevant apps for your consideration based on what you are doing on your phone

Easily swipe across the screen to quickly get the information you need

Makes it easy to play music in the background and quickly switch between apps, picking up where you left off



더욱 더 차별화된 Live Tiles

Live TilesBring your start screen to life with glance and go updates from your favorite apps and contacts

Pin to Start

Live Tile Notification

Deep Linking

Pin to Start

Live Tile Notification

Deep Linking


다양한 앱 추천 - App Connect

App ConnectOffers up relevant apps for your consideration based on what you are doing on your phone

Pictures

Music+Video

BingProduct SearchBingMovie Card

Pictures

Music+Video

BingProduct SearchBingMovie Card

Black swan

Black Swan

AMC Pacific Place 11 2:10 pmAMC Loews 2:40 pmRegal 4:10 pm

Black Swan- Wikipedia, the free Wikipedia

apps


더욱 더 쉽게 앱 전환MultitaskingMakes it easy to play music in the background and quickly switch between apps, picking up where you left off


Must Have 앱 장터 – MarketplaceMajor brands have joined the platform: Amazon, Facebook, American Airlines, NBA, ESPN, Netflix, Groupon and thousands more

Marketplace momentum

2M+ Windows Phone 7 SDKs downloaded

50K+ registered developers in marketplace

30K+ applications published and growing


Windows Phone 7.5 Demo


61% Male

70% 18-34

51% HHI > $75,000

Xbox LIVE members “agree a lot” to the following statements: 93% of Male 18-34 LIVE users play M rated games 81% of Male 18-34 LIVE users download content from Xbox LIVE 42% of Male 18-34 LIVE users say, “I spend more time playing video

games than watching TV

Xbox LIVE members “agree a lot” to the following statements: I’m the first of my friends to have new technology equipment: Xbox

LIVE 5.56%, General Internet Population 3.12% Friends ask my advice about technology equipment: Xbox LIVE 12%,

General Internet Population 6.4%

Xbox LIVE 사용자 분석Demo*

Love Video Games!*Tech Trend Setters!**Simmons Summer 2010


9 out of 10 of the top grossing applications in the Marketplace

Xbox LIVE Extras is the 6th most downloaded application

Around half of all Windows Phone 7 owners have downloaded an Xbox LIVE game

Nearly 50% of Windows Phone 7 customers downloading XBL games are new to Xbox LIVE

Xbox LIVE Games on Windows Phone


Games and Music – some of the top apps

13

Gartner estimates 70 – 80% of all mobile consumer applications downloaded are mobile games¹

Games are 9 out of 10 of the top grossing applications in Windows Phone Marketplace

Games receive Average User rating 4/5 stars

Listening to music is the most popular daily activity across all mobile phones²

Downloading music to mobile phones is predicted to grow from 483.8M in 2009 to over 1B in 2014³

Greatest growth coming from subscriptions

Sources: 1 Gartner Research Report: Mobile Gaming Expectations Boosted on Application Store and Smartphone Popularity March 2 TNS Research (2010); 3 IE Market Research 2010


Must Have GamesHydro Thunder Go!Genre: RacingCost: $4.99 Blast through 12 ferocious courses with the powerboat of your choice and compete against 15 devious opponents with strategic use of your Hydro Boost power, Mighty Hull and Hydro Jump abilities. In addition to visually stunning environments and insane track layouts, the ever-changing water conditions keep the races varied and interesting. Doodle Jump Genre: PlatformCost: $2.99 Jump, jump, jump to the top, top, top with “Doodle Jump,” the runaway hit! Guide the Doodler on a springy journey up the never-ending sheet of graph paper to see how far you can climb. Leap from platform to platform, finding your way higher and higher using brilliant contraptions such as springs, propeller hats and jet packs. Avoid broken platforms, menacing black holes, UFOs and baddies. Blast them with your nose balls! geoDefenseGenre: Tower DefenseCost: $2.99 Obliterate a horde of vibrant, vector-styled enemies in this fast-paced tower defense game. Devastate creeps with blasters, lasers and missiles and watch their energy debris swirl through the gravity wells of your vortex towers Demonstrate your pixel-blasting skill to all your friends on Xbox LIVE Leaderboards and earn Achievements as you hone advanced defense strategies.

Sonic 4Genre: Platform RacingCost: $6.99 Featuring enhanced gameplay elements, including the classic Sonic Spin Dash, and the versatile Homing Attack, Sonic 4 picks up right where Sonic and Knuckles left off. Dr. Eggman's back, and in an effort to finally rid himself of Sonic, he revisits and improves the very best of his creations. Get ready for the next chapter in an all new epic 2D saga built for old and new fans alike.

Angry Birds Genre: PuzzleCost: $2.99 Angry Birds is now on Windows Phone! The survival of the angry birds is at stake. Dish out revenge on the green pigs who stole the birds’ eggs. Use the unique destructive powers of the angry birds to lay waste to the pigs’ fortified castles. Each of the 195 levels requires logic, skill and brute force to crush the enemy.

Plants vs ZombiesGenre: Tower DefenseCost: $4.99 Get ready to soil your plants - Plants vs. Zombies™ is coming to Windows Phone! A mob of fun-loving zombies is about to invade your home, and the only defense is your arsenal of plants. Use peashooters, wall-nuts, cherry bombs and more to mulchify 26 types of zombies before they reach your front door. The fun never dies!


새로운 Xbox LIVE 및 게임 특징

15

Games marketplace

Parental controls

Paid downloadable content (PDLC)

Multiplayer gameplay

Games hub improvements

Enhanced Games Marketplace with metro look & soft key search for games

Keep children safe from M rated games while allowing for an extended portfolio

MSFT points based in-game add-ons and the ability to purchase avatar items on your phone *Not an E3 Message*

Invite XBL friends via gamertag to play both turn-by-turn and great asynchronous multiplayer games *Not an E3 Message*

Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience

Games marketplace

Parental controls

Paid downloadable content (PDLC)

Multiplayer gameplay

Games hub improvements

Enhanced Games Marketplace with soft key search for games

Parental Controls on M rated games

MSFT points based in-game add-ons and the ability to purchase avatar items on your phone

Invite XBL friends via gamertag to play multiplayer games

Integration of most of “Xbox LIVE Extras” into hub & improved Spotlight experience


Windows Phone owners listen to music and watch videos more than Blackberry and Android users1

Windows Phone owners are using music services more on the phone than Apple and Android1

Zune + Windows Phone 7 growth 65% increase in Zune Pass Subscribers since Windows Phone 7

launch 40% of signed-in accounts are from Windows Phone 7

Zune customer leans heavily towards male, 25-44 with incomes above $87K

Music on Windows Phone

16

1 – MSFT Compete Tracker


New Zune music and video features

17

Smart DJ

Zune Music Pass

Pin to Start

Save Now Playing

Podcast Marketplace (U.S. only)

Creates personalized mixes of music from your collection and/or marketplace

Sign-up and carry millions of songs with you on your phone

Quickly access your personal and marketplace music by pinning it to the Start screen

Turn your Now Playing queue into a personal playlist you can access later

Search and subscribe to podcasts directly from the phone

Smart DJ

Zune Music Pass

Pin to Start

Save Now Playing

Podcast Marketplace (U.S. only)

Creates personalized playlists based on the music you love

Sign-up and carry millions of songs with you on your phone

Quickly access your favorite albums and playlists by pinning them to the Start screen

Turn your Now Playing queue into a personal playlist you can access later

Search for, subscribe to, and play podcasts directly from your phone


개발자 지원 및 홍보


Premium feature placements and merchandising

Web - Xbox, Windows Phone & Microsoft

Xbox.mobi, mobile.microsoft

CRM – Xbox and Windows Phone

Facebook & Twitter

Blogs

POS Piece Retail Sales

Professionals Offers and

promotions

어떻게 Promotion 해 줄 것인가 ?

Xbox LIVE MarketplaceDigital Retail ChannelSocial Media

Targeting Millions of Xbox Live Users

(35MWW, 18.7M US) Branded Destina

tion Site


App Marketing 기회Partner 제공

Partner marketing 와 앱 통합 (ATL, BTL, retail, CRM)

Publisher 제공

Publishers 의 Brand 와 함께 다양한 공동 마케팅 제공

Microsoft 제공

MS-led apps campaign 통합 (Microsoft “owned” properties and BTL)


Partner 들에게 어떻게 제공하는가 ?App “Bundle” 제공

Buy a Windows Phone, Get a Themed App Pack (e.g. Holiday Survival, Biz Traveler)

App “Content” 제공

Buy a Windows Phone, Get Free Content (e.g. Amazon Kindle book each month)

App “Subscription” 제공

Buy a Windows Phone, Get Free Apps for a Period of Time (e.g. movie app/week in July)

Amazon Kindle app

+Kindle books

Orange UK Free

App-a-DayOffer

Holiday Survival App Pack


Publisher 들에게 어떻게 제공하는가 ?

22

Device 제공

Leverage or create device offers with Partner; promote w/app to Publisher user base

Publisher 제공

Partner with Publisher to create win-win offer and campaign, targeting user base

Gift/Content 제공

Partner with Partner and Publisher to create offering (WP + app + gift or content)

NYT Readers Only: New

WP for $X + App

Buy WP, Get BA App +

Miles, Points or Free

Upgrade

Buy WP, Get Amazon

Shopping App + $X

Amazon Gift Card


사례 : British Airways

Step 1 Step 2 Step 3 Step 4

Launch app Promote appPromote app +

WPPromote app +

WP + offer

PR and Web SiteInclusion in BA’s Mobile Marketing

Direct Marketing to BA’s Customers

Offer with Campaign

Buy WP, Get BA App +

Miles, Points or Free

Upgrade


Gaming – Xbox LIVE 광고• 55M WW/ 32M

US Subscribers• 61% Male• 70% 18-34• 51% HHI >

$75,000• Tech Trend

Setters• Highly

Engaged Audience

• Big Screen Venue for Advertising


결론 – 국내는 어떻게 지원하는가 ?

10 월 5 일 – WP7 ISV Day 초청(App Camp, App Clinic, Device Support)http://msdn.microsoft.com/ko-kr/gg415576

kinect 와 xbox live를 통해 알아 본 windows phone 7.5 게임 전략

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