melinda montano, kongregate

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  • PC and MobileGoing Cross Platform Post Launch

    Mel Montano

    Business Development Manager

  • Why Go Cross Platform Post Launch

    Primary

    Game lifespan

    Current players

    Potential players

    Revenue

    Bonus

    Platform experience

    Preserving legacy titles

    2

  • Consider and Evaluate

    Potential opportunity

    Self porting vs paid porting

    Effort needed

    Engineering

    QA

    BD

    Marketing

    Team enthusiasm

    3

  • Potential Opportunity Considerations

    Premium PC -> Premium Mobile

    Limited installs

    Audience expects lower cost or free

    Mobile -> PC

    Limited installs

    Steam users are sensitive to

    perceived mobile ports

    4

  • Going Mobile: Premium vs Freemium

    Week 1 Install rates with a major platform

    feature

    Premium 750,000

    Yes there are outliers!

    Switching to Freemium Mechanics is HARD.

    Research implementations

    Ad implementations

    Session lengths

    5

  • Pricing: PC to Mobile

    Premium

    Demo and Full / Level Unlock

    Retooled for Freemium

    6

    Google Play, Level/Full Unlock

    >1M Downloads, 4.4 Rating

  • More on PC to Mobile

    Install size (

  • Case Study: World of Goo [2D Boy]

    8

    2008* Windows

    2008* WiiWare (North America)

    2008 Mac

    2009 Linux

    2009 WiiWare (Japan)

    2010 iOS (iPad)

    2011 iOS (iPhone)

    2011 Android

    2013 BlackBerry

    2017 Nintendo Switch

  • Mobile to PC Pricing: Premium vs Freemium

    Stay Premium

    Pricing Difference

    Stay Free to Play

    Free to Play category on Steam

    Premiumify

    Removing energy systems and

    IAPs

    Rebalancing

    9

  • Mobile to PC Considerations

    Event Systems

    Push Notifications

    DAU

    Storefronts

    Genres

    Reviews

    Special Edition and Soundtrack

    10

  • Case Study: Lara Croft GO [Square Enix]

    April 2014 - Hitman GO for iOS and Android, Windows in 2015

    August 2015 - iOS, Android, Windows, Windows Phone

    December 2016 - Windows and Mac on Steam

    Mobile $1.99 w/IAP

    Steam $9.99 no IAP

    Doesnt hide mobile

    Praises the porting

    Shows off awards

    11

  • Session Lengths, Game Lengths

    Mobile App Average Session Length 2016 = 5 minutes

    Mobile Games = 7-10 minutes

    Average 2016 Daily Mobile Gameplay = 24 minutes

    Good Median Retention D1 / D7 / D30 = 40 / 20 / 10

    Steam 2016 Median Playtime = 3 hours 36 minutes

    PC to Mobile: Save points, First Time User Experience

    (FTUE)

    Mobile to PC: Energy mechanics halting gameplay

    12

  • UX / UI

    Mobile -> PC

    Reduce oversize buttons and UI

    Less bouncy FTUE

    Any finger dragging animation

    No social media sharing

    Loading screen tips

    Account system

    PC -> Mobile

    Bigger, easier to click interface

    No double clicking

    Hand locations and covered

    portions

    FTUE

    Account system

    Localization menu

    13

  • Controls

    Mobile -> PC

    Accessibility

    Keyboards

    Full Controller vs Partial Controller

    PC -> Mobile

    Camera controls

    Mobile D-Pads Yes or No

    14

  • Platform Relationships

    Embrace the platform

    Tout the changes and updates

    Show off awards

    Add platform specific changes

    Achievements

    Push Notifications

    iOS Stickers

    Steam Trading Cards

    Make a new trailer

    Be loud about the launch

    Increase sales on multiple platforms

    15

  • Old Games for a New Audience

    RealMyst [Cyan, Inc]

    Myst (1993), RealMyst (2000)

    iOS 2012, Android 2017

    7th Guest [Trilobyte]

    Original release 1993, iOS 2010, Android 2015

    Putt Putt Saves the Zoo [Humongous Entertainment]

    Original release 1995, iOS 2011, Android 2012, Steam

    2014

    16

  • Paid Porting

    Set cost vs revenue share

    May find out it is unportable

    Potential delays

    Bug fixes

    Future update issues

    17

  • Thank Youmelinda@kongregate.com

    @melchiwi

    mailto:melinda@kongregate.com

  • Relevant Articles

    Bhuta, Falguni. MOBILE APPS CAPTURE CONSUMER ATTENTION 37 MINUTES A DAY UP 20% FROM THE

    BEGINNING OF 2016. Opera Mediaworks. 21 November 2016.

    Galyonkin, Sergey. Median Playtime on Steam. Steam Spy. 8 June 2015.

    Monthly Summaries. Steam Spy.

    Hwong, Connie. The Average Mobile Game Day. Verto Analytics. 17 August 2016.

    Game accessibility guidelines.

    19

    http://blog.operamediaworks.com/2016/11/21/mobile-apps-capture-consumer-attention-37-minutes-a-day-up-20-from-the-beginning-of-2016/https://galyonk.in/median-playtime-on-steam-8a3d67fda84d#.e3stj89kchttp://steamspy.com/year/http://www.vertoanalytics.com/average-mobile-game-day/http://gameaccessibilityguidelines.com/