road ahead for mobile game development - glu: ngdc 2012
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Road Ahead for Mobile Game Development - GLU: NGDC 2012TRANSCRIPT
Road Ahead for Mobile Game DevelopmentImran KhanStudio Head
Griptonite Games India a Glu Mobile Studio
Glu Games on App Store
India Studio Title
~ 9.5 Million iOS Downloads
India Studio Title
5
WHAT ARE WE TALKING ABOUT TODAY!
Agenda for the talk.
YOUR GAME VISION
Zombie Kill is a Free 2 Play Social Tower Defence Game for Casual gamers targeted at Smartphone market.
M Mobile
R Genre
S Social
C Casual
M Monetize
S Security
Handheld Revenue
M Mobile
Mobile Eco-System
PhonesSmartphonesTabletsMini Tablets
iOSAndroidWin7&8BlackberrySymbian
AppleGoogleMicrosoftNokiaRIMAmazon
IntelnVidiaQualcommARMTexas Inst
Apple StoreGoogle PlayMS-MarketplaceOVIAmazonAppstore
OS Companies Hardware
StoresNokiaSamsungHTCLGAppleMotorola
OEMForm Factor
M Mobile
Smartphone Market Share
M Mobile
Mobile OS Architectures
Google Dalvik JVMLinux Kernel
Java Apps
Java Virtual Machine
BlackBerry OS
Java Apps
S60
JVM
Symbian OS
Cocoa Touch
BSD Kernel
X11/GNOME
Linux KernelAndroid BlackBerry Symbian ^
1iPhone Maemo
Linux
Java Apps
- JVM enables “Write once, Run everywhere” paradigm but for lowest common denominator feature set available on different phones.- “Run Everywhere” is complicated by different implementations of JVM.- iPhone has a tightly coupled Kernel, Cocoa API and 3rd party application interface which uses all of the features of the iPhone consistently via the API calls.
Apps JVM
Apps
M Mobile
Android Architecture
M Mobile
iOS Architecture
M Mobile
Android vis-à-vis iOSAndroid: (Open Platform)+ OEM promotes development+ Feature rich phones- Inconsistent feature set - Fragmented HW profiles- Irregular software updates- Non standard software distribution- Ambiguous security policy- Bloat of OEM featuresiOS: (Closed Platform)+ Stable development platform+ Consistent features across versions+ Consistent software updates+ Tight HW/SW integrated security- Slow on delivery of features- HW Limited to Apple’s choice
M Mobile
iOS Evolution
iOS6
M Mobile
Android Evolutionldpi mdpi hdpi xhdpi
small 2.3%
2.4%
normal
0.7%
26.2%
57.8%
0.9%
large 0.3%
2%
xlarge 7.4%
Size Vs Pixel Density
Version Updates
xlarge screens are at least 960dp x 720dplarge screens are at least 640dp x 480dpnormal screens are at least 470dp x 320dpsmall screens are at least 426dp x 320dp
ldpi ~ 120 dpimdpi ~ 160 dpihdpi ~ 240 dpixdpi ~ 320 dpi
M Mobile
Version Codename API Distributio
n1.5 Cupcake 3 0.1%1.6 Donut 4 0.3%2.1 Eclair 7 3.1%2.2 Froyo 8 12%
2.3 - 2.3.2 Gingerbread
9 0.3%2.3.3 - 2.3.7
10 53.9%3.1 Honeycom
b12 0.4%
3.2 13 1.4%
4.0.3 - 4.0.4
Ice Cream Sandwich
15 25.8%
4.1 Jelly Bean 16 2.7%
Software Updates Cycle
3rd P
arty
OE
M
Goog
leAp
ple
iOS UpdateiTunes iOS Device
Android Update OEM update
Android Device
Android Release OEM build 3rd Party
Distribution
iOS Release
DeviceRelease OEM Customize Distribution
M Mobile
3rd Party AppsAPPLE :
- Has a strong guideline for how the applications should be developed in look & feel and functionality
- Controls how the 3rd party application is deployed to iOS devices via App Store and iTunes.
- Strict policies led to a professional environment where serious applications are deployed
Google :
- Enforces less control on content and presentation and no strict guidelines
- Enforces no quality checks before apps are deployed to store.
- Less enforcement and fewer policy has led to Android becoming a tinkers destination where experimental hobbyists sometimes deploy apps which are buggy and unsecure.
M Mobile
SecurityiOS PUBLISH PROCESS:
- Prepare Release build of App- Submit signed binary to Apple- Apple QA approval- Apple adds DRM to binary- Apple deploys to App Store
Apple controls the lifetime of App- Monitors application behavior- Will Ban App from App Store
ANDROID PUBLISH PROCESS (1) :- Prepare release build of App- Email people the build- Will only install if “Unknown Sources” install enabled.ANDROID PUBLISH PROCESS (2) :- Prepare release build of App- Web distribute the build- Will only install if “Unknown Sources” install enabled.ANDROID PUBLISH PROCESS (3) :- Prepare release build of App- Submit Signed App to Google Play- Avail Google In-App Billing and Licensing Services
M Mobile S Security
Mobile Development Framework
• PhoneGap• Titanium
M Mobile
Mobile Game Engine
• Unity 3D• Unreal Development Kit – Infinity Blade.• Cocos3D
M Mobile
M Mobile
Apple - Leads in applications on App Store- Leads in Revenue from Apps- Leads in Tablet market share
Android - Leads in User base growth
M Mobile
*Graphics : Flurry
Acquire, Engage and Retain!
Acquire.
Engage.
Retain.
Earn.
M Monetize*Graphics : Flurry
24
Freemium Vs Premium
M Monetize S Social
*Graphics : AppAnnie
Freemium Games
M Monetize S Social
Freemium Games
M Monetize S Social
Different game
plan for different
age groups
based on their
spending potential.
Smartphone vs Tablet
M Mobile C Casual
Tablets for
Engaging games.
Phones for
Games on the
GO.
S Social
28
Rank Vs Revenue
Top 10% of the titles make more
than half of the total
revenue.
Analytics Tools
• Flurry• Mixpanel• Kissmetric• AppAnnie• Google Analytics
M Monetize
IAP vs Ads
M Monetize
Incentivize Ads
• TapJoy • Super Rewards • Playhaven• Millennial media • Future – Zynga Ads Platform
M Monetize
Social Gaming Network
• Apple Game Center• Mobage• Facebook• GREE• Zynga with Friends. (Public API for 3rd Party)• Activision – Recently announced ACTIVATE.
S Social
Add Cloud!
• Add cloud as an important component of anything you will do in the future on Mobile.
• @WSJ: From beginning of time until 2003, we generated 5 billion GB of data. Soon we'll generate that much every 10 minutes.
Games for Indians!
• In 6-month period ending June 2012, Android sold 56.4 %, Symbian 17.4 %, BlackBerry 12.1 %, Bada 8.5 %, iOS 3 % and Windows Mobile at 2.6 % of 5.50 million units.
• Design games for Indian consumers.– @WSJ: Chicken tikka panini (??) for the first
Starbucks in India.• Monetize Games for Indian consumers.• Consider localizing, you may win new players!
Questions ?Imran KhanStudio Head
Griptonite Games India a Glu Mobile Studio