20150605 what i've learned from candy crush saga
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The strategy a game developer can learn from Candy Crush Saga.
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20150605 what i've learned from candy crush saga
- 1. Christina Hsu What I’ve learned from Candy Crush Saga
- 2. About Me • ID: Christina Hsu ( 徐志瀟 ) • HP: 17 Years Old (Since 1996) • Guilds: UserJoy( 宇峻奧汀 ) 、 Dreamforce ( 次 方 ) 、 Lager ( 雷爵 ) 、 Gamania ( 遊戲橘 子 ) 、 FunTown ( 戲谷 ) 、 Aspect Gaming, Shanghai • Attributes: Game Designer (assistant of ADM and CS ) 、 Marketing Manager 、 Product Manager 、 Biz Dev. Manager 、 Market Intelligence Researcher 、 Producer
- 3. My Strength in Game Industry Go through the complete flow Pitch ➙ Proposal ➙ Development ➙ QA ➙ Manufacture ➙ Release ➙ Distribution ➙ Marketing ➙ Operation Cross-platform, multi-devices PC, Console, Mobile (Missing Part: Arcade) Set-top-box, Inflight Game Cross-culture Experience Dozen Version for Ten Territories BD, Localization, Support
- 4. Agenda Success Story of <Candy Crush Saga> What We Can Learn from <Candy Crush Saga> Q&A
- 5. Success Story of <Candy Crush Saga>
- 6. Developer / Publisher About King.com King is a leading interactive entertainment company for the mobile world. We have more than 185 fun titles in over 200 countries & regions; and we have 364 million average monthly unique users, as of first quarter 2015, across web and mobile platforms. King.com was founded in 2003, now has game studios in Stockholm, Bucharest, Malmö, London, Barcelona, Berlin, Singapore, and Seattle, along with offices in San Francisco, Malta, Seoul, Tokyo and Shanghai.
- 8. On Facebook: the ‘Saga' “Saga Framework”Proven Game
- 9. <Candy Crush Saga> First Released -April 2012 on Facebook -November 2012 on iOS & Android -December 2014 on Windows Phone Key Metrics -Average Daily Installs: 100,000 -DAU: 46 millions -MAU:
- 10. <Candy Crush Saga> Makes Over $1.3 Billion revenue in 2014 <Candy Crush Saga> and <Candy Crush Soda Saga>, reported revenue of $546 million for Q4, 2014.
- 11. The Formula of Success = A*
- 12. Accessibility: 1st time gamers
- 13. Accessibilities: Play everywhere Game State -Progress Game State -Progress ?
- 14. Accessibilities: Free 75% of those who completed all levels do not pay
- 15. Accessibilities: Intuitive Controls YouTube: Bullfrog playing Ant Smasher Mouse Touch Screen Joypad
- 16. Accessibilities: Bite Size Short sessions for you to play and kill time
- 17. Lots of Levels A very long game The Formula of Success = A*N
- 18. More Never Ending Against your ideas of casual games, it is difficult!
- 19. 19 The Formula of Success = A*N*C Campfire Index = How Social It Is
- 20. The Formula of Success = A*N*C The Aisle Effect
- 21. The True Definition of Social is
- 22. FB connected users are MUCH more valuable * Retention * Engagement * Likelihood to pay
- 23. PRPR Word of mouthWord of mouth Feature by AppleFeature by AppleFacebook trafficFacebook traffic AdsAds Cross promotionCross promotion Saga: Marketing &. Branding
- 24. PC: Facebook App discovery mainly viral (AppData 2012) 43% 19% 18% 10% 6% 4% Friend Invite Advertisement Don’t Remember Word of Mouth Newsfeed Other 0 0.1 0.2 0.3 0.4 0.5 Column1
- 25. Mobile: App discovery driven by App Stores (Nielsen Q3 2011)
- 26. Over 50% of smart phone users are connected to Facebook More than 500m of Facebook’s monthly users use mobile Facebook Enable Cross- platform Viral User Acquisition
- 27. Facebook enables discoverability both on canvas and mobile Notifications News feed and Timeline Bookmark Ads
- 28. What We Can Learn From <Candy Crush Saga>
- 29. 1999 Mobile Games 29 Paradigm Shift 2005 2010 SNS Games 2009 Browser Games 2007 F2P Biz model Online Game 1988 Developed in Taiwan ~1980 Pirate / Localized / Licensed / Outsourced Games
- 30. In Short, Innovation Comes From
- 31. What is Viable in the Marketplace? http://www.youtube.com/watch?v=Mi7BRsIzBuw
- 32. Easy to Pick-up IF YOU NEED A TUTORIAL TO EXPLAIN YOUR GAME, THEN PERHAPS IT’S NOT REALLY CASUAL AND ACCESSIBLE TO THE MASS MARKET.
- 34. Jump Out from Comfort Zone THIS BUSINESS IS ALL ABOUT RESHAPING AND CHALLENGING THE WAYS WE WORK. NO ONE CAN AFFORD TO STAY IN THEIR COMFORT ZONE FOR LONG.
- 36. As More Platforms as Possible
- 37. Thank You! Any Question?
Editor's Notes
- At King.com we have an way of removing the guess work: 150 catalogue + 15 new skill games/year on king.com 12 weeks/3devs, sub $100k investment per game 11m unique testing ground surfaces best gameplay winners wrapped into proven “envelopes” for fb/mobile
- winners wrapped into proven “envelopes” for fb/mobile
- In fact CCS has become so popular that it is now #1 on FB. We celebrated that recently with this infographics. It states trivia like that the game has been played more than 100 K years when adding together the playsessions Or that more then 1 trillion candies have been crushed in the game since launch. But it also reveals one important thing that is a key to the success 69 % of the gamers are women. Not only is that rare but it is also important from a social perspective. I will come back to that.
- We also revealed that the game was downloaded 10 M times in December the month after the launch. We are now recruiting heavily to continuing to meet the demand from our fans. [The king model]
- Casual Games fits the profile! The same game / accessable on multiple devices. This is what I am referring to when I am talking about cross platform today. Here is a exampel of Seamless play that I will be using as a case study today. BWS.
- One of the most difficult aspects of cross platform is changing input device. One general thing that can be said is that; the simpler the control the more easier the adaptation to new platforms Direct control is a super intuitive way of controlling a game. No layer of abstraction! If the controls are simple (like one button etc.) taking the game to another platform with another input method is much easier.
- It helps you identify who of your friends that is playing
- That is not strange. It is just a lot more fun and meaningful to play together with your friends. So even if we allow people to play offline completely, we try to encourage players to connect and play with others.
- This is the top free list for iPhone. You app does not end up here by coincident. It take somewhere around 150 K download per day to get to the Top Free list. The extra downloads you get by being there makes it worth trying to make it there. As with any marketing a broad approach is better. You want to use all channels at once as being on the top list gives a lot of extra downloads. I will talk mostly about Facebook as that comes natural to King
- Facebook app discovery is mainly driven by the notification system in Facebook
- But on mobile the most important channel is the App Stores. Here it is not either possible to buy visibility.
- The FB client on mobile is huge. It is a great tool for mobile App discovery.
- 1. Facebook enables discoverability both on canvas and mobile. This is a extremely valuable source for user acquisition.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.