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PC and Mobile
Going Cross Platform Post Launch
Mel Montaño
Business Development Manager
Why Go Cross Platform Post Launch
Primary
• Game lifespan
• Current players
• Potential players
• Revenue
Bonus
• Platform...
Consider and Evaluate
Potential opportunity
Self porting vs paid porting
Effort needed
• Engineering
• QA
• BD
• Marketing...
Potential Opportunity Considerations
Premium PC -> Premium Mobile
• Limited installs
• Audience expects lower cost or free...
Going Mobile: Premium vs Freemium
Week 1 Install rates with a major platform
feature
Premium <10,000
Freemium >750,000
Yes...
Pricing: PC to Mobile
Premium
Demo and Full / Level Unlock
Retooled for Freemium
6
Google Play, Level/Full Unlock
>1M Down...
More on PC to Mobile
Install size (<100MB)
Cloud saves and multiple devices
Social Sharing
Screen Sizes
Analytics
Retentio...
Case Study: World of Goo [2D Boy]
8
2008* Windows
2008* WiiWare (North America)
2008 Mac
2009 Linux
2009 WiiWare (Japan)
2...
Mobile to PC Pricing: Premium vs Freemium
Stay Premium
Pricing Difference
Stay Free to Play
Free to Play category on Steam...
Mobile to PC Considerations
Event Systems
Push Notifications
DAU
Storefronts
Genres
Reviews
Special Edition and Soundtrack...
Case Study: Lara Croft GO [Square Enix]
April 2014 - Hitman GO for iOS and Android, Windows in 2015
August 2015 - iOS, And...
Session Lengths, Game Lengths
Mobile App Average Session Length 2016 = 5 minutes
Mobile Games = 7-10 minutes
Average 2016 ...
UX / UI
Mobile -> PC
Reduce oversize buttons and UI
Less bouncy FTUE
Any finger dragging animation
No social media sharing...
Controls
Mobile -> PC
Accessibility
Keyboards
Full Controller vs Partial Controller
PC -> Mobile
Camera controls
Mobile D-...
Platform Relationships
Embrace the platform
Tout the changes and updates
Show off awards
Add platform specific changes
• A...
Old Games for a New Audience
RealMyst [Cyan, Inc]
Myst (1993), RealMyst (2000)
iOS 2012, Android 2017
7th Guest [Trilobyte...
Paid Porting
Set cost vs revenue share
May find out it is unportable
Potential delays
Bug fixes
Future update issues
17
Thank You
melinda@kongregate.com
@melchiwi
Relevant Articles
Bhuta, Falguni. “MOBILE APPS CAPTURE CONSUMER ATTENTION 37 MINUTES A DAY – UP 20% FROM THE
BEGINNING OF ...
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PC and Mobile: Going Cross Platform Post Launch

These are slides from Mel Montano’s talks about PC and Mobile cross-platform game launches at Casual Connect Berlin and White Night Prague 2017. She uses her experience in publishing and cross-platform games via Humble Bundle to provide real-world actionable items to help in pursuing a secondary (or tertiary or more) launch on a very different platform.

Going cross-platform increases your potential audience, pleases your current userbase, and can grow your lifetime revenue. The leap from mobile to PC and vice-versa is fraught with complications from perceived game value, freemium/premium, to the specifics of UX/UI changes. This talk gives actionable insights for your cross-platform PC and mobile plans.

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PC and Mobile: Going Cross Platform Post Launch

  1. 1. PC and Mobile Going Cross Platform Post Launch Mel Montaño Business Development Manager
  2. 2. Why Go Cross Platform Post Launch Primary • Game lifespan • Current players • Potential players • Revenue Bonus • Platform experience • Preserving legacy titles 2
  3. 3. Consider and Evaluate Potential opportunity Self porting vs paid porting Effort needed • Engineering • QA • BD • Marketing Team enthusiasm 3
  4. 4. 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
  5. 5. Going Mobile: Premium vs Freemium Week 1 Install rates with a major platform feature Premium <10,000 Freemium >750,000 Yes there are outliers! Switching to Freemium Mechanics is HARD. Research implementations Ad implementations Session lengths 5
  6. 6. Pricing: PC to Mobile Premium Demo and Full / Level Unlock Retooled for Freemium 6 Google Play, Level/Full Unlock >1M Downloads, 4.4 Rating
  7. 7. More on PC to Mobile Install size (<100MB) Cloud saves and multiple devices Social Sharing Screen Sizes Analytics Retention FTUE completion, DAU, ARPDAU Crash Tracking Marketing OpenSignal 2015, Android Fragmentation 7
  8. 8. 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
  9. 9. 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
  10. 10. Mobile to PC Considerations Event Systems Push Notifications DAU Storefronts Genres Reviews Special Edition and Soundtrack 10
  11. 11. 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 Doesn’t hide mobile Praises the porting Shows off awards 11
  12. 12. 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
  13. 13. 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
  14. 14. Controls Mobile -> PC Accessibility Keyboards Full Controller vs Partial Controller PC -> Mobile Camera controls Mobile D-Pads Yes or No 14
  15. 15. 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
  16. 16. 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
  17. 17. Paid Porting Set cost vs revenue share May find out it is unportable Potential delays Bug fixes Future update issues 17
  18. 18. Thank You melinda@kongregate.com @melchiwi
  19. 19. 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

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