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.

1. PC and Mobile
Going Cross Platform Post Launch
Mel Montaño
Business Development Manager

2. Why Go Cross Platform Post Launch
Primary
• Game lifespan
• Current players
• Potential players
• Revenue
Bonus
• Platform experience
• Preserving legacy titles
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3. Consider and Evaluate
Potential opportunity
Self porting vs paid porting
Effort needed
• Engineering
• QA
• BD
• Marketing
Team enthusiasm
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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
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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
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6. Pricing: PC to Mobile
Premium
Demo and Full / Level Unlock
Retooled for Freemium
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Google Play, Level/Full Unlock
>1M Downloads, 4.4 Rating

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
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8. Case Study: World of Goo [2D Boy]
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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. 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
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10. Mobile to PC Considerations
Event Systems
Push Notifications
DAU
Storefronts
Genres
Reviews
Special Edition and Soundtrack
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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
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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
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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
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14. Controls
Mobile -> PC
Accessibility
Keyboards
Full Controller vs Partial Controller
PC -> Mobile
Camera controls
Mobile D-Pads Yes or No
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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
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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
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17. Paid Porting
Set cost vs revenue share
May find out it is unportable
Potential delays
Bug fixes
Future update issues
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18. Thank You
melinda@kongregate.com
@melchiwi

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.”
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