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ALTERNATIVE FUNDING FOR GAME DEVS
GDC SAN FRANCISCO - FEB 2015
PollenVC - GDC San Francisco 2015 2
THE REALITY IS THAT
YOU NEED TO SUPPORT
YOUR GAME LAUNCH
WITH PAID UA
Everyone knows t...
3
THE FUNDING GAP…
LAUNCH
You’re earning money from day 1
This is your money
trapped in the payment system
Apple Releases
...
PollenVC - GDC San Francisco 2015
5
HOW DEVS FUND USER ACQUISITION
Venture Capital
Using equity financing from
yourVC is expensive and
dilutive (and they do...
6
MONETISATION ACQUISITION SUCCESS
SUCCESS FORMULA
PollenVC - GDC San Francisco 2015
7
It’s not just the cash,
it’s what you can
do with it.
7
REINVEST DIRECTLY
INTO PROMOTION
ACQUIRE MORE USERS
ACCESS FUNDI...
8
TYPICAL LAUNCH SCENARIO
DOWNLOADS
LAUNCH
Downloads
PollenVC - GDC San Francisco 2015
9
TYPICAL LAUNCH SCENARIO
LAUNCH
REVENUE
Revenue
PollenVC - GDC San Francisco 2015
10
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
App...
11
LOWER YOUR EFFECTIVE CPI
BY REINVESTING WHEN
YOU ARE RIDING HIGH…
PollenVC - GDC San Francisco 2015
12
YOUR GAME
FUNDS ITS OWN UA
PollenVC - GDC San Francisco 2015
THANK YOU
@martinmacmillan
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Alternative Funding for Game Developers

  1. 1. ALTERNATIVE FUNDING FOR GAME DEVS GDC SAN FRANCISCO - FEB 2015
  2. 2. PollenVC - GDC San Francisco 2015 2 THE REALITY IS THAT YOU NEED TO SUPPORT YOUR GAME LAUNCH WITH PAID UA Everyone knows the stories about a few games that just go viral with no promotion. For the 99.9% of all other games and apps launched, it’s necessary to spend to acquire users.
  3. 3. 3 THE FUNDING GAP… LAUNCH You’re earning money from day 1 This is your money trapped in the payment system Apple Releases your cash PollenVC - GDC San Francisco 2015
  4. 4. PollenVC - GDC San Francisco 2015
  5. 5. 5 HOW DEVS FUND USER ACQUISITION Venture Capital Using equity financing from yourVC is expensive and dilutive (and they don’t like it…) Publisher The developer can’t afford to fund UA on their own so they look for a publisher and give up a rev share. Credit Card High growth or long tail developers don’t meet the credit parameters for ad networks, so relegated to pre-paying. Doesn’t work in high growth scenarios. Err… Not at all… So many times, the funding gap means that great apps and games never see the limelight as devs cannot afford to promote effectively. PollenVC - GDC San Francisco 2015
  6. 6. 6 MONETISATION ACQUISITION SUCCESS SUCCESS FORMULA PollenVC - GDC San Francisco 2015
  7. 7. 7 It’s not just the cash, it’s what you can do with it. 7 REINVEST DIRECTLY INTO PROMOTION ACQUIRE MORE USERS ACCESS FUNDING BASED ON DAILY SALES PollenVC - GDC San Francisco 2015
  8. 8. 8 TYPICAL LAUNCH SCENARIO DOWNLOADS LAUNCH Downloads PollenVC - GDC San Francisco 2015
  9. 9. 9 TYPICAL LAUNCH SCENARIO LAUNCH REVENUE Revenue PollenVC - GDC San Francisco 2015
  10. 10. 10 TYPICAL LAUNCH SCENARIO LAUNCH Fail to get credit with ad networks Can’t reinvest to acq more users You get paid by Apple DOWNLOADS REVENUE Revenue/Downloads PollenVC - GDC San Francisco 2015
  11. 11. 11 LOWER YOUR EFFECTIVE CPI BY REINVESTING WHEN YOU ARE RIDING HIGH… PollenVC - GDC San Francisco 2015
  12. 12. 12 YOUR GAME FUNDS ITS OWN UA PollenVC - GDC San Francisco 2015
  13. 13. THANK YOU @martinmacmillan

Matin Macmillan presentation from GDC San Francisco 2015on Alternative funding for game developers

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