Unity 3D: Role of Unity 3D in Free-to-Play (F2P) Gaming Arena - Webinar
•Download as PPTX, PDF•
3 likes•1,560 views
Thank you for joining us for an insightful webinar Unity 3D: Role of Unity 3D in Free-to-Play (F2P) Gaming Arena on January 22, 2015. In this webinar attendees got the insights on design practices which result in increased revenue and also discussed Unity 3D’s part in a seamless game creation.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (9)
More from Harbinger Systems - HRTech Builder of Choice
More from Harbinger Systems - HRTech Builder of Choice (20)
Recently uploaded
Recently uploaded (20)
Unity 3D: Role of Unity 3D in Free-to-Play (F2P) Gaming Arena - Webinar
- 1. Welcome to the Webinar Role of Unity 3D in Free-to-Play (F2P) online gaming arena by Harbinger Systems © Harbinger Systems | www.harbinger-systems.com
- 2. Panelists © Harbinger Systems | www.harbinger-systems.com Sushant Saraswat Marketing Executive Harbinger Systems Priyank Khamitkar Project Lead Harbinger Systems
- 3. Agenda • Evolution of the gaming revenue and distribution models • Introduction to Unity3D • Supporting major app stores for In-App Purchases using Unity3D and best practices to boost app monetization • Leveraging analytics to understand your consumers better – the guidelines, the process and how Unity3D can help • Advertisements and Ad networks • Avoiding the losing side (Serving the right advertisement) • Q&A © Harbinger Systems | www.harbinger-systems.com
- 4. Evolution of the gaming revenue and distribution models © Harbinger Systems | www.harbinger-systems.com
- 5. Evolution of the gaming revenue and distribution models © Harbinger Systems | www.harbinger-systems.com Arcade •Quarter at a time •Fixed percentage •Top 5% win a free game •High development costs •Heavy machines •Emptied regularly •And kept in working condition Retail •Hardware driven market •Revenue Model •Loss on Hardware •Profit on Software •Retailers direct interaction •Influence revenue distribution •Tightly organized inventory Digital Distribution •Early failures •Centralized services: •PSN •XBLA •Steam, etc… •Reduced production, deployment, and •storage costs. •Retail price minus the retailer •Rise of the independent game developers Subscription •Pay per hour •Monthly subscriptions •MMOs •In-App subscriptions •Early adapters Virtual Goods •Virtual item / currency •Enable / enhance the game Source: clashofclans, valvesoftware, gamasutra
- 6. Introduction to Unity3D © Harbinger Systems | www.harbinger-systems.com Source: unity3d.com
- 7. Introduction to Unity3D • Leading Global Game Industry Software • 45% Market Share • 47% Developers • 600M Gamers • Rapid Game Development • Supports both 3D and 2D game development • Extensive multiplatform support © Harbinger Systems | www.harbinger-systems.com
- 8. In-App Purchase using Unity3D © Harbinger Systems | www.harbinger-systems.com Store Kit
- 9. In-App Purchases • Embed a store inside your app • Virtual goods, Pay to proceed (Levels), etc… • F2P games without Advertisements? • Success credit to In-App Purchases • Sole backbone of Revenue for F2P games without Ads © Harbinger Systems | www.harbinger-systems.com Do you want to buy one pack of 20 lives for $0.99?
- 10. In-App Purchase using Unity3D • In-App Purchases: Great! • How to implement IAP in Unity3D? 1. Hard way 2. Easy way (Hint: Asset store) © Harbinger Systems | www.harbinger-systems.com
- 11. In-App Purchase using Unity3D • Understanding the core – Native component call in Unity3D – Asset bundles • Exporting Assets • Pre-Embedded Assets • Downloadable Assets © Harbinger Systems | www.harbinger-systems.com
- 12. In-App Purchases Development: The Hard way • Native Code • Implement access to App / Play Stores – Get Products – Product Details – Handle Purchases – Returns, etc… • Expose methods for Unity to access • Unity’s C# development for supporting IAP Mechanics and calling exposed methods © Harbinger Systems | www.harbinger-systems.com
- 13. In-App Purchases Development: The Easy way • Why re-invent the wheel? • Plugins come in to rescue - Prime[31] in this case • No native development required • Import mandatory prefabs • Unity’s C# development for supporting IAP Mechanics © Harbinger Systems | www.harbinger-systems.com
- 14. Leveraging analytics to understand your consumers better © Harbinger Systems | www.harbinger-systems.com
- 15. Leveraging analytics to understand your consumers better © Harbinger Systems | www.harbinger-systems.com • How analytics work? • How analytics help increase your retention rate • Unity Analytics (formerly Playnomics) • Google Analytics
- 16. Leveraging analytics to understand your consumers better Unity Analytics • Download and Import the package • Start Player Session • Attach script to Game Object • Tracking Monetization • Custom Events • User Demographics © Harbinger Systems | www.harbinger-systems.com
- 17. Leveraging analytics to understand your consumers better Google Analytics • Install the plugin • Implement / Usage • Result © Harbinger Systems | www.harbinger-systems.com
- 18. Ad networks © Harbinger Systems | www.harbinger-systems.com
- 19. Ad networks • Ad Networks with Unity3D plugins: – AdMob (Google) – iAd (Apple Ad framework) via ADBannerView – AppNext – StartApp – Tapjoy – Unity Ads (Unity3D) © Harbinger Systems | www.harbinger-systems.com
- 20. The Unity 3D Ad Network • Great user experience. Opt in. Rewards. • Seamless. Users install while playing • Highest CPM and fill rate • Only games. Targeting. • Quality Rich Media Ads • Engages players with video • Target qualified players + engage before install = Users with high retention and ARPU © Harbinger Systems | www.harbinger-systems.com Source: clashofclans
- 21. Avoiding the losing side © Harbinger Systems | www.harbinger-systems.com
- 22. Avoiding the losing side • Do gamers click on Ads? • No • Result: Lost revenue • And if they do click? © Harbinger Systems | www.harbinger-systems.com
- 23. Avoiding the losing side © Harbinger Systems | www.harbinger-systems.com
- 24. Avoiding the losing side • Do gamers click on Ads? • No • Result: Lost Revenue • And if they do click? • Result: Lost Customer © Harbinger Systems | www.harbinger-systems.com Loser Winner
- 25. Avoiding the losing side • Solution? • In-App Purchase to avoid Ads © Harbinger Systems | www.harbinger-systems.com • Need more revenue friendly solution Remove Ads MASTERCARD xxx-1987 $3.50 BUY
- 26. Avoiding the losing side • In-game Non-clickable Ads • Branding: – Products – Places – Etc… • Brand as much content as you can © Harbinger Systems | www.harbinger-systems.com Source: venturebeat,wsj, brobee
- 27. QnA © Harbinger Systems | www.harbinger-systems.com
- 28. Thank You! Visit us at: www.harbinger-systems.com Write to us at: hsplinfo@harbingergroup.com Blog: blog.harbinger-systems.com Twitter: twitter.com/HarbingerSys (@HarbingerSys) Slideshare: slideshare.net/hsplmkting Facebook: facebook.com/harbingersys LinkedIn: linkedin.com/company/382306 © Harbinger Systems | www.harbinger-systems.com
Editor's Notes
- Images- http://www.fotolia.com/id/61353932 treasure chest Clashofcans http://www.fotolia.com/id/8441440 Steam- http://www.valvesoftware.com/ http://www.gamasutra.com/ Five different revenue models Arcade, Retail, Digital Distribution, Subscription and Virtual Goods. Before we dive into each of them, two observations demand attention. First, the different models are by no means mutually exclusive, and often alongside each other. For example, people will spend money both at the video game arcade and on home consoles. Similarly, buying a game for a mobile phone can coexist perfectly with a subscription to an online multiplayer game. Second, a key differentiating factor here is not the shift from one model to the next, but rather their popularization as a critical area of growth for the overall industry. In some instances the technology to, for instance, download games directly to a console, existed long before consumers began to do so en masse. In order for a particular revenue model to become a reliable source of income, a large enough audience base must adopt it. Conversely, by ignoring one, companies risk missing out on critical funds. Charging people a quarter at a time was the first revenue model for the video games industry The coin-op model is deceivingly complex. For players, the ‘quarter per play’ proposition is simple enough. But the underlying mechanics that need to both reward players and entice them to continue playing, require complex algorithms to “monitor, incentivize, and ultimately exploit the players, In the video game industry, digital distribution is the process of delivering video game content as digital information, without the exchange or purchase of new physical media. This process has existed since the early 1980s, but it was only with network advancements in bandwidth capabilities in the early 2000s that digital distribution became more prominent as a method of selling games. Currently, the process is dominated by online distribution over broadband internet. An early innovator of the digital distribution idea on the PC was Stardock. In 2001 Stardock released the Stardock Central to digitally distribute and sell its own PC titles, followed by a service called Drengin.net with a yearly subscription pay model in summer 2003. In 2004, the subscription model was substituted by TotalGaming.net which allowed individual purchases or pay an upfront fee for tokens which allowed them to purchase games at a discount. In 2008, Stardock announced Impulse a third-generation digital distribution platform, which included independent third-party games and major publisher titles.[4] The platform was sold to GameStop in May 2011.[5][6] The period between 2004 and now saw the rise of many digital distribution services on PC, such as Amazon Digital Services, GameStop, Games for Windows – Live, Origin,Direct2Drive, GOG.com, GamersGate and several more. The offered properties and policies differs significantly between the digital distribution services: e.g. while most of the digital distributors don't allow reselling of bought games,Green Man Gaming allows this. In 2004 the Valve Corporation released the Steam platform for Windows computers (later expanded to Mac OS and Linux) as a means to distribute Valve-developed video games. Steam has the speciality that customers don't buy games but instead get the right to use games, which might be revoked when a violation of the End-user license agreement is seen by Valve[7] or when a customer don't accept changes in the End-user license agreement.[8][9] Steam began later to sell titles from independent developers and major distributors and has since become the largest PC digital distributor. By 2011, Steam has approximately 50-70% of the market for downloadable PC games, with a userbase of about 40 million accounts.[10][11][12] Another notable example is the 2008 started gog.com (formerly called Good Old Games), specialized in the distribution of older, classical PC games. While all the other DD services allow various forms of DRM (or have them even embedded) gog.com has a strict non-DRM policy.[13] In 2010 Desura was launched, notable for a strong support of the modding community as also having a open source client, called Desurium.[14] Origin, a new version of the Electronic Arts online store, was released in 2011 in order to compete with Steam and other digital distribution platforms on the PC.[15] Digital distribution is the dominant method of delivering content on mobile platforms such as iOS devices and Android phones. Lower barriers to entry has allowed more developers to create and distribute games on these platforms, with the mobile gaming industry growing considerably as a result.[16] The increasing prevalence of digital distribution has allowed independent game developers to sell and distribute their games without having to negotiate deals with publishers. No longer required to rely on conventional boxed sales to see profit, independent developers have seen success though the sale of games that would not normally be accepted by publishers to distribute.[23] The PC and mobile platforms are the most prominent in regards to independent game releases, with services such as GOG.com, GamersGate, andSteam and the iOS App Store providing ways to sell games with minimal to no distribution costs. However, some digital distribution platforms specifically for independent games exist on consoles, such as Xbox Live Indie Games Google has brought in-app subscriptions to Android. Android developers can offer reoccurring monthly and annual subscriptions within any kind of app in Google Play. This means Android users can now buy everything from magazines to in-app currency on an automatically renewed plan Google Play subscriptions can be set up for any digital content and will renew automatically, with Google notifying subscribers of price changes and charges at each renewal. Developers can see what device a user has bought a subscription on, and extend the subscription to multiple devices owned by the same user. Subscribers will also be able to access their subscription content across multiple platforms (Android, Chrome, and even a developer’s own website) if a developer sets up a user profile and password system that can be validated by Google’s publisher API. As with Apple, Google keeps a 30 percent share of all subscription revenues. It’s no surprise that one of the first companies that’s taking advantage of Android’s new subscription system is game developer Glu Mobile. In order to support subscriptions, the company has standardized its IAP bundling and introduced a single, universal currency that can be used across all its games. Glu’s new’s VIP Club offers players the choice to set up a monthly renewing subscription for in-game currency, instead of making one-time purchases. A $9.99 a month Gold Membership rewards players with 520 Glu credits a month, double the amount of credits a user would receive if they made a one-time purchase of a $9.99 in-game currency pack. VIP Club members are also further incentivized by being automatically entered into a monthly sweepstakes where they can win everything from electronics to paid vacations. "The Gameloft Club" is a monthly-based subscription service which will be automatically activated when you confirm your subscription on Gameloft Mobile Site.
- Mention that the respective logos are the copyright of the vendors
- In-App Purchase allows you to embed a store inside your app IAP frameworks connects to the App Store on your app’s behalf to securely process payments from users, prompting them to authorize payment.
- you can develop components (from a simple class, to a whole library or even a full feature) on java or objective-c using your favorite IDE/SDK and Unity will let you call it’s methods inside its own c# code, thus enabling a nifty degree of native platform communication/integration. This in turn is instrumental to enabling InAppPurchases on your game, since Apple has its own libraries and “pipeline” for the process and you must implement the whole thing in object-c. So, your basic architecture for In-App Purchases will have (on a very high level) a object-c class/library that establishes communication with the appstore, requests product information (single or as a list), performs the purchase, cancels the purchase, provides an invoice, etc. and C#/Unity component (or library) that is able to trigger the before mentioned operations (upon user interaction with the game), process operation results and interact with any required interface elements (such as wait cursors, message boxes, shopping carts, store fronts, etc.). On top of this you’ll also need to develop/create your own store front and related mechanisms, Apple’s In-App Purchase library must be considered as a supped up data-provider and nothing more.
- In a nutshell under this approach, one must start by writing all the required objective-c code to access the appstore and get product lists, product details, handle purchases, returns, invoices, cancelations, etc., etc. This translates into a set of classes that, depending on your needs, may as well be a full library. You must add Apple’s StoreKit library to your Xcode project and do the rest by hand. When that is done, you will need to “expose” the key methods for Unity to access, using the facade architecture pattern may be a good thing at this point. After the whole objective-c section is done, you may move on to Unity’s C# and implement all the game-related In-App purchase mechanics, followed by the classes/libraries that will access your objective-c In-App Purchase components and call the methods you previously exposed. Overall we are looking at quite an amount of dev/debug hours, especially if it’s your first time doing this. The StoreKit/Apple bit has quite a number of hoops you’ll need to jump before you can get it to work flawlessly, dealing with them will take time and demand careful documentation of its several quirks. The C# (Unity) would be done from scratch and would follow the usual project pipeline of something that is built from the ground up (iterations, testing, corrections, etc.). We would start by the most basic features, such as “Get All the Products”, “Get Product Detail”, “Purchase Product” and build over them to reach the more complex aspects. Using the “Hard way” approach is mandatory if you are going for native iOS-dev and it might be an option if you require a high level of control/customization over your In-App Purchase operations. Since we are discussing a Unity implementation the first case is irrelevant, as for the second case ,one must be careful when assessing the requirements because implementing such a mechanism from scratch can be expensive and the end result may even be inferior to the one provided by the “Easy way”.
- Using the “Hard way” approach is mandatory if you are going for native iOS-dev and it might be an option if you require a high level of control/customization over your In-App Purchase operations. Since we are discussing a Unity implementation the first case is irrelevant, as for the second case ,one must be careful when assessing the requirements because implementing such a mechanism from scratch can be expensive and the end result may even be inferior to the one provided by the “Easy way”. Like almost all things Unity, this too has a plug-in!
- Unity Analytics: Download and Import the package Start Player Session by StartSDK Attach script to Game Object Tracking Monetization (optional) Unity Analytics provides a flexible method for tracking monetization events through in-app purchases. This method should be called every time a player triggers a monetization event. The Transaction method requires a price parameter, a currency and an optional Apple iTunes / Google Play receipt string. User Demographics (optional) Depending on the genre of your project, creating custom segments around gender and age of your users may interest you. Whether you're receiving this information on signup of your project, or from a third-party SDK, eg: Facebook, you can send these demographics to Unity Analytics. Custom Events (optional) Unity Analytics allows you to track specific events within your game. By configuring a series of Custom Events within your game, you can create your own Funnel Analysis to observe your players' game behavior. Good places to put custom events include: milestones, new levels, scene transitions, etc. In addition to tracking custom events, Unity Analytics also allows you to pass in custom dimensions (dictionary) relating to the event. These custom dimensions are primarily useful to know additional specifications about the user at the time the custom event was reached. Google Analytics: Installing the Plugin Implementation / Usage The Result Which settings have been modified frequently or the once that never have been used e.g. Do Users use different controllers provided? If Not , should we include them in the series title? Start up time: Strategies that increase retention Have great aspiration. You want players to feel like they're working towards something grandiose. You want them setting their own goals. Craft a clear, fun, first time user experience (FTUE). You need to teach players the game and how you teach it makes all the difference. Be internationally playable. Build your game to be played by humans, not just English-speaking ones. Many people will never figure your game out if it's English text-heavy. Find ways to communicate visually and internationalize your text content. Play with friends. Connecting and interacting with friends allows players to bring each other back into the game. Make this core. Build a fun game. Tactics that increase retention Email lifecycle marketing. Email is an engagement channel that has stood the test of time. Constant content updates. If players know that you are constantly curating the game, they'll come back to see what's new. Timers. Give the players game content where coming back is part of the core game loop. Notifications. Use the notification channel of your platform to send relevant messages to your players. Things that do NOT increase retention Daily Rewards* Things that decrease retention Slow load times Crashes Being confusing Being boring
- Unity Analytics: Download and Import the package Start Player Session by StartSDK Attach script to Game Object Tracking Monetization (optional) Unity Analytics provides a flexible method for tracking monetization events through in-app purchases. This method should be called every time a player triggers a monetization event. The Transaction method requires a price parameter, a currency and an optional Apple iTunes / Google Play receipt string. User Demographics (optional) Depending on the genre of your project, creating custom segments around gender and age of your users may interest you. Whether you're receiving this information on signup of your project, or from a third-party SDK, eg: Facebook, you can send these demographics to Unity Analytics. Custom Events (optional) Unity Analytics allows you to track specific events within your game. By configuring a series of Custom Events within your game, you can create your own Funnel Analysis to observe your players' game behavior. Good places to put custom events include: milestones, new levels, scene transitions, etc. In addition to tracking custom events, Unity Analytics also allows you to pass in custom dimensions (dictionary) relating to the event. These custom dimensions are primarily useful to know additional specifications about the user at the time the custom event was reached. Google Analytics: Installing the Plugin Implementation / Usage The Result Which settings have been modified frequently or the once that never have been used e.g. Do Users use different controllers provided? If Not , should we include them in the series title? Start up time: Strategies that increase retention Have great aspiration. You want players to feel like they're working towards something grandiose. You want them setting their own goals. Craft a clear, fun, first time user experience (FTUE). You need to teach players the game and how you teach it makes all the difference. Be internationally playable. Build your game to be played by humans, not just English-speaking ones. Many people will never figure your game out if it's English text-heavy. Find ways to communicate visually and internationalize your text content. Play with friends. Connecting and interacting with friends allows players to bring each other back into the game. Make this core. Build a fun game. Tactics that increase retention Email lifecycle marketing. Email is an engagement channel that has stood the test of time. Constant content updates. If players know that you are constantly curating the game, they'll come back to see what's new. Timers. Give the players game content where coming back is part of the core game loop. Notifications. Use the notification channel of your platform to send relevant messages to your players. Things that do NOT increase retention Daily Rewards* Things that decrease retention Slow load times Crashes Being confusing Being boring
- Unity Analytics: Download and Import the package Start Player Session by StartSDK Attach script to Game Object Tracking Monetization (optional) Unity Analytics provides a flexible method for tracking monetization events through in-app purchases. This method should be called every time a player triggers a monetization event. The Transaction method requires a price parameter, a currency and an optional Apple iTunes / Google Play receipt string. User Demographics (optional) Depending on the genre of your project, creating custom segments around gender and age of your users may interest you. Whether you're receiving this information on signup of your project, or from a third-party SDK, eg: Facebook, you can send these demographics to Unity Analytics. Custom Events (optional) Unity Analytics allows you to track specific events within your game. By configuring a series of Custom Events within your game, you can create your own Funnel Analysis to observe your players' game behavior. Good places to put custom events include: milestones, new levels, scene transitions, etc. In addition to tracking custom events, Unity Analytics also allows you to pass in custom dimensions (dictionary) relating to the event. These custom dimensions are primarily useful to know additional specifications about the user at the time the custom event was reached. Google Analytics: Installing the Plugin Implementation / Usage The Result Which settings have been modified frequently or the once that never have been used e.g. Do Users use different controllers provided? If Not , should we include them in the series title? Start up time: Strategies that increase retention Have great aspiration. You want players to feel like they're working towards something grandiose. You want them setting their own goals. Craft a clear, fun, first time user experience (FTUE). You need to teach players the game and how you teach it makes all the difference. Be internationally playable. Build your game to be played by humans, not just English-speaking ones. Many people will never figure your game out if it's English text-heavy. Find ways to communicate visually and internationalize your text content. Play with friends. Connecting and interacting with friends allows players to bring each other back into the game. Make this core. Build a fun game. Tactics that increase retention Email lifecycle marketing. Email is an engagement channel that has stood the test of time. Constant content updates. If players know that you are constantly curating the game, they'll come back to see what's new. Timers. Give the players game content where coming back is part of the core game loop. Notifications. Use the notification channel of your platform to send relevant messages to your players. Things that do NOT increase retention Daily Rewards* Things that decrease retention Slow load times Crashes Being confusing Being boring
- Mobile advertising is such a nightmare these years, with terribly low revenue and click-through rates crippling both commercial companies and indie developers. However, more and more remarkable advertising networks are rising, offering a great variety of monetization models to help developers maximize the revenue of their mobile apps, and yet most of us only know about AdMob. But you deserve a better advertising network, and that is the purpose we have here: to feature advertising networks with standard and creative app-vertising models, flexible monetization features and detailed analytics to pump up your revenue strategically. To make it easier, we provided a comparison list for you to check out the features of each network in a glance. But first, let’s take a look at what each network has in store for you.
- Fotolia image- http://www.fotolia.com/id/8781421
- Do People really click on these clickable ads. No. Even if they do, they are out of the game and no developer want’s their loyal customers out from the game. In both the cases, the developer loses.
- Do People really click on these clickable ads. No. Even if they do, they are out of the game and no developer want’s their loyal customers out from the game. In both the cases, the developer loses.
- Again Lost revenue since it’s a one time payment