Cross-continent perspective on the truly global gaming market
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Publishers and developers are launching games many times a year and while it is easy to do, it is also difficult to keep the players and grow the game beyond profitability. In this lecture we are going to explore key aspects about how to keep players excited, what are the key metrics, how to operate a team of operators, what are the various strategies for live operations. In this lecture you will learn about all the layers that makes a game effective before and after its launch Live Game Operation is key to success and it is a game of growth and retention. Presented by Mark Val www.markval.com www.playfab.com
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Cross-continent perspective on the truly global gaming market
- 1. 1@markval @playfabnetwork CROSS-CONTINENT PERSPECTIVE ON THE TRULY GLOBAL MARKET Mark Val
- 2. 2@markval @playfabnetwork Mark Val GMEurope,PlayFab 18 years of online experience
- 5. 5@markval @playfabnetwork 2009 2016 1425% increase in 7 years YoY 26%+ 61% made with Unity +-450 6866
- 6. 6@markval @playfabnetwork 375.7% 2,1M 400K GLOBAL 25% are games 2,94M GLOBAL
- 7. 7@markval @playfabnetwork 10,279 titles +- 350 per month 0.06% F2P +-30% of TOP 100 are F2P 0 500 1000 1500 2000 2500 3000 3500 All 2005 All 2006 All 2007 All 2008 All 2009 All 2010 All 2011 All 2012 All 2013 All 2014 All 2015 All 2016
- 8. 8@markval @playfabnetwork PS4 848 titles 4% F2P Xbox One 498 titles 2% F2P + 100 OLD TITLES…
- 12. 12@markval @playfabnetwork GAMES WIN IT ALL
- 13. 13@markval @playfabnetwork Everyone is going Free to Play Free to Start
- 15. 15@markval @playfabnetwork 0 10000000 20000000 30000000 40000000 50000000 60000000 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 199 52% $$$ TOP15 TOP 10 LAST 6 MONTHS 80%
- 16. 16@markval @playfabnetwork TOP 10 LAST 6 MONTHS 80%
- 18. 18@markval @playfabnetwork Wow effect is gone
- 19. 19@markval @playfabnetwork EVERYONE CAN BUILD A QUALITY GAME?
- 20. 20@markval @playfabnetwork BUILD 55% GAMES AS A BUSINESS ONLY BUYS IN NATIVE LANGUAGE 85% CREATE EXPERIENCE SHARE ECONOMY ACCOUNTS CONTENT MANAGEMENT SERVER LOGIC MULTIPLAYER
- 21. 21@markval @playfabnetwork BUILD ANALYTIC MARKETING LIVE DEVELOPMENT DEV OPS BIZ DEV CUSTOMER SUPPORT COMMUNITY MANAGEMENT LIVE OPERATIONS
- 23. 23@markval @playfabnetwork BUILD DIFFERENT PERSONA = DIFFERENT MECHANICS & ITEMS EXPLORER SOCIALIZER ACHIEVER KILLER • 7 SINS • DISCOVER NEW CONTENT IN PROGRESSION TIERS • +20% in revenue
- 24. 24@markval @playfabnetwork BUILD KILLER / EXPERIENTIALIST Action, vertigo, tool-use, vehicle use, horror, gambling, speedruns, exploits, Wants to be the most powerfull ACHIEVER / GAMIST Competition, collections, manufacturing, high scores, levels, clear all objectives, Showoff to guild EXPLORER / SIMULATIONIST Puzzles, creative building, world-lore, systems analysis, theorizing, surprise, Talk about findings that are hard to complete SOCIALIZER / IDEALIST Chatting, roleplaying, storytelling, cooperation, decorating, pets, social events Unique chat features and stays with “friends” PROGRESS + POWER FASTER RETENTION
- 25. 25@markval @playfabnetwork BUILD DESIRE FOR HARM DESIRE FOR THINGS DESIRE FOR PLEASURE DESIRE FOR MORE DESIRE FOR ATTENTION DESIRE FOR REST DESIRE FOR OTHER PEOPLE THINGS
- 26. 26@markval @playfabnetwork BUILD DIFFERENT PERSONA = DIFFERENT MECHANICS & ITEMS traditionalist adventurer
- 27. 27@markval @playfabnetwork BUILD USERS BONDS WITH ITEMS & MECHANICS MAKE A GOOD UX HAPPY ACTIONS ONLY SAME PRICE FOR ALL META GAMES PROGRESSION SYSTEM REWARD GAMEPLAY MAKE ENERGY A RESSOURCE TIME = MONEY
- 28. 28@markval @playfabnetwork 02. PRICING01. ITEMS PROGRESSION IN TIERS BUILD 03. GAMEPLAY FRICTION SHORT AND PREDICTABLE AVERAGE SESSION TIME IS 252 SEC ON MOBILE
- 33. 33@markval @playfabnetwork BIWEEKLY TIME IN HOURS IN GAMES WITH VR SUPPORT 04/15 04/16 TODAY 09/16 270 VR GAMES
- 35. 35@markval @playfabnetwork THE MOBILE INDUSTRY IS MATURING … evolving ...
- 38. 38@markval @playfabnetwork WHERE TO GROW? AND HOW?
- 39. 39@markval @playfabnetwork COMPOUND ANNUAL GROWTH RATE
- 40. 40@markval @playfabnetwork #250 USD$ 1,8k #1 USD$ 110k #250 USD$ 57k #1 USD$ 7,2M
- 41. 41@markval @playfabnetwork 330+ 60% 3RD PARTY 22% SMARTPHONE VENDORS 18% OPERATING VENDORS = BANNED IN CHINA
- 42. 42@markval @playfabnetwork ASIA ISNT MOBILE 1ST, ITS POST MOBILE
- 43. 43@markval @playfabnetwork Africa is coming!
- 46. 46@markval @playfabnetwork 02. TWO CPI AND CPA LOL!!! 04. FOUR GET FEATURED OR BACKOFF 01. ONE PLAN LAUNCH BEFORE GAME IS FINISHED. 03. THREE BUILD A CROSS PROMO NETWORK LAUNCH ON MOBILE
- 47. 47@markval @playfabnetwork LAUNCH 40 DAYS PRIOR Geographic Launch version Submission Date 14 DAYS PRIOR Launch Candidate Submission Date Geographic Launch version Approved 28 DAYS PRIOR Give Giveaways LAUNCH DATE (ASO) SEARCHMAN.COM REVIEWFORDEV.CO M AUSTRALIA + 1 EUROPEAN BASIC PLANNING
- 48. 48@markval @playfabnetwork GAME AS A SPECTATOR GAME AS A CREATOR GAME AS A SHARER Twitch, YouTube, Vine + 75% on launch LAUNCH
- 50. 50@markval @playfabnetwork COMMUNITY MANAGEMENT & SUPPORT Increase Loyalty and got direct impact on revenue: +20% Communication is key LAUNCH
- 51. 51@markval @playfabnetwork LAUNCH LOCALIZED AND TRANSACTIONAL ANALYTIC & SEGMENTS SOFT LAUNCH / GLOBAL EVENTS CONTENT MANAGEMENT CUSTOMER SERVICES > 10 HRS 60% 3 – 10 HRS 55% < 3 HRS 36% HOURS PER WEEK 2.8% SPENDERS AIM 5%+ LIVE GAME OPERATIONS
- 52. 52@markval @playfabnetwork REVENUE PER MONTH = % CONVERSION X ARPPU X ACTIVE USERS LTV > CPI # invites * conversion K-factor = i * c ARPDAU or Retention LTV = (A(month) – COST) * R(month) GROW
- 53. 53@markval @playfabnetwork GROW RUN SALES ON CURRENCIES, NOT ITEMS. PUT A COUNTDOWN. ENGAGEMENT AND CONVERSION 1, 7, 28 DAYS – 50% LEFT AT EACH STEPS REWARD ON VIDEO ADS IS FINE
- 54. 54@markval @playfabnetwork 60% OF REVENUE COMES FROM MULTIPLAYER GAMES ALL SUCCESSFUL GAMES DOES LIVE GAME OPERATIONS Deep linking World coverage Cross platform 85%
- 55. 55@markval @playfabnetwork THERE IS A LOTS OF SPACE FOR INNOVATION REMEMBER!
- 56. 56@markval @playfabnetwork LUCK COMES TO THE WELL PREPARED! LIVE OPERATIONS IS KEY! REMEMBER!
- 57. 57@markval @playfabnetwork IDENTIFY PERSONA DESIGN WITH MONETIZATION GAMEPLAY FRICTION PREDICTABLE TEST YOUR 3 KPI FAIL FAST
- 58. 58@markval @playfabnetwork QUESTIONS ? PLEASE DON’T HESITATE.
Editor's Notes
- Games deals droped 81% in 2015, 2015 was the worst year ever for Business. The last time games deals looked like last year, the iPhone had just launched – it was 2007. Back to 2010 levels, with the $1.1 billion in 2015 led by mobile games, games tech/other (including eSports)
- Theres more indies than actual business making money and nothing seems to stop them,
- 27% of top played games in the last 2 weeks are Free
- AppStore : 434,103 ACTIVE GAMES IN TOTAL Basic principal of supply and demand makes people publish in dying platform like the WiiU. Only Quality can survive. New smaller publishers are starting everywhere and big studios now makes small games.
- Consoles doesn’t sales well in China
- 34,5M Active in the last 2 weeks AppStoreTotal downloads last week
- 3,874 SAAS in 43 categories. 86% growth over last year. Hiring a service is cheaper than a person to grow your game. The only way to be seen in to raise the bar in delivering a GREAT user experience from start. That’s the real chalenge
- Only 4% of new apps last more than 2 weeks in the top charts. That’s 350 a month, globally. 90 Billions dollars
- Players grow old at 37 years Lack of new hits, Pay instead of Play With the average dollars per buyer being $33.55 - so the market is relying heavily on the so-called whales.
- Players grow old at 37 years Lack of new hits, Pay instead of Play With the average dollars per buyer being $33.55 - so the market is relying heavily on the so-called whales.
- Careful on using Avera Rtplatform and lives on UA.
- CPI Is going up and people are spending less.
- Playfab has developed a low-cost solution that reduce the time to launch and operate an online game. We call it a LIVE GAME OPERATIONS PLATFORM. Because any game as a service are hard to build and operate, our live platform increase the launching speed of a game by 10x. All while cutting the expenses by 2.5x. Because we focus on operations, unlike alternative solutions that delivers only the game components or data storage, we can save our customers 40% of their total cost. Bottom line, Playfab saves time and money, increase reliability and increase performance for game operators. Isn’t that a good opportunity?
- Reality of Games As a Service! 1. Because you have to offer your game in multiple languages like any other products out there. 55% of the players only buy in their native language and by covering 10 languages you already cover 85% of the players. That is 2 Billion players 2. Players now demand to be involved by creating and sharing. If you want your POWER USERS to have a lasting experience you need that. Cross platform authentication and account linking can help you with this since they will connect with friends and share in an easier way. 3. With players spread globally, you will have to create an economy that support different type of persona of players (achievers, killers, etc.. ) and for different cultures. You will need to create content that they will like and to find this you will need to iterate a lot. So you need your game content data need to be distributed and manageable in the cloud. From Minecraft to Clash Of Clash they are all updated over time as a service.
- Tied the monetization with the mechanics for the audience If you don’t know monetization, get your hands on economy and curre
- Players switch persona all the time. Omitting one persona means around -20% in revenue. There should be something for everyone. It is the same thing for the 7 Sins : Vanity, Envy, Gluttony, Lust, Anger, Greed and the Sloth as to be present As the persona progress inside the game he should always find something that he enjoys.
- Killer : The main point is depending on the cultures, the majority will like PVP and others will really not like it. Socializers : The more women you have the more men will stay and play. Hard to monetize but good for retention. Wont talk about traders since it is about economy and too long to explain
- Wrath : Make others angry and wants the advantages. More Power Greed : Wants to have everything, rich and never shared anything. Big inventory. Lust : Wants more now by clicking instant results. Gluttony : Similar to previous. Search satisfaction, consumables or timed boost that gives more Pride : Show off with customization and needs to be seen. Sloth : Comfort and easier because doesn’t want to work to be powerful Envy : Wants things before its available, want it now, ready to steal
- Don’t believe me? Heres some brain scans Limbic types or neuro transmitters and receivers ARE different at rest
- MONETIZATION TIPS 1. Users should always have something to do. You need a End game MetaGame 2. All of the successful game got a progression system. Time and progression are easy to monetize. Look at tops MMO RPG coming from Korea for inspiration. 3. Don’t reward users on login but rather on GamePlay and never not punish users for missing a login or a cooldowns 4. ENERGY SYSTEM BAR ON TOP ARE BAD. It tells right away that you can Pay to win game. It limits fun. See ClashOfClans, they give the energy into players hands with resource. 5. Never take away something the user earned except for functional items. 6. Don’t make Click Baits buttons that does something else than intended. Make a buy button Green after making a next button green. Make a good user experience where the user feel it easy to progress in the UI. 7. User should always be happy when he does something in the game. Even if he lose he should get a reward that is useful for him. Integrate choices so that the user decide what he wants because not all users like the same thing. 8. Threat all users equally and don’t try to give different prices to whales vs none payers for the same items. You will end up like Zynga
- TIPS 1. The game should be short and predictable. Make sure to make your game easy to quit and to restart at the same position. Introduce complexity layer by layer and monitor when people drop. You don’t want them to drop early. Create a game that is FREE from start to finish with endless play with metalayers for progression with a fun core loop. 2, Price encoring is super important so it is better to start expensive and with high numbers so it is easier to tweak in the future. Make pricing tiers to evolve with the progression and also time is the most common monetize aspect since as you know there is a 100% chance that we will all die. Monetization 3. Using timers or energy you can create limited session so that the user doesn’t feel full and wants to come back. Retention
- The total prize pool will exceed US$5.5 million, with the most popular games (Dota 2 and CS:GO) getting prize pools in excess of US$1 million that will also be bolstered by crowdsourced funds.
- China is now 5% of steam users while US is 17,4% Dota 2 in Russia and China Counter Strike in Germany and US
- Total mobile revenues reached more than $1 trillion in 2015.
- CPI Is going up and people are spending less.
- SE Asia doesn’t make their own apps or barely. Vietnam is flourishing. Theres a lot to be learn here. Bigger GDP = more developers India USA cant breach the Asian wall. High income economies wins it all.
- Developing Nations will be 90% of the next 1B new mobile Subscriber Expensive mostly rural with no money.
- Smartphones are getting cheaper India is the real growth driver with more than ½ billion new connections from this year to 2020 Because these countries are developing nations, the annual average growth rate in revenue is just under 2% for the period between 2015 and 2020 & less than half the rate of the previous five years.
- Philippines is the third largest smartphone market in Southeast Asia, and the fastest growing app market 118M Connections 1,8k is ¼ of an annual wage 1.6% of the #1 GDP Developers to revenue ratio
- Google merchant accounts are not available in 74 countries,
- 850 billion real campaign data points ran across 11 countries in Asia-Pacific. The report found that more and more people around Asia have access to and use three devices or more.
- As you now understand, more connections = bigger GDP with time. And we are about to enter a world where everyone is connected, The Global app economy is offering new economic opportunities that will stop the concentration
- 1. You need to plan your launch before the game is finished. You can’t just stick it in the store and hope that people are going to find your game. You need to have a little money to do some kind of marketing, even if it’s for an internal resource. PR is pretty pointless with Mobile Games as an acquisition tool (Word of Mouth, YouTubers) MOST PUBLISHERS ARE CLUELESS ABOUT MOBILE 2. You CAN’T buy paying users Nobody shows ads to anyone that has purchased in a game The only reason to buy users is to chart the game in the store, or retain chart position The organic users that come in from the chart position are your only hope for monetization 3. Find other developers that you like with games that will cross-promote well (puzzle games and puzzle games, strategy and strategy, etc.) You’re only trading non-paying users, so there is no loss in trading a user Optimal deals time the user swap to support launches between companies (you launch in May, I launch in July).
- Reach out to possible distribution partners or publishers or 3rd parties for cross promotion Get Icons, 5 screenshots and App Store Optimization ready 2. Reach out to App Store Manager with heads-up for possible feature consideration 1, Lock Down Launch Advertising (if any) and finalize your Ad creative with CPI cost 3. Outreach to top 5-7 targets via internal distribution (testflight, hockey, or other) 1. Launch Trailer and Outreach to the top 50 consumer media columnist 4. Always a Thursday for iOS launches 1. Pitch editors, cover news (Pointless) but give 50-100 codes per approved submission
- LOOK OUTSIDE OF GAMES
- LOOK OUTSIDE OF GAMES
- Community management is NOT marketing and support IS essential. Having a crowd that is angry because they cant log in Support ticketing tool and access player profile to know history on game actions and spending. Never forget that some players can spend more than 1000$ in a game and they will ask for support since they know everything about the game.
- Heres the amount of hours played by gamers who are spending money online. As you can see they require a lot of content or replayability. 60% of thoes who play more than 10 hours a week are spenders and across all the games only 2.8% of the players are spenders. This is why live game operations can help you find what your players like and will make them a power user. This is the key make them an involved player with lots of things to do or achieve it will help them become Power Users.
- To have a successful game you need 1 of the 3 KPI that calculates revenue per months to be good. If you have 2 or 3 of them that are good you will have a really profitable game. % who become payers X Average Revenue Per Paying User X number of active users. If your Life Time Value is become then the Cost Per Install in user acquisition which is now $2.60 you are ready to open the valve and make tons of money. But again you need to have your Love Operations Tools. LTV is a tool not a strategy
- Retention at this point can only be improved with at better metagame endgame or adding more content. If you have bad retention after 28 days, you shouldn't’t have launched on the first place. Here its all about Engagement. Happy hours, Promotion with holydays, Add more content for longer longevity. Do the same process as for a launch for every updates except for the PR and talking to editors. Make videos, screenshots and promote to your community well in advance. Use Facebook and your website to share news and create community events.
- 1. The game should be short and predictable. Make sure to make your game easy to quit and to restart at the same position. Introduce complexity layer by layer and monitor when people drop. You don’t want them to drop early. Create a game that is FREE from start to finish with endless play with metalayers for progression with a fun core loop. 2, Price encoring is super important so it is better to start expensive and with high numbers so it is easier to tweak in the future. Make pricing tiers to evolve with the progression and also time is the most common monetize aspect since as you know there is a 100% chance that we will all die. Monetization 3. Using timers or energy you can create limited session so that the user doesn’t feel full and wants to come back. Retention