Transcript PowerPoint Template

Mobile Game Development in the West vs. East
Luke Stapley – Cross Platform
Please view my notes for more information
Mobile Game Development Introduction
 How Big is Mobile Gaming in the West?
 The Differences Between Mobile Gaming and Other Gaming
Platforms
 How do Developers Work in the Western Game Industry
 How do Publishers Work in the Western Game Industry
 What Are The Profit Schemes In Western Mobile Markets
 FAQ
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How Big is Mobile Gaming in the West
The Western Market
– USA (English, Spanish)
– Canada (English, French)
– Australia (English)
– UK (English)
– Western Europe (English, French, German, Spanish)
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How Big is Mobile Gaming in the West?
 58% of Americans and 61% of Europeans are playing games.
 Mobile Game industry will make an estimated US $22.8 billion in
2013 for North America
 People spend more than 126 minutes a day using smart phone
apps.
 In 2012, Worldwide Smartphone users have on average 37 apps on
their phone.
 People using smart phones play video games on average of 14
minutes per day. (~11%)
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Sources: GSMA, The Mobile economy 2013; newzoo.com; ABI Research; ESA, Essential facts about the computer and video game industry
Difference Between Mobile Gaming and Other Gaming Platforms
Console/Handheld Gaming
PC Gaming
– Popular Gaming in West vs. China
– MMORPG
Mobile Gaming
Amusement/Arcade Gaming
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Console/Handheld Gaming
 Sony, Microsoft, Nintendo
 Banned in China since 2000, Consoles in China are a grey market
area.
 Many game developers overseas use China for game assets and
more recently full games.
 Rumors of opening up console gaming in China are growing.
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PC Gaming
Gaming in the West vs. East
– 68% of gamers play on a PC
– Windows gaming is still King!
– Most gamers buy online using Steam, Origin,
Amazon.com, GOG.com, or other means.
– Gamers are playing both Indie and High-end games in
all different game styles
– MMORPG numbers are falling
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Amusement/Arcade Games
 Very popular in the early 1980’s to late 1990’s has now become a
niche market due to PC and Console gaming.
 Very difficult market to work with in the West due to it’s low sales.
 High sales now are only in Casino games for places in Las Vegas
and Atlantic City.
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Mobile Games
 Mobile gaming has been increasing by 35% in the past year with
over 100 million gamers.
 Estimated to make $12.7 billion in the USA market in 2015
 32% of mobile gamers pay money for games
 36% of all game players have a Smartphone.
 Most players now have multiple options for playing and paying for
a game (purchase, in-game ads, micro-transactions, demos)
 Most OS creators are now catering to game makers to help
promote their devices
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Mobile Market Share
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Source: Comscore, May 2013 U.S. Smartphone Subscriber Market Share
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Source: Kantar Worldpanel
Average Western Mobile Gamer
 83% of gamers age 11 – 35.
 Nearly split among genders.
 Best tracking system? Stickiness (DAU/MAU)
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Case Study: Puzzle and Dragons
 Created by the company GungHo
 Downloaded > 19 million times
 Estimated $4.5 USD million/day
 2013 (est.) over $1 billion USD
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Is it time for Chinese companies?
 The market for social and MMORPG are filling up with Chinese
games
 Many game companies announce interest at 2013 ChinaJoy
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How do Developers Work in the Western Game Industry
Getting money for your game idea
Make the game
Integration with social sites
Selling your game to the user
Monetization
Marketing
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Getting money for your game idea
Venture Capital
Prior Successful Game Profits
Start from Scratch
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Integration with social sites
Facebook
– Creating cross platform play
– Creating better social experiences
– Adding more monetization to game makers
Twitter
Etc.
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Selling Your Game to the Player
Marketplaces
What is expected for a marketplace?
And more…
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Monetization
F2P (Free to Play)
Purchasing
– Direct Purchase
– Demos
In-Game purchase
Cross promotion
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Marketing
 Allow a Developer/Marketing company to market your game.
 Marketing your game on your own:
– Creating great name players remember and great icons for the game that
helps the player want to try.
– Advertise in Ad networks
– Using social networks (Twitter, Facebook, BBS)
– Continue retention rates (push notifications, new updates, optimize, etc.)
– Watch how gamers play your game
– Analytics
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How do Publishers Work in the Western Game Industry
What is a Publisher
What can they do for you?
– Payment of game (profit sharing?)
– Advertising the game
– In-Game Advertisements
– Etc.
What do they want?
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What is a Publisher?
They work with strong creators releasing games that are
usually seen as better games than most self-published
games
Usually will have resources that a developer may not
have (User acquisition, monetization best practices, ingame sales, analytics, etc.)
Help collaborate with the developer to make the game
better for the player.
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Publishing models in the West
Two different types:
– Investment of the company
• Paying the company for the game with low percentage of
added revenue.
– Direct advisement of a project
• Paying a company for creating the game through milestones.
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Publishers Advertising
Publishers can create their own advertising or use other
sources
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Paid User Acquisition
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Source: Jameel Khalfan, Casual Connect: When Publishing Works for Free to Play Games
FAQ on Western Game Development
 How do advertisements work in mobile games?
 Does my game have to have high tech graphics, sounds, and big
teams to be successful?
 Can I do licenses with my game?
 What types of games do westerners play? Good game elements?
 What should I look for in my game that I might not know about?
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My Contact Information
Luke Stapley
CEO, Cross Platform
QQ: 860873360
Skype: gameaddicthotline
Email: [email protected]
Website: www.xpfgames.com
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