1. The New Money: Emerging
Revenue Channels for Online Games
Ada Chen
Mochi Media
July 23, 2009
July 21-23 2009 Casual Connect Seattle 2009

2. About Mochi Media
• World’s largest online games network
– #1 in comScore for online games
– 100 million+ unique users per month
– 30,000+ publisher websites
– 14,000+ games
– 14,000+ developer partners
• We offer developers
– Ads – revenue share
– Analytics – stats and viral tracking
– Coins – micro-transactions
– Distribution –30,000+ partner sites
– Scores – high score boards
– Secure Updates – encryption and live game updates
Casual Connect Seattle 2009 July 21-23 2009
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3. What Are Flash Games?
• Accessible - Browser based, virally distributed games
• Resources - an industry dominated by enthusiasts with
a few professionals
• Audience- reaching a massive global audience
• Monetization - Free Flash games vs. Premium Flash
games
Casual Connect Seattle 2009 July 21-23 2009
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4. The Flash Games Market Survey
Take the Survey:
www.tinyurl.com/flashsurvey
(It’s anonymous, and all data goes back to the community!)
Casual Connect Seattle 2009 July 21-23 2009
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5. Flash Games Today are Powered by Ads
Micro-transactions
No Revenue
Custom Development
Licensing
Ads on Site
Sponsorships
Ads in Game
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Flash Games Market Survey 2009
Casual Connect Seattle 2009 July 21-23 2009
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6. Flash Games Moving into Mobile
100%
90% Yes, I currently develop on this platform
No, and do not plan to in next year
80%
No, but plan to in next year
70%
60%
50%
40%
30%
20%
10%
0%
Flash Games Non-Flash Web Downloadable Console iPhone Other Mobile
PC
Source: Flash Games Market Survey 2009
Casual Connect Seattle 2009 July 21-23 2009
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7. Flash Games Moving into iPhone
• Bloons, Ninja Kiwi – 300,000+ units sold
• The Moron Test, DistinctDev - #1 paid app
• Balloon-Headed Boy, Gimme5games
• Shift, Armor Games
• AddictingGames iPhone App
• Adobe Flash on mobile
Casual Connect Seattle 2009 July 21-23 2009
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8. Micro-transactions, the New New thing!
• Fantastic Contraption – low six
figures over just 4 months, selling at
$10
• Now Boarding – Flash downloadable
• Casual Collective
– Diversification of revenue models and
shift to virtual goods
Casual Collective, last year
Casual Collective, present
Game Site Ads
Ads
Revenue
Share
Game &
Subscription
Site Ads
Virtual
Currency
Casual Connect Seattle 2009 July 21-23 2009
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9. Developer Barriers to Adoption
• Micro-transactions Issues:
– Small transaction sizes
– Monetizing international gamers
– Game state persistence and maintaining servers
– Aligning Site Publisher Incentives
– Updating distributed versions with new upgrades
Casual Connect Seattle 2009 July 21-23 2009
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10. Introducing Mochi Coins, launching this week
Launching with 14 Premium Flash Games
http://www.mochimedia.com/casualconnect
Casual Connect Seattle 2009 July 21-23 2009
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11. Transactions Across a Network of Games
• Issues:
– Small transaction sizes
• SOLUTION: Universal login and wallet across games
– Monetizing international gamers
• SOLUTION: International payment partners
– Game state persistence and maintaining servers
• SOLUTION: User storage to save game state
– Aligning Site Publisher Incentives
• SOLUTION: Affiliate programs
– Updating distributed versions with new upgrades
• SOLUTION: Version control, analytics and testing tools
Casual Connect Seattle 2009 July 21-23 2009
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12. Case Study: SAS Zombie Assault 2
Casual Connect Seattle 2009 July 21-23 2009
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13. Case Study: SAS Zombie Assault 2
• Launched June 15
• $7-10 revenue per
thousand game plays
(RPM) on the Ninja Kiwi
site
• $5 RPM after launch to
distribution
• Over 40,000 transactions
• Full game gets users
hooked to buy premium
games
One game is generating more revenue from
micro-transactions than ads for 47 games
Casual Connect Seattle 2009 July 21-23 2009
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14. Parting Thoughts
• Use multiple monetization methods, and focus on un-
capped, recurring revenues
• If you build a hit game, take advantage of your fan base
– Sequels, upgrades, extensions
• Non-Flash developers, games are crossing platforms
• As games shift to direct user monetization, game quality
is really starting to matter
• It’s all about the hustle
Casual Connect Seattle 2009 July 21-23 2009
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15. Contact Info
Ada Chen
ada@mochimedia.com
+1 415 683 6682
More about Mochi Coins:
http://www.mochimedia.com/casualconnect
Thank You
Chris and Stephen Harris (Ninja Kiwi)
David Scott and Paul Preece (Casual Collective)
Casual Connect Seattle 2009 July 21-23 2009
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