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www.playmatics.com
Margaret Wallace, CEO
margaret@playmatics.com
Twitter: @MargaretWallace
Involved in Games Since 1996
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Playmatics Founders: Lots of Experience
in Creation of Original & Innovative IP
Copyright 2009. Margaret Wallace. Please A...
Playmatics Founders: Experience Working with
Large Media Companies & Licensed Brands
Copyright 2009. Margaret Wallace. Ple...
What a long, strange trip it’s been!
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Sli...
Brave New Virtual World?
Making Free-to-Play Games Work for You
Copyright 2009. Margaret Wallace. Please Attribute Proper ...
• Global Market:
The global online games market is expected to reach
$13 Billion in revenues by 2011
For 2009, $5.5 billio...
• North America:
North American virtual goods activity could exceed
$15 billion by 2014
In 2009, an estimated $400 million...
• Increasingly Competitive:
The market is very crowded. For example, in January
2009, there were a reported 200 virtual wo...
• Rise of Social Networks:
Facebook grows 600k+ month.
Time spent on social networking sites tripled in August 09
Playfish...
Types of Free-to-Play Games
(There are pro’s and con’s for each.)
Copyright 2009. Margaret Wallace. Please Attribute Prope...
Social
Single-Player
CasualCore / Hard-Core
Hardcore / Core MMO
Earth Eternal
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Casual MMO
Puzzle Pirates
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Virtual Worlds / Social Worlds
Habbo Hotel
Virtual Goods Make Up 85%
Of Habbo Revenue -- $70M
in 2008
Copyright 2009. Marg...
Social Games (Casual)
Farmville
Zynga gets two-thirds of its projected $100 -- $200
million-plus annual revenue selling vi...
Social Games (Core)
City of Eternals
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Sli...
Funware
Example: Gift-Giving as a Game
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These S...
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
$
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Powered by
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Focus on Real-Time Co-Op Games
12+ Million Subscribers
$1 Billion+ in North America
Mario Party 8
6M+ Sold
Copyright 2009....
CampFu Was Packed With Features
Games, Virtual Goods & Virtual
Economies Work Together to
Create an Ecosystem
Copyright 2009. Margaret Wallace. Please
Att...
Functional Items
Decorative
Items
Social Items
Successful Use of Virtual Goods
Touches on Core Experiences
Copyright 2009....
Types of Virtual Goods
Examples
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
In-Game / Functional
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Social Status
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Integrating Virtual
Goods Into Free-to-Play
Game Experiences
Copyright 2009. Margaret Wallace. Please Attribute Proper Cre...
Gifting Playfish titles are
typically released
with just 20% of
their final
features
developed and
implemented.
The rest i...
Decorative
Playfish sells around 20M items in
Restaurant City every day – through
either spending money- or through time
s...
Collectibles & Rare Items
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Setting Goals
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Trading / Exchange
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Contests & “Prizes”
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Rewarding Behavior
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Rewarding Consumption
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Important lessons
learned along the way….
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use Thes...
Keep It Simple, Stupid.
Free-to-Play Games are a
Lifestyle….
Require full-time commitment….
Must have good metrics….
Launching the product is just...
Constant Attention to User
Acquisition
 What’s The Bounce Rate?
 How Much Churn?
 What Are Conversions? LVP?
Copyright ...
Customer Acquisition Funnel
How many people who
come to your website
actually stay and register?
If 100,000 come to your s...
Predictions
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Continued Consolidation
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
More “Stupid Money” Pouring In
Legal Issues Everywhere!
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
In-App Purchases for iPhone
Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
Resources
VentureBeat – www.venturebeat.com
TechCrunch – www.techcrunch.com
Inside Social Games – www.insidesocialgames.co...
Questions?
Contact: Margaret Wallace, CEO
margaret@playmatics.com
Twitter: @MargaretWallace
Disclaimer: All images here, i...
"Brave New Virtual World: Making Free-to-Play Games Work for You"
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"Brave New Virtual World: Making Free-to-Play Games Work for You"

"Brave New Virtual World: Making Free-to-Play Games Work for You" -- a presentation first given at the Play for Free Seminar in Copenhagen on 19.November.2009 -- http://www.dadiu.dk/seminar/playforfree/programme.htm

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"Brave New Virtual World: Making Free-to-Play Games Work for You"

  1. 1. www.playmatics.com Margaret Wallace, CEO margaret@playmatics.com Twitter: @MargaretWallace
  2. 2. Involved in Games Since 1996 Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  3. 3. Playmatics Founders: Lots of Experience in Creation of Original & Innovative IP Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  4. 4. Playmatics Founders: Experience Working with Large Media Companies & Licensed Brands Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  5. 5. What a long, strange trip it’s been! Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  6. 6. Brave New Virtual World? Making Free-to-Play Games Work for You Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  7. 7. • Global Market: The global online games market is expected to reach $13 Billion in revenues by 2011 For 2009, $5.5 billion globally spent on virtual goods Market Overview Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  8. 8. • North America: North American virtual goods activity could exceed $15 billion by 2014 In 2009, an estimated $400 million to $600 million will be spent on virtual goods in the United States Market Overview Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  9. 9. • Increasingly Competitive: The market is very crowded. For example, in January 2009, there were a reported 200 virtual worlds in development targeting younger people alone. A popular game on Facebook can be cloned in as little as 1 month Lots of money pouring into space Market Overview Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  10. 10. • Rise of Social Networks: Facebook grows 600k+ month. Time spent on social networking sites tripled in August 09 Playfish network currently hosts around 9M active users at any one time – this number was ~3M less than a year ago. Playfish Installed 100M Games In 18 Months Packrat – estimated $15k -- $25k/month Market Overview Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  11. 11. Types of Free-to-Play Games (There are pro’s and con’s for each.) Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  12. 12. Social Single-Player CasualCore / Hard-Core
  13. 13. Hardcore / Core MMO Earth Eternal Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  14. 14. Casual MMO Puzzle Pirates Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  15. 15. Virtual Worlds / Social Worlds Habbo Hotel Virtual Goods Make Up 85% Of Habbo Revenue -- $70M in 2008 Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  16. 16. Social Games (Casual) Farmville Zynga gets two-thirds of its projected $100 -- $200 million-plus annual revenue selling virtual goods ranging from digital farm buildings to poker chips. Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  17. 17. Social Games (Core) City of Eternals Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  18. 18. Funware Example: Gift-Giving as a Game Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  19. 19. Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  20. 20. Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  21. 21. $ Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  22. 22. Powered by Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  23. 23. Focus on Real-Time Co-Op Games 12+ Million Subscribers $1 Billion+ in North America Mario Party 8 6M+ Sold Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  24. 24. CampFu Was Packed With Features
  25. 25. Games, Virtual Goods & Virtual Economies Work Together to Create an Ecosystem Copyright 2009. Margaret Wallace. Please Attribute Credit if You Use These Slides
  26. 26. Functional Items Decorative Items Social Items Successful Use of Virtual Goods Touches on Core Experiences Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  27. 27. Types of Virtual Goods Examples Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  28. 28. In-Game / Functional Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  29. 29. Social Status Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  30. 30. Integrating Virtual Goods Into Free-to-Play Game Experiences Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  31. 31. Gifting Playfish titles are typically released with just 20% of their final features developed and implemented. The rest is introduced over time in response to the demands of the community and based on the overall success of the title. Source: “Building Social Games At Scale” Panel Social Gaming Summit, June 23, 2009 Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  32. 32. Decorative Playfish sells around 20M items in Restaurant City every day – through either spending money- or through time spent in game. Source: “Building Social Games At Scale” Panel Social Gaming Summit, June 23, 2009 Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  33. 33. Collectibles & Rare Items Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  34. 34. Setting Goals Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  35. 35. Trading / Exchange Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  36. 36. Contests & “Prizes” Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  37. 37. Rewarding Behavior Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  38. 38. Rewarding Consumption Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  39. 39. Important lessons learned along the way…. Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  40. 40. Keep It Simple, Stupid.
  41. 41. Free-to-Play Games are a Lifestyle…. Require full-time commitment…. Must have good metrics…. Launching the product is just the beginning… Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  42. 42. Constant Attention to User Acquisition  What’s The Bounce Rate?  How Much Churn?  What Are Conversions? LVP? Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  43. 43. Customer Acquisition Funnel How many people who come to your website actually stay and register? If 100,000 come to your site, you’ll be lucky if 5% to 15% take the step to register. Of that 2% to 15% -- anywhere from 1% to 15% will become purchasing players! Buying Your Users: The major players in social games are spending millions of dollars on user acquisition. Example Source: http://www.insidesocialgames.com/2009/11/17/zy nga-raises-15-2-million-at-a-625-million- valuation-or-is-this-old-news/ Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  44. 44. Predictions Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  45. 45. Continued Consolidation Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  46. 46. More “Stupid Money” Pouring In
  47. 47. Legal Issues Everywhere! Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  48. 48. In-App Purchases for iPhone Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  49. 49. Resources VentureBeat – www.venturebeat.com TechCrunch – www.techcrunch.com Inside Social Games – www.insidesocialgames.com Virtual Goods News -- http://www.virtualgoodsnews.com/ Virtual Economy Research Network -- http://virtual-economy.org/ Games & Innovation -- http://gamesandinnovation.com Margaret Wallace on Twitter: www.twitter.com/MargaretWallace Copyright 2009. Margaret Wallace. Please Attribute Proper Credit if You Use These Slides
  50. 50. Questions? Contact: Margaret Wallace, CEO margaret@playmatics.com Twitter: @MargaretWallace Disclaimer: All images here, if not the explicit property of the author, are used for educational purposes only. They belong to their rightful owners and I wouldn’t want it any other way.

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