Casual connecteur2017 succeedingonmobilewit premiumgames_final
•Télécharger en tant que PPTX, PDF•
1 j'aime•128 vues
Delivered at Casual Connect Europe 2017. Lessons learned from the processes of a studio fundamentally dedicated to the creation of premium games, in a market dominated by freemium and F2P. What the developers at Square Enix Montréal (Hitman GO, Hitman: Sniper, Lara Croft GO and Deus Ex GO) learned the hard way while developing their awards winning games and why the Premium business model is a very viable option for mobile developers.
Recommandé
Recommandé
Contenu connexe
Plus de Jessica Tams
Plus de Jessica Tams (20)
Dernier
Dernier (20)
Casual connecteur2017 succeedingonmobilewit premiumgames_final
- 1. SUCCEEDING ON MOBILE WITH PREMIUM GAMES PATRICK NAUD Head of Mobile @ Square Enix Head of Studio @ Square Enix Montréal
- 2. 1998 - 2012 Head of Mobile Square Enix Montreal
- 3. 2011-2013 April 2014 June 2015 August 2015 August 2016
- 8. APP STORE PAGE VIEWS (WEEKLY)
- 12. US PAID RANKING (iPhone daily)
- 13. CHINA - REVENUE (iPhone/iPad daily) TIER 2TIER 1 TIER A Tier CANADA MEXICO AUSTRALIA NEW ZELAND CHINA INDONESIA INDIA RUSSIA Tier 1 $1.39 $17.00 $1.49 $1.49 ¥6.00 Rp 15ribu Rs 60 75 p. Alternate Tier A $0.99 $5.00 $0.99 $0.99 ¥1.00 Rp 3ribu Rs 10 15 p.
- 14. US - REVENUE (iPhone/iPad daily) TIER 2TIER 1 TIER A Tier CANADA MEXICO AUSTRALIA NEW ZELAND CHINA INDONESIA INDIA RUSSIA Tier 1 $1.39 $17.00 $1.49 $1.49 ¥6.00 Rp 15ribu Rs 60 75 p. Alternate Tier A $0.99 $5.00 $0.99 $0.99 ¥1.00 Rp 3ribu Rs 10 15 p.
- 17. VS
- 19. iOS : 16% vs 6,5% of revenue Android: 8,4% vs 5,5% of revenue (w/o China) Not localizedLocalized
- 23. •15% new players in the week of the update. •65% reactivated users. Shard of Light update (Nov 2015)
- 24. •Reactivated close to a millions churned players including 50,000 payers* •In-app purchase revenue following the update: • New players = 50% (ARPPU 7$) • Continuing user = 25% (ARPPU 18$) • Churned users = 25% (ARPPU 16$) POST UPDATE (retention)
Notes de l'éditeur
- Story of SEM New studio to take on Hitman 6 Build a great console team Restructure: Take on the Tablet challenge. Ship Hitman GO Learn & improve Ship Hitman: Sniper Learn & improve Ship Lara Croft GO Learn & improve
- I’m here because I believe that it’s very possible to run a successfull business with Premium games. OVERALL - premiium games are LESS RISKY
- Premium is actually great to balance a portfolio, our friends in Japan have been doing great at it. High prze & low. No or low UA budgets, long term revenue without ongoing investments, more predictability. But for me in Montreal, after all coming from console… it was a lot less risky. As we didn’t know anything about F2P. We shipped 4 games in 3 years and I’ll condens a few learnings & insights in the remaining 17 minutes.
- Different studies talk about more of less 5 % of the mobile business in 2016 to be premium focus but if you look at the front page of the appstore, it’s a lot more that 5%visibility.
- DO GO FOR QUALITY – quality is feature, hence quality sells (especially Editor’s Choice) Sure, quality gives us Editor’s Choice, which gave us Prime featuring, which game us impressive amount of clicks. These are the number of App Store page views Let’s say that 50% of these people come directly from the AppStore: What could be a decent CPC to brin these 5,5M people to the App Store page?
- Updates + Other featuring… lifecycle GAME OF THE YEAR - I mentionned the 11M views in the AppStore views during the first week. In comparaison, the week we where featured at Game of the Year, we had 2M views (with high conversion rate)… Of course, there were millions of people that had already bought the game but still… nothing will compare to launch. But still… the quality gave us all that featuring But please, stay realistic, there ia steep funnel of the conversion rate
- Be realistic Expect to have a large part of your console gamer audience to convert to mobile Even if everyone has a smart phone… and your fans really love your IP… and it’s only 4,99$/3.99GBP, it’s a no brainer right? NO VGChartz.com says that the latest Hitman released in 2012 sold over 1,000,000 units @ 60$/40GBP in the first week + it took us a while to reach that amount of downloads… at a very different price point… 3M Facebook fans…
- DO Reach out to more traditionnal console gaming press & use traditionnal console/Steam channels for communications. Most of them loved the PREMIUM approach and happily promoted it also on their personnal channels. I tought this was something interresting to share. Surveying our players: We ask them how they first learn about the existence of the game they bought. Gaming Press likely over-indexes any other mobile games. (explain all 3) And yes, no acquisition
- Price drops can help you reach higher spots on the Paid Charts & helps discovery. Price drops also gets press coverage Don’t underestimate the power of apps and websites advertising price drops
- For Hitman: Sniper, we tried the Tier A price point with a massive success. 12x Revenue in China… 350x DOWNLOADS
- DON’T BURN YOUR KEY TERRITORIES (Show US revenue at different price tier). Diminishing factor from promotion to promotion (can I find the % drop from 1 time onwards?)
- This might be controversial with a massive anti-iap campaign in the gaming scene… it’s all ok as long as it’s not evil. Not ones complains about Heartstone or League of Legends being F2P. This goes against every gamers internet speech… But Heartstone, League of Legends? Need to be properly integrated in the game and has value to the consumer. Shouldn’t need to pay to compete in the game… Players who have invested in the game average a 3x retention And the longer you play, the more likely you’re passionnate about the ame & the more likely you are to recommend the game to friends… As long as it’s not evil (no timer, no paywall)
- ADD BANNERS!!! + Localise & Culturalise events (bonus it could provide featuring (and additionnal iAPS in the case of Sniper)) (4th of July event, Xmas, Russia Day, Chinese holidays, etc…) The « Merry Maker » was discounted before the holiday, went back to full price after the holiday and discounted again with the mention that it would only be available for a few more day. It represents 10% of our iAPs revenue… and we’ll bring it back this holiday to all of our new users!
- ADD BANNERS!!! + Localise & Culturalise events (bonus it could provide featuring (and additionnal iAPS in the case of Sniper)) (4th of July event, Xmas, Russia Day, Chinese holidays, etc…) The « Merry Maker » was discounted before the holiday, went back to full price after the holiday and discounted again with the mention that it would only be available for a few more day. It represents 10% of our iAPs revenue… and we’ll bring it back this holiday to all of our new users!
- DO Localize for as many terrotory as possible Of course we all know this – get more featuring, better conversion in store
- DO Localize for as many terrotory as possible Of course we all know this – get more featuring, better conversion in store China is a very good market for us in the Premium Space – currently #2 after the US on DXGO
- DO Great story to support localization for Hitman: Sniper. …
- Hitman: Sniper reached #1 top Paid App 8 days in 2016… already 11 days in 2017
- Updates
- Keep your payers in game with regular updates (EVEN IF IT’S PREMIUM)
- SERIOUSLY, FB might be evil but player that have connected with FB & played with friends have 3x the retention. You’re right, it’s not because of FB, it’s because they are playing with friends… but F made it easier… and helped us to know about it!
- Gameplay, visuals, fresh style/type (even monetization and retention features are good)
- DO Release on the Windows ecosystem Windows represents 5 to 8% of our revenue on LCGO every month +There are great partners (strong support (social and store) + promotions) +The new Windows 10 unified portal makes it a lot more efficient DON’T FORGET XBOX LIVE ACHIEVEMENTS
- I kept if brief but could obviously have talked for many more hours. But my last point is that we have many types of gamers and we do have millions of gamers that still look at FINISHING the game, Having the satisfaction of completing the full story, the full challenge …and I’m still one of those. Kept a little time for question Thank you very much for attending. I’ll be around after the talk & tonight at the cocktail if you want to discuss more or tell me I’m wrong but esecially with everyone leaving teh premium space, the more we can stand out front the rest in this very busy mobile crowd. I hope this was somewhat insightfull and remotely entertaining