By Jimmy Gendron Executive Producer, Behaviour Interactive FROM MOBILE WORK FOR HIRE TO SELF-PUBLISHING
By Jimmy GendronExecutive Producer, Behaviour Interactive
FROM MOBILE WORK FOR HIRE TO SELF-PUBLISHING
W H O I AM ?IN MOBILE GAMES SINCE 2003
Started @ JAMDAT as « Porting » manager
Anyone remember JAMDAT Bowling?
PREVIOUSLY AT EA
Executive Producer, Scrabble (1M+ DAUs)
Sr Director, Worldwide Catalog (300+ staff)
TRIED THE STUDIO STARTUP LAST YEAR
With 2 licensing deals and an experiencedteam, wasn’t able to raise enough money
J I M M Y G E N D R O N
E X E C U T I V E P R O D U C E R BEHAVIOUR INTERACTIVE
2
WHO WE ARE
FOUNDED IN
1992E X P E R I E N C E A S
WFH STUDIO ACRO SS ALL PLATFO RMS
300 STAFF MONTREAL, CANADA (HQ) A N D S A N T I A G O , C H I L E
3
LARGEST CROWDFUNDING GAME EVER @ $55M
TOP ANTICIPATED
MMO
TOP FREE ON IOS BUILT IN 3 MONTHS
CLASSIC MICROSOFT IPMOVE TO FREEMIUM BUILT ON AZURE CLOUD
BEHAVIOURON BECOMING A PUBLISHER
8
F 2 P BO O M MARKET TRENDS
9
F 2 P B O O M
MOBILE IS EATING THE WORLD
10SOURC E: GARTN ER, APPLE, GOOGLE, A16Z
COMPUTERS
TABLETS
SMARTPHONES
GLOBAL UNIT SALES (M)
11
EASY DIGITALDISTRIBUTION
CHEAP & FAST DEVELOPMENT TOOLS
SMALL TEAMSAND SHORT DEV CYCLES
F 2 P B O O M
BARRIERS ARE GOING DOWN
12
86%APPS
14%BROWSER
SOCIAL 28%
ENTERTAINMENT 8%
OTHERS 18%
GAMING 32%
TIME SPENT ON IOS AND ANDROID CONNECTED DEVICES
REVENUE SHARE FOR GAMES IN TOP OVERALL
F 2 P B O O M
MOBILE GAMES DOMINATE THE EXPLODING APP ECONOMY
73%84%
92%
iPad iPhone Google Play
SOURC E: F l ur ry , App Anni e
13
F 2 P B O O M
A $40B BUSINESS BY 2017
SOURC E:
$17.5 Bn
OLD
$4.8 Bn
$12.8 Bn
$17.5 Bn
NEW
2013
$21.7 Bn
OLD
$7.6 Bn
$17.3 Bn
$25.0 Bn
NEW
2014E
$26.3 Bn
OLD
$10.0 Bn
$20.3 Bn
$30.3 Bn
NEW
2015E
$35.3 Bn
OLD
$15.0 Bn
$25.8 Bn
$40.8 Bn
NEW
2017E
SMARTPHONES
+19.2%
TABLETS
+33.3%
SMARTPHONESTABLETSNEW ESTIMATES
OLD ESTIMATESMOBILE TOTAL
+23.5%
FROM F2P BOOM TO RED OCEAN
14
15
0
2000
4000
6000
8000
10000
12000
14000
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NEW GAMES / MONTH
1.3M APPS/250KGAMES ON iOS
OVER 10K NEWGAMES/MONTH
NO SIGNS OF ‘PEAK F2P’ YET
SOURC E :
R E D O C E A N
GAMES SEGMENT IS SATURATED
16
$2M+ DEV/LAUNCH BUDGETS ARE THE NORM
THE RISE OF ‘MOBILE AAA’
R E D O C E A N
PRODUCTION COSTS ARE RISING
$-
$0,50
$1,00
$1,50
$2,00
$2,50
$3,00
août-13 oct.-13 déc.-13 févr.-14 avr.-14 juin-14 août-14
CPI Trend
Chartboost Fiksu
17SOURC E :
R E D O C E A N
MARKETING COSTS ARE RISING
18
MARKET INSIGHTS
PLATFORMS RELATIONSHIPS
MARKETING / PR
USER ACQUISITION
PRODUCT MANAGEMENT
ANALYTICS
R U N N I N G L I V E G A M E S R E Q U I R E E X P E R T I S E I N
MONETIZATION
COMMUNITY / CUSTOMER SUPPORT
F2P IS A DIFFERENT BEAST
KEYLEARNINGS
20
o New publishing division created in last 12 months
o Leverage 20+ yrs in games development with AAA licenses/clients, last 5 yrs in mobile F2P
o Growing and hiring for central publishing group
o 50+ staff across game teams and publishing
o Releasing 4 games in next 6 months (originals/licensed), announcements coming
BEHAVIOURMOBILE
THE GENUINEGOLF EXPERIENCE
Soft l aunc h i n C anada/ I re l and
22
K E Y L E A R N I N G S
HAVE A GAME BUSINESS PLAN
Start with passion, grounded by reason
Deconstruct comparables & target market
Identify & deliver on a purple cow
23
24
K E Y L E A R N I N G S
VALIDATE EARLY & OFTEN
Don’t be Webvan , be ‘lean startup’
Get to 1st playable fast
Run frequent focus groups
Soft launch for 3+ months
25
K E Y L E A R N I N G S
BUY/BUILD THE RIGHT TOOLS
Maximize reuse/buy
Only build what adds value
26
K E Y L E A R N I N G S
CONTROLYOUR QUALITY
Build requirements early, & update them (iOS 8 anyone?)
Understand devices/OS fragmentation
Load test server backend, plan for recovery
27
K E Y L E A R N I N G S
START MARKETING EARLY
Build a great game for your audience
Work with experts where needed
Don’t be Webvan, focus on LTV/not CPI
W W W . B H V R . C O M @ B E H A V I O U R
J I M M Y G E N D R O NE X E C U T I V E P R O D U C E R
J I M M Y . G E N D R O N @ B H V R . C O M
@ J i m m y _ G e n d r o n
QUESTIONS