Copyright 2013 Prodigy Design Limited. PikPok, Sidhe, Stencil, Into the Dead, and Flick Kick are registered trademarks of Prodigy Design Limited. All.

Copyright 2013 Prodigy Design Limited. PikPok, Sidhe, Stencil, Into the Dead, and Flick Kick are registered trademarks of Prodigy Design Limited. All rights reserved.

Under the Hood of PikPok’s Publishing ProcessCasual Connect Asia 2013

Mario WynandsManaging Director, PikPok

presentation overview

company overview

intellectual property

development

distribution

promotion

monetization

questions

Leading digital videogames publisherfor mobile, tablet and desktop

company overview

Based in Wellington, New Zealand

High end development and publishing for mobile, tablet, and desktop

Publish/distribute 23+ mobile titles, 4 console/desktop titles

License and fund third party content

Tens of millions of unique installs

Headcount of 80

example game releases

example successes

iOS / Android (Paid/F2P)Over 20m Flick Kick franchise downloads

#1 app in 8 countries incl. UK and US

iOS / Android (F2P)“Advergaming” as a revenue generatorHit lifetime “success criteria” in 5 days

iOS / Android (F2P)Top rated innovative endless runner12m+ downloads in first 6 months

PSN / PC / Mac / Linux (Paid)Award winning game and soundtrack

1m+ unit sales

an evolving studio

changing experience, role, responsibility, liability, platforms, technology, complexity, scale, standards

Work For Hire Dev Self Publishing Third Party Publishing

a working definition

Publishing is managing the curation, production, marketing, distribution, and monetisation of content

end to end publishing solution

Intellectual Property Development Distribution Promotion Monetization

      Portfolio cross promotion Sponsorships

Internal ideation Internal dev capability Mobile Inter network campaigns Dynamic Advertising

Brands / Licenses Third party developers Tablet Distributor features Premium pricing / IAP

Third party content Production support Desktop Event / seasonal content Merchandising

      Community leverage Community capture

10s of millions of uniqueinstalls

100s of millionsof monthly

ad impressions

Integrated Social and

Cross PromotionPlatform

Localize into up to 15 languages

intellectual property

portfolio based approach complementary products supporting each otherindividual products “owned” by product managers

concept generationinternal ideation

ad hoc, lab day, game jam, pikpok developer conferenceexternal licenses and brandsthird party developed titles

www.pikpok.com/submissions

commercial filtermatch with portfolio? mass market potential? promotional hook? free to play capable? ability to extend to desktop platforms? capable of funding?

protectionUS based, game specific legal counseltrademarking, URL registration

www.uspto.govanti-piracy tech/process for casual and commercial piracypolicy / resources for privacy, fraud, refunds, customer safety, data security

development

small core development team supported by specialist teamsusability, QA, concept, animation, online services, tools

scrum agile methodologyhigh levels of communication and productivity

budget / release target established through preproductionrun ongoing preproduction until we “know what the game is”

communication and oversightkickoff meeting at the start of developmentdaily “scrum of scrums”weekly production, design, art and tech meetingsweekly Show and Tell~monthly senior management reviews

post release supportdedicated community/customer support resourcesprioritise crash and compatibility issuesfirst 3 months/updates already planned at launch, room to changeproduct managers and teams themselves drive updates

STENCIL™ is a reusable, cross platform template and toolset for platform compliant, usability tested user interface and standard

functionality

Reduced Cost and Development Timeframes

Decrease Submission Risk

Add Rich, Best Practice Functionality

distribution

multi-platform strategyenabling technologydevelop / design for portabilityimproves the density of viral pathways

simultaneous, global launches where possible

multi-store strategycompliance and best practicesongoing communication with store curatorsconscious of overhead relative to revenuestarget App Store and Google Play primarily, others if successful

localizationtarget US primarily, Europe secondly, then rest of worlddedicated localization manager english, french, italian, german, spanish, brazilian portuguese, japanese, korean, simplified chinese, russian are “tier 1” guidance from Appletranslate store descriptions, then main menus, then whole game

promotion

“built in” promotionname and iconingame virality via Gamecenter, Facebook,Twitter, Everyplay

store featuringquality and prior success attracts curator attentionfollow best practice guidance, support leading platform/OS features

proactive launch promotiondedicated marketing, community, and customer resource“internal” and “external” network cross promotionpush on social channels (Facebook, Twitter, Youtube, forums)press release, screenshots/trailers, previews/reviews, website takeoversno paid acquisitionengage with platform manufacturers and press ahead of timeat launch, everything, all at the same time

monetization

direct, multi layered approachbanner / interstitial ad networks (iAds, AdMob, Chartboost, Playhaven)incentivised rewards (Tapjoy)real rewards providers (Kiip)in-app purchases

consumables, fast unlocks, content unlocks, “no ads”

indirect, bonus revenueaffiliate revenuesmerchandise / music (Zazzle, Bandcamp)web traffic monetization (Google Adsense)

analytics, reporting, and live configuration data empowers good quality decision makingtune and iterate game, ads and pricing

capture usersthe best customer is the one you already have

new stuff

summary

“publishing” is a broad function that is embodied throughout the lifecycle

empowering staff is necessary for effective and responsive publishing activity

wide range of enabling technologies and partners available

focus resources on those things that will make a difference

questions?

Mario Wynands

Managing Director, PikPok

+64 21 530450

[email protected]

@mariowynands