July 17-19 2007CGA Seattle 2007 Casual Games are not just Downloads Brian Robbins Fuel Industries.

July 17-19 2007 CGA Seattle 2007

Casual Games are not just Downloads

Brian RobbinsFuel Industries


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Overview

• Everyone thinks Casual Games = $20 try-before-you-buy

• That’s not true!

• Reach a different audience

• There are lots of ways to make money, and the most successful companies will use several methods


Ad Supported

• Advertisements are placed around the game• This can happen in a browser, or wrapped in a

download• If in a download, the more integration you do, the

higher revenue share you will get

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Ad Supported examples

• Shockwave.com• Boonty

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Pros• Easy Money• Ad market is doing

great

Cons• Portals don’t want to

share• When they do share

you get poor revenue share

• Careful not to get too annoying for players

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Ad Supported


Web-Based

• Build a web-based version of the game• Put it on your website, or other web portals• Typically built in Flash, but other tools exist

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Web-Based examples

• Kongregate.com• MiniClip.com

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Pros• Lots of sites looking

for web versions• Ad revenue can be

fairly significant• Simpler development

than a full casual game

• Can take advantage of community easier

Cons• Not all sites share

revenue from web versions

• Need Flash or Shockwave proficiency

• Lots and lots of web content available

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Web-Based


Downloadable Console

• This is really sweet!• All 3 consoles are working on methods for this• XBLA is the most mature• Nintendo may be the most open

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Downloadable Console examples

• XBLA• PSN• WiiWare

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Pros• Great conversion rates• High profile in game

industry• Huge bragging rights• Can have great

production value• Some room for very

innovative titles

Cons• Approval from console

maker required• Needs great

production value• Tools are more

expensive and limited• Success is unproven

for PS3 and Wii

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Downloadable Console


Advergaming

• Build games for and around client brands• This is NOT putting logos in a Bejeweled clone• Work direct with brands or through their agencies

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Advergaming Examples

• Candystand.com• American Dad vs Family Guy• Sneak King

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Pros• Fixed budget = fixed

risk• Get to work with huge

brands, and built in audiences

• Work on projects without a focus on sales

Cons• Sales process can be

very long• Brands are tough to

work with• Little room for a huge

payoff• Need to focus on this

market to succeed

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Advergaming


Subscriptions

• Users pay a fixed recurring fee for content• Can be a single game or a suite of games• Provides full or discounted access to content

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Subscription Examples

• Shockwave Unlimited• RealPass• PuzzlePirates

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Pros• Recurring fees =

awesome• More stable revenue

month to month• Greater player

attachment

Cons• Need to provide new

content• Who’s customer is it?• Difficult to build

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Subscriptions


Microtransactions

• Selling stuff in very small increments• Could be additional content, outfits, badges,

powerups, etc

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Microtransactions examples

• Puzzle Pirates• Pogo• Habbo Hotel

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Pros• Can offer the game

free• Can provide a

recurring revenue stream

• Potential for higher revenue per person

• Direct to you!

Cons• Need lots of players• Community and/or

Multiplayer is a requirement

• Portals may take convincing

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Microtransactions


Skill-Based Games

• Competitive Play• Multiple people pay, most of the entry fees go to

winner• Providers split the remainder

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Skill-Based Games

• WorldWinner.com• SkillJam.com

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Pros• Additional revenue

stream• Fairly easy to modify

an existing web-based game

Cons• Not much revenue• Very few companies in

the space

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Skill-Based Games


Mobile Games

• Developing for cell phones• Can be unique content, or modifying existing

games

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Mobile Games Examples

• MoFactor

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Pros• Good to license in

successful titles• Lots of interest in the

space

Cons• Enormous amount of

work to support all handsets

• Distribution tightly controlled by carriers

• Not a lot of revenue

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Mobile Games


What’s happening now

• Advertising $$$ = Download $$$ (for portals!)• Web Games are big again• Some Web 2.0 plays

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What’s coming next?

• Lots more community• Web-MMO’s with multiple business models• Convergence of companies• Further driving casual games into middle-aged

woman niche• Community created content

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What’s not worth trying?

• Skill-based games• Mobile

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What’s nobody trying?

• A game portal for the masses• Tying into web 2.0 ideas• Passive play• Mass audience play

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Thank You / Questions

• Brian Robbins – [email protected]• Slides posted at

– www.dubane.com/cons– casualconnect.org/seattle/2007/sessions/speakers/ppt/cons

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July 17-19 2007CGA Seattle 2007 Casual Games are not just Downloads Brian Robbins Fuel Industries.

Documents

cga seattle

advergaming slide

webbased slide

ad supported slide

downloadable console

webbased examples

web versions ad revenue

web portals