Melinda Montano, Kongregate

PC and MobileGoing Cross Platform Post Launch

Mel Montano

Business Development Manager

Why Go Cross Platform Post Launch

Primary

• Game lifespan

• Current players

• Potential players

• Revenue

Bonus

• Platform experience

• Preserving legacy titles

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Consider and Evaluate

Potential opportunity

Self porting vs paid porting

Effort needed

• Engineering

• QA

• BD

• Marketing

Team enthusiasm

3

Potential Opportunity Considerations

Premium PC -> Premium Mobile

• Limited installs

• Audience expects lower cost or free

Mobile -> PC

• Limited installs

• Steam users are sensitive to

perceived mobile ports

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Going Mobile: Premium vs Freemium

Week 1 Install rates with a major platform

feature

Premium <10,000

Freemium >750,000

Yes there are outliers!

Switching to Freemium Mechanics is HARD.

Research implementations

Ad implementations

Session lengths

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Pricing: PC to Mobile

Premium

Demo and Full / Level Unlock

Retooled for Freemium

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Google Play, Level/Full Unlock

>1M Downloads, 4.4 Rating

More on PC to Mobile

Install size (<100MB)

Cloud saves and multiple devices

Social Sharing

Screen Sizes

Analytics

Retention

FTUE completion, DAU,

ARPDAU

Crash Tracking

MarketingOpenSignal 2015, Android Fragmentation

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Case Study: World of Goo [2D Boy]

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2008* Windows

2008* WiiWare (North America)

2008 Mac

2009 Linux

2009 WiiWare (Japan)

2010 iOS (iPad)

2011 iOS (iPhone)

2011 Android

2013 BlackBerry

2017 Nintendo Switch

Mobile to PC Pricing: Premium vs Freemium

Stay Premium

Pricing Difference

Stay Free to Play

Free to Play category on Steam

Premiumify

Removing energy systems and

IAPs

Rebalancing

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Mobile to PC Considerations

Event Systems

Push Notifications

DAU

Storefronts

Genres

Reviews

Special Edition and Soundtrack

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Case Study: Lara Croft GO [Square Enix]

April 2014 - Hitman GO for iOS and Android, Windows in 2015

August 2015 - iOS, Android, Windows, Windows Phone

December 2016 - Windows and Mac on Steam

Mobile $1.99 w/IAP

Steam $9.99 no IAP

Doesn’t hide mobile

Praises the porting

Shows off awards

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Session Lengths, Game Lengths

Mobile App Average Session Length 2016 = 5 minutes

Mobile Games = 7-10 minutes

Average 2016 Daily Mobile Gameplay = 24 minutes

Good Median Retention D1 / D7 / D30 = 40 / 20 / 10

Steam 2016 Median Playtime = 3 hours 36 minutes

PC to Mobile: Save points, First Time User Experience

(FTUE)

Mobile to PC: Energy mechanics halting gameplay

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UX / UI

Mobile -> PC

Reduce oversize buttons and UI

Less bouncy FTUE

Any finger dragging animation

No social media sharing

Loading screen tips

Account system

PC -> Mobile

Bigger, easier to click interface

No double clicking

Hand locations and covered

portions

FTUE

Account system

Localization menu

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Controls

Mobile -> PC

Accessibility

Keyboards

Full Controller vs Partial Controller

PC -> Mobile

Camera controls

Mobile D-Pads Yes or No

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Platform Relationships

Embrace the platform

Tout the changes and updates

Show off awards

Add platform specific changes

• Achievements

• Push Notifications

• iOS Stickers

• Steam Trading Cards

Make a new trailer

Be loud about the launch

Increase sales on multiple platforms

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Old Games for a New Audience

RealMyst [Cyan, Inc]

Myst (1993), RealMyst (2000)

iOS 2012, Android 2017

7th Guest [Trilobyte]

Original release 1993, iOS 2010, Android 2015

Putt Putt Saves the Zoo [Humongous Entertainment]

Original release 1995, iOS 2011, Android 2012, Steam

2014

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Paid Porting

Set cost vs revenue share

May find out it is unportable

Potential delays

Bug fixes

Future update issues

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Thank [email protected]

@melchiwi

Relevant Articles

Bhuta, Falguni. “MOBILE APPS CAPTURE CONSUMER ATTENTION 37 MINUTES A DAY – UP 20% FROM THE

BEGINNING OF 2016.” Opera Mediaworks. 21 November 2016.

Galyonkin, Sergey. “Median Playtime on Steam.” Steam Spy. 8 June 2015.

“Monthly Summaries.” Steam Spy.

Hwong, Connie. “The Average Mobile Game Day.” Verto Analytics. 17 August 2016.

“Game accessibility guidelines.”

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