Mobile Game Development in the West (English)

Mobile Game Development in the West vs. East

Luke Stapley – Cross Platform

Please view my notes for more information

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Mobile Game Development Introduction

How Big is Mobile Gaming in the West?

The Differences Between Mobile Gaming and Other Gaming Platforms

How do Developers Work in the Western Game Industry

How do Publishers Work in the Western Game Industry

What Are The Profit Schemes In Western Mobile Markets

FAQ

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How Big is Mobile Gaming in the West

The Western Market

– USA (English, Spanish)

– Canada (English, French)

– Australia (English)

– UK (English)

– Western Europe (English, French, German, Spanish)

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How Big is Mobile Gaming in the West?

58% of Americans and 61% of Europeans are playing games.

Mobile Game industry will make an estimated US $22.8 billion in 2013 for North America

People spend more than 126 minutes a day using smart phone apps.

In 2012, Worldwide Smartphone users have on average 37 apps on their phone.

People using smart phones play video games on average of 14 minutes per day. (~11%)

Sources: GSMA, The Mobile economy 2013; newzoo.com; ABI Research; ESA, Essential facts about the computer and video game industry

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Difference Between Mobile Gaming and Other Gaming Platforms

Console/Handheld Gaming

PC Gaming

– Popular Gaming in West vs. China

– MMORPG

Mobile Gaming

Amusement/Arcade Gaming

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Console/Handheld Gaming

Sony, Microsoft, Nintendo

Banned in China since 2000, Consoles in China are a grey market area.

Many game developers overseas use China for game assets and more recently full games.

Rumors of opening up console gaming in China are growing.

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PC Gaming

Gaming in the West vs. East

– 68% of gamers play on a PC

– Windows gaming is still King!

– Most gamers buy online using Steam, Origin, Amazon.com, GOG.com, or other means.

– Gamers are playing both Indie and High-end games in all different game styles

– MMORPG numbers are falling

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Amusement/Arcade Games

Very popular in the early 1980’s to late 1990’s has now become a niche market due to PC and Console gaming.

Very difficult market to work with in the West due to it’s low sales.

High sales now are only in Casino games for places in Las Vegas and Atlantic City.

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Mobile Games

Mobile gaming has been increasing by 35% in the past year with over 100 million gamers.

Estimated to make $12.7 billion in the USA market in 2015

32% of mobile gamers pay money for games

36% of all game players have a Smartphone.

Most players now have multiple options for playing and paying for a game (purchase, in-game ads, micro-transactions, demos)

Most OS creators are now catering to game makers to help promote their devices

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Mobile Market Share

Source: Comscore, May 2013 U.S. Smartphone Subscriber Market Share

Page 14Source: Kantar Worldpanel

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Average Western Mobile Gamer

83% of gamers age 11 – 35.

Nearly split among genders.

Best tracking system? Stickiness (DAU/MAU)

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Case Study: Puzzle and Dragons

Created by the company GungHo

Downloaded > 19 million times

Estimated $4.5 USD million/day

2013 (est.) over $1 billion USD

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Is it time for Chinese companies?

The market for social and MMORPG are filling up with Chinese games

Many game companies announce interest at 2013 ChinaJoy

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How do Developers Work in the Western Game Industry

Getting money for your game idea

Make the game

Integration with social sites

Selling your game to the user

Monetization

Marketing

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Getting money for your game idea

Venture Capital

Prior Successful Game Profits

Start from Scratch

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Integration with social sites

Facebook

– Creating cross platform play

– Creating better social experiences

– Adding more monetization to game makers

Twitter

Etc.

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Selling Your Game to the Player

Marketplaces

What is expected for a marketplace?

And more…

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Monetization

F2P (Free to Play)

Purchasing

– Direct Purchase

– Demos

In-Game purchase

Cross promotion

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Marketing

Allow a Developer/Marketing company to market your game.

Marketing your game on your own:

– Creating great name players remember and great icons for the game that helps the player want to try.

– Advertise in Ad networks

– Using social networks (Twitter, Facebook, BBS)

– Continue retention rates (push notifications, new updates, optimize, etc.)

– Watch how gamers play your game

– Analytics

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How do Publishers Work in the Western Game Industry

What is a Publisher

What can they do for you?

– Payment of game (profit sharing?)

– Advertising the game

– In-Game Advertisements

– Etc.

What do they want?

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What is a Publisher?

They work with strong creators releasing games that are usually seen as better games than most self-published games

Usually will have resources that a developer may not have (User acquisition, monetization best practices, in-game sales, analytics, etc.)

Help collaborate with the developer to make the game better for the player.

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Publishing models in the West

Two different types:

– Investment of the company

• Paying the company for the game with low percentage of added revenue.

– Direct advisement of a project

• Paying a company for creating the game through milestones.

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Publishers Advertising

Publishers can create their own advertising or use other sources

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Paid User Acquisition

Source: Jameel Khalfan, Casual Connect: When Publishing Works for Free to Play Games

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FAQ on Western Game Development

How do advertisements work in mobile games?

Does my game have to have high tech graphics, sounds, and big teams to be successful?

Can I do licenses with my game?

What types of games do westerners play? Good game elements?

What should I look for in my game that I might not know about?

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My Contact Information

Luke Stapley

CEO, Cross Platform

QQ: 860873360

Skype: gameaddicthotline

Email: [email protected]

Website: www.xpfgames.com