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Casual Games are not just Downloads

Casual Games are not just Downloads. Brian Robbins Fuel Industries. 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.

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Casual Games are not just Downloads

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  1. Casual Games are not just Downloads Brian Robbins Fuel Industries CGA Seattle 2007

  2. 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

  3. 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

  4. Ad Supported examples • Shockwave.com • Boonty

  5. Ad Supported Pros Cons Portals don’t want to share When they do share you get poor revenue share Careful not to get too annoying for players • Easy Money • Ad market is doing great

  6. 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

  7. Web-Based examples • Kongregate.com • MiniClip.com

  8. Web-Based Pros Cons Not all sites share revenue from web versions Need Flash or Shockwave proficiency Lots and lots of web content available • 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

  9. 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

  10. Downloadable Console examples • XBLA • PSN • WiiWare

  11. Downloadable Console Pros Cons Approval from console maker required Needs great production value Tools are more expensive and limited Success is unproven for PS3 and Wii • Great conversion rates • High profile in game industry • Huge bragging rights • Can have great production value • Some room for very innovative titles

  12. 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

  13. Advergaming Examples • Candystand.com • American Dad vs Family Guy • Sneak King

  14. Advergaming Pros 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 • Fixed budget = fixed risk • Get to work with huge brands, and built in audiences • Work on projects without a focus on sales

  15. 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

  16. Subscription Examples • Shockwave Unlimited • RealPass • PuzzlePirates

  17. Subscriptions Pros Cons Need to provide new content Who’s customer is it? Difficult to build • Recurring fees = awesome • More stable revenue month to month • Greater player attachment

  18. Microtransactions • Selling stuff in very small increments • Could be additional content, outfits, badges, powerups, etc

  19. Microtransactions examples • Puzzle Pirates • Pogo • Habbo Hotel

  20. Microtransactions Pros Cons Need lots of players Community and/or Multiplayer is a requirement Portals may take convincing • Can offer the game free • Can provide a recurring revenue stream • Potential for higher revenue per person • Direct to you!

  21. Skill-Based Games • Competitive Play • Multiple people pay, most of the entry fees go to winner • Providers split the remainder

  22. Skill-Based Games • WorldWinner.com • SkillJam.com

  23. Skill-Based Games Pros Cons Not much revenue Very few companies in the space • Additional revenue stream • Fairly easy to modify an existing web-based game

  24. Mobile Games • Developing for cell phones • Can be unique content, or modifying existing games

  25. Mobile Games Examples • MoFactor

  26. Mobile Games Pros Cons Enormous amount of work to support all handsets Distribution tightly controlled by carriers Not a lot of revenue • Good to license in successful titles • Lots of interest in the space

  27. What’s happening now • Advertising $$$ = Download $$$ (for portals!) • Web Games are big again • Some Web 2.0 plays

  28. 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

  29. What’s not worth trying? • Skill-based games • Mobile

  30. What’s nobody trying? • A game portal for the masses • Tying into web 2.0 ideas • Passive play • Mass audience play

  31. Thank You / Questions • Brian Robbins – brobbins@fuelindustries.com • Slides posted at • www.dubane.com/cons • casualconnect.org/seattle/2007/sessions/speakers/ppt/cons

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