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Optimizing Mobile Gaming Platforms for Free -to-Play Games

Optimizing Mobile Gaming Platforms for Free -to-Play Games. Tomi Huttula Senior Director, Kabam. Source: Distimo Publication March 2013, How the most successful apps monetize their user base . Free-to-play model works great, but is still new… .

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Optimizing Mobile Gaming Platforms for Free -to-Play Games

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  1. Optimizing Mobile Gaming Platformsfor Free-to-Play Games Tomi Huttula Senior Director, Kabam

  2. Source: Distimo Publication March 2013, How the most successful apps monetize their user base Free-to-play model works great, but is still new…

  3. …platforms and tools have not fully caught up, yet.

  4. Total Product Offering:Developers EXTENDED PRODUCT Developers need multiple solutions. Build internally or use available solutions? Ad Networks Performance Marketing Rewards solutions Development Tools CORE PRODUCT User behavior tracking Distribution & Payments Cross Promotion Monetization solutions Offers Social Gaming solutions Monetization Consultation

  5. WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE

  6. Analytics • BI solutions • Game and monetization loop iteration • Acquisition funnel data

  7. Analytics WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Good BI tools are must, and should be built in-house B: Good BI tools are must, and should be external dedicated solutions C: Analytics is for wimps and amateurs

  8. Performance Marketing • User Acquisition agencies and Ad networks • Minimizing CPI • Personalizing to user segments

  9. Performance Marketing WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Developer should learn to do user acquisition in-house B: Using a publisher/UA agency gets the best results C: Everyone will know my game is super - why should I pay for marketing?

  10. Cross Promotion • Leverage the network effect • Balancing Donators and Receivers • Payers and non-payers

  11. Cross Promotion WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Players should be XPd only between developer’s own games B: Opening to wider XP network gets more biz in the end C: My players should not play anything else - ever

  12. Service Ops • Content updates and events • Drives game lifecycle • Event management as a service?

  13. Service Ops WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Service Ops is very game specific and cannot be externalized B: Externalizing Service Ops frees resources for new game creation C: Hah, my game was launched ready

  14. Social Gaming • “XBOX Live concept”still de facto • High scores on free-to-play??? Achievements Leaderboards Friends LisT…

  15. Social Gaming WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Integrating with current socialnetwork featuresis all I need B: New F2P optimized solutions would significantly help C: My players play alone

  16. Rewards • In-game incentives • Cross game rewards

  17. Rewards WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: There are enough incentivization options with in-game currency and items B: Ready-made rewards solution would boost sales and save effort C: I don't believe in discounts - neither did my grandma

  18. Messaging/Chat • Success of Kakao (and Facebook…) as agame discovery network • In-game or social network messaging?

  19. Messaging/Chat WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Messaging should be limited to in-game B: Gamers should have ways to be connected across games to the gaming community C: Not needed, as my players have an email account.

  20. Monetization Solutions • Dynamic paywall? • Game context specificupsell?

  21. Monetization Solutions WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE Which of these statements is most true? A: Monetization is too game specific to benefit from external solutions B: Good platform solutions would definitely help C: Paying is overrated – it’s free-to-play, right?

  22. WHO WANTS TO BE A WHO WANTS TO BE A FREE-TO-PLAY MILLIONAIRE

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