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The Android Alternative: Road to 100 Million Players

The Android Alternative: Road to 100 Million Players. Vladimir Funtikov Co-founder, Creative Mobile. Creative Mobile. Independent developer and publisher Founded in 2010 by 3 guys with €10 000 >100 million organic Android game downloads Team grown from 3 to >80

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The Android Alternative: Road to 100 Million Players

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  1. The Android Alternative:Road to 100 Million Players Vladimir FuntikovCo-founder, Creative Mobile

  2. Creative Mobile • Independent developer and publisher • Founded in 2010 by 3 guys with €10 000 • >100 million organic Android game downloads • Team grown from 3 to >80 • Best known for racing games:Drag Racing, DR: Bike Edition, DR: 4x4, <?>

  3. Why Android • In 2010: • New market, weak competition • Familiar technology • Tide will lift all boats • In 2013: • Scale! 1bn devices, 1.5m daily activations [1] • Competition [1] Larry Page, https://plus.google.com/+LarryPage/posts/QVbFayWxfrm

  4. Problem: launching a product • No money (connections, traffic, brand, …)

  5. Problem: launching a product • No money (connections, traffic, brand, …) • Solution A: • Prepare PowerPoint slide deck • Search for publishers/investors/editors • … • PROFIT

  6. Problem: launching a product • No money (connections, traffic, brand, …) • Solution A: • Prepare PowerPoint slide deck • Search for publishers/investors/editors • … • PROFIT • Solution B: • Smart self-publishing and marketing!

  7. Free marketing tools • You only have a few days, so make them count • Title that sells: • Easy to understand and remember • Keywords help • A/B test • Icon that sells: • Make multiple • Compare to competition • A/B test CTR of winners • Stunning first screenshot and description • SEO

  8. Ranking high (and long) • Google Play ranking algorithm: • Downloads over the last X days • Number (and/or ratio) of active installs • Over 9000 other things (don’t bother) • Retention • Push notifications (to the right user) • Relevant updates • Don’t annoy the player • Social and competitive (+GP Game Services) • Endless gameplay

  9. Ranking high (and long) • Understand the platform • Optimize (<20 MB, smooth content delivery) • Support older OS versions, old and new devices, all screens • Respect tablets! • Beta-test (there WILL be bugs) • Understand the use case • Even tablets are only part-time gaming devices

  10. Case study: Drag Racing 2011 2012

  11. Case study: Drag Racing • >2 year inTop 50 games • Successful update:

  12. Next steps • Players are valuable, games are media properties • Players can … • Bring revenue via IAP • Watch ads and interact with brands (up to 2x revenue!) • Form communities (social networks, forums) • Play your other games • Cross-promotion FTW! • Case study: Drag Racing: Bike Edition • $0 marketing spend -> Top 5 grossing (US) & 20M downloads

  13. The end! • vladimir@creative-mobile.com • @creativemCEO

  14. Bonus track: Real Racing 3 vs. Hill Climb Racing

  15. Real Racing 3 (EA + Firemonkeys) • Established franchise (2 critically acclaimed titles) • High-end visuals and physics. • High expectations (players & management) • Budget: $150 000 000* * This is in fact the average distance between the Earth and the Sun, in kilometres. I’ve no idea what the budget was for RR3 :)

  16. Hill Climb Racing (Fingersoft) • Who? • What? • Where? • Budget:

  17. Google Play – Racing (US) now a few months ago

  18. Google Play rank history – RR3

  19. Google Play rank history - HCR

  20. HCR success factors • Simple gameplay, smooth learning curve • Short sessions, sense of achievement • Works on (almost) every device • Continuous development ..sounds familiar?

  21. Drag Racing success factors • Simple gameplay, short sessions • Android 1.5+ • 50+ updates • … • 2 years in top 50 games • >80M downloads

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