brief intro of mobile social games

1. SOCIAL, MOBILE GAME
PRIMER TALK

2. AGENDA
• Game Industry at a glance
• Key Metrics
• Trends
• Design to Monetize
• Social Casino
2016/12/6 | Confidential | Pg No. 2

3. GAME INDUSTRY AT A
GLANCE
2016/12/6 | Confidential | Pg No. 3

4. At first, we start from an idea…At Last, Games for Players
FROM AN IDEA TO A PRODUCT
2016/12/6 | Confidential | Pg No. 4

5. Administration, Finance, Human Resource, and so on
Game Development
In-between, Lots of Work
Publishing / Operation
GAME INDUSTRY
2016/12/6 | Confidential | Pg No. 5

6. 2016/12/6 | Confidential | Pg No. 6
PEOPLE IN GAME INDUSTRY

7. 2016/12/6 | Confidential | Pg No. 7
GAME CATEGORIES
-HOG
-Match-3
-Endless
Runner
-Ville/Farm
-Tower
Defense
-MOBA

8. 2016/12/6 | Confidential | Pg No. 8
INDUSTRY CHAIN

9. 2016/12/6 | Confidential | Pg No. 9
MARKET SIZE

10. 2016/12/6 | Confidential | Pg No. 10
MARKET SIZE PER SEGMENT

11. 2016/12/6 | Confidential | Pg No. 11
BUSINESS MODEL

12. KEY METRICS
2016/12/6 | Confidential | Pg No. 12

13. 2016/12/6 | Confidential | Pg No. 13
 Console, PC
 Purchase (packages, pay per download, try & buy)
 Units sold, sales volume
 MMOG
 Subscription, F2P
 MCCU (PCCU): max./peak concurrent user (server
loading)
 ACCU: average concurrent user (revenue base)
 Apps (Social, Mobile)
 DAU: daily active user
 MAU: monthly active user
KEY METRICS : MAU & DAU

14. 2016/12/6 | Confidential | Pg No. 14
REFERENCE : DAU OF THE TOP 10 FACEBOOK
GAMES

15. 2016/12/6 | Confidential | Pg No. 15
 Acquisition
 New users
 UAC/CAC: user/customer acquisition cost
 LTV: lifetime value
 Retention
 MAU/DAU > 20%
 Day 2/3/4/5/6/7/15/30
 Monetization
 ARPU: average revenue per user
 ARPPU: average revenue per paid user
 Pay rate
KEY METRICS : ARM RELEVANT
LTV of EA Social Sports: $56
(Source: AllThingsD, 2012)
Good D2/D7/D30 retention≒ 40% /20%/10%
(Source: Flurry, June 2012)

16. 2016/12/6 | Confidential | Pg No. 16
REFERENCE: GAME DESIGN FOR BETTER
RETENTION

17. 2016/12/6 | Confidential | Pg No. 17
OTHER KEY METRICS I

18. 2016/12/6 | Confidential | Pg No. 18
REFERENCE : HOW MUCH IS THE AVERAGE
UAC

19. 2016/12/6 | Confidential | Pg No. 19
OTHER KEY METRICS II
 Conversion Rate
 General
 Payers/Players
 Retention relevant
 churn/attrition rate : subscription-based
 aver. # of sessions, aver. session length
 Data-driven
 cohort analysis
 results tables of in-game systems like match-making,
queuing

20. REFERENCE: DO WE MONETIZE WELL
2016/12/6 | Confidential | Pg No. 20

21. TRENDS
2016/12/6 | Confidential | Pg No. 21

22. 2016/12/6 | Confidential | Pg No. 22
TREND 1 : FREEMIUM
 F2P earns more
 Why? Economical Reasons
 Remove barriers
 Remove the upper limits
 Why? Psychological Mechanism
 Willpower & Impulsive purchase
 Virtual currency
 Instant satisfaction
 Why? Teach player to spend

23. 2016/12/6 | Confidential | Pg No. 23
FREEMIUM EARNS MORE
 Teach players to spend
 Free coins as rewards
 Free trial to get addicted
 Design to monetize
 Reasonable Price Structure
 Integrate monetization
into gameplay/core loop
 Good Design: items etc.
 Implement chance-based
factor to boost payment

24. PAYMENT: KEY ISSUE IN THE EMERGING MARKET
2016/12/6 | Confidential | Pg No. 24

25. PAYMENT OPTIONS
2016/12/6 | Confidential | Pg No. 25

26. 2016/12/6 | Confidential | Pg No. 26
TREND2 : SOCIAL
-Easy to play
-Bite Size
-Enriched by
real relations

27. 2016/12/6 | Confidential | Pg No. 27
CORE OF SOCIAL: COMPETITIVE & CO-OP
Collaboration & giftingCompetition & rivalry

28. 2016/12/6 | Confidential | Pg No. 28
SOCIAL IS GOOD FOR RETENTION

29. 2016/12/6 | Confidential | Pg No. 29
SOCIAL IS GOOD FOR MONETIZATION

30. 2016/12/6 | Confidential | Pg No. 30
TREND 3 : MOBILE DOMINATES

31. 2016/12/6 | Confidential | Pg No. 31
CHANGE : MOBILE GAME INDUSTRY CHAIN

32. 2016/12/6 | Confidential | Pg No. 32
CHANGE: MOBILE GAMES
“Snake” on the
feature phone in the
old days
“Snake.apk”
With iAP & SNS integration (Facebook, IMs)
-Compare score:
leaderboard
-Share Results with
friends
-Ask Friends to help,
all response get
rewards
-Send/Receive Gifts
-Single player but
remain online
-Multi players with
rivals and/or team
work to achieve
-Pay to revive
-Pay to slow down

33. 2016/12/6 | Confidential | Pg No. 33
MOBILE GAME TRENDS

34. DESIGN TO MONETIZE
2016/12/6 | Confidential | Pg No. 34

35. STRATEGY
2016/12/6 | Confidential | Pg No. 35
 Satisfy our payers
 Please non-payers: Why they matter
 Revenue stream (via iAD)
 Viral marketing to reduce our UAC/CPI (invites /posts to
play free)
 Keep payers stay (Vanity & Special items)

36. REASONABLE PRICE STRUCTURE
2016/12/6 | Confidential | Pg No. 36
 Pricing
 Low barrier
 The higher price,
the better unit price
 Promotion
 Limited time
 Limited amount
 Free Trial of iAP
 Tutorial
 Quests
 Free First Test

37. RULES: INTEGRATE MONETIZATION IN CORE LOOP
2016/12/6 | Confidential | Pg No. 37
 Core Loop: key sets of activities a player takes in
each session
 Actions: main interactive elements
 Gates: elements that block progression
 Sinks: where players spend currency
 Taps: where players gain currency
 Provide options in Taps, path with least resistance
 Earning in sessions, free gifts (rewards, comprehension)
 RMT(real money trading)
 Social (Viral): friends help, post to wall
 Spend time/ Skills

38. SINK DESIGN
2016/12/6 | Confidential | Pg No. 38
Ultima Online (1997):
items wear out MapleStory (2003):
items expire

39. ITEM DESIGN
2016/12/6 | Confidential | Pg No. 39

40. IMPLEMENT CHANCE-BASED FACTOR
2016/12/6 | Confidential | Pg No. 40
 Collectible Trading Items (cards)
 Normal, Rare, Super Rare,
 Random cards in packs
 Gambling
 Slots
 Gacha
 Lottery
 Recycle
 Compose, Embed, Forge, Enchant

41. 2016/12/6 | Confidential | Pg No. 41
BEST PRACTICES I
Progression
Map
Proper Level
Difficulty
Randomness
as Obstacles
Multiple Goal
Structures

42. 2016/12/6 | Confidential | Pg No. 42
BEST PRACTICES II
Multiple vectors of achievement make completion both harder
and more interesting (motivations to pay)

43. 2016/12/6 | Confidential | Pg No. 43
BEST PRACTICES III
No patience to wait is one of the
strongest factor to pay

44. 2016/12/6 | Confidential | Pg No. 44
BEST PRACTICES IV: CLANS (GUILDS)
Team incentives create pressure to keep up with each other and
thus spend.

45. SOCIAL CASINO
2016/12/6 | Confidential | Pg No. 45

46. 2016/12/6 | Confidential | Pg No. 46
MARKET SIZE
In 2012, the predict market size is $1.7BN by 2013, $2.5 BN by 2015
Social Casino Gaming reaches $2.9BN in 2013, and $4.4 BN 2015e!
(Source: SuperData, 2014)

47. 2016/12/6 | Confidential | Pg No. 47
MARKET GROWTH

48. 2016/12/6 | Confidential | Pg No. 48
MARKET SHARE BY COUNTRY & PLATFORM

49. 2016/12/6 | Confidential | Pg No. 49
MARKET SHARE (IOS TOP 10)

50. 2016/12/6 | Confidential | Pg No. 50
TOP 10 COUNTRIES (IOS)

51. 2016/12/6 | Confidential | Pg No. 51
KEY PRODUCTS BY MAU

52. WWW.ASPECTGAMING.COM
2016/12/6 | Confidential | Pg No. 52