1 / 32

Success Factors and Pitfalls of Cross-Platform Games

Success Factors and Pitfalls of Cross-Platform Games. Michael Kalkowski Co-Founder & Creative Director GameDuell. Cross-Platform. PC. Mobile. Squeezebox. API / Apps. Social Networks. Cross-Platform In The Games Industry?. What is Cross-Platform?. Level 1: Cross-Platform Brands.

jemima
Download Presentation

Success Factors and Pitfalls of Cross-Platform Games

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Success Factors and Pitfalls of Cross-Platform Games Michael Kalkowski Co-Founder & Creative Director GameDuell

  2. Cross-Platform

  3. PC Mobile Squeezebox API / Apps Social Networks

  4. Cross-PlatformIn The Games Industry?

  5. What is Cross-Platform?

  6. Level 1: Cross-Platform Brands Own Website SNS Mobile

  7. Mobile Own Website SNS

  8. Level 2: Cross-Platform Marketing

  9. Level 3: Shared Social Graph

  10. Level 4: Shared Virtual Economy

  11. Level 5: Cross-Platform Gameplay

  12. Cross-Platform: 1. Brands 2. Marketing 3. Social Graph 4. Virtual Economy 5. Gameplay

  13. Complexity and Limited Resources

  14. Overcoming Difficulties The Path To Cross-Platform

  15. Path to Becoming A Cross-Platform Company 2003 2012 Cumulative users and installs (mio) 80 • Over 70 million users and installs • Team reaches 180 people • Expanding to new office First HTML5 game 2012 70 60 First Android App 2011 First iPhone app 50 40 First Facebook app 2010 • Cross-platform technology • 60+ games 30 Founded in Berlin Seed investment by Holtzbrinck Ventures and Burda Digital Ventures 20 2009 2008 10 2007 2005 Dec 2003 • Launch in USA • Opened San Francisco office • Wellington invest $17.5 mio 2004 0 • Move into France • European expansion Break-even

  16. Lesson 1: Focus • Less is more • Quality (not quantity) • Lead with fastest platform

  17. Lesson 2: Excellent Analytics • Data  information • Cohort Analysis • Reporting infrastructure • Cross-platform tracking

  18. Lesson 3: Create Synergies • GFX • asset management • dynamic sizes • Payment providers and infrastructure • Marketing partners • Common core technology

  19. Own Websites SNS Core Technology Own Websites Tests Own Websites Mobile Tests

  20. Lesson 4: Be Customer-Driven • Add user value • Single sign-on • Cross-platform features • User typology • Filter audiences • Funnel traffic

  21. Lesson 5: Be Platform-Specific • Same core gameplay • ...but platform-specific adaptations • Usability (Luke W: “Mobile first“) • Reinvent and innovate • Controls!

  22. 3x Benefits of Cross-Platform • Acquisition • Monetisation • Retention

  23. 1. Better Acquisition Via Multiple Platforms • Multiple traffic sources • Lower total CPI • Leverage existing fanbase • Brand recognition • Higher virality • Independence from facebook

  24. 2. Better Monetisation • More ways to monetise • Funneling • Deep cross-promo • Higher ARPUs • Increase up to +75%

  25. 3. Higher Retention • 24/7/365 • More CRM channels • Remain active longer • up to 2.5x after 90days

  26. Thank You  kalkowski@gameduell.com

More Related