This, Not That!

1. This, Not That! Mobile Games Best Practices

2. This, Not That! Mobile Game Best Practices Overview • Introduction • General Game Design Lessons • Mobile Game Design Pit Traps Ray Long Director, App Services

3. This, Not That! Mobile Game Best Practices Introduction • Ray Who? • Ray Where? • Ray What? Ray Long Director, App Services

4. This, Not That! Mobile Game Best Practices General Game Design Lessons • Ignition • Distillation • Execution http://www.cbs19.tv http://www.enasco.com http://ericsimmons.blogspot.com

5. This, Not That! Mobile Game Best Practices Ignition. Where to Start • Start with this guy • Forget Him • Players always come first

6. This, Not That! Mobile Game Best Practices Distillation. What Am I Doing? Birds with various powers destroy pigs to save their eggs in physics based puzzles. Expand your village and lead your clan to victory over the goblin hordes. Struggle with moral dilemmas as you fight your way through the zombie apocalypse. • Simplify Vision • Establish Scope • Define Success

7. This, Not That! Mobile Game Best Practices Execution. How do I do it? • Commitment • Establish Routine • Momentum Wins

8. This, Not That! Mobile Game Best Practices Mobile Game Design Pit Traps • Load It • See It • Learn It • Hear It • Love It http://www.archithings.com http://www.liveauctioneers.com http://dadetc.blogspot.com http://www.entertainmentbuddha.com http://mattganemthepoet.com

9. This, Not That! Mobile Game Best Practices Load It • This: Have a small initial download. • Not That: Ask your users to wait.

10. This, Not That! Mobile Game Best Practices Load It cont. *Data from Tapjoy Network • Android Conversion Rate* Conversion Rate 50% – 60% 30 – 45% 14 – 20% Total MegaBytes 0 – 50 50 – 100 100+ The smaller the file, the better the CVR.

11. This, Not That! Mobile Game Best Practices Load It cont. • How can that affect monetization?

12. This, Not That! Mobile Game Best Practices See It • This: Use your loading screens effectively. • Not That: Waste your loading screen.

13. This, Not That! Mobile Game Best Practices See It cont. • This: Best foot forward on visuals. • This: Add tips and tricks. • This: Upsell the world.

14. This, Not That! Mobile Game Best Practices See It cont.

15. This, Not That! Mobile Game Best Practices See It cont.

16. This, Not That! Mobile Game Best Practices Learn It • This: Include a clear tutorial. • Not That: Poor Tutorialization.

17. This, Not That! Mobile Game Best Practices Learn It cont. • This: Tie it to quests and achievements. • This: Clear instructions. • This: Short and sweet. • This: Show, don’t tell.

18. This, Not That! Mobile Game Best Practices Learn It cont. • Not That:

19. This, Not That! Mobile Game Best Practices Hear It • This: Make a real audio effort. • Not That: Skimp on audio.

20. This, Not That! Mobile Game Best Practices Hear It cont. • This: Check download size. • This: Vet the audio. • This: Give choices. • Not That: Leave it til the end. • Not That: Single loops.

21. This, Not That! Mobile Game Best Practices Love It • This: Positive feedback immediately. • Not That: Delayed gratification.

22. This, Not That! Mobile Game Best Practices Love It cont. • This: • Positive Level Curve. • Not This: • Negative Level Curve. Minutes 1 – 5 = Level 2 - 3 Minutes 6 – 15 = Level 4 - 5 Minutes16 – 100 = Level 6 - 10 Minutes 1 – 5 = Level 0 Minutes 6 – 15 = Level 0 Minutes16 – 100 = Level 2 - 5

23. This, Not That! Mobile Game Best Practices Contact Me • This: ray.long@tapjoy.com • This: @GeekGamerGuy • This: www.tapjoy.com • This: www.geekgamerguy.com