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Mass-market Entertainment

Mass-market Entertainment. Richard Tsao Managing Director Ubisoft Chengdu. Mass-market Entertainment = Marketing + Fun?. Where do we start?. Product?. Price?. Price?. Promotion?. Ads. SNS Channels. Email Blasting. Viral. Cross Promotion. Place?. Strategy. Castle & Co. Fun?.

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Mass-market Entertainment

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  1. Mass-market Entertainment Richard Tsao Managing Director Ubisoft Chengdu

  2. Mass-market Entertainment = Marketing + Fun?

  3. Where do we start?

  4. Product?

  5. Price?

  6. Price?

  7. Promotion? Ads SNS Channels Email Blasting Viral Cross Promotion

  8. Place?

  9. Strategy

  10. Castle & Co

  11. Fun?

  12. Popular genre

  13. Cute Art Style

  14. Gameplay Freedom

  15. What went wrong?

  16. Not viral enough

  17. Not enough monetization Lack of monetization features Facebook Credits Zero Value Cannot sustain paid installs

  18. Lack of content

  19. Junior team!

  20. Enter The Smurfs & Co!

  21. The Smurfs & Co

  22. IP Resurrection • Cross promotion • Free installs • Works as a city builder • No other game on SNS

  23. What went right this time?

  24. Strong In Game Virality

  25. Virality

  26. Better Monetization

  27. Experienced Team

  28. Experienced with SNS integration

  29. Playable in 6 Languages

  30. Give Players Concrete Goals = Quest System

  31. Better Post Launch Support

  32. Total: 17 Pre Launch Pre Launch

  33. Total: 33 Post Launch

  34. What we achieved?

  35. Other Key Lessons

  36. SNS

  37. SNS

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