1. Game In Progress
13 ideas to
change videogames business models
by Luc Bourcier

2. The console videogame business
environment has become quite
predictable, unlike what it was in its early
days. Publishers should put their
entrepreneurial hat on again and explore
the unpredictable world of online gaming.

3.  Segment the audience in terms of time and money
invested in gaming.
 Consider there are as many ARPPUs as they are
gamers. The value of a game is determined by
developers but the price paid is determined by each
individual player.
 Adjust the gameplay to the audience not the reverse.
 Bear in mind that premium full games are first and
foremost addressed to a hardcore audience.
 Base strategy on research, datamining and analytics.

4.  Unbundle content and release game within a
planned timeframe.
 IPs’ main strength is that they generate
communities. Manage communities and pay a
special attention to enthusiasts and whales.
 See what Activision is doing with the Call of Duty
franchise: 50$/year Elite Subscription, Facebook
integration to assemble multiplayer matches with
friends, skill tracking, competitions, episodic
NoobTube TV content…

5.  Mobile game revenues are expected to reach $16
billion in 2016 (ABI Research) or $18 billion in
2013 (Juniper Research).
 Invest in SmartPhone and tablet development.
These devices will replace (handheld) consoles.
 Innovate in mobile gameplay mechanisms
(integrating geo-localization etc).
 Think cross-platforms.

6.  Blend
casual usage patterns of mobile and
elements of high-end console gaming.
 Make character-driven mobile games.
 Integratereal-time content and real-world
content into games.
 Keep
an eye on what Seismic games and
NGmoco will be releasing in the next future.

7.  Optfor the convenience model where the
player chooses the way he monetizes:
subscriptions, ads, virtual goods…
 Insert
virtual goods in most games but make
purchase not compulsory and at user’s
discretion.
 Considerprice as a personal variable to be
tracked and monitored

8.  Think of user acquisition and retention as a conversion
funnel.
 Use behavioral targeting and recommendations tools.
 Set metagame mechanisms (badges, achievement…).
The main target should be to transform a novice into
an enthusiast player and into an evangelist.
 Use line-up and/or aggregators’ line-ups to cross-
promote games.

9.  Measure engagement with time of use.
Use sessions average time and frequency
of play as main KPIs.
 Engage players emotionally.
 Think stickiness and replay value.
 Push frequency of use and re-purchase of
items.

10.  Narrative and technology should be secondary to game
design.
 Make progressive gameplays:
• Make difficulties grow with engagement instead of having them at
the beginning of the game.
• Skip all time consuming loading and introductory screens and set
the player in action as soon as he starts. Think frictionless.
 Make flexible gameplays:
• Make game evolve with players actions and choices.
• Make each individual player voyage unique.
 Invest and innovate in party gaming for static consoles.Keep
in mind Ubisoft’s Just Dance and Majesco’s Zumba.

11.  Revive older IPs and give them a new life
 Microsoft re-launches Flight Simulator as
a free-to-play game, Doom is available on
XBLA…

12.  Personal recommendations have always been the
most efficient discovery tool. Virality existed before
Facebook and will continue to exist after
Facebook.
 Encourage virality with mechanisms specific to
each demographic sub-group.
 Use social on fixed and mobile devices for
acquisition and loyalty. See Ubisoft free App
Autodance to promote Just Dance 3 (1 million
downloads and 7 million games sold)

13.  Push contextual advertising: product
placement, sponsored goods, actual brand posters
etc.
 Insert offer walls in games.
 Remember that advertisers are also looking for
new ways to interact with their target audiences.
 See what brands are doing in social gaming (Old
Navy with Crowdstar’s It Girl, La Redoute with
Ouat Entertainment’s Totally Spies.


14.  Sethigh ambitions to game developers.
Games on all formats are a hit driven
business.

15. http://www.scoop.it/t/videogame-industry
Twitter: @lucbourcier
bourcierluc@gmail.com