Casual Connect: Making Money the Pain Free Way

Making Money Off Casual Games The Pain Free Way Ada Chen July 23, 2008 July 23-25 2008 CGA Seattle 2008

[object Object],[object Object],[object Object],[object Object],[object Object],Who is this session for?

Then Vs. Now ,[object Object],[object Object],[object Object],[object Object]

Developer Opportunities ,[object Object],[object Object]

Making Money Around Game Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ads displayed in conjunction with or alongside a game ,[object Object],[object Object],[object Object]

Making Money Around Game Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads

Making Money Game Portal Sponsorships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Purchase of branding or link to drive traffic to portal’s site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000

Revenue Share ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Performance-based revenue share to game developer

Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month

Licensing / Advergames ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Advergames: custom-built games for products or services Licensing is more broad, e.g. ad-free, re-skinning, distribution rights, etc. ,[object Object],[object Object],[object Object],[object Object]

Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month Licensing / Advergames $100s to $1,000s for low-end Prices increase with level of customization ($40-150k+)

In Game Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ads displayed as elements of the game itself ,[object Object],[object Object],[object Object],[object Object]

Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month Licensing / Advergames $100s to $1,000s for low-end Prices increase with level of customization ($40-150k+) In Game Ads $20 - 50 CPMs, depending on 2D/3D Upwards of $150 CPM

Micro-Transactions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Small payments from users to unlock features

Making Money Estimates Monetization Method Payout Around Game Ads $0.50 CPMs for dynamic “pre-game” $0.25 - $3 CPMs for website ads Game Portal Sponsorships $100s upwards of $30,000+ Averages currently $2000 Revenue Share $100s per month Licensing / Advergames $100s to $1,000s for low-end Prices increase with level of customization ($40-150k+) In Game Ads $20 - 50 CPMs, depending on 2D/3D Upwards of $150 CPM Micro-Transactions $100s per month

Getting Your Game to the Masses Distribution & Marketing ,[object Object],[object Object],[object Object],[object Object]

Case Study How do these opportunities stack up?

Handdrawn Games/Desktop Tower Defense Developer Case Study: Distribution ,[object Object],1 site, 1.6 MM monthly PVs (peak of 5 MM) 1 game, 2.5 million plays in distribution (peak of 8 MM) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Desktop Tower Defense

PixelJam Games Developer Case Study: Branding 1 site, 500,000 monthly PVs 4 games, 1.1 million monthly plays in distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dan Hoelck Developer Case Study: Micro-Transactions 1 site, 25k monthly PVs 2 games, 2 million monthly plays in distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We Are Legend Drunken Masters

Ninja Kiwi Developer Case Study: Strong Branding 3 sites, 20 million monthly PVs 20+ games, 30 million monthly plays in distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pulling it all together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Contact Info ,[object Object],[object Object],Thank You Brian Robbins Mike Vann Chris Harris Miles Tilman David Scott Paul Preece Dan Hoelck Stephen Harris

Casual Connect: Making Money the Pain Free Way

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Casual Connect: Making Money the Pain Free Way