Predicted to become a future of cross-platform entertainment and frowned upon by some global players, HTML5 delivered so far an unstable performance. With today’s capabilities and well known challenges of the technology, one wonders if HTML5 can compete with native development and how to monetize the technology in gaming sector. Alexander Krug will present SOFTGAMES's insights on the launch, promotion and monetization of HTML5 titles. A discussion on upcoming trends, major KPI´s and insights will round up the session.

1. HTML5 Reality Check:
Will 2013 Bring The
Big Breakthrough?
Alexander Krug, Founder & CEO
SOFTGAMES Mobile Entertainment Services GmbH
www.softgames.de

2. WHO?
- Serial games entrepreneur
- 10+ years in mobile gaming
- Big supporter of HTML5

3. ABOUT US
SOFTGAMES - Excellence in mobile gaming since 2006
- Traffic sources are 100+ affiliates globally
- Over 5M+ active users
- We connect intelligent and high quality
traffic with mobile games for free

4. OUR HITS

5. OUR CUSTOMERS
- Slightly more female customers (57%)
- Quite young: 18-34 years old
- Located in over 80 countries
- US & Russia dominant
- Very loyal: 27% 30-day retention across all games

6. 6
HTML5 – REALITY CHECK

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10. 10
SO, WHY THE HELL AM I STILL
TALKING ABOUT HTML5?!

11. 11
We are
here!
Platform Hype Cycle

12. WHY DO WE SUPPORT ?
- Multiple Platform Support
- Everybody can play – instantly
- High virality
- Real-time updates
- Various business models

13. SUCCESSFUL GAMES

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15. 15
- Mobile games space is overcrowded & highly
competitive
- 1.8M+ apps in the iOS & Play Store
- High marketing needed to get your game found
MOBILE MARKET INSIGHTS

16. 16
MULTI-CHANNEL DISTRIBUTION
IS KING!

17. 17
… MAKES IT POSSIBLE AT
MUCH LOWER COSTS COMPARED
TO NATIVE DEVELOPMENT!

18. - Mobile Web
- App Stores (Hybrid App)
- Carriers
- Social Networks
DISTRIBUTION CHANNELS

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1. MOBILE IS KING
- Focus on mobile – it‘s the future!
- Be aware of different mobile OS, devices and their
resolutions (tablets, HD devices!)
- Select a group of popular devices at first
- Test it on as many real devices as possible

22. 1. MOBILE IS KING

23. 2. QUALITY IS KING
- HTML5 games actively compete with native games!
- Build high quality, “native-looking”, easy casual games
before investing in complex games!!
- BUT: You’re in the web! Be efficient with assets – the
smaller the game the better the performance!

24. Bounce Rate
Size-
Optimization
2. QUALITY IS KING

25. 3. ANALYTICS IS KING
- Behavior & Re-targeting of the user within the game
- Compare & Optimize wisely (A/B Test)
- Smart cross-promotion

26. Play Store Cross-Promotion effect
- 300% Daily Install Boost
- 2 days of X-Promotion
- Top Trending App @ Google
Play
X-Promo
X-Promo
Active Installs
Daily Installs
CASE STUDY: JEWELS ISLAND

27. 4. LOCALIZATION IS KING
- Web is international
- Make localization as easy as possible
- Keep images and text separated

28. 4. LOCALIZATION IS KING

29. 5. MONETIZATION IS KING
- Decide and design your game according to the
business model from scratch on!
- Use multiple Ad-Networks to achieve highest CPM
- Be aware of HTML5 monetization challenges!
- Include Local Payment Methods & Offer-Walls

30. 5. MONETIZATION IS KING

31. 1. Start to develop games in HTML5 now!
2. Focus on mobile!
3. Deliver high quality but easy games!
4. Make every user happy!
5. Think global!
SUMMARY

32. 32
GOT A
GAME?

33. 33
SOFTGAMES Connect is your single point of integration for
vast distribution, engaging social features, streamlined billing
and access to a massive cross-promotion network!
TRAFFIC FOR YOUR GAMES!

34. THANKS!
Questions? 
www.softgames.de
html5@softgames.de
@softgames
LinkedIn.com/in/alexanderkrug