20131015 case study
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Developing Creative Mobile Games, short term lectures for college students, 3 of 6
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20131015 case study
- 1. Developing Creative Mobile Games 3 of 6 Christina Hsu Case Study
- 2. Agenda Success Story of <Candy Crush Saga> What We Can Learn from <Candy Crush Saga> <The Unfinished Swan> From Student Prototype to Commercial Game Q&A
- 3. Success Story of <Candy Crush Saga>
- 4. Developer / Publisher About King.com Welcome to King.com, the largest skill gaming site in the world, where you can play free games online in competitive tournaments in categories such as puzzle, strategy, word, action, card and sports games. King.com was founded in 2003 with the goal of becoming the premiere destination for skill gaming on the internet. We currently have more than 150 addicting games in our portfolio and we are constantly developing new and exciting on line games.
- 6. On Facebook: the ‘Saga' “Saga Framework”Proven Game
- 9. 10 M 20 M 2011 Now Daily active users (FB)
- 10. The Formula of Success = A* http://www.businessinsider.com/the-future-of-mobile-deck-2012-3?op=1
- 11. 3 platforms are shaping the future
- 12. 1. Facebook
- 14. 3. Tablets
- 15. Play everywhere Game State -Progress Game State -Progress ?
- 16. FB connected users are MUCH more valuable * Retention * Engagement * Likelihood to pay
- 17. Accessibility: 2005 vs. 2013
- 18. Accessibility: 1st time gamers
- 19. Intuitive Controls YouTube: Bullfrog playing Ant Smasher Mouse Touch Screen Joypad
- 20. Accessibilities: Free 75% of those who completed all levels do not pay
- 21. Accessibilities: Bite Size Short sessions for you to play and kill time
- 22. Lots of Levels A very long game The Formula of Success = A*N
- 23. More Never Ending Against your ideas of casual games, it is difficult!
- 24. 24 The Formula of Success = A*N*C Campfire Index = How Social It Is
- 25. The Formula of Success = A*N*C The Aisle Effect
- 26. The True Definition of Social is
- 27. Qiotes from the team
- 28. PRPR Word of mouthWord of mouth Feature by AppleFeature by AppleFacebook trafficFacebook traffic AdsAds Cross promotionCross promotion Saga: Marketing &. Branding
- 29. PC: Facebook App discovery mainly viral (AppData 2012) 43% 19% 18% 10% 6% 4% Friend Invite Advertisement Don’t Remember Word of Mouth Newsfeed Other 0 0.1 0.2 0.3 0.4 0.5 Column1
- 30. Mobile: App discovery driven by App Stores (Nielsen Q3 2011)
- 31. Over 50% of smart phone users are connected to Facebook More than 500m of Facebook’s monthly users use mobile Facebook Enable Cross-platform Viral User Acquisition
- 32. Facebook enables discoverability both on canvas and mobile Notifications News feed and Timeline Bookmark Ads
- 33. Next Challenge
- 34. What We Can Learn From <Candy Crush Saga>
- 35. In Short, Innovation Comes From
- 36. What is Viable in the Marketplace? http://www.youtube.com/watch?v=Mi7BRsIzBuw
- 37. Easy to Pick-up IF YOU NEED A TUTORIAL TO EXPLAIN YOUR GAME, THEN PERHAPS IT’S NOT REALLY CASUAL AND ACCESSIBLE TO THE MASS MARKET.
- 39. Jump Out from Comfort Zone THIS BUSINESS IS ALL ABOUT RESHAPING AND CHALLENGING THE WAYS WE WORK. NO ONE CAN AFFORD TO STAY IN THEIR COMFORT ZONE FOR LONG.
- 41. As More Platforms as Possible
- 42. From Student Prototype to Commercial Game
- 43. Speaker : Ian Dallas
- 45. Development
- 46. The Session
- 47. I
- 48. The Teacher
- 49. The Deal
- 50. Reason
- 51. Result
- 52. II
- 53. Skills
- 54. Fluency
- 55. And
- 56. II-2
- 57. II-3
- 58. II-4
- 59. II-5
- 60. II-6
- 61. III
- 62. III-1
- 63. III-2
- 64. III-3
- 65. III-4
- 66. III-5
- 67. III-6
- 68. Lessons
- 69. IV
- 70. Thank You! Any Question?
Editor's Notes
- At King.com we have an way of removing the guess work: 150 catalogue + 15 new skill games/year on king.com 12 weeks/3devs, sub $100k investment per game 11m unique testing ground surfaces best gameplay winners wrapped into proven “envelopes” for fb/mobile
- winners wrapped into proven “envelopes” for fb/mobile
- In fact CCS has become so popular that it is now #1 on FB. We celebrated that recently with this infographics. It states trivia like that the game has been played more than 100 K years when adding together the playsessions Or that more then 1 trillion candies have been crushed in the game since launch. But it also reveals one important thing that is a key to the success 69 % of the gamers are women. Not only is that rare but it is also important from a social perspective. I will come back to that.
- We also revealed that the game was downloaded 10 M times in December the month after the launch. We are now recruiting heavily to continuing to meet the demand from our fans. [The king model]
- Even though we have been around for a decade it was not untill the start of 2011 when we started making games for FB This is a graph on the number of Daily Active Users on Facebook according to AppData. During this period we have launched 7 games on facebook. The next important milestone is when CCS launched for mobile device. You can really see the impact on the slant of the curve.
- The growth for Smartphones and tablets are spectacular. This curve show the number of devices sold. The Red curve is PC, then blue is smartphones. And the yellow curve is tablets. It clearly shows the enormous potential of cross platform games. If you game runs seamlessly on all these devices you have a lot of potential ahead of you.
- But first of all I want to Touch on three platforms that are changing the foundation for player out there
- It has never been as simple to play with your friends Facebook games are reaching a large population of first time gamers The game are FREE The 2:nd platform…
- Is the smartphones… Steve Jobs never sat out to change games. He was never very much into game from what I understand. But the Smart phone revolution that he started with the iPhone certainly changed the landscape of gaming forever. I had been working with mobile games for almost ten years when this happened. There was no working mobile games market before this. One big factor of this change was the accessibility of the multi touch screen. The simplicity and the innovation in user interface. That is important for my talk. The third…
- Is tablets. In many aspects similar to smartphones but also very different. This device can be dedicated for gaming in a whole different manner. As a game developer it is important to respect this as a separate platform from smartphone. Especially because the usage pattern is different.
- Casual Games fits the profile! The same game / accessable on multiple devices. This is what I am referring to when I am talking about cross platform today. Here is a exampel of Seamless play that I will be using as a case study today. BWS.
- That is not strange. It is just a lot more fun and meaningful to play together with your friends. So even if we allow people to play offline completely, we try to encourage players to connect and play with others.
- One of the most difficult aspects of cross platform is changing input device. One general thing that can be said is that; the simpler the control the more easier the adaptation to new platforms Direct control is a super intuitive way of controlling a game. No layer of abstraction! If the controls are simple (like one button etc.) taking the game to another platform with another input method is much easier.
- It helps you identify who of your friends that is playing
- This is the top free list for iPhone. You app does not end up here by coincident. It take somewhere around 150 K download per day to get to the Top Free list. The extra downloads you get by being there makes it worth trying to make it there. As with any marketing a broad approach is better. You want to use all channels at once as being on the top list gives a lot of extra downloads. I will talk mostly about Facebook as that comes natural to King
- Facebook app discovery is mainly driven by the notification system in Facebook
- But on mobile the most important channel is the App Stores. Here it is not either possible to buy visibility.
- The FB client on mobile is huge. It is a great tool for mobile App discovery.
- 1. Facebook enables discoverability both on canvas and mobile. This is a extremely valuable source for user acquisition.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.
- My talk today is about creating and distributing games to that spans multiple chanels. Such as PC, Tables and smartphones. I will uses both BWS and CCS as examples. This picture here is a example of a marketing picture that we took for our Facebook fan page. I personaly directed these two models here playing the game. And I used to think that making games was difficult.