Конференция White Nights: Mobile Games Conference (http://wnconf.com)

1.
Mobile
Downloadable
to
Mobile
Free-­‐to-­‐Play
Julia
Palatovska,
Business
Development
Director
Alish
Yakubov,
Producer

2. We
Publish
and
Develop
Free-­‐to-­‐play
&
Casual
Games

3. Search
“g5”
to
find
our
games
We
focus
on
games
for
smartphones
and
tablets
More
distribu@on
channels
are
added
every
month
in
2012

4. Post-­‐PC
Era
is
beginning
Game
plaDorm
with
10
BILLION
install
base
G5
is
already
making
90%+
revenue
from
mobile
&
tablets
Source:
The
Economist
Magazine

5. About
G5
— 2003:
First
mobile
game
on
Verizon
Wireless
in
USA
— 2005-­‐08:
Developed
20+
games
for
EA,
Disney,
Konami…
— 2006:
IPO
in
Stockholm
(G5EN.ST)
— 2009:
Started
publishing
casual
games
on
iOS
— 2011:
Android,
Free-­‐to-­‐play
games
— Doubling
annual
revenue
for
a
3rd
year
now
— Market
cap:
USD
50M
— Offices
in
Stockholm,
San
Francisco,
Moscow,
Kharkov
— 120+
staff

6. G5
-­‐
Publisher
— 50
Million
Game
Downloads,
Millions
of
DAU
— Over
200
game
apps
in
porDolio,
cross-­‐selling
— Numerous
games
that
made
over
USD
1M
— One
game
a
week,
pipeline
for
a
year
ahead
— Millions
of
dollars
paid
to
developers
— Contracts
with
60
developers
and
new
great
studios
join
us
every
month

7. G5
revenue
by
geography,
2011
Asia, North
ROW America
28% 33%
Europe
39%

8. Success
on
Android
— 20
casual
games
released
— Millions
of
US
dollars
in
revenue
— Close
to
20
million
installs
— Which
is
50
@mes
more
than
nearest
compe@tor

9. Premium
Game
— Released
in
Sep
2010
— Premium
casual
game
— Casual
city
simulator
— Top
10
Grossing
Game
in
34
countries
— Millions
of
downloads
— Well
over
$1M
of
revenue

10. Free-­‐to-­‐Play
Game
— Released
in
Sep-­‐Dec
2011
— Free-­‐to-­‐play
game
— Casual
city
simulator
— Top
10
Grossing
Game
in
86
countries
— $1M
revenue
and
first
million
downloads
in
a
couple
of
months

11. Revenue:
Free-­‐to-­‐Play
vs
Premium
1
2
3
4
5
6
7
8

12. 5
steps
to
convert
your
casual
sim
to
free-­‐to-­‐play
game
Step
1:
Create
a
Sand
Box
Step
2:
Make
Game
Balance
More
Realis@c
Step
3:
Make
it
Real-­‐Time
Step
4:
Add
Mone@za@on
Step
5:
Add
Some
Extra
Content
On
each
step
you
have
a
playable
version
to
evaluate!

13. Step
1:
Create
a
Sand
Box
— You
will
need
one
large
world
/
map
— Only
small
part
available
to
the
player
ini@ally
— The
user
needs
to
unlock
the
rest
of
the
map
Goals:
— Create
a
persistent
world
with
some
“real
estate”
— Make
players
invest
@me
and
return
to
their
crea@on
— Engagement
loop:
the
more
you
play,
the
more
you
are
amached
to
what
you
have
built

14. Step
1:
Create
a
Sand
Box

15. Step
1:
Even
Bigger
Sand
Box

16. Step
2:
Make
Game
Balance
More
RealisOc
— Slow
down
construc@on
and
resource
produc@on
cycles
— Increase
prices
drama@cally
Goals:
— Realis@c
is
good
–
people
know
what
to
expect
— 10
hours
to
build
a
house
is
more
realis@c
than
10
seconds
— Saving
for
many
years
to
build
a
house
is
realis@c
— Paying
to
speed
things
up
makes
sense

17. Step
2:
More
RealisOc
Game
Balance

18. Step
3:
Make
It
Real-­‐Time
— On
launch,
recalculate
the
status
from
the
previous
@me
stamp
— Introduce
energy
to
limit
session
@me
Goals:
— The
city
is
alive
even
when
a
player
is
away
— Make
players
want
to
return
to
see
the
progress
— Stretch
3-­‐hour
uninterrupted
“casual”
game
experience
into
1-­‐
month
plus
short
session
experience
— More
@me
with
the
game
jus@fies
more
money
spent

19. Step
3:
Make
It
Real-­‐Time

20. Step
4:
MoneOzaOon
— Give
players
a
way
to
pay
to
overcome
natural
obstacles:
— For
extra
energy
and
longer
sessions
— To
speed
up
construc@on
— To
unlock
new
content
ahead
of
@me
— To
unlock
more
space
on
the
map
— To
build
exclusive
buildings
Goals:
— Those
who
want
to
play
free
need
to
be
able
to
play
for
free
— Those
who
want
to
have
extra
by
spending
money
can
do
it

21. Step
4:
MoneOzaOon

22. Step
4:
MoneOzaOon

23. Step
4:
MoneOzaOon

24. Step
5:
AddiOonal
Content
— Add
more
free
and
premium
(paid)
content
into
the
game
— Make
premium
content
awesome
Goals:
— Give
your
exis@ng
fan
base
a
reason
to
check
this
game
out
— Give
all
players
a
reason
to
spend
money

25. Step
5:
AddiOonal
Content

26. Step
5:
AddiOonal
Content

27. AUer
Step
5…
— You
have
a
working
and
playable
F2P
game
on
hands
— We
released
the
game
at
that
point
— But
it
took
us
a
number
of
updates
to
get
things
right
— Things
you
will
need
to
take
care
of:
— Quests
— Pricing
and
Special
Deals
— Updates
— Viral
Distribu@on
— Social
Interac@ons
— Customer
acquisi@on
— User
Reten@on
— Cross-­‐plaDorm

28. What
G5
can
do
for
you
— We
can
share
our
experience
with
you
— Great
terms,
advances
— Cross-­‐plaDorm
Talisman
technology
— Cross-­‐plaDorm
QA
— Maximize
your
game
revenue
across
ALL
plaDorms
— Cross-­‐sell
with
G5
games
for
access
to
millions
of
users
— F2P
approach
can
be
applied
to
other
genres
as
well

29. Your
Casual
Game
Can
Become
a
Free-­‐to-­‐Play
Hit!
Virtual
City
Playground
for
iPad
CityVille
Hometown
iPad

30. Join
the
mobile
revoluOon!
Contact
me:
Julia.palatovska
@
g5e.com
Our
developer
rela@ons
team:
developers
@
g5e.com
www.g5e.com