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PC and Mobile: Going Cross Platform Post Launch
- 1. PC and Mobile Going Cross Platform Post Launch Mel Montaño Business Development Manager
- 2. Why Go Cross Platform Post Launch Primary • Game lifespan • Current players • Potential players • Revenue Bonus • Platform experience • Preserving legacy titles 2
- 3. Consider and Evaluate Potential opportunity Self porting vs paid porting Effort needed • Engineering • QA • BD • Marketing Team enthusiasm 3
- 4. Potential Opportunity Considerations Premium PC -> Premium Mobile • Limited installs • Audience expects lower cost or free Mobile -> PC • Limited installs • Steam users are sensitive to perceived mobile ports 4
- 5. Going Mobile: Premium vs Freemium Week 1 Install rates with a major platform feature Premium <10,000 Freemium >750,000 Yes there are outliers! Switching to Freemium Mechanics is HARD. Research implementations Ad implementations Session lengths 5
- 6. Pricing: PC to Mobile Premium Demo and Full / Level Unlock Retooled for Freemium 6 Google Play, Level/Full Unlock >1M Downloads, 4.4 Rating
- 7. More on PC to Mobile Install size (<100MB) Cloud saves and multiple devices Social Sharing Screen Sizes Analytics Retention FTUE completion, DAU, ARPDAU Crash Tracking Marketing OpenSignal 2015, Android Fragmentation 7
- 8. Case Study: World of Goo [2D Boy] 8 2008* Windows 2008* WiiWare (North America) 2008 Mac 2009 Linux 2009 WiiWare (Japan) 2010 iOS (iPad) 2011 iOS (iPhone) 2011 Android 2013 BlackBerry 2017 Nintendo Switch
- 9. Mobile to PC Pricing: Premium vs Freemium Stay Premium Pricing Difference Stay Free to Play Free to Play category on Steam Premiumify Removing energy systems and IAPs Rebalancing 9
- 10. Mobile to PC Considerations Event Systems Push Notifications DAU Storefronts Genres Reviews Special Edition and Soundtrack 10
- 11. Case Study: Lara Croft GO [Square Enix] April 2014 - Hitman GO for iOS and Android, Windows in 2015 August 2015 - iOS, Android, Windows, Windows Phone December 2016 - Windows and Mac on Steam Mobile $1.99 w/IAP Steam $9.99 no IAP Doesn’t hide mobile Praises the porting Shows off awards 11
- 12. Session Lengths, Game Lengths Mobile App Average Session Length 2016 = 5 minutes Mobile Games = 7-10 minutes Average 2016 Daily Mobile Gameplay = 24 minutes Good Median Retention D1 / D7 / D30 = 40 / 20 / 10 Steam 2016 Median Playtime = 3 hours 36 minutes PC to Mobile: Save points, First Time User Experience (FTUE) Mobile to PC: Energy mechanics halting gameplay 12
- 13. UX / UI Mobile -> PC Reduce oversize buttons and UI Less bouncy FTUE Any finger dragging animation No social media sharing Loading screen tips Account system PC -> Mobile Bigger, easier to click interface No double clicking Hand locations and covered portions FTUE Account system Localization menu 13
- 14. Controls Mobile -> PC Accessibility Keyboards Full Controller vs Partial Controller PC -> Mobile Camera controls Mobile D-Pads Yes or No 14
- 15. Platform Relationships Embrace the platform Tout the changes and updates Show off awards Add platform specific changes • Achievements • Push Notifications • iOS Stickers • Steam Trading Cards Make a new trailer Be loud about the launch Increase sales on multiple platforms 15
- 16. Old Games for a New Audience RealMyst [Cyan, Inc] Myst (1993), RealMyst (2000) iOS 2012, Android 2017 7th Guest [Trilobyte] Original release 1993, iOS 2010, Android 2015 Putt Putt Saves the Zoo [Humongous Entertainment] Original release 1995, iOS 2011, Android 2012, Steam 2014 16
- 17. Paid Porting Set cost vs revenue share May find out it is unportable Potential delays Bug fixes Future update issues 17
- 19. Relevant Articles Bhuta, Falguni. “MOBILE APPS CAPTURE CONSUMER ATTENTION 37 MINUTES A DAY – UP 20% FROM THE BEGINNING OF 2016.” Opera Mediaworks. 21 November 2016. Galyonkin, Sergey. “Median Playtime on Steam.” Steam Spy. 8 June 2015. “Monthly Summaries.” Steam Spy. Hwong, Connie. “The Average Mobile Game Day.” Verto Analytics. 17 August 2016. “Game accessibility guidelines.” 19
Hinweis der Redaktion
- “25 minutes total (20 minutes plus 5 minutes Q&A)” “Going cross platform increases your potential audience, pleases your current userbase, and can grow your lifetime revenue. The leap from mobile to PC and vice-versa is fraught with complications from perceived game value, freemium/premium, to the specifics of UX/UI changes. This talk gives actionable insights for your cross-platform PC and mobile plans.”
- Why cross platform? First three primary all lead to the last, so you can make more games! Bonuses of platform experience and legacy titles
- Potential opportunity for what you want to do with it, example is later slide of premium pc to premium mobile for revenue, risky Self vs paid porting covers engineering, paid porting later, for self, all the things. Team enthusiasm - Does the team still want to work on the game. Some don’t.
- Particular things to remember. Premium mobile covered in next slide. Mobile to PC - Steam users
- Yes there are outliers but you are the rule, not the exception 2009 book and movie He’s Just Not That Into You. ”Assume you’re the rule, not the exception” The most natural feeling freemium games have been planned from the start.
- Premium limited ceiling on downloads (few exceptions) Demo with unlock is especially used in puzzle games and hidden object games and recently Super Mario Run Retooling means you have to work on it more, may confuse the different users
- October 2008 initial release to Windows and WiiWare, Nov 08 Mac, Linux in Feb 2009, etc Beloved game by 2D Boy -> Ron Carmel and Kyle Gabler. Premium to Premium but 2010 premium more viable Installs in the millions across platforms. Chose to go $4.99 on Mobile, $9.99 on Steam
- Staying premium you’re already set
- Events can be harder to run because you have to come up with a solution to replace push notifications DAU will be lower, may have to coordinate across different selling platforms: Steam, GOG, direct download Genres - do NOT be deterred by hardcore users, there is a lot of space on Steam and other platforms for your game
- Good example of learning from a previous game. Hitman GO was made for mobile in 2014, then later Windows, PS4, Vita, and even VR Same mechanics for Lara Croft, great feedback SteamSpy does lists owners at below 10,000 so worth it? Depends on cost and also continuing the franchise Lara Croft and the puzzlers
- From Verto analytics 2016 study, Average daily mobile is 24 minutes, 20% “core gamers” it is 1hr 40 min Daily x Retention = how long you will have your users. So use it wisely! Steam stats from SteamSpy Why this matters. Consider the listed things. Is your tutorial too long, can you save enough, can you switch
- Match the platform!! If you can’t click menus users get frustrated quickly. Hands cover things! Don’t put menu buttons near where you could get accidental clicks FTUE - Consider shorten or spread out. Account system? Move it later and allow guests. Incentivize them to create an account. Localization: Don’t default to phone location
- Accessibility resource in the bibliography at the end