What Is Gaming Product Management Like by former EA Product Manager
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Product Management in the Gaming industry; what’s so different about it? Former EA Product Manager, Olivier Courtemanche, did a walkthrough of the rise of social and mobile free-to-play gaming and the evolution of the Product Management role within it. At the crossroads of creativity and business, this key role has reshaped video game development and redefined corporate cultures by forcing entertainment companies to adapt to the millennium’s new platforms. From Associate to Director, from concept to sunset, you’ll learn the responsibilities of the Gaming PM, their roles within the game development team and the impact they can have on their players.
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What Is Gaming Product Management Like by former EA Product Manager
- 1. What Is Gaming Product Management Like by former EA Product Manager www.productschool.com
- 2. FREE INVITE Join 20,000+ Product Managers on productschool.com/slack-community
- 5. Data Analytics for Managers 2-month part-time Courses
- 6. Include @productschool and #prodmgmt at the end of your tweet Tweet to get a free ticket for our next Event!
- 9. Hello! I am Olivier Courtemanche Lead Product Manager @ Zynga Previously at Disney & Electronic Arts
- 12. FREE TO PLAY A history
- 16. Faceboo k Mid ‘00s Gaming PMs first appear!
- 18. $52 billionGlobal Games Market $19.4 billion Asia Pacific (F2P MMOs) https://www.cinemablend.com/games/Video-Games-Market-Grow-From-52-Billion-2009-86-Billion-By-2014-30363.html 2009
- 19. $116.0 billion 2017 Global Games Market $50.4 billion Mobile Gaming Market https://venturebeat.com/2017/11/28/newzoo-game-industry-growing-faster-than-expected-up-10-7-to-116-billion-2017/ 2017
- 20. 2.2 MApps in the iOS App Store 3.5 MApps in the Google Play Store https://www.lifewire.com/how-many-apps-in-app-store-2000252 https://www.statista.com/statistics/266210/number-of-available-applications-in-the-google-play-store/
- 21. 2.2%of players ever PAY 10%of that group account for 46% of ALL revenue https://www.lifewire.com/how-many-apps-in-app-store-2000252 https://www.statista.com/statistics/266210/number-of-available-applications-in-the-google-play-store/
- 22. 0.22% of players generate half of all revenue.
- 23. Most mobile games have a very short life cycle
- 24. Most mobile games have a very short life cycle Supercell generated $2.3B in 2016 with 4 games. They killed 14 others.
- 25. Product Life Cycle The PM & their Game
- 26. Mobile Game Lifecycle Development Live Ops Soft / WW Launc h
- 28. Mobile Game Lifecycle Development 6-18m Live Ops 6m-10y Soft / WW Launc h 3-6m Associate PM Sr. PM Lead PM Director of Product
- 29. Competitive Analysis The Associate Product Manager Content Management Data Analysis
- 34. Metrics & KPI’s Revenue DAU ARPDAU
- 35. Metrics & KPI’s Revenue DAU ARPDAU Installs Retention Payer Conv. ARPPU
- 36. Metrics & KPI’s Installs Retention Payer Conv. ARPPU Guilds Reward Calendar New Levels Meta Game Economy Tuning
- 37. Content Strategy The Product Manager & Sr. Product Manager Feature Design
- 38. Content Strategy
- 39. Feature Design
- 40. P&L The Product Lead and Director of Product Roadmap Leadership Comms
- 41. The Product Manager’s Skill Set And what it means to be a PM in gaming
- 42. Live Operations Innovation Strategy Analytical Player Focus Execution Teamwork Leadership
- 43. Live Operations Innovation Strategy Analytical Player Focus Execution Teamwork Leadership
- 44. And finally...
- 45. Thanks! Any questions? You can find me at @CourtemancheO & courtemanche.olivier@gm ail.com
- 46. Part-time Product Management Courses in San Francisco, Silicon Valley, Los Angeles, New York, Austin, Boston, Seattle, Chicago, Denver, London, Toronto www.productschool.com
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- In our PM Course, we teach how to build products and how to get a job as a software product manager All our classes are 2 months, part time, and compatible with full time jobs. We have two options, Tues/Thurs in the evening and Saturdays in the morning Instructors- are senior level product managers from companies like Google, FB, Uber, etc
- In addition to our PM class, we offer our Coding for Managers class Also two months and part time tailored for professionals who don’t come from a traditional engineering background The goal of this course is not to make you a software engineer, but to give you enough technical background to build a fully functional website and pass the technical interview
- Similar to our coding course, we also offer our Data Analytics for Managers Tailored for people who don’t have a technical background but to give them enough knowledge of analytics to become product managers Also two months, compatible with full time jobs The goal of the course is not to make you a data scientist, but to make you technical enough to understand web analytics, learn SQL, and machine learning concepts
- We are also live streaming our event to our online audience If you want to share, please tweet @productschool and #prodmgmt for a free ticket to our next event
- Anyone PS student / anyone PM? What industry in? Anyone play console / mobile games? Which ones?
- Background Industry since 2011 - always as a PM Might seem short but covered a lot of ground CAVEAT - only ever been a gaming PM
- Facebook - Restaurant City Mobile in 2012 Disney -> Star Wars (favorite) Zynga -> Live Ops / PM expertise
- Never saw the light of day Various stages (dev -> soft launch) Few of prior alive WHY? # of games v time Dead? Need context -> history of F2P
- Concept Took the industry by storm Created a brand new role - PM (used to be split)
- Internet + home PC = MMO WoW - deep role playing game with almost endless content (due to social nature) MMO’s became very popular, especially in Asian countries PIRACY issue (torrents)
- Solution lower upfront development costs get it to market quicker and for free monetize larger user base at an average lower price point Bypass the complicated illegal download step Not big in West until
- Facebook / FarmVille Perfect match - accessible, and built into an existing network Facebook became gaming platform Zynga = 20% of Facebook’s revenues
- Bay area + tech = PMs Data = PMs
- App Store -> move to mobile Global user base More highly engaged (devices are always in our pockets) More monetization Next = market size
- Pre Console + PC Some APAC = F2P
- Post Mobile market > entire game industry… Who’s splitting it?
- (Estimated) Large % = games Most % rev = games Not event split Who’s ever spent money on IAP?
- Congrats! Exclusive Club 64% of players purchase once a month
- Again F2P = XS Conversion + XL user base Pay what you want (avg $25 per month per payer) Whales ($900K+) Small % driving ENTIRE industry =
- Few hits Extreme competition! Everyone fighting for payers High dev cost / marketing budgets Need to kill / know when to kill
- Summary A $50B / super competitive industry w/ 2% holding afloat How does a PM succeed?
- Dev Core concept / core loop / feature set / economy & progression Soft Launch / Launch Soft launch - metrics validation Marketing push - golden cohorts Live Ops
- Live Ops Bread & butter - games that succeed here can go on to last a very long time Games are often killed here but can go on to last 10 years (Zynga Poker)
- APM/PM/SrPM = Live Ops (Launch +) to build skillset Brunt of PM work Leads & DoP across the board (managers)
- How do we introduce new PMs to the gaming world?
- Fun part Competitor’s games “Deconstructs” Genre v Hybrids
- Content definition = server v client (features) Breadth of content Virtual Goods / Events PM Levers Economy Tuning / Sales Process Production / Art / Engineering
- BUILDING BLOCK of PM skillset Data = PMs Link betwen FUN & NUMBERS EXAMPLE:
- Monday = rev sucks... What would you think of? Laggard vs actionable (ex - time) Break the metrics down!
- Explain metrics Doesn’t stop there...
- Explain Metrics Further Installs (UA v Organic v Cross Promo v Viral) Return rates / engagement / stickiness Active payers, lapsed payers Rev/Transaction, # of Transactions, etc. What goes up / down?
- Beyond - root of the issue Mechanics v metrics v users PM goal = Likely explanation EXPLAIN Boxes BUILDING BLOCK = investigation / analysis / deep dive / experimentation / etc. Identified problems -> what next?
- Problem solving
- Content + Comps + Data = What to offer Live Operations = Games as a service Always something to do (YEARS) Placement of content in relation (HOLIDAY example) What if content doesn’t cut it?
- Bigger / bolder changes = Features Work with Game Designers / Engineers / Art / QA CoC - Elder Units + Alliances PM Live Ops Cycle: Analysis (Problem) / Solution (Content / Feature) / Implementation / Ramp / Analysis / Iteration Beyond = Management
- Long term planning Management v IC Product Owner = accountability Experience = Dev
- High level skills What it means to me
- Games as a service process Inside v Outside the box innovation Big picture approach NUMBERS! Tricky Understand your user base (and that you’re not one of them!) Get shit done Cross functional - interpersonal skills Product Champion
- Most important to me / to get started Problem solver Understand numbers correctly Understand the industry Rest can be taught
- Why do I love it? Passion for games PM = One foot in business / one foot in creative I get to wear so many hats FULL owner - end to end experience You’re making “fun” - have fun!