winning the war mobile meet up

WINNING THE WAR: HOW TO BUILD A GREAT MOBILE GAME COMPANYLloyd Melnick

Agenda

Background

Success in mobile and social gamingHow to succeed

The Melnick Conundrum

Summary and QA

BACKGROUND

Lloyd Melnick

fiveonenine games

More stars than the Miami Heat

★ Ex-Studio Head of EA’s North Carolina office

★ Member founding management team at Motricity and Appia

★ Team lead at RIM’s NC studio

★ 20 year veteran of IBM/Microsoft/Citrix

★ GM Europe and LATAM at Disney/Playdom

★ Gardens of Time

★ Asheron’s Call 1 & 2

★ Shutter Island

★ City of Wonder

★ Dungeons & Dragons Online

★ Madden 3DS

★ Nascar Kart Racing Wii

★ Woodland Heroes

★ Lord of the Rings Online

Publishing and Developing

Launched publishing program in July

Campaign Story hard launch in September

SUCCESS IN SOCIAL AND MOBILE GAMES

The odds

9

25 % of games succeed

Success is

Exit

Profitability

Survival

10

Investors see success as

Exit ROI

11

Investors criteria

Scalable

How quickly you can

grow

Unique Why you What is different

Valuation

Potential return

12

If institutional investors pass

Organic

Friends and

family

Strategics

IP holders

13

HOW TO SUCCEED

14

LTV

Monetization

Retention

Engagement

Virality15

Monetization

Free-to-play

Part of the

design

Support high-value

customers

16

Retention and engagement

17

Virality

Hooks Reasons

Collaborative or PvP

18

THE MELNICK CONUNDRUM

19

Diversification versus Focus

FocusDiversificat

ion

20

Portfolio theory

21

Multiple titles

Reducing beta

Asset

Allocation

Diversification

Rebalancin

g

Regular

Investing

Platform diversification

Facebook

iOS

Android

Win 8

22

Focus

Competitive landscape

Free-to-play

23

SUMMARY

Odds against you

Improve odds

Make great products

Focus and diversify

24

Feel free to contact anytime

Lloyd.melnick@fiveoneninegames.com

http://lloydmelnick.com/

@LloydMelnick25