By Jimmy GendronExecutive Producer, Behaviour Interactive

FROM MOBILE WORK FOR HIRE TO SELF-PUBLISHING

W H O I AM ?IN MOBILE GAMES SINCE 2003

Started @ JAMDAT as « Porting » manager

Anyone remember JAMDAT Bowling?

PREVIOUSLY AT EA

Executive Producer, Scrabble (1M+ DAUs)

Sr Director, Worldwide Catalog (300+ staff)

TRIED THE STUDIO STARTUP LAST YEAR

With 2 licensing deals and an experiencedteam, wasn’t able to raise enough money

J I M M Y G E N D R O N

E X E C U T I V E P R O D U C E R BEHAVIOUR INTERACTIVE

2

WHO WE ARE

FOUNDED IN

1992E X P E R I E N C E A S

WFH STUDIO ACRO SS ALL PLATFO RMS

300 STAFF MONTREAL, CANADA (HQ) A N D S A N T I A G O , C H I L E

3

LARGEST CROWDFUNDING GAME EVER @ $55M

TOP ANTICIPATED

MMO

TOP FREE ON IOS BUILT IN 3 MONTHS

CLASSIC MICROSOFT IPMOVE TO FREEMIUM BUILT ON AZURE CLOUD

BEHAVIOURON BECOMING A PUBLISHER

8

F 2 P BO O M MARKET TRENDS

9

F 2 P B O O M

MOBILE IS EATING THE WORLD

10SOURC E: GARTN ER, APPLE, GOOGLE, A16Z

COMPUTERS

TABLETS

SMARTPHONES

GLOBAL UNIT SALES (M)

11

EASY DIGITALDISTRIBUTION

CHEAP & FAST DEVELOPMENT TOOLS

SMALL TEAMSAND SHORT DEV CYCLES

F 2 P B O O M

BARRIERS ARE GOING DOWN

12

86%APPS

14%BROWSER

SOCIAL 28%

ENTERTAINMENT 8%

OTHERS 18%

GAMING 32%

TIME SPENT ON IOS AND ANDROID CONNECTED DEVICES

REVENUE SHARE FOR GAMES IN TOP OVERALL

F 2 P B O O M

MOBILE GAMES DOMINATE THE EXPLODING APP ECONOMY

73%84%

92%

iPad iPhone Google Play

SOURC E: F l ur ry , App Anni e

13

F 2 P B O O M

A $40B BUSINESS BY 2017

SOURC E:

$17.5 Bn

OLD

$4.8 Bn

$12.8 Bn

$17.5 Bn

NEW

2013

$21.7 Bn

OLD

$7.6 Bn

$17.3 Bn

$25.0 Bn

NEW

2014E

$26.3 Bn

OLD

$10.0 Bn

$20.3 Bn

$30.3 Bn

NEW

2015E

$35.3 Bn

OLD

$15.0 Bn

$25.8 Bn

$40.8 Bn

NEW

2017E

SMARTPHONES

+19.2%

TABLETS

+33.3%

SMARTPHONESTABLETSNEW ESTIMATES

OLD ESTIMATESMOBILE TOTAL

+23.5%

FROM F2P BOOM TO RED OCEAN

14

15

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2000

4000

6000

8000

10000

12000

14000

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NEW GAMES / MONTH

1.3M APPS/250KGAMES ON iOS

OVER 10K NEWGAMES/MONTH

NO SIGNS OF ‘PEAK F2P’ YET

SOURC E :

R E D O C E A N

GAMES SEGMENT IS SATURATED

16

$2M+ DEV/LAUNCH BUDGETS ARE THE NORM

THE RISE OF ‘MOBILE AAA’

R E D O C E A N

PRODUCTION COSTS ARE RISING

$-

$0,50

$1,00

$1,50

$2,00

$2,50

$3,00

août-13 oct.-13 déc.-13 févr.-14 avr.-14 juin-14 août-14

CPI Trend

Chartboost Fiksu

17SOURC E :

R E D O C E A N

MARKETING COSTS ARE RISING

18

MARKET INSIGHTS

PLATFORMS RELATIONSHIPS

MARKETING / PR

USER ACQUISITION

PRODUCT MANAGEMENT

ANALYTICS

R U N N I N G L I V E G A M E S R E Q U I R E E X P E R T I S E I N

MONETIZATION

COMMUNITY / CUSTOMER SUPPORT

F2P IS A DIFFERENT BEAST

KEYLEARNINGS

20

o New publishing division created in last 12 months

o Leverage 20+ yrs in games development with AAA licenses/clients, last 5 yrs in mobile F2P

o Growing and hiring for central publishing group

o 50+ staff across game teams and publishing

o Releasing 4 games in next 6 months (originals/licensed), announcements coming

BEHAVIOURMOBILE

THE GENUINEGOLF EXPERIENCE

Soft l aunc h i n C anada/ I re l and

22

K E Y L E A R N I N G S

HAVE A GAME BUSINESS PLAN

Start with passion, grounded by reason

Deconstruct comparables & target market

Identify & deliver on a purple cow

23

24

K E Y L E A R N I N G S

VALIDATE EARLY & OFTEN

Don’t be Webvan , be ‘lean startup’

Get to 1st playable fast

Run frequent focus groups

Soft launch for 3+ months

25

K E Y L E A R N I N G S

BUY/BUILD THE RIGHT TOOLS

Maximize reuse/buy

Only build what adds value

26

K E Y L E A R N I N G S

CONTROLYOUR QUALITY

Build requirements early, & update them (iOS 8 anyone?)

Understand devices/OS fragmentation

Load test server backend, plan for recovery

27

K E Y L E A R N I N G S

START MARKETING EARLY

Build a great game for your audience

Work with experts where needed

Don’t be Webvan, focus on LTV/not CPI

W W W . B H V R . C O M @ B E H A V I O U R

J I M M Y G E N D R O NE X E C U T I V E P R O D U C E R

J I M M Y . G E N D R O N @ B H V R . C O M

@ J i m m y _ G e n d r o n

QUESTIONS