digital 2013, ed rumley, chillingo
DESCRIPTION
Games Strategy: Publishing Indie Mobile Games in Today’s Competitive MarketplaceTRANSCRIPT
AGENDA
• Challenges in Today’s Mobile Marketplace• Why Partner With a Publisher?• When do Publishers Get Involved in the
Development Process• Monetization – How Can Developers Really
Make Money in Today’s Mobile Marketplace?• Promoting Indie Mobile Games
Challenges in Today’s Mobile Marketplace
MOBILE PUBLISHING HAS NEVER BEEN EASY
MOBILE GAMING IN 2013 IS AS COMPLEX AS EVER
Increased Competition
Fragmentation
Discoverability
COMPETITION IS FIERCE
FRAGMENTATION: IT’S NOT JUST iOS!
1 billion smartphones and growing
DISCOVERABILITY IS CHALLENGING
YOU NEED TO STAND OUT!
Who do you want to be?
Why Partner With a Publisher?
DECISIONS, DECISIONS!
Developers will always weigh the benefits of self-publishing versus working with publishers.
I CAN DO THAT
It’s easy to confuse self-distribution with self-publishing.
YOU HAVE CHOICES
Don’t feel overwhelmed
The right publisher can identify promising material and:
In the gaming industry, an experienced publisher is that link between artist and
consumer.
A PORTFOLIO OF RESOURCE
A publisher can complement an indie studio regardless of size.
QA
Graph
ics
Biz Dev
Sale
s
Adm
in
PR
Mar
ketin
g
Deplo
ymen
t
Prod
uct
Man
agem
ent
Adve
rtisin
g
Prod
uctio
n
PUBLISHERS HAVE CONTACT LISTS
Platforms
Carriers
OEM’s
When do Publishers Get Involved
In the Development Process?
ALL INDIE DEVELOPERS ARE DIFFERENTAND SO ARE THEIR GAMES
?
UNDERSTANDING THE DEVELOPER
Publishers should understand developers’ needs, whether they need help with gameplay, monetization
or PR and marketing.
ONE SIZE DOES NOT FIT ALL
1) Contre Jour and Mad Coaster: Chillingo guided through development
2) Horn (Zynga): Zynga provided limited guidance so Phosphor could maintain more creative control.
Developers should evaluate what works
best for their needs.
Publishers often see games at various stages of development.
Monetization:
How can developers really make money
in today’s mobile marketplace?
I WANT A SLICE OF THAT
Publisher’s bring knowledge that can only be gained through experience
What’s next???
THE $ FRAGMENTATIONPayment models are fragmented now:
Pay per download: Paymium:
Free to Play: Freemium:
PPD? Paymium? F2P? Freemium?
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$20M
$40M
$60M
$80M
$100M
$120M
$140M
$160M
$180M
$200M
PremiumFreemium
Revenue
Complex Payment Models
Promoting Indie Mobile Games
YOU WANT TO BE DISCOVERED
Hope is not a strategy
YOU WANT TO BE DISCOVEREDSuccessful publishers offer a virtual marketing and PR that drives discoverability for games.
DON’T FIRE AND FORGET
DO WHAT YOU LOVE!
