Road Ahead for Mobile Game DevelopmentImran KhanStudio Head

Griptonite Games India a Glu Mobile Studio

Glu Games on App Store

India Studio Title

~ 9.5 Million iOS Downloads

India Studio Title

5

WHAT ARE WE TALKING ABOUT TODAY!

Agenda for the talk.

YOUR GAME VISION

Zombie Kill is a Free 2 Play Social Tower Defence Game for Casual gamers targeted at Smartphone market.

M Mobile

R Genre

S Social

C Casual

M Monetize

S Security

Handheld Revenue

M Mobile

Mobile Eco-System

PhonesSmartphonesTabletsMini Tablets

iOSAndroidWin7&8BlackberrySymbian

AppleGoogleMicrosoftNokiaRIMAmazon

IntelnVidiaQualcommARMTexas Inst

Apple StoreGoogle PlayMS-MarketplaceOVIAmazonAppstore

OS Companies Hardware

StoresNokiaSamsungHTCLGAppleMotorola

OEMForm Factor

M Mobile

Smartphone Market Share

M Mobile

Mobile OS Architectures

Google Dalvik JVMLinux Kernel

Java Apps

Java Virtual Machine

BlackBerry OS

Java Apps

S60

JVM

Symbian OS

Cocoa Touch

BSD Kernel

X11/GNOME

Linux KernelAndroid BlackBerry Symbian ^

1iPhone Maemo

Linux

Java Apps

- JVM enables “Write once, Run everywhere” paradigm but for lowest common denominator feature set available on different phones.- “Run Everywhere” is complicated by different implementations of JVM.- iPhone has a tightly coupled Kernel, Cocoa API and 3rd party application interface which uses all of the features of the iPhone consistently via the API calls.

Apps JVM

Apps

M Mobile

Android Architecture

M Mobile

iOS Architecture

M Mobile

Android vis-à-vis iOSAndroid: (Open Platform)+ OEM promotes development+ Feature rich phones- Inconsistent feature set - Fragmented HW profiles- Irregular software updates- Non standard software distribution- Ambiguous security policy- Bloat of OEM featuresiOS: (Closed Platform)+ Stable development platform+ Consistent features across versions+ Consistent software updates+ Tight HW/SW integrated security- Slow on delivery of features- HW Limited to Apple’s choice

M Mobile

iOS Evolution

iOS6

M Mobile

Android Evolutionldpi mdpi hdpi xhdpi

small 2.3%

2.4%

normal

0.7%

26.2%

57.8%

0.9%

large 0.3%

2%

xlarge 7.4%

Size Vs Pixel Density

Version Updates

xlarge screens are at least 960dp x 720dplarge screens are at least 640dp x 480dpnormal screens are at least 470dp x 320dpsmall screens are at least 426dp x 320dp

ldpi ~ 120 dpimdpi ~ 160 dpihdpi ~ 240 dpixdpi ~ 320 dpi

M Mobile

Version Codename API Distributio

n1.5 Cupcake 3 0.1%1.6 Donut 4 0.3%2.1 Eclair 7 3.1%2.2 Froyo 8 12%

2.3 - 2.3.2 Gingerbread

9 0.3%2.3.3 - 2.3.7

10 53.9%3.1 Honeycom

b12 0.4%

3.2 13 1.4%

4.0.3 - 4.0.4

Ice Cream Sandwich

15 25.8%

4.1 Jelly Bean 16 2.7%

Software Updates Cycle

3rd P

arty

OE

M

Goog

leAp

ple

iOS UpdateiTunes iOS Device

Android Update OEM update

Android Device

Android Release OEM build 3rd Party

Distribution

iOS Release

DeviceRelease OEM Customize Distribution

M Mobile

3rd Party AppsAPPLE :

- Has a strong guideline for how the applications should be developed in look & feel and functionality

- Controls how the 3rd party application is deployed to iOS devices via App Store and iTunes.

- Strict policies led to a professional environment where serious applications are deployed

Google :

- Enforces less control on content and presentation and no strict guidelines

- Enforces no quality checks before apps are deployed to store.

- Less enforcement and fewer policy has led to Android becoming a tinkers destination where experimental hobbyists sometimes deploy apps which are buggy and unsecure.

M Mobile

SecurityiOS PUBLISH PROCESS:

- Prepare Release build of App- Submit signed binary to Apple- Apple QA approval- Apple adds DRM to binary- Apple deploys to App Store

Apple controls the lifetime of App- Monitors application behavior- Will Ban App from App Store

ANDROID PUBLISH PROCESS (1) :- Prepare release build of App- Email people the build- Will only install if “Unknown Sources” install enabled.ANDROID PUBLISH PROCESS (2) :- Prepare release build of App- Web distribute the build- Will only install if “Unknown Sources” install enabled.ANDROID PUBLISH PROCESS (3) :- Prepare release build of App- Submit Signed App to Google Play- Avail Google In-App Billing and Licensing Services

M Mobile S Security

Mobile Development Framework

• PhoneGap• Titanium

M Mobile

Mobile Game Engine

• Unity 3D• Unreal Development Kit – Infinity Blade.• Cocos3D

M Mobile

M Mobile

Apple - Leads in applications on App Store- Leads in Revenue from Apps- Leads in Tablet market share

Android - Leads in User base growth

M Mobile

*Graphics : Flurry

Acquire, Engage and Retain!

Acquire.

Engage.

Retain.

Earn.

M Monetize*Graphics : Flurry

24

Freemium Vs Premium

M Monetize S Social

*Graphics : AppAnnie

Freemium Games

M Monetize S Social

Freemium Games

M Monetize S Social

Different game

plan for different

age groups

based on their

spending potential.

Smartphone vs Tablet

M Mobile C Casual

Tablets for

Engaging games.

Phones for

Games on the

GO.

S Social

28

Rank Vs Revenue

Top 10% of the titles make more

than half of the total

revenue.

Analytics Tools

• Flurry• Mixpanel• Kissmetric• AppAnnie• Google Analytics

M Monetize

IAP vs Ads

M Monetize

Incentivize Ads

• TapJoy • Super Rewards • Playhaven• Millennial media • Future – Zynga Ads Platform

M Monetize

Social Gaming Network

• Apple Game Center• Mobage• Facebook• GREE• Zynga with Friends. (Public API for 3rd Party)• Activision – Recently announced ACTIVATE.

S Social

Add Cloud!

• Add cloud as an important component of anything you will do in the future on Mobile.

• @WSJ: From beginning of time until 2003, we generated 5 billion GB of data. Soon we'll generate that much every 10 minutes.

Games for Indians!

• In 6-month period ending June 2012, Android sold 56.4 %, Symbian 17.4 %, BlackBerry 12.1 %, Bada 8.5 %, iOS 3 % and Windows Mobile at 2.6 % of 5.50 million units.

• Design games for Indian consumers.– @WSJ: Chicken tikka panini (??) for the first

Starbucks in India.• Monetize Games for Indian consumers.• Consider localizing, you may win new players!

Questions ?Imran KhanStudio Head

Griptonite Games India a Glu Mobile Studio