Big Fish, small pond - strategies for surviving in a maturing market - Ed Biden
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This document discusses strategies for game studios to succeed in a maturing mobile game market. It summarizes the challenges of stopping an unsuccessful project and provides tips for continued success. Specifically, it recommends that studios identify their strengths, target niche audiences and genres, thoroughly test risks before launch, and maintain focus on the core plan. While the market has become more competitive, following these smart constraints can help studios maximize their chances of success.
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Big Fish, small pond - strategies for surviving in a maturing market - Ed Biden
- 1. Big fish, small pond: Strategies for surviving in a maturing market Ed Biden Wooga
- 3. 5 hits to date Bubble Island Monster World Diamond Dash Pearl’s Peril Jelly Splash
- 4. Transitioned from Facebook to mobile
- 5. Aim for 2 hits a year
- 6. We stop 95% of our games
- 8. 1. Stopping projects 2. Why is this so difficult? 3. How can we succeed?
- 9. 1. Stopping projects 2. Why is this so difficult? 3. How can we succeed?
- 11. Fun prototype
- 12. Skilled team
- 13. Progress was slow 0 1 2 3 4 5 6 7 8 9 10 NovJan How far through production are we? 2014
- 14. 14 Very different from Prototype
- 15. Production wasn’t a straight line... Production starts Prototyping starts Core gameplay rebooted Nov ‘13May ‘13 May ‘14 Nov ‘14 Meta game redesigned Move to synchronous PvP iPhone first
- 16. Multiple risks Session length Brand compatibility Critical mass CPI < LTV Novel gameplay Synchronous PvP Market size Community Building Session intensity
- 19. 1. Stopping projects 2. Why is this so difficult? 3. How can we succeed?
- 20. • Project specific issues • Market context 2. Why is this so difficult?
- 21. We started with a great idea
- 22. Did not build on Wooga strengths
- 24. Let vision evolve Tablet first Linear upgrades Building based Asynchronous Phone first CCG meta Unit based Synchronous
- 25. Biggest risks not tested until launch Session length Brand compatibility Critical mass CPI < LTV Novel gameplay Synchronous PvP Market size Community Building Session intensity Soft Launch Launch Launch Launch Prototyping Soft Launch Prototyping Soft launch Soft Launch
- 26. • Project specific issues • Market context 2. Why is this so difficult?
- 27. Number of apps has increased hugely
- 28. The top grossing charts are static
- 29. Production values are rising
- 30. Advertising budgets are increasing
- 31. More games build on existing IPs
- 32. Biggest companies extending their leads
- 33. SUPERCELL KING Game FAIL Companies invest in their assets Audience Game design expertise Marketing expertise
- 34. Genres get locked down
- 35. Looks like console market…
- 36. Where games can dominate for a decade
- 37. 1. How do we fail? 2. Why is this so difficult? 3. How can we succeed?
- 38. Back in 2011…
- 39. Female audience on Facebook
- 40. Hidden Object a natural extension
- 41. Build on genre in meaningful ways
- 43. 32 million players Launch: March 2013 Still growing revenue Impressive Results
- 44. Main take aways
- 46. Identify your strengths • Fanbase / audience? • Previous game? • Technical expertise? • Low cost base? • Niche interests?
- 47. Find your pond • Browser based • 2D graphics • Permadeath
- 48. Manage the risks What: Critical Mass Proof point: Waiting times are acceptable in Divinity Hours Theoretical numbers needed low Timing: Soft Launch References: World of Tanks, Hearthstone, Super Battle Tactics Size: Large
- 49. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 Stick to the plan NovJan
- 50. It’s still going to be tough
- 52. • Know your strengths • Find your pond • Manage the risks • Stick to the plan