The Art of Publishing Indie Mobile GamesEd Rumley, COO, Chillingo

ed@chillingo.com

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.

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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!

THANK YOU

Ed Rumley, COO, Chillingoed@chillingo.com