Post on 12-Jan-2016
High Quality Content for a Mass Market
KIEV 22nd January 2007
GAMELOFT COMPANY UPDATE
Latest figures: N° 1 Hot Growth company in Europe!! (BusinessWeek) 2 500 employees now, of which almost 2 000 dedicated to production
25 Gameloft titles eclipsing one million units sold each
Latest Awards: Mission Impossible III wins What Mobile’s “Game of the Year 2006” “Best Mobile Game Studio” Award at Develop Industry Excellence
Awards
New Games, New Licenses: 47 new games in 2006 2007 = 20 3D Games already planned! New Licenses: Shrek the third, LOST, Desperate Housewives Videogames licenses: Splinter Cell Double Agent, Rayman 4
INTRODUCTION
VAS MARKET in UKRAINE Is booming
Potential Threat:
Is the natural growth of the market, which can hide the bad experience user.
So taking into account Ukrainian market specificities,
It’s a good opportunuity to pick-up some best practices of every market.
Why do you get a mobile?To make calls
FACTS
Why do you take one specific handset? Listen music, Or take pictures, Or send emails…
Still, you might be disappointing not having all other features
In fact, the market is more & more segmented.
Exactly the same for VAS! There are “Nice to have” services not a “must have” If end-users are disappointed about a service they won’t come back for a while!
MARKET FACTS
Our objective is to generate more ARPU How? thanks to High quality products & services.
Conclusion: Bring the best to end-user, enhance their experience & make them coming back Recruiting new users
What does High Quality means?
On a Game Perspective
1/ The product2/ Product’s choice3/ Nice Shop4/ Easy to Buy5/ At a good price6/ To a Mass Market
THE PRODUCT ITSELF
Strong licenses? Yes in some cases = brands doesn’t make all Quality is key
A good gaming experience: Quality of the Graphic Easy to play, Easy training, Short & numerous level, Ending games
Quality in term of Products Diversity
Users have different tastes in terms of gameplay
ActionSportsPuzzle / CardsArcade / ClassicsBrain gamesSimulationSexy
It is key for you to have games for all these segments to address your mass market audience
Of course those segments have different sizes so games have different performances depending on the respective sizes
Diversity doesn’t mean huge catalogue
A selected number of products
having 40 games in the racing category does not make sense: the user is just lost!
You need to offer a selection of the 3-4 best games in each genre to your consumers
Western Europe & US operators trend are
to rely on a limited number of publisher
Games portfolio are usually between 150 – 300 games
Your wap portal is a shop
Each click divides the penetration rate
Easy buying process = a short buying process 2-3 steps.
Building promotions on the home page is very successful
Ensure the product is similar to the screenshot & sales pitch
Leveraging the Portal Experience
Maximize the 1st Experience
Time to Market
82% of all content sold in the lifetime of a phone is sold in the first 3 months of the handset life
It is crucial to have content online day 1 when the handsets come out
Massive Handset Coverage
Huge Handset Compatibility Porting quality is not always good, it’s crucial to test a specific product on many
handsets
Both are a prerequisite to attract a wide audience
UK carrier: Samsung D500
1,013
5,075
6,903
15,295
9,663
5 5 3 3 5 11 11 11
8,845
5,236
1390
Dec-04 Jan-05 Feb-05 Mar-05 Apr-05 May-05 Jun-05 Jul-05
Downloads
Number of SKUs live
23,069 € net revenue
for the carrier
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
An idea base on other entertainment experiences A user is hot when he just bought some content Logos and ringtones experts have seen the impact of a targeted SMS right after
the first purchase
How to make them come back
Sell more after the end of this « honey moon »
between the user and his new phone
On the Mobile Game MarketMost of repeat purchases are done in the two monthes after the first purchase
The better the experience is, the higher the click rates are.
30% of the 2006 Real Football players bought a second game within a month !!!
Our goal is to keep on getting to know the consumer and optimize the repeat purchases
Simple click in the main menu to enter IGP menu
Presentation of In Game Promotion
Intuitive and quick navigation through the
« 5 magic button »
End user is taken to the buying page of the game on the Online Operator Portal
PRICE IS a Barrier for the growth of the market
M:Metrics study from Q2 2006 says that price is one of the 3 main reasons not to buy mobile games
THE HOT TOPIC OF PRICE
Benchmark: Korea
GNP / habitant: $20,000 in 2003 (Spain is $23,000)
Price of mobile games: 2,500 KRW for 2D games = 2€ 3,500 KRW for 3D games = 2.8€ Traffic: 1,500 KRW for 300 KB = 1.2€ Many unlimited data plan from 5,000 KRW per month
Penetration of mobile games: 12%
A good selling java game sells 80K a month for a 20 million customer operator
Price elasticity is even bigger when the customer bases are mainly prepaid users
Q&A