How to beHow to be

UNIQUE & PRODUCTIVEUNIQUE & PRODUCTIVEin saturated Flash Game Marketin saturated Flash Game MarketKris Antoni – Toge Productions Casual Connect Asia 2012

May 22-24 2012

About Toge

• Based in Indonesia• Started as student team• Established as a game dev

studio in 2009• Develops Flash & Mobile

Games

Kris AntoniCEO & CoFounder

SudarminCTO & CoFounder

Our Games

Created over 18 games

• Winner, Best Multiplayer GamePlanetary Conflict, Flash Gaming Summit 2011, San Francisco, USA

• Winner, Best Game ArtNecronator 2, Flash Gaming Summit 2012, San Francisco, USA

• Speaker & Showcase Infectonatorat Casual Connect Seattle 2010, Seattle, USA

• Recognized Developer, Newgrounds.com• Highest Rated Game, Infectonator,

Kongregate.com

Achievements

Our Satisfied Clients

FLASH GAME MARKETOverview

Flash Game Market

• Audience– Massive global audience,

viral effect, wide distribution of Flash player

• Developers– Mostly enthusiasts and a

few professionals

• Publishers– There are only a handful of

portals that are good sponsors and have a large audience

Source : Mochi Flash Market Survey 2011

Flash Game MarketProblems

• Developers– More competition as new developers enter the flash

market– Market is flooded with similar games (becoming

saturated)

• Publishers– Google Ads policy change, reduces sponsors &

sponsorship– Too many games to be picked (most of them are

unpolished)– Publishers tend to overlook games from unknown

developers

• Audience– Audience are getting bored with similar games /

unpolished games

How to Compete?

• Be Unique• Be Productive

UNIQUEHow to be

Make your own flavor

• Be Different– Because the mainstream is too mainstream

• Polish to shine– Pay attention to details– High Quality– Make your game stand out

• Deep & Engaging experience– Complex yet simple gameplay

• Memorable– Be different, be controversial– catchy title (eg. “Ville”, “Story”)

Released @ Armorgames.comRating 9.5/10Over 2 million gameplays (1 month)

Standing outInfectonator 2

• Be Different– Be the bad guy– Instead of killing zombies,

we play as the zombies

• Polish to shine– Chat balloons– Different languages for

different countries

• Deep & Engaging experience– Tap & Watch– A lot of different zombie

types

• Memorable– “Nator” series– Unique Gameplay– Doesn’t even fit to any genre

Standing outRelic of War (Reich of Darkness)

• Be Different– Be the bad guy, we play as

“Axis”

• Polish to shine– A lot of Blood, Explosions,

and Other visual effects– Chat Balloons & Voice

Acting

• Deep & Engaging experience– Story / Dialogue scenes

• Memorable– Controversy

Released @ Armorgames.comRating 8/10Over 800.000 (2 weeks)

Standing out Controversy

• Opportunities– Make people talk about

your game• Written in articles• Fuel debate in forums• Free Promotion

– Identify Loyal fans– Memorable

• Challenges– Can create backlash &

protests– Game may be taken

down

• Lessons Learned– Balance it out, don’t go

overboard– Be calm & responsive in

dealing with complaints / protests

– Your fans will support you, listen to them!

Controversy

• Cons– “I think it is terrible that you are supporting Reich of Darkness.  The game itself

looks cool, but the topic and the theme are supportive of Nazi Germany. ”-Wildbill57

• Pros– “Seriously, name one Nazi related thing in that game and I will agree that the

game should have been taken down. There wasn't a single Nazi related thing at all; Their Hitler had a full beard”-stinkyjim

– “you must be an idiot if you think this game has anything bad, the german army did exist, and just because your are playing with it, doesnt means you're nazi, wake up idiots its just a flash game...”-Lima249

PRODUCTIVEHow to be

3 Games in 8 months•Necronator 2 – 4 months•RoD – 2 months•Infectonator 2 – 2 months

Being Productive• Reusable Artwork

– Build your Art Asset / Character Library that can be re-used in different games

– eg. Kairosoft “Story”-series

• Reusable Codes– Build flexible codes that

can be utilized to create different type of games in shorter time

– Don’t hardcode it! Use XML

• Standardized Workflow– Set rules and limitations

for Artists & Programmer– Everybody knows how to

do their part

• Maximize Monetization– Advertisement– Premium Contents / In-App Purchase

• Users are getting familiar and slowly accepting it

• Maximize Platform– Plan ahead on how to port your games from web to

mobile• Screen resolutions• Graphic limitations• Game Controls & UI• Hardware limitations (memory & processor)• Code optimization

– Make it less painful

Being Productive

Growing Fan Base

• Facebook fans • Twitter followers

Growing Fan Base

• Social Media reduces marketing costs

LESSONS LEARNED

• Be Unique– Mix Genres to create a new gameplay– Controversy can be good– Play as the other side (Be the antagonist)

• Be Productive– Reuse (Art & Code) while offering

something new (Gameplay, Theme)– Try to target Multiplatform– Maximize Monetization

Contact Us

For more information and business related inquiry please contact us:

E-mail – business@togeproductions.com

Kris Antoni Hadiputra, CEO & Co-FounderE-mail – kris@togeproductions.comMobile – 08170071072

Sudarmin Then, CTO & Co FounderE-mail – sudarmin@togeproductions.comMobile – 085921359208

Or visit our studio:Taman Elok Selatan 976-978, Cluster Taman Diponegoro, Lipo KarawaciTangerang, Banten

• Toge Facebook : www.facebook.com/togeproductions • Toge Twitter : @togeproductions