[GDC2015] Paying your own game - How mobile indies can maximizer their chances before global launch
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Transcript of [GDC2015] Paying your own game - How mobile indies can maximizer their chances before global launch
A whole lot of numbers and graphs, and Keith was at times
less engaging than one might wish.“
“
Way to [sic] chart heavy.
““
Took to long to get to the point.
“
“
Market is now impenetrable for small developers
Almost certain financial failure
Must have a plan beyond this game
Casual to Mid-Core Brawler
<Special Thanks to Lysiane Charest>
Core Exploration RPG
Core RPG
Core PVP City Builder
Understanding the market and your studio’s goals
Where to test/soft launch your game
Icon testing
The impact of platform featuring
Revenue expectations
Forward-looking approaches
In December, CPI for iOS increased to $1.17…Android’s CPI
increased to $1.41.–Fiksu, January 2015“
“
The average cost-per-install of an iOS app is 85% higher than
that of Android Apps.–InMobi, September 2014“
“
WTF?
SuperData estimates that the current CPI for mobile games in
the Apple App Store stands at $2.73 and is trending up.–TabTimes, March 2014“
“
$5.37
$1.52
Canada Philippines
Facebook CPI* for WinterForts
on iOS
$1.05 $0.75
$0
$2
$4
Canada Indonesia
Chartboost CPI* for BAMF!
on iPhone
*October 2013 *August & September 2014
$6.28
$2.19
$0
$2
$4
$6
Australia Philippines
Facebook CPI* for TOoS
iPad
$3.92
$1.13
$0
$2
$4
$6
Australia Philippines
Facebook CPI* for TOoS
iPhone
*June 2014 *April & May 2014
$0.00
$0.50
$1.00
$1.50
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Facebook Daily CPI for WinterForts, Android tablets & phones
Philippines
75%
36%
15%8%
52%
19%
6% 2%
Tutorial End Day 1 Day 3 Day 7
WinterForts Paid Android Users
France Philippines
$2.62
$0.61
France Philippines
CPI
72%
32%
13%9%
53%
19%
5% 4%
Tutorial End Day 1 Day 3 Day 7
WinterForts Organic Android Users (Oct. 2014)
France Philippines
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
2
4
6
Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Min
ute
s
WinterForts Median Session Time for iPad3+ and iPhone 5+
Philippines United States Vietnam
$1.85
$1.60
Sweden Indonesia
The Order of Souls: iPad CPI
$1.84
$1.00
Sweden Indonesia
Shattered Planet: iPad CPI
$9k spent during soft launch (3 months, 2 platforms)
0
500
1000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
WinterForts iOS Installs
Organic Paid
0
500
1000
WinterForts Android Installs
Organic Paid
Tutorial Completed Day 1 Retention
51%61%
76%
V1 V2 V3
95%
97%
99%
V1 V2 V3
23%27%
36%
V1 V2 V3
Game Loaded
27%
17%13%
11%
38%
21%
19%13%
10% 8% 8%
23%
13%
10% 8%7% 6% 6%
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Absolute Retention By Source
Big Action Mega Fight! - US
Facebook Chartboost Organic
$2.18 $1.99
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Android iOS
BAMF CPI*: Canada
*February 2014 **January 2014
$2.74
$2.01
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Android* iOS**
SP CPI*: Canada
Control
image and
copy in all
4 ads
Actual
icon
we’re
testing
.717% CTR
.618% CTR
1.085% CTR
1.194% CTR
Round 1
Round 2
Round 3Example Ad
Developer’s Choice
.8% CTR
1.3% CTR 1.1% CTR
1.6% CTR1.8% CTR1.7% CTR
0
10000
20000
30000
Global Launch Daily Installs
Apple App Store
Shattered Planet BAMF Winterforts The Order of Souls
Week 1 Week 2 Week 3 Week 4
0
10000
20000
30000
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Global Launch Daily Installs
Shattered Planet
Apple App Store Google Play Store
0
10000
20000
30000
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Global Launch Daily Installs
WinterForts
Apple App Store Google Play Store
0
100
200
300
400
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Daily Installs for BAMF! Premium
Amazon Appstore Apple App Store Google Play Store
F2P Premium
Average time to Greenlight: 90 days
Shattered Planet time to Greenlight: 8 days
Results?
Two Months, F2P Mobile: $20k
Two Weeks, Premium PC: $45k
Leveraged F2P for Greenlight (premium)
Used F2P eyeballs for Kickstarter
Named by PC Gamer and Rock, Paper
Shotgun a “2015 game of the year”