Interactive Multimedia Games Development COM631 Outfit 7 Case study.
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Transcript of Interactive Multimedia Games Development COM631 Outfit 7 Case study.
Interactive Multimedia Games Development
COM631
Outfit 7 Case study
Lecture overview
Overview of Outfit 7 Gina the Giraffe Business model Core mechanics Monetization strategy Explore/exploit other distribution channels
Company overview
Slovenian based Grown to staff of 35 Currently 12+ pieces of unique IP All based on the same core infrastructure
http://outfit7.com/
Brought first IP for $60
http://tech.fortune.cnn.com/2011/05/25/talking-tom-is-rich-outfit7-wants-to-turn-smartphone-characters-into-saturday-cartoons/
Company overview
Successful IP
Expanding into other markets
Exploiting IP
http://www.youtube.com/watch?v=JdDsfXxFRfs
CEO Interview
ttp://www.youtube.com/watch?v=91cag0m1_Ls
Business model
Create great characters Production line/re-use underlining infrastructure
and tweak Engage emotionally and connect Let the player "tell their story" through the
character Link to social media Engage then monetize passively Relatively low initial barrier to entry
Character interactions
Talking Ben Talking Gina Talking Larry Talking Rex Talking Roby
Talking Gina
Rated 4+
Game description
From the creators of Talking Tom comes Talking Gina, your new talking pet giraffe!
NEW: Play Patty Cake with Talking Gina the Giraffe. Original and addictive reflex-building hand clapping game is fun and challenging for all ages!
ABOUT GINA: Say anything to Gina and she will speak your words back to you the way only she knows how. Take good care of her and she will be the best friend you ever had! Don’t neglect her or treat her badly or she won’t be as cheery. Not to worry though, you can be sure to keep her happy by playing 48 levels of Patty Cake, an addictive hand clapping game that will improve your reflexes, your hand-eye coordination and your friendship with Gina! She’ll thank you for it!
Record videos of Talking Gina and share them with friends via YouTube, Facebook or email.
Activities Play a hand clapping game with her (48 levels, three speeds
per level, and original music). Feed her any of her favourite snacks including carrots,
strawberries or ice cream. Give her water or lemonade so she doesn’t get too thirsty. Don't poke her too often. Be nice! Don't neglect her. Play with her every day and get a daily
BONUS! Repeats what you say Repeats what you say with Helium Create videos and share on Youtube/Facebook
Activities
In world economy The main metric is the happiness meter. Playing games,
feeding, drinking, kisses and stroking increase happiness meter. Bad behaviour e.g. punching loses happiness. Daily free gifts e.g. strawberry to incentivise.
When Gina’s happiness is at 70%, give Gina a helium balloon and she’ll repeat your words in a funny voice.
When Gina’s happiness is at 90%, she’ll gives you kisses to let you know how much she loves you!
When Gina’s happiness is at 100%, you get a new baby giraffe!
Happiness meter
In world economy Keep Gina active by completing all 48 levels of Patty
Cake with her, and collect medals for each completed speed!
Gina will not die if you don't feed her, she just won't be too happy.
To unlock the next level of the hand clapping game, you must successfully complete the current level OR feed Gina an ice cream cone.
In-app purchases 5-pack of ice cream cones 10 lemonades 10 strawberries A super pack of 15 strawberries, 15 lemonades & 10 ice
cream cones An unlimited supply of strawberries, lemonades and ice
cream Every 24 hours, check back in to get 1 FREE item for
Gina (strawberry or lemonade)
In-app purchases
Revenue by scale 90-9-1 rule
Revenue by scale 90-9-1 rule 10 Million+ installs, 1% monetization = 100,000
paid installs Minimum in-app purchase 99 cents
Core gameplay
Revenue by scale Each game follows/repeats the same pattern a
number of times. Rhythm based with music. Game speeds up from 1 star to 2 stars to 3
stars.
Revenue by scale There are 6 possible points of screen contact. You can double up on required contact points. Appearance of purple circle on screen indicates
time to hit. Progress bar for each level, one miss is a fail. Green means you are doing ok, red means a
miss and an instant fail.
Interactions
iPhone gyroscope: rocks forward and back, balances, no change to health meter
Stroke Gina, +0.1% happiness, hearts appear. Limited
Punch Gina, -1% happiness, rocks neck about.
Touch screen in game mode.
Interface elements
Interface elements
1. Record video
2. Link to Youtube channel
3. Help
4. Link to other game downloads
5. Happiness meter
6. Play a game
Interface elements
7. Drink, free water or paid for lemonades
8. Food, free carrot or pay for ice cream or
strawberries
9. Helium balloon, funny voice, +70%
achievement
10. Kisses
11. Baby giraffes 100% (Monetize)
Monetize
http://www.youtube.com/watch?v=__IBGvrbFIY&feature=related
Monetize
http://www.youtube.com/watch?v=_W3FSVVlN9o&feature=related
Social media
Social media
Pricing models
Ratings
Pricing models
Ratings
Pricing models
Rinse and repeat
Summary
New markets = disruption Relatively low barrier to entry Can become crowded very easily New opportunities
Interactive Multimedia Games Development
COM631
Outfit 7 Case study