HISTORYSOFTWARE AND GAMES ORIGINALLY SOLD AT HIGH PRICES
Sunday, October 6, 13
NOW WE SHIP MEGABYTES AND HOPE 3% WILL PAY US A FEW PENNIES A DAY
PROGRESS!
Sunday, October 6, 13
2008 APP GOLD RUSH
SOME DEVELOPERS WHO GOT IN EARLY CAPTURED MARKET SHARE WITH LITTLE OR NO EFFORT.
RICHES FOR THE FIRST MOVERS.
Sunday, October 6, 13
AS THE MARKET MATURED ...
AD NETWORKS, MARKETING AND ANALYTIC FIRMS GATHER MOST OF THE REVENUE.
MOST APPS FAIL.
0.5% APPS = 50% OF $
Sunday, October 6, 13
BUT THESE ARE‘OUTLIERS’, EXCEPTIONS TO THE EXPERIENCES OF MOST DEVELOPERS.
INSTANT SUCCESS IS POSSIBLE
Sunday, October 6, 13
MOST APPS WILL FAIL TO
MAKE A PROFIT
Sunday, October 6, 13
HOW APPS MAKE
MONEY
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SOLD (PREMIUM)
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AD SUPPORTED
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FREE TO PLAY (FREEMIUM)
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HOW DO PEOPLE FIND
APPS?
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WORD OF MOUTH
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CHARTS
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ADS
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GETTING STARTED
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WHAT DO YOU WANT
TO BE?
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GAME DESIGNER/PUBLISHER?
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UTILITY APP DEVELOPER
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EDUCATION APP
CREATOR
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NICHES ARE GOOD!
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DESIGNNOT AN OPTION
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A DESIGN SHOULD BE A COMPLETE VISUALIZATION AND DESCRIPTION
OF THE PRODUCT
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AND BE PREPARED TO
THROW AWAY MUCH
OF IT
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PROTOTYPE, PROTOTYPE (AND PROTOTYPE)
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PROTOTYPE PLAY CAN CONFIRM
GAME DESIGN
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PRODUCING A BETTER PRODUCT
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DEVELOPMENTGOOD DEVELOPMENT STARTS WITH GREAT DESIGN
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OUT SOURCE OR IN HOUSEMANAGEMENT IS STILL REQUIRED
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DON’T FORGET MORALEIT’S IMPORTANT
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MARKETING STRATEGYIT DEPENDS
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SHIP PAID AND PRAY?
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FREE TO PLAY?
Sunday, October 6, 13
DON’T FORGET
ANALYTICS
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LOG EVERYTHING!
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HOW TO FAIL
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DON’T STUDY THE
STORE
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ADVERTISE WITHOUT
MEASURING RESULTS
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DEPEND ON GOOD PRESS
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NO MARKETING
BUDGET
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NO REVENUE PLAN
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EXAMPLE: BOCCE BALL
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WE FAILED TO HAVE A
PROVEN REVENUE
PLAN
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HOW TO WIN!STRATEGY AND EXAMPLES
Sunday, October 6, 13
KNOW THE CATEGORY
GUNGHO’S “PUZZLE AND
DRAGONS”
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GREAT REVENUE
PLAN
CSR RACING
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MARKETING AT THE START
CANDY CRUSH SAGA
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STRATEGY
SMALL INDIE GAME
DEVELOPER
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STRATEGY
LIFESTYLE APP
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STRATEGY
EDUCATIONAL GAME
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STRATEGY
STRONG BRAND
Sunday, October 6, 13
APP MARKET CRASH?APPLE AND OR GOOGLE WILL EVENTUALLY FIND A WAY OF
STOPPING GARBAGE FROM APPEARING ON THE STORES
TEXT
"THE ONLY THING I THINK THE PLATFORM HOLDERS COULD DO TO HELP IS STOP ALLOWING CRAP TO BE RELEASED. THERE'S ONLY SO MUCH SPACE FOR FEATURES AND THE END USERS ONLY HAVE SO MUCH EFFORT IN THEM TO LOOK UNDER ALL THE CATEGORIES ALL THE TIME, SO I REALLY DON'T THINK ADDING MORE OF THEM WOULD HELP MUCH ... “ - PAUL JOHNSON, MANAGING DIRECTOR AND CO-FOUNDER OF RUBICON