Winning the war mobile meet up
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WINNING THE WAR: HOW TO BUILD A GREAT MOBILE GAME COMPANYLloyd Melnick
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Agenda
Background
Success in mobile and social gamingHow to succeed
The Melnick Conundrum
Summary and QA
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BACKGROUND
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Lloyd Melnick
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fiveonenine games
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More stars than the Miami Heat
★ Ex-Studio Head of EA’s North Carolina office
★ Member founding management team at Motricity and Appia
★ Team lead at RIM’s NC studio
★ 20 year veteran of IBM/Microsoft/Citrix
★ GM Europe and LATAM at Disney/Playdom
★ Gardens of Time
★ Asheron’s Call 1 & 2
★ Shutter Island
★ City of Wonder
★ Dungeons & Dragons Online
★ Madden 3DS
★ Nascar Kart Racing Wii
★ Woodland Heroes
★ Lord of the Rings Online
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Publishing and Developing
Launched publishing program in July
Campaign Story hard launch in September
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SUCCESS IN SOCIAL AND MOBILE GAMES
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The odds
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25 % of games succeed
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Success is
Exit
Profitability
Survival
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Investors see success as
Exit ROI
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Investors criteria
Scalable
How quickly you can
grow
Unique Why you What is different
Valuation
Potential return
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If institutional investors pass
Organic
Friends and
family
Strategics
IP holders
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HOW TO SUCCEED
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LTV
Monetization
Retention
Engagement
Virality15
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Monetization
Free-to-play
Part of the
design
Support high-value
customers
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Retention and engagement
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Virality
Hooks Reasons
Collaborative or PvP
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THE MELNICK CONUNDRUM
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Diversification versus Focus
FocusDiversificat
ion
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Portfolio theory
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Multiple titles
Reducing beta
Asset
Allocation
Diversification
Rebalancin
g
Regular
Investing
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Platform diversification
iOS
Android
Win 8
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Focus
Competitive landscape
Free-to-play
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SUMMARY
Odds against you
Improve odds
Make great products
Focus and diversify
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Feel free to contact anytime
http://lloydmelnick.com/
@LloydMelnick25