20131015 case study

Developing Creative Mobile Games

3 of 6Christina Hsu

Case Study

Agenda Success Story of <Candy Crush Saga> What We Can Learn from <Candy Crush

Saga> <The Unfinished Swan> From Student

Prototype to Commercial Game Q&A

Success Story of <Candy Crush Saga>

Developer / Publisher

About King.comWelcome to King.com, the largest skill gaming site in the world, where you can play free games online in competitive tournaments in categories such as puzzle, strategy, word, action, card and sports games.

King.com was founded in 2003 with the goal of becoming the premiere destination for skill gaming on the internet. We currently have more than 150 addicting games in our portfolio and we are constantly developing new and exciting on line games.

150+ casual games

On Facebook: the ‘Saga'

“Saga Framework”Proven Game

10 M

20 M

2011Now

Daily active users (FB)

The Formula of Success = A*

http://www.businessinsider.com/the-future-of-mobile-deck-2012-3?op=1

3 platforms are shaping the future

1. Facebook

http://jmak.tumblr.com/

2. Smart phones

3. Tablets

Play everywhere

Game State-Progress

?

FB connected users are MUCH more valuable

* Retention * Engagement * Likelihood to pay

Accessibility: 2005 vs. 2013

Accessibility: 1st time gamers

Intuitive Controls

YouTube: Bullfrog playing Ant Smasher

Mouse

Touch Screen

Joypad

Accessibilities: Free

75% of those who completed all levels do not pay

Accessibilities: Bite Size

Short sessions for you to play and kill time

Lots of Levels

A very long game

The Formula of Success = A*N

More Never Ending

Against your ideas of casual games, it is difficult!

24

The Formula of Success = A*N*C

Campfire Index = How Social It Is

The Formula of Success = A*N*C

The Aisle Effect

The True Definition of Social is

Qiotes from the team

PR Word of mouth

Feature by Apple

Facebook traffic

Ads Cross promotion

Saga: Marketing &. Branding

PC: Facebook App discovery mainly viral

(AppData 2012)

43%

19%

18%

10%

6%

4%

Friend Invite

Advertisement

Don’t Remember

Word of Mouth

Newsfeed

Other

0 0.1 0.2 0.3 0.4 0.5

Column1

Mobile: App discovery driven by App Stores

(Nielsen Q3 2011)

Over 50% of smart phone users are connected to Facebook

More than 500m of Facebook’s monthly users use mobile

Facebook Enable Cross-platform Viral User Acquisition

Facebook enables discoverability both on

canvas and mobileNotifications

News feed andTimeline

Bookmark

Ads

Next Challenge

What We Can Learn From <Candy Crush Saga>

In Short, Innovation Comes From

What is Viable in the Marketplace?

http://www.youtube.com/watch?v=Mi7BRsIzBuw

Easy to Pick-up

IF YOU NEED A TUTORIAL TO EXPLAIN YOUR GAME, THEN PERHAPS IT’S NOT REALLY CASUAL AND ACCESSIBLE TO THE MASS MARKET.

Think Differently

Jump Out from Comfort Zone

THIS BUSINESS IS ALL ABOUT RESHAPING AND CHALLENGING THE WAYS WE WORK. NO ONE CAN AFFORD TO STAY IN THEIR COMFORT ZONE FOR LONG.

Design to Monetize

As More Platforms as Possible

From Student Prototype to Commercial Game

Speaker : Ian Dallas

The Title

http://www.youtube.com/watch?v=VA6KMMhnJCQ http://www.youtube.com/watch?v=xFfteZaAXq4

Development

The Session

I

The Teacher

The Deal

Reason

Result

II

Skills

Fluency

And

II-2

II-3

II-4

II-5

II-6

III

III-1

III-2

III-3

III-4

III-5

III-6

Lessons

IV

Thank You! Any Question?