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WINNING THE WAR: HOW TO BUILD A GREAT MOBILE GAME COMPANYLloyd Melnick
Agenda
Background
Success in mobile and social gamingHow to succeed
The Melnick Conundrum
Summary and QA
BACKGROUND
Lloyd Melnick
fiveonenine games
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
Publishing and Developing
Launched publishing program in July
Campaign Story hard launch in September
SUCCESS IN SOCIAL AND MOBILE GAMES
The odds
9
25 % of games succeed
Success is
Exit
Profitability
Survival
10
Investors see success as
Exit ROI
11
Investors criteria
Scalable
How quickly you can
grow
Unique Why you What is different
Valuation
Potential return
12
If institutional investors pass
Organic
Friends and
family
Strategics
IP holders
13
HOW TO SUCCEED
14
LTV
Monetization
Retention
Engagement
Virality15
Monetization
Free-to-play
Part of the
design
Support high-value
customers
16
Retention and engagement
17
Virality
Hooks Reasons
Collaborative or PvP
18
THE MELNICK CONUNDRUM
19
Diversification versus Focus
FocusDiversificat
ion
20
Portfolio theory
21
Multiple titles
Reducing beta
Asset
Allocation
Diversification
Rebalancin
g
Regular
Investing
Platform diversification
iOS
Android
Win 8
22
Focus
Competitive landscape
Free-to-play
23
SUMMARY
Odds against you
Improve odds
Make great products
Focus and diversify
24
Feel free to contact anytime
http://lloydmelnick.com/
@LloydMelnick25
