Controlling in Gaming industry - Ameya Khasnis (Senior video game designer, EIPIX)

Introduction to gaming industry ! !

History 1960s Main stream popularity : 1970-80s Games have evolved during the years. Many disciplines come together to create a game. Games have become complex. The competition is huge so, new jobs have come into existence. Youngest entertainment media industry.

Entertainment media industry market share Videogames revenue is more than Music ad Films combined.

Types of games and platforms by revenue Incoming years streaming games will also be one of the platforms.

General trend

Gaming in Serbia Types of gaming studios and specializations, Total gaming studios in Serbia : 20+

Games as service: Free 2 Play model (Hook – Habit – Hobby)

Revenue per day !! Disparity in revenue earnings. This is net revenue. 30% goes to platform.

Number of apps available in leading app stores as of 1st quarter 2019 Hence huge studios offer to sell games on their own platform. In bigger markets, regional platforms are also available. E.g. India and China. Difficult to shine in market. Hence UA costs have sky rocketed.

World wide launch & Live-ops Life-cycle of a F2P game Planning Development MVP Soft launch World wide launch & Live-ops Termination Types of gaming studios and specializations. I will show you how we use controlling systems through the life cycle of the entire project

World wide launch & Live-ops Planning Development MVP Soft launch World wide launch & Live-ops Termination Game concept Target audience Market research Core-loop with monetization hooks Genre, specialized studios. Constrains provided to game designers from publishers or upper management. E.g. Farm on! Make a game like hay Day but different.

World wide launch & Live-ops Planning Development MVP Soft launch World wide launch & Live-ops Termination Iterative sprint cycles Prioritizing features Balancing systems Anticipate hypothesis testing Bug fixes

World wide launch & Live-ops Planning Development MVP Soft launch World wide launch & Live-ops Termination Minimum Viable Product (MVP) Retention (D1 – D7 – D30 - D90) UA Tier 3 countries (Low CPI) Monetization UA Tier 1 countries (High CPI) A/B, Virality, Funnel tests Improve metrics or Kill project

World wide launch & Live-ops Planning Development MVP Soft launch World wide launch & Live-ops Termination App store optimizations Influencers Periodical content & feature addition Special events Metric driven design decisions Cohort targeting Increasing revenue

World wide launch & Live-ops Planning Development MVP Soft launch World wide launch & Live-ops Termination Low DAU and MAU Low ARPU Low LTV Project not sustainable anymore Terminated Players informed

Monetization strategies

Consumables vs Durables Modes of selling in f2p games.

4 C Strategy Content: Durable Customization: Durable Convenience: Consumables Competitive Advantage: Consumables + Durables Affects live-op development costs Need to determine before. Important for gazing scale of project.

Monetization Average 1-5% actually pay Whale targeting: special experience, custom offers, etc. Country sensitive in-app targeting Rest 95% monetized with video advertisements + invaluable data

Important KPIs

KPIs LTV D1 – D7 – D30 – D90 DAU & MAU Sticky factor = DAU/MAU (What % of players turn up each day) Churn/attrition rate (if high check funnels) ARPU,ARPDAU,ARPPU (Minnow 1$, Dolphins 5$, Whale 20$, Super whales 100-1000$ or more) Session lengths, Sessions per day K factor = a*c (shared activity seen audience* percentage of players installed game) CPI LTV CPI lower than LTV

Any questions ? www.ameyak.com ameya.khasnis@eipix.com