Success Factors and Pitfalls of Cross-Platform Games Michael Kalkowski Co-Founder & Creative Director GameDuell

Cross-Platform

Mobile PC Squeezebox API / Apps Social Networks

8 Cross-Platform In The Games Industry?

9 What is Cross-Platform?

10 SNSOwn WebsiteMobile Level 1: Cross-Platform Brands

11 SNS Mobile Own Website

12 Level 2: Cross-Platform Marketing

13 Level 3: Shared Social Graph

14 Level 4: Shared Virtual Economy

15 Level 5: Cross-Platform Gameplay

Cross-Platform: 1. Brands 2. Marketing 3. Social Graph 4. Virtual Economy 5. Gameplay

Complexity and Limited Resources

18 Overcoming Difficulties The Path To Cross-Platform

Path to Becoming A Cross-Platform Company Cumulative users and installs (mio) First Facebook app First Android App Launch in USA Opened San Francisco office Wellington invest $17.5 mio Seed investment by Holtzbrinck Ventures and Burda Digital Ventures First HTML5 game Break-even Move into France European expansion Founded in Berlin First iPhone app Over 70 million users and installs Team reaches 180 people Expanding to new office Cross-platform technology 60+ games Dec 2003

Lesson 1: Focus 20 Less is more Quality (not quantity) Lead with fastest platform

Lesson 2: Excellent Analytics 21 Data  information Cohort Analysis Reporting infrastructure Cross-platform tracking

Lesson 3: Create Synergies 22 GFX o asset management o dynamic sizes Payment providers and infrastructure Marketing partners Common core technology

23 Mobile Own Websites SNS Own Websites Own Websites Tests Core Technology

Lesson 4: Be Customer-Driven 24 Add user value o Single sign-on o Cross-platform features User typology Filter audiences Funnel traffic

Lesson 5: Be Platform-Specific 25 Same core gameplay...but platform-specific adaptations o Usability (Luke W: “Mobile first“) o Reinvent and innovate o Controls!

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27 3x Benefits of Cross-Platform Acquisition Monetisation Retention

1. Better Acquisition Via Multiple Platforms 28 Multiple traffic sources Lower total CPI Leverage existing fanbase Brand recognition Higher virality Independence from facebook

2. Better Monetisation 29 More ways to monetise Funneling Deep cross-promo Higher ARPUs Increase up to +75%

3. Higher Retention 30 24/7/365 More CRM channels Remain active longer up to 2.5x after 90days

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