Interactive Multimedia Games Development COM631 Clash of Clans

Lecture overview Overview of Supercell Clash of Clans Core mechanics Monetization strategy

Company overview http://www.supercell.net/ Finnish company 60 person start-up Started developing iPad games in 2011 Free to play http://www.supercell.net/

Supercell http://thenextweb.com/insider/2012/12/26/tablet-games-developer-supercell-is-doing-super-well-revenue-pegged-at-1-million-per-day/

Philosophy Target casual and the hard core players Art style realism/Japanese influences Mixture of playing styles Hard core – leader boards Social – chat and building

Design Focus on tablets Play test extensively Scroll/tap and optimisation (frame rate) Didn’t port, design for target platform Well designed but short tutorial

Approach Have a social element Benchmark existing games in that genre and find out how they work Create a solid core loop and iterate Add graphics Polish with limited beta

Process Watch analytics and metrics for feedback/retention Don’t overwhelm the player, introduce new features gradually Introduce updates after extensive play testing and balancing

Balance Hidden depth Extensive automated testing of new features Simulated battles

Core loop Three major parts in core loop Collecting Resources Building & Training Battles Each player can focus on their preferred playing style

Core loop http://deconstructoroffun.blogspot.co.uk/2012/09/clash-of-clans-winning-formula.html

Collecting resources Automated farming mechanics Coins & Elixir, two soft currencies in the game To progress player needs Elixir Collectors and Gold Mines Resource production is automated Resource production has a maximum cap Need to upgrade storage facilities to continue

Collecting resources Rewarding to return to the game to harvest resources at the start of every session. Automated farming mechanics increases DAU as players need to visit the game more often as storage max’s out.

Building and training Everything is independent Buildings consume coins Troops and troops related consume elixir Construction takes coins/elixir and time, upgrading is essential for progress Time increases for higher levels - Monetization!

Building and training Higher storage needs a higher level HQ More storage costs more, needs more gold production. Start with 2 builders, third builder costs $5

Battles Training troops requires elixir Better troops require more elixir Bigger army needs a bigger camp Bigger camp needs a better HQ Troops are lost in battle (not heroes)

Progression and retention Retention is aided by the feeling of progress Rewards for active players/notifications

Clans Constantly under attack means need better defences End goal to join a clan and beat other players Chat feature to plan attacks Some limitations

Clans Get rewards Weekly touraments Social and friends No world maps

Heroes Premium characters that don’t die Can be developed

Monetization Prices increase as you progress ARPPU player increases with retention Smallest purchase is £2.99 Gems can be converted to coins and elixir

Social media

Summary App store maturing Very crowded space Still room for new IP

Interactive Multimedia Games Development COM631 Clash of Clans