Mobile Game Development in the West vs. East Luke Stapley – Cross Platform Please view my notes for more information

Page  2 Mobile Game Development Introduction  How Big is Mobile Gaming in the West?  The Differences Between Mobile Gaming and Other Gaming Platforms  How do Developers Work in the Western Game Industry  How do Publishers Work in the Western Game Industry  What Are The Profit Schemes In Western Mobile Markets  FAQ

Page  3 How Big is Mobile Gaming in the West  The Western Market –USA (English, Spanish) –Canada (English, French) –Australia (English) –UK (English) –Western Europe (English, French, German, Spanish)

Page  4 How Big is Mobile Gaming in the West?  58% of Americans and 61% of Europeans are playing games.  Mobile Game industry will make an estimated US $22.8 billion in 2013 for North America  People spend more than 126 minutes a day using smart phone apps.  In 2012, Worldwide Smartphone users have on average 37 apps on their phone.  People using smart phones play video games on average of 14 minutes per day. (~11%) Sources: GSMA, The Mobile economy 2013; newzoo.com; ABI Research; ESA, Essential facts about the computer and video game industry

Page  5 Difference Between Mobile Gaming and Other Gaming Platforms  Console/Handheld Gaming  PC Gaming –Popular Gaming in West vs. China –MMORPG  Mobile Gaming  Amusement/Arcade Gaming

Page  6 Console/Handheld Gaming  Sony, Microsoft, Nintendo  Banned in China since 2000, Consoles in China are a grey market area.  Many game developers overseas use China for game assets and more recently full games.  Rumors of opening up console gaming in China are growing.

Page  7 PC Gaming  Gaming in the West vs. East –68% of gamers play on a PC –Windows gaming is still King! –Most gamers buy online using Steam, Origin, Amazon.com, GOG.com, or other means. –Gamers are playing both Indie and High-end games in all different game styles –MMORPG numbers are falling

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Page  11 Amusement/Arcade Games  Very popular in the early 1980’s to late 1990’s has now become a niche market due to PC and Console gaming.  Very difficult market to work with in the West due to it’s low sales.  High sales now are only in Casino games for places in Las Vegas and Atlantic City.

Page  12 Mobile Games  Mobile gaming has been increasing by 35% in the past year with over 100 million gamers.  Estimated to make $12.7 billion in the USA market in 2015  32% of mobile gamers pay money for games  36% of all game players have a Smartphone.  Most players now have multiple options for playing and paying for a game (purchase, in-game ads, micro-transactions, demos)  Most OS creators are now catering to game makers to help promote their devices

Page  13 Mobile Market Share Source: Comscore, May 2013 U.S. Smartphone Subscriber Market ShareMay 2013 U.S. Smartphone Subscriber Market Share

Page  14 Source: Kantar Worldpanel

Page  15 Average Western Mobile Gamer  83% of gamers age 11 – 35.  Nearly split among genders.  Best tracking system? Stickiness (DAU/MAU)

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Page  17 Case Study: Puzzle and Dragons  Created by the company GungHo  Downloaded > 19 million times  Estimated $4.5 USD million/day  2013 (est.) over $1 billion USD

Page  18 Is it time for Chinese companies?  The market for social and MMORPG are filling up with Chinese games  Many game companies announce interest at 2013 ChinaJoy

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Page  20 How do Developers Work in the Western Game Industry  Getting money for your game idea  Make the game  Integration with social sites  Selling your game to the user  Monetization  Marketing

Page  21 Getting money for your game idea  Venture Capital  Prior Successful Game Profits  Start from Scratch

Page  22 Integration with social sites  Facebook –Creating cross platform play –Creating better social experiences –Adding more monetization to game makers  Twitter  Etc.

Page  23 Selling Your Game to the Player  Marketplaces  What is expected for a marketplace? And more…

Page  24 Monetization  F2P (Free to Play)  Purchasing –Direct Purchase –Demos  In-Game purchase  Cross promotion

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Page  27 Marketing  Allow a Developer/Marketing company to market your game.  Marketing your game on your own: –Creating great name players remember and great icons for the game that helps the player want to try. –Advertise in Ad networks –Using social networks (Twitter, Facebook, BBS) –Continue retention rates (push notifications, new updates, optimize, etc.) –Watch how gamers play your game –Analytics

Page  28 How do Publishers Work in the Western Game Industry  What is a Publisher  What can they do for you? –Payment of game (profit sharing?) –Advertising the game –In-Game Advertisements –Etc.  What do they want?

Page  29 What is a Publisher?  They work with strong creators releasing games that are usually seen as better games than most self-published games  Usually will have resources that a developer may not have (User acquisition, monetization best practices, in- game sales, analytics, etc.)  Help collaborate with the developer to make the game better for the player.

Page  30 Publishing models in the West Two different types: –Investment of the company Paying the company for the game with low percentage of added revenue. –Direct advisement of a project Paying a company for creating the game through milestones.

Page  31 Publishers Advertising  Publishers can create their own advertising or use other sources

Page  32 Paid User Acquisition Source: Jameel Khalfan, Casual Connect: When Publishing Works for Free to Play Games

Page  33 FAQ on Western Game Development  How do advertisements work in mobile games?  Does my game have to have high tech graphics, sounds, and big teams to be successful?  Can I do licenses with my game?  What types of games do westerners play? Good game elements?  What should I look for in my game that I might not know about?

Page  34 My Contact Information Luke Stapley CEO, Cross Platform  QQ:  Skype: gameaddicthotline   Website: