How to be UNIQUE & PRODUCTIVE in saturated Flash Game Market Kris Antoni – Toge Productions Casual Connect Asia 2012 May

About Toge Based in Indonesia Started as student team Established as a game dev studio in 2009 Develops Flash & Mobile Games Kris Antoni CEO & CoFounder Sudarmin CTO & CoFounder

Our Games Created over 18 games

Winner, Best Multiplayer Game Planetary Conflict, Flash Gaming Summit 2011, San Francisco, USA Winner, Best Game Art Necronator 2, Flash Gaming Summit 2012, San Francisco, USA Speaker & Showcase Infectonator at Casual Connect Seattle 2010, Seattle, USA Recognized Developer, Newgrounds.com Highest Rated Game, Infectonator, Kongregate.com Achievements Our Satisfied Clients

FLASH GAME MARKET Overview

Flash Game Market Audience –Massive global audience, viral effect, wide distribution of Flash player Developers –Mostly enthusiasts and a few professionals Publishers –There are only a handful of portals that are good sponsors and have a large audience Source : Mochi Flash Market Survey 2011

Flash Game Market Problems Developers –More competition as new developers enter the flash market –Market is flooded with similar games (becoming saturated) Publishers –Google Ads policy change, reduces sponsors & sponsorship –Too many games to be picked (most of them are unpolished) –Publishers tend to overlook games from unknown developers Audience –Audience are getting bored with similar games / unpolished games

How to Compete? Be Unique Be Productive

UNIQUE How to be

Make your own flavor Be Different –Because the mainstream is too mainstream Polish to shine –Pay attention to details –High Quality –Make your game stand out Deep & Engaging experience –Complex yet simple gameplay Memorable –Be different, be controversial –catchy title (eg. “Ville”, “Story”)

Armorgames.com Rating 9.5/10 Over 2 million gameplays (1 month)

Standing out Infectonator 2 Be Different –Be the bad guy –Instead of killing zombies, we play as the zombies Polish to shine –Chat balloons –Different languages for different countries Deep & Engaging experience –Tap & Watch –A lot of different zombie types Memorable –“Nator” series –Unique Gameplay –Doesn’t even fit to any genre

Standing out Relic of War (Reich of Darkness) Be Different –Be the bad guy, we play as “Axis” Polish to shine –A lot of Blood, Explosions, and Other visual effects –Chat Balloons & Voice Acting Deep & Engaging experience –Story / Dialogue scenes Memorable –Controversy Armorgames.com Rating 8/10 Over (2 weeks)

Standing out Controversy Opportunities –Make people talk about your game Written in articles Fuel debate in forums Free Promotion –Identify Loyal fans –Memorable Challenges –Can create backlash & protests –Game may be taken down Lessons Learned –Balance it out, don’t go overboard –Be calm & responsive in dealing with complaints / protests –Your fans will support you, listen to them!

Controversy Cons – “I think it is terrible that you are supporting Reich of Darkness. The game itself looks cool, but the topic and the theme are supportive of Nazi Germany. ” -Wildbill57 Pros – “Seriously, name one Nazi related thing in that game and I will agree that the game should have been taken down. There wasn't a single Nazi related thing at all; Their Hitler had a full beard” -stinkyjim – “you must be an idiot if you think this game has anything bad, the german army did exist, and just because your are playing with it, doesnt means you're nazi, wake up idiots its just a flash game...” -Lima249

PRODUCTIVE How to be

3 Games in 8 months Necronator 2 – 4 months RoD – 2 months Infectonator 2 – 2 months

Being Productive Reusable Artwork –Build your Art Asset / Character Library that can be re-used in different games –eg. Kairosoft “Story”-series Reusable Codes –Build flexible codes that can be utilized to create different type of games in shorter time –Don’t hardcode it! Use XML Standardized Workflow –Set rules and limitations for Artists & Programmer –Everybody knows how to do their part

Maximize Monetization –Advertisement –Premium Contents / In-App Purchase Users are getting familiar and slowly accepting it Maximize Platform –Plan ahead on how to port your games from web to mobile Screen resolutions Graphic limitations Game Controls & UI Hardware limitations (memory & processor) Code optimization –Make it less painful Being Productive

Growing Fan Base

Facebook fans Twitter followers Growing Fan Base Social Media reduces marketing costs

LESSONS LEARNED Be Unique –Mix Genres to create a new gameplay –Controversy can be good –Play as the other side (Be the antagonist) Be Productive –Reuse (Art & Code) while offering something new (Gameplay, Theme) –Try to target Multiplatform –Maximize Monetization

Contact Us For more information and business related inquiry please contact us: – Kris Antoni Hadiputra, CEO & Co-Founder – Mobile – Sudarmin Then, CTO & Co Founder – Mobile – Or visit our studio: Taman Elok Selatan , Cluster Taman Diponegoro, Lipo Karawaci Tangerang, Banten Toge Facebook : Toge Twitter