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

3. Introduction to gaming industry ! !

4. 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.

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

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

7. General trend

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

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

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

11. 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.

12. 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

13. 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.

14. 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

15. 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

16. 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

17. 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

18. Monetization strategies

19. Consumables vs Durables
Modes of selling in f2p games.

20. 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.

21. 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

22. Important KPIs

23. 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 $ 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

24. Any questions ?