1. Interactive Multimedia Games Development COM631
Clash of Clans

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

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

4. Supercell

5. 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

6. 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

7. 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

8. 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

9. Balance Hidden depth Extensive automated testing of new features
Simulated battles

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

11. Core loop

12. 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

13. 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.

14. 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!

15. 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

16. 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)

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

18. 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

19. Clans
Get rewards
Weekly touraments
Social and friends
No world maps

20. Heroes
Premium characters that don’t die
Can be developed

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

22. Social media

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

24. Interactive Multimedia Games Development COM631
Clash of Clans