1. Interactive Multimedia Games Development COM631 Outfit 7 Case study

2. Lecture overview Overview of Outfit 7 Gina the Giraffe Business model Core mechanics Monetization strategy Explore/exploit other distribution channels

3. Company overview Slovenian based Grown to staff of 35 Currently 12+ pieces of unique IP All based on the same core infrastructure http://outfit7.com/

4. Brought first IP for $60 http://tech.fortune.cnn.com/2011/05/25/talking-tom-is-rich-outfit7-wants-to-turn-smartphone-characters-into-saturday-cartoons/

5. Company overview

6. Successful IP

7. Expanding into other markets

8. Exploiting IP http://www.youtube.com/watch?v=JdDsfXxFRfs

9. CEO Interview ttp://www.youtube.com/watch?v=91cag0m1_Ls

10. Business model Create great characters Production line/re-use underlining infrastructure and tweak Engage emotionally and connect Let the player "tell their story" through the character Link to social media Engage then monetize passively Relatively low initial barrier to entry

11. Character interactions Talking Ben Talking Gina Talking Larry Talking Rex Talking Roby

12. Talking Gina Rated 4+

13. Game description From the creators of Talking Tom comes Talking Gina, your new talking pet giraffe! NEW: Play Patty Cake with Talking Gina the Giraffe. Original and addictive reflex-building hand clapping game is fun and challenging for all ages! ABOUT GINA: Say anything to Gina and she will speak your words back to you the way only she knows how. Take good care of her and she will be the best friend you ever had! Don’t neglect her or treat her badly or she won’t be as cheery. Not to worry though, you can be sure to keep her happy by playing 48 levels of Patty Cake, an addictive hand clapping game that will improve your reflexes, your hand-eye coordination and your friendship with Gina! She’ll thank you for it! Record videos of Talking Gina and share them with friends via YouTube, Facebook or email.

14. Activities Play a hand clapping game with her (48 levels, three speeds per level, and original music). Feed her any of her favourite snacks including carrots, strawberries or ice cream. Give her water or lemonade so she doesn’t get too thirsty. Don't poke her too often. Be nice! Don't neglect her. Play with her every day and get a daily BONUS! Repeats what you say Repeats what you say with Helium Create videos and share on Youtube/Facebook

15. Activities

16. In world economy The main metric is the happiness meter. Playing games, feeding, drinking, kisses and stroking increase happiness meter. Bad behaviour e.g. punching loses happiness. Daily free gifts e.g. strawberry to incentivise. When Gina’s happiness is at 70%, give Gina a helium balloon and she’ll repeat your words in a funny voice. When Gina’s happiness is at 90%, she’ll gives you kisses to let you know how much she loves you! When Gina’s happiness is at 100%, you get a new baby giraffe!

17. Happiness meter

18. In world economy Keep Gina active by completing all 48 levels of Patty Cake with her, and collect medals for each completed speed! Gina will not die if you don't feed her, she just won't be too happy. To unlock the next level of the hand clapping game, you must successfully complete the current level OR feed Gina an ice cream cone.

19. In-app purchases 5-pack of ice cream cones 10 lemonades 10 strawberries A super pack of 15 strawberries, 15 lemonades & 10 ice cream cones An unlimited supply of strawberries, lemonades and ice cream Every 24 hours, check back in to get 1 FREE item for Gina (strawberry or lemonade)

20. In-app purchases

21. Revenue by scale 90-9-1 rule

22. Revenue by scale 90-9-1 rule 10 Million+ installs, 1% monetization = 100,000 paid installs Minimum in-app purchase 99 cents

23. Core gameplay

24. Revenue by scale Each game follows/repeats the same pattern a number of times. Rhythm based with music. Game speeds up from 1 star to 2 stars to 3 stars.

25. Revenue by scale There are 6 possible points of screen contact. You can double up on required contact points. Appearance of purple circle on screen indicates time to hit. Progress bar for each level, one miss is a fail. Green means you are doing ok, red means a miss and an instant fail.

26. Interactions iPhone gyroscope: rocks forward and back, balances, no change to health meter Stroke Gina, +0.1% happiness, hearts appear. Limited Punch Gina, -1% happiness, rocks neck about. Touch screen in game mode.

27. Interface elements

28. 1. Record video 2. Link to Youtube channel 3. Help 4. Link to other game downloads 5. Happiness meter 6. Play a game

29. Interface elements 7. Drink, free water or paid for lemonades 8. Food, free carrot or pay for ice cream or strawberries 9. Helium balloon, funny voice, +70% achievement 10. Kisses 11. Baby giraffes 100% (Monetize)

30. Monetize http://www.youtube.com/watch?v=__IBGvrbFIY&feature=related

31. Monetize http://www.youtube.com/watch?v=_W3FSVVlN9o&feature=related

32. Social media

34. Pricing models

35. Ratings

36. Pricing models

37. Ratings

38. Pricing models

39. Rinse and repeat

40. Summary New markets = disruption Relatively low barrier to entry Can become crowded very easily New opportunities

41. Interactive Multimedia Games Development COM631 Outfit 7 Case study