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Interactive Multimedia Games Development COM631

Interactive Multimedia Games Development COM631. Effective Marketing of the Freemium Model Across Platforms. Overview. Growth of freemium market Hardware evolution Paradigm changes Ecosystem Focus on quality Related issues. Growth/evolution of market. Growth/evolution of market.

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Interactive Multimedia Games Development COM631

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  1. Interactive Multimedia Games Development COM631 Effective Marketing of the Freemium Model Across Platforms

  2. Overview • Growth of freemium market • Hardware evolution • Paradigm changes • Ecosystem • Focus on quality • Related issues

  3. Growth/evolution of market

  4. Growth/evolution of market

  5. Growth/evolution of market

  6. Growth/evolution of market

  7. Platform evolution

  8. App market

  9. Freemium model

  10. Freemium components

  11. Freemium ecosystem

  12. Market shift

  13. Freemium growth

  14. Revenue streams

  15. Ecosystem • Cross market/promote • Maintain app store ranking • DAU/MAU, more that play the more that pay • Community • Analytics • Incentives • Funnels/social media

  16. Games as services

  17. Games as services

  18. Freemium case studies The Playforge, Zombie Life And The Launch Of Freemium On iOS http://www.gamasutra.com/view/news/38025/The_Playforge_Zombie_Life_And_The_Launch_Of_Freemium_On_iOS.php

  19. Freemium case studies Social Killer: How DeNA Leads Japan's Market http://www.gamasutra.com/view/feature/6526/social_killer_how_dena_leads_.php

  20. Freemium case studies Opinion: Evil Or Not Evil - That's Not The Question For Free-To-Play http://www.gamasutra.com/view/news/37691/Opinion_Evil_Or_Not_Evil__Thats_Not_The_Question_For_FreeToPlay.php

  21. Freemium case studies “My company has been doing this for 14 years. All of our players can play for free forever. All players can get anything in the game that someone who is willing to spend money can get. The system is simple. 1. Players with money buy 'credits' to buy items in the game. 2. Players with time, earn 'gold' from killing monsters, questing, etc. 3. Players can trade 'gold' for 'credits' with other players.” http://www.gamasutra.com/view/news/37691/Opinion_Evil_Or_Not_Evil__Thats_Not_The_Question_For_FreeToPlay.php

  22. Freemium case studies “In order for this to work you have to design your game so that people with credits want gold, and people with gold want credits. 1. Items/unlocks/whatever that players can only get with credits 2. Items/unlocks/whatever that players can only get with gold (so players will want gold) Our games are MMOs, so the player interaction, trading, credit markets are easy to build in. In single player games this would be an impossible system. However, I think nearly any single player game can have some form of multi-player interaction built into it.” http://www.gamasutra.com/view/news/37691/Opinion_Evil_Or_Not_Evil__Thats_Not_The_Question_For_FreeToPlay.php

  23. Freemium case studies “Together, a Maelstrom of Suck” That's when they step in, like a mafia godfather, and offer you a deal you can't refuse: you're a busy guy, you have kids, you have a job; if you slip me a little cash under the table, I'll help you level up a little faster, maybe get through that next part of the checklist by tomorrow. This is extortion in the worst way; this is extortion of the time we have left until we die, the sole resource of consequence for human life. Developers who deliberately engage in this kind of design should be ashamed of their creations.” http://www.gamasutra.com/blogs/AdamSaltsman/20111018/8685/Contrivance_and_Extortion_InApp_Purchases__Microtransactions.php

  24. Summary • Robust ecosystem • Nurture community • Maintain ranking • Eliminate barriers • Focus on quality • Balance carefully.. don’t exploit

  25. Interactive Multimedia Games Development COM631 Effective Marketing of the Freemium Model Across Platforms

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