Going cross platform is an opportunity to increase your potential audience. It can please your current userbase and it can grow your lifetime revenue. Such a leap needs to be considered carefully. As Melinda Montano, Business Development Manager at Kongregate explained during their presentation at Casual Connect Europe, “Before you decide to go cross-platform, understand why you’re doing it. Figure out the opportunity – do you want more revenue, users, prestige?” The complications developers often encounter when going from mobile to PC and vice-versa. These include perceived game value, freemium/premium, to the specifics of UX/UI changes. Melinda’s talk, PC and Mobile: Going Cross Platform Post-Launch provides actionable insights for your cross-platform PC and mobile plans. One simple tip Melinda offered was: “In UI, the biggest thing to remember when going from PC to mobile is that we have hands. They cover the screen.” For more, see the full lecture below.
So you’ve made it! Your game is a success, and now you’re thinking of taking that success farther. Could licensing the game for consumer products be a good move? What are the advantages? What pitfalls do you need to watch for?
Clark Stacey is a person you might want to ask. Clark is Co-Founder and CEO of Wildworks, a developer of games for children, based in the US and Amsterdam. WildWorks IP Animal Jam has grown to become the world’s largest online social network for children. In 2016 they extended Animal Jam to include toys, consumer products and other media.
At Casual Connect Europe, Clark discussed what they learned from this process and how to position your game and your development teams to succeed with licensing. One important takeaway from his presentation is that connections back to your game can be more valuable that the product royalties. But equally important, “Don’t assume that because a company is big they know what they are doing.”
For more insights into the licensing process watch the video of Clark’s full session at Casual Connect.
To read more about Clark Stacey including a lecture from Casual Connect Europe 2016, see this exclusive article.
No matter how good the games you develop, unless they turn a profit, preferably the highest possible profit of course, your games can’t succeed. So how do you best monetize your games? Bjoern Bergstein would be an excellent person to ask.
After studying Game Design and Game Production at Games Academy Berlin, Bjoern founded and ran his own game studio for a short time. Bjoern then joined Tivola Publishing GmbH, a company highly experience in games for families, and is now Head of Games, responsible for all in-house development.
At Casual Connect Europe, Bjoern discussed the three monetization models: Premium, Freemium and Free-to-Play, and the pros and cons of each. The final decision about which method will be best to use depends on many different factors, so this is a complex decision. During Bjoern’s session Monetization for the Whole Family – The Long Way to Find the Right Monetization Model, Bjoern described Tivola Publishing’s journey to find the best model for their company and the insights they gained, as well as sharing helpful examples. To succeed as a new company he suggested “Don’t try to compete or copy big players.” Instead, find your own niche, “use the niche and be good at it.” To learn more, be sure watch the full video of Bjoern’s session.
To read more about Bjoern Bergstein including a lecture from Casual Connect Europe 2016, see this exclusive article.
In a lecture entitled Mobile UA Tips from the Inside Paivi Putsepp-Seufert, Business Development Officer of Unity Ads at Unity Tehnologies, Paivi described what people consider best practices for mobile UA. If you would like to know more about how to run a successful mobile UA campaign, be sure to watch the video of Paivi’s presentation at Casual Connect Tel Aviv below and note the tips she offers there. Some tips that Paivi offered regarding best video campaign practice: use multiple videos, targeting should be done based on data and not assumptions, and use an optimal video length of 22 seconds. To learn more, tune in to the full lecture video below.
Barak Regev, Director of Google Cloud Platform for EMEA of Google, says that the best things about working for Google are the amazing people, as well as the culture, goals and freedom of working at Google.
Barak had worked for Microsoft for seven years when Meir Brand, GM of Google IL, called, offering the opportunity to apply for a position establishing Google Enterprise in the EMEA region. This was six and a half years ago, and Barak was, of course interested. For the past four years, he has been leading the Google Cloud Platform business in EMEA, building and scaling the EMEA team responsible for sales and business development of Google’s Cloud Platform solutions. In this position, Barak must also hire the talent, expand Google’s ecosystem, evangelize Google’s solutions and, as he said, “inspire my people to think big.”
There are millions of apps out there. Does it seem like an impossible task to get enough installs to succeed with yours? How are the top earning publishers managing to keep growing and acquiring users at scale? Paul West can help you understand.
As Performance Director EMEA at AdColony, Paul leads a team that is helping to grow the businesses of AdColony’s top gaming clients. Data is the crucial factor that you can use to increase your chances of succeeding. Paul believes in the story-telling power of video, but measuring the data is necessary to validate the results.
In Paul’s session called Taking AIM: Top 10 App Install Marketing Trends in 2017 at Casual Connect Europe, he used the latest App Install Marketing Survey to offer a preview of what to expect in the game industry in 2017. Full screen video advertising has proven to be the most effective and popular app install channel. Paul drove this home by saying, “Telling a story with video is beautiful. If a picture is worth a thousand words, a video is worth a million.” To understand what is working for the top 100 mobile marketers, and also what isn’t working, and to find insights to raise your own opportunities for success, be sure to watch this video of his full session.
For more about Paul West’s career and insights, see this exclusive article.
Data is key for better targeting, as you need to know who to monetize, Google Israel’s Head of Gaming Eitan Reisel suggests, and warns: small companies need to make careful decisions when addressing monetization issues, and it’s better to be cautious about what platform will suit you best. Solution? Break down the game to different stages along the funnel to maximize targeting and insights. They explain more in their Casual Connect Tel Aviv talk.
Where is the eSports sector of the game industry heading? How can you get an audience for eSports? How do you create an enjoyable spectacle? The eSports sector is very complex, with varied nuances among the eSports disciplines. So how do you find your way?
Mohamed Fadl has the knowledge to offer excellent guidance. Knowing that entertainment is constantly evolving, they insist, “This generation doesn’t believe in TV anymore. TV is dying.” And eSports is one of the alternative channels for entertainment that is taking that place. “We call it eSports so we can connect it to something we know and explain it,” they point out, but it is a form of entertainment with its unique aspects. In this developing sector, Mohamed describes “Technology is King; content is Queen. The King itself is nothing, it means nothing. It is just a medium. Content creates the culture. It creates the trust. It creates the channels to speak to the next generations.”
Mohamed began their involvement in eSports as Wargaming‘s director of community in Europe and is now head of global eSports at Wargaming. They have developed World of Tanks into one of the top eSports games and now oversee global development and evolution of the Wargaming.net eSportsLeague. To learn more from Mohamed, be sure to watch the video of his full session from Casual Connect Europe.
For more about Mohamed’s career and insights, see this exclusive article.
Right now it’s safe to say that Virtual Reality (VR) is redefining gaming like no other force out there. On the other hand though Augmented Reality (AR) is due to arrive in 5 – 10 years, so how will gaming change when it’s here? What new games and new breeds of gamers can we expect? Pokemon Go is the first little glimpse of that future according to Mark Shovman, who explains more in their Casual Connect Tel Aviv session,
What makes a social slots game attractive to users? What are the factors that increase the chances of succeeding in this genre? Can the profitability of the game be improved? If these are questions that are important to your business, you can’t do better than to listen to advice from Guy Hasson, social gaming consultant of Old Man Productions.
While working at Playtech, Guy learned everything there is to know about how to create a good slot game. At Playtika their emphasis was on analyzing how to create the most popular games. And as a consultant, Guy can show you the important factors that can help a slots game succeed. You can discover how to tremendously improve the average revenue per user, to increase the time the user will spend on machine and to boost the number of coins the user will bet, all important measures of the game’s success. At Casual Connect Europe, Guy’s session demonstrated the mathematical model that can lead to these results. One point that Guy emphasized was “Rate of Exhaustion (ROE) represents the game experience, RTP doesn’t. If you leave here today with one thing: RTP doesn’t matter. RTP is passé.” To learn more, watch this video of the full session.
For more about Guy Hasson, see this exclusive article.