Presentation on theme: "Successful Premium Casual Games Casual Connect Europe 2013 Jessica Sachs, Director of Developer Relations."— Presentation transcript:
Successful Premium Casual Games Casual Connect Europe 2013 Jessica Sachs, Director of Developer Relations
Do you know how to develop successful premium casual games?
Today you will learn… Big Fish premium casual consumer demographics How to develop a game our customers will buy Why Big Fish is the best publisher for premium casual games
Who is Big Fish? Big Fish is the worlds largest producer and publisher of casual games Founded in 2002, Big Fish has distributed more than 2 billion casual games and launches A New Game Everyday!® for PC & Mac via www.bigfishgames.comwww.bigfishgames.com 3,000+ games in the Big Fish catalog from 550+ game developer partners worldwide Global business with games localized in 12 languages and games sold in 150+ countries Weve published 250+ unique mobile games and 800+ SKUs across iOS, Android, and others Offices located in Seattle, WA; Oakland, CA; Vancouver, Canada; Cork, Ireland; and Luxembourg 4BIG FISH CONFIDENTIAL
We Publish to Multiple Platforms BIG FISH CONFIDENTIAL5 PC / Mac Downloads o Leading online marketplace o Millions of annual customers o 1 million+ daily downloads Mobile Downloads o iOS, Android, other o Millions of MAU o 600+ SKUs o Leading social casino platform Cloud Streaming o Big Fish Unlimited o Subscription and ad- supported model o Browser, tablet, phone, connected TV, and more Leading catalog of casual games extensible across multiple gaming platforms: PC/Mac, Tablets, Smartphones, Consoles, Connected TVs, Social Leading catalog of casual games extensible across multiple gaming platforms: PC/Mac, Tablets, Smartphones, Consoles, Connected TVs, Social
We Connect Developers and Customers DevelopersConsumers Using analytics to match developer content with diverse consumer preferences at scale 6BIG FISH CONFIDENTIAL
Who are Big Fishs premium casual customers? Thats right! Women DO play games!
Consumer Demographics 87% of customers are Female, ages 35-75 Located in over 150 countries Visit our website every day, have been customers for 2+ years Spend an average of 10 hours per week playing Big Fish games Mobile customers just as female, slightly younger, and open to cooperative game play
Why premium casual games? Customer Motivations RELAXATION More engaging than TV Escape from daily routine – 52% of customers play in the evening Feeling successful, rewarded Mental challenge of solving puzzles Me time, not social hour – 77% of customers play alone (PC)
Premium Casual on PC is a Big Business Units Sold Red Riding Hood is a $2 million game on the Big Fish PC app store alone. $3 to $4 million across PC, Mac, Mobile and Cloud Red Riding Hood is a $2 million game on the Big Fish PC app store alone. $3 to $4 million across PC, Mac, Mobile and Cloud 2011 2012 2010 Case Study: Dark Parables (a top tier game)
….or, put me in your game!
Examples: Match 3 - Time Management - Casual Sims - Resource Management - Hidden Object Adventure -
Why Hidden Object Adventure? Highly consumable – 20% of customers buy more than 6 games per month Allow for story immersion Provide a mental challenge Provide for relaxation 70% - 80% of premium casual customers prefer this genre for PC and/or mobile
What do our customers want? A theme that resonates – Mystery, Crime, Adventure 2D Painted Cinematics Immersive story told through game play High quality VO and SFX Interactive Hidden Object Scenes Morphing items and Collectables Interactive Map and Task buttons
Cartoon and/or Photo-realistic art Overtly sexual female characters Themes that do not resonate – Fashion – Western – Sports Failing Text heavy (excess of 20,000 words) Less than 4 hours of gameplay The lack of Hints or Skip functionality Things that are disgusting – Spiders, snakes, insects, blood & gore, vomit, dismemberment….YUCK! What do our customers hate?
Hidden Object Adventure NOT the only strong performers!
Plan for other platforms early! 67% of customers play on an iPad! 54% of customers also play on an iPhone! Big Fish Unlimited launched July 23, 2012!
Mobile Best Practices Plan ahead for mobile optimization! – Optimized mobile interface and UI – Design for touch devices, opposed to mouse/cursor interfaces – Adjust touch radius for objects/puzzles/small screens – Be efficient with assets – the smaller the game the better the performance – Support multiple languages Test before you invest!
A Complete Solution for Your Games A large global customer base Targeting all casual platforms o PC o Mobile o TV Offering all relevant business models o Transactions o Subscriptions o Virtual Goods o Advertising A large global customer base Targeting all casual platforms o PC o Mobile o TV Offering all relevant business models o Transactions o Subscriptions o Virtual Goods o Advertising Mobile Cloud PC / Mac Premium Casual Premium Casual Free-to-Play Casual Free-to-Play Casual Developer Partners (licensed and funded) Big Fish Studios
Capitalizing on the Content Life Cycle Price $13.99 or $19.99 (CE Download) $6.99 or $9.99 (SE Download ) $7.99 (Cloud subscription for hundreds of games) $0.10 to $0.20 (Ad ARPU) $1 to $6 (Premium Mobile & Virtual Goods ARPU) Downloads (Standard Edition) Downloads (Collectors Edition) AYCE Subscription Premium Mobile, Virtual Goods, and Ad Monetization Paid Units Content OriginationContent SyndicationContent Franchising
Not all games are created equal. Quality matters! Brand matters!
Case Study #1
February 12 PC/Mac CE $500,000+ Grim Tales: The Legacy Elephant Games $800,000+ March 12 PC/Mac/Intl $1,000,000+ January 13 iOS Cloud 2013 Estimated Lifetime Value 2015+ $2,000,000+ Actual 30 Day Numbers Android coming soon!
Case Study #2
November 12 PC/Mac CE $800,000+ Christmas Stories: The Nutcracker Elephant Games $1,200,000+ December 12 PC/Mac $1,400,000+ December 12 iOS Cloud 2013 2015+ Estimated Lifetime Value $3,000,000+ Actual and Estimated 30 Day Numbers Android coming soon! International coming soon!
Why the difference? Immersive story told through gameplay High quality animations (characters and cutscenes) Character Helpers Achievements and collectibles Interactive Hidden Object Scenes Story-related mini games Atmospheric Effects Well known story, well known music
What you learned today Big Fish consumer demographics How to develop a game our customers will buy Big Fish is the best publisher for premium casual games
This is how to develop a successful premium casual game!