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Success Factors and Pitfalls of Cross-Platform Games Michael Kalkowski Co-Founder & Creative Director GameDuell.

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Presentation on theme: "Success Factors and Pitfalls of Cross-Platform Games Michael Kalkowski Co-Founder & Creative Director GameDuell."— Presentation transcript:

1 Success Factors and Pitfalls of Cross-Platform Games Michael Kalkowski Co-Founder & Creative Director GameDuell

2

3 Cross-Platform

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6 Mobile PC Squeezebox API / Apps Social Networks

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8 8 Cross-Platform In The Games Industry?

9 9 What is Cross-Platform?

10 10 SNSOwn WebsiteMobile Level 1: Cross-Platform Brands

11 11 SNS Mobile Own Website

12 12 Level 2: Cross-Platform Marketing

13 13 Level 3: Shared Social Graph

14 14 Level 4: Shared Virtual Economy

15 15 Level 5: Cross-Platform Gameplay

16 Cross-Platform: 1. Brands 2. Marketing 3. Social Graph 4. Virtual Economy 5. Gameplay

17 Complexity and Limited Resources

18 18 Overcoming Difficulties The Path To Cross-Platform

19 Path to Becoming A Cross-Platform Company Cumulative users and installs (mio) First Facebook app First Android App Launch in USA Opened San Francisco office Wellington invest $17.5 mio Seed investment by Holtzbrinck Ventures and Burda Digital Ventures First HTML5 game Break-even Move into France European expansion Founded in Berlin First iPhone app Over 70 million users and installs Team reaches 180 people Expanding to new office Cross-platform technology 60+ games Dec 2003

20 Lesson 1: Focus 20 Less is more Quality (not quantity) Lead with fastest platform

21 Lesson 2: Excellent Analytics 21 Data  information Cohort Analysis Reporting infrastructure Cross-platform tracking

22 Lesson 3: Create Synergies 22 GFX o asset management o dynamic sizes Payment providers and infrastructure Marketing partners Common core technology

23 23 Mobile Own Websites SNS Own Websites Own Websites Tests Core Technology

24 Lesson 4: Be Customer-Driven 24 Add user value o Single sign-on o Cross-platform features User typology Filter audiences Funnel traffic

25 Lesson 5: Be Platform-Specific 25 Same core gameplay...but platform-specific adaptations o Usability (Luke W: “Mobile first“) o Reinvent and innovate o Controls!

26 26

27 27 3x Benefits of Cross-Platform Acquisition Monetisation Retention

28 1. Better Acquisition Via Multiple Platforms 28 Multiple traffic sources Lower total CPI Leverage existing fanbase Brand recognition Higher virality Independence from facebook

29 2. Better Monetisation 29 More ways to monetise Funneling Deep cross-promo Higher ARPUs Increase up to +75%

30 3. Higher Retention 30 24/7/365 More CRM channels Remain active longer up to 2.5x after 90days

31

32 Thank You


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