Presentation on theme: "Case Study: Knight Online"— Presentation transcript:
1 Case Study: Knight Online Turkish Delight !Rahul SandilGamersFirstCase Study: Knight OnlineMonetizing a Free2Play game and keeping it alive and fresh over 8 years
2 1 ONE Background Key Market Indicators Founded GamersFirst in 2001 s e c t i o nONEBackgroundKey Market IndicatorsFounded GamersFirst in 2001Found Knight Online in 2003
3 Key Market Demo Average age :25 25,000,000 gamers in total 70% < 30 yrs1/3 of population > 14 are gamers25,000,000 gamers in total63% of gamers are years oldPC cafes6 hours of game play/week3G subscribers: 40M in 2011 (7M in 2009)1/3 of all mobile phones aresmartphones250 online video/ month watched on avg per subscriber
4 TURKISH ONLINE USERS 35M INTERNET USERS 5TH BIGGEST INTERNET POPULATION IN EUROPE13TH BIGGEST INTERNET POPULATION IN THE WORLD9 M TURKISH ONLINE SHOPPERS70% are YOUNGER THAN 30 YEARSVs.39% are YOUNGER THAN 30 YEARS IN UK
8 BACKGROUND Found Knight Online in 2003 Already released in Korea in 2001, it set the land speed record for failure…Which meant that by the laws of Inverse Demographics (which I just made up), it would blow the roof off of the North American Market!Game was translated to English and published by K2 shortly afterwards
9 2s e c t i o nTWOHORIZONTAL EXPANSIONALT TITLE: MORE TURKEY PLEASE
10 2 TWO Horizontal Expansion Initial wave of Turkish players in 2006 s e c t i o nTWOHorizontal ExpansionInitial wave of Turkish players in 2006Within a year game overrun with Turkish players (in a good way)Gaming phenomenon!!
11 HORIZONTAL EXPANSION 1 in 10 Turkish citizens has played Knight Online OEM “hardware” appears: The KO PedalTurkish player data:Conv Rate: 8% - 12%ARPPU: $18-$26Average LTV: $80-$120
12 HORIZONTAL EXPANSION 1 in 10 Turkish citizens has played Knight Online OEM “hardware” appears: The KO PedalTurkish player data:Conv Rate: 8% - 12%ARPPU: $18-$26Average LTV: $80-$120
13 EVERYTHING WAS LOOKING GOOD . . . UNTIL THE DARK TIMES…
14 Hackers/cheaters begin to appear en masse DDOS attacks in 2007 cripple game servers for monthsTurkish government BANS Knight Online (possibly preparing for 2011’s attempt to ban the internet)Net result?
15 A few million more unique logins appear Max CCUs double Number of transactions quintupleHackers/cheaters begin to appear en masseDDOS attacks in 2007 cripple game servers for monthsTurkish government BANS Knight Online (possibly preparing for 2011’s attempt to ban the internet)Net result?
16 3 THREE Community Currency Content Three Cs of Monetization s e c t i o nTHREEThree Cs of MonetizationCommunityCurrencyContent
17 Combos and Sliding: Two features that started their lives as bugs Daily/Weekly/Monthly Live eventsLocalized GM/CSEmbraced Social Media early1. COMMUNITY
18 2. CURRENCY Pricking with E-Pins KOL everywhere! Everyone Makes Money [on the secondary market]2. CURRENCY
19 3. CONTENT PVP: The UGC gift that keeps on giving Everyone Loves a TraderAnnual Content Updates3. CONTENT
23 I don’t want to spend money I want itemsTipping the Scales
24 I don’t want to spend money DON’T PlayPlayI don’t want to spend moneyI want itemsTipping the Scales
25 I don’t want to spend money DON’T PlayPlayI want to PVPI don’t want to spend moneyI want itemsTipping the Scales
26 How did my friend get that? I don’t want to spend money DON’T PlayPlayI can pay with CashHow did my friend get that?I want to PVPI don’t want to spend moneyMy clan needs meI want itemsTipping the Scales
27 Tipping the Scales DON’T Play Play DON’T Play I don’t want to spend moneyWow – The GM’s speak Turkish !!DON’T PlayHow did my friend get that?I can pay with cashI want to PVPMy clan needs meI want itemsTipping the Scales
28 Tipping the Scales Life Time Value of Paying Player $80 - $120Peak CCU45k -55kConversion to Paying8% to 12%Wow – The GM’s speak Turkish !!I don’t want to spend moneyDON’T PlayHow did my friend get that?I can pay with cashI want to PVPMy clan needs meI want items
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