Презентация на тему «How to Find Success on Android»

How to Find Success on Android

David Worle VP of Content Acquisition WildTangent Games

The Platform Battle

Market Share

Revenue Performance

4

Early Problems Unknown DRM No filter for content No carrier billing

Side-loading Apps Broken games, security concerns Confused market - forcing everyone through Google Checkout Device confusion, fragmentation Android OS versions constantly changing

Epic Fail by Google and App Stores

5

What’s Been Missing

Is this a self-fulfilling prophecy?

Massive Consumer Adoption of Android

Internet Device Sales Forecast

Android Growth

What do Android Games Need to Succeed

5 Elements Required

Mutual partnership between content creators and distributors

Multiple Business Model Support

Not all Content Is Equal Retail Price (games can be worth more than .99?) Rental Advertising Item Purchase Subscription

Execution – What’s your plan to work with partners

Be easy to work with.

Confidential

86%

Making Sense of the Operating System

Most widely used versions of Android on GooglePlay

Gingerbread 65%

Froyo 21%

Data updated May 1, http://developer.android.com/resources/dashboard/platform-versions.html

Non-Curated

Top 10 Paid Games

Top 10 Revenue-Producing Devices

Samsung SGH-i997 Samsung SGH-i727 Samsung SGH-i897 Samsung SGH-i777 HTC PD98120 LG LG-P925 Motorola MB865 Motorola MB860 Samsung SGH-i717 Pantech P8000

Draw Something $1.99 Angry Birds Space Premium $.99 Cut the Rope $.99 Where’s My Water $.99 Mine Craft Pocket Edition $6.99 Fruit Ninja $1.22 Osmos HD $2.99 Cut the Rope: Experiments $.99 Grand Theft Auto III $4.99 Doodle Jump $.99

Confidential

15

vs

Curated - Verizon App Store

Top 10 Paid Games

*Monthly Subscription Cost

Top 10 Revenue Producing Devices

Need for Speed: Hot Pursuit $3.99* Battlefield Bad Company $7.99 Dead Space $ 3.99* Fruit Ninja $2.99 Bejeweled 2 $1.99* Assassin’s Creed HD $1.99 Plants Vs Zombies $2.99 The Sims 3 $3.99* Madden NFL 12 $2.99* Modern Combat 2: Black Pegasus HD $2.99*

Sony Ericsson Xperia Play Motorola Droid RAZR Motorola Droid Bionic HTC Droid Incredible 2 Motorola Doid X2 HTC ThunderBolt LTE Samsung Charge Motorola Droid X Samsung Galaxy Tab Motorola Droid 3

Confidential

Curated Benefits

Knowing Your Customer

Recent survey results of our audience regarding their operating system

Who Is The Typical Android Consumer

There is no typical customer, everyone is a special snowflake

Uncle Slappy

Skeeter

Gregory

Maggie

Meg Ryan

19

Rules for Game Design

KISS – Keep It Simple Stupid People will NOT read 3 menu screens is 3 too many UI should be unnoticeable Game mechanics (for phones) must be INTUITIVE Men hunt and compete Women collect and cooperate Find the value in your game and charge for it

20

You Have to Become a Crossover Artist

Apply the KISS rule Passion + Hook = Emotion ? congratulations, you just connected with your audience Burn from the first bar Make a game you want to play Passion INSPIRES people …Inspired people buy things

Taylor – Owns an HTC Sensation

21

Spend Time At Retail

Say what? Watch how people shop, this can help inform your presentation sales strategy We are not rational creatures Ok I admit it, I liked the pink dinosaur Your game is your retail product, design it to sell

22

Don’t drink the Kool-Aid

All purchasable games need not be 99 cents All successful games won’t only be in game purchase Having your game in 1 location is not all you need

WildTangent Android Test Devices

Motorola Droid Razr (2.3.5 Phone) Motorola Atrix (2.2.1 Phone) Motorola Droid X (2.2 Phone) Motorola Xoom (3.2 Tablet) Pantech Element (3.2 Tablet)

Acer Iconia A500 (3.0 Tablet) Acer A700 (4.0 Tablet) – Pre-release Archos 101 (4.0.3 Tablet) Asus Eee Pad Transformer (4.0 Tablet)

HTC EVO 3D (2.3 Phone) HTC Wildfire S (2.3.3 Phone) Huawei Phoenix (2.3 Phone) Kindle Fire (Custom 2.3 Tablet) Lenovo K1 (3.1 Tablet) LG Optimus (2.3.3 Phone) LG Slate (3.0.1 Tablet)

Samsung Galaxy 10.1 (3.0 Tablet) Samsung Galaxy Nexus (4.0 Phone) Samsung Galaxy Note (2.3.6 Phone) Samsung Galaxy S (2.2.1 Phone) Samsung Galaxy SII (2.3.3 Phone) Samsung Galaxy 7.0 (2.2 Tablet)

Sidekick 4G (2.2.1 Phone) Sony Xperia Ray (2.3.3 Phone) Toshiba Titan (4.0.3 Tablet) – Pre-release Toshiba Sphinx (4.0 Tablet) – Pre-release Toshiba Blade (4.0 Tablet) – Pre-release Toshiba Thrive 7” (3.2 Tablet) Virgin Venture (2.3.5 Phone)

On Deck HTC One S/X Motorola Photon

Sharing Information

WildTangent is publishing a White Paper in June. Working with device manufacturers and carriers gives us access to all sorts of inside data and news. david.worle@WildTangent.com