Matthew Wilson, Director of Business Development, Rovio Entertainment
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Transcript of Matthew Wilson, Director of Business Development, Rovio Entertainment
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10000
20000
30000
40000
2008 2009 2010 2011 2012 2013 2014
Global mobile
spending (M$)
IN-APP
PURCHASES
ALLOWED
IPAD
RELEASESAPP STORE
& ANDROID
MARKET
MILESTONES IN MOBILE SPENDING
0
10000
20000
30000
40000
2008 2009 2010 2011 2012 2013 2014
Global mobile
spending (M$)
1.0
2.0
3.0
MILESTONES IN PUBLISHING
1.0
I’LL THROW SOME GAMES OUT THERE,
GET A BUNCH OF FEATURING AND
EVENTUALLY MAKE… “ONE. MILLION.
DOLLARS.”
DR. EVIL
AND NOW? IT’S A REALLY CROWDED PLACE.
< $ 10,000AVG REVENUE
< $ 1,000MEDIAN REVENUE
Source: Rovio Estimate 2015
1000IOS GAMES PER DAY
IN 2015
“..I COULD USE SOME HELP IN VISIBILITY, DISTRIBUTION AND
OPTIMIZING MY FTUE.”
3.0 THE DYNAMIC DUO
“BROTHER, UNITED WE HAVE A FAR BETTER CHANCE OF ACQUIRING,
RETAINING AND MONETIZING.”
THE MOBILE GAMES PUBLISHER OF 2016 IS NO LONGER JUST A PUBLISHER.
THE PUBLISHER HAS BECOME A PARTNER.
WHAT DOES THIS MEANIN PRACTISE?
OLD WORLD
NEW WORLD
RETAIN MONETIZE APPEAL REACH
F2P
DEVELOPER PUBLISHER
“GAME AS A SERVICE” = PARTNERSHIP
ROVIO PUBLISHING OFFERING FOR PARTNERS
MARKETING USER ACQUISITION AND CROSS PROMOTION
CHANNEL MARKETING
MATERIAL & CAMPAIGNS
DESIGN & OPTIMIZATIONDEDICATED PRODUCERS & ART DIRECTOR
UX / MONETIZATION DESIGN ASSISTANCE
NATIVE ADS & IN HOUSE AD SALES TEAM
PUBLISHING SERVICES
QA / LOCALIZATION
DEV FUNDING
CUSTOMER SUPPORT
ROVIO PULL NUMEROUS DATA SOURCES & WE
KNOW:
- EVERY GAME IN SOFT LAUNCH
- A REV/DL ESTIMATE FOR EVERY GAME
- THE CPI COST FOR THAT GENRE
- HOW LONG THE GAME HAS BEEN IN SOFT
LAUNCH.
ONCE WE FIND GAMES WE THINK COULD RESONATE
WITH OUR USERBASE WE MAKE CONTACT WITH THE
DEVELOPER TO SEE IF THEY ARE INTERESTED IN A
PUBLISHING PARTNER AND VALIDATE THEIR DATA.
EXAMPLE MINIMUM SPEC PUZZLE GAME METRICS:
RETENTION: DAY1 = 40%, DAY7 = 20%, DAY30 = 10%
MONETISATION: ARPDAU = €0.08
THE ONES THAT GOT AWAY, ALTHOUGH THE DEVELOPERS
COULD WELL HAVE NOT BEEN INTERESTED IN A PARTNER
REGARDLESS......
“Net Revenue” shall mean gross revenue actually received
by “the Publisher” from the game less paid user acquisition
expense (done by “the Publisher”) and other approved
media buy expenses.
Example: Net Revenue = Gross Revenue - (Paid UA +
Media Buy Expenses)
Example: 50/50 publishing deal that the publisher can’t
deduct UA costs:
LTV of the game = $3 dollars, the CPI for that genre is
$2.50
The publisher will always refuse to buy under the above
circumstances because the LTV they actually see is only
$1.50 not $3.00 because the cannot deduct paid user
acquisition i.e. They have no incentive to continue building your F2P title at an operation lost for them.