Correspondence to: Professor Jiin-Shuh Jean, President of IMGA Taiwan
Publishing Mobile Games in a multi-platform, multi-store environment by Maarten Noyons NCC Partners...
32
-
Upload
alisha-green -
Category
Documents
-
view
226 -
download
0
Transcript of Publishing Mobile Games in a multi-platform, multi-store environment by Maarten Noyons NCC Partners...
Publishing Mobile Games in a multi-platform, multi-store environment
by Maarten NoyonsNCC Partnersfounder of the IMGAand playground-maker.com
Who I am
Maarten Noyons CEO of Noyons Content Consultancy (NCC) Advises Media Companies, Content Houses, Operators,
handset manufacturers and government organisations, Creates the International Mobile Gaming Awards in 2004,
the largest competition for Mobile Games in the World, www.imgawards.com
Now creating the www.playground-maker open source platform for Real World Games.
Contents
Key figures of the Mobile Games Market, The key issues, Overview of the different paths to the consumer, Analysis, Recommendations and your questions
Installed base, worldwide
Source: isuppy, Gartner, GSMA, United Nations
Installed base, worldwide
Sources: isupply, Nintendo, GSMA, United Nations
Worldwide Mobile phone market shares Q3 2010
2006 Smartphone OS Marketshare
2010 Smartphone OS Marketshare
2015 Smartphone OS Marketshare
2006 2010
2015
small large
Less fragmented
Highly fragmented
installed Base
‘99 ’00 ’01 ’02 ’07 ‘08‘08
Launch of Handango
Launch of Les Games by French MNO Orange
NTT DoCoMo's iAppli Store
BREW launch in South Korea + roll out
Vodafone live !
Announcement of Joint Innovation Lab
Launch of the App Store
History of App stores
Launch of N-Gage store
‘09‘09
App Store launches
Ovi Store Nokia App World Blackberry Android MarketVarious MNO’s Play Now Sony Ericsson SamsungApps Samsung Shop for Apps Motorola LG Application StoreLG
105 app stores!
OperatorStores
Off portalStores
SpecialistStores
SmartphoneStores
Limited distribution Wide
Open
Proprietary
Limited distribution Wide
Open
Proprietary
Operator StoresPocketGear
Stores
Handango
GetJar
App Store
AndroidMarket
OVI Store
BREW
OEM App
Stores
Source: Strategy Analytics
Applications volume Marketshare 2010(including iPod Touch)
Revenue sharing for the 4 categories
Source: Strategy Analytics
Revenue sharing for Smartphone Stores
Source: Strategy Analytics
Revenue sharing for Operator Stores
Annual applications : downloads / user
Average number of apps installed by category
0 0.5 1 1.5 2 2.5 3
Healthcare/Fitness
Sports
Finance
Travel
TV/Video
Music
Social Networking
Navigation
Communication
Utilities/reference
Games
n=199, US and UK smartphone owners only. Source: Strategy Analytics
Pricing : free versus paid
Key Issues
ROI Fragmentation related costs Marketing
revenue share time to market
installed base profile of audiences
fragmentation piracy
price per app content strategy (policing)
payment mechanism localisation
volume of sales easy of use, search
marketing of your app marketing of the store
Fragmentation Related Costs
Ask yourself the ROI question There are affordable solutions in the
market: Ideaworks3D, Polarbit, Metismo,
J2MEPolish, Mobile Sorcery, Celcius,Innaworks, Flexicore
More and more developers are moving to become multi-platform publishers (X-box, PSN, Facebook, Playstation, etc…)
Marketing
A free game should be like a movie trailer: Learn from the film industry,
Use social networks in promoting your game,
Determine price carefully (read Distimo) Participate in Awards (IMGA!) Use upgrades, features, highscores,
achievements, feedback to establish relationships with consumers.
