Sequels in the Appstore

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Presentation for the Causal Connect Singapore May 2013

Transcript of Sequels in the Appstore

  • 1. Sequels in theApp StoreThe trends & strategies for building a successful sequel to your game.Casual Connect SingaporeMay 2013

2. I am a co-founder at ReignDesign. 3. We are a mobile game dev company based in Shanghai. 4. We are a mobile game dev company based in Shanghai. 5. Pig Rush is a innite runner game rst launched in 2009. 6. PigRush has been steadily pretty successful.255000 active users monthly. 7. PigRush has been steadily pretty successful.255000 active users monthly.Over 4 million downloads. 8. PigRush has been steadily pretty successful.255000 active users monthly.Over 4 million downloads.Featured on the App Store in many countries. 9. 255000 active users monthly.Over 4 million downloads.Featured on the App Store in many countries.And still in the top 500 without much marketing.Were in the midst of making a sequel to our game PigRush. 10. What Ill Cover:1. Sequel distribution & Trends2. Types of Sequels & which is right for your game?3. What well do. 11. Types of sequelsSequels in the top 100 Games: Paid 12. Types of sequelsTypes of Sequels in the top 100 Games: Paid 13. Sequels in the top 100 Games: Free 14. Types of Sequels in the top 100 Games: Free. 15. Types of Sequels in the top 100 Games: Free (minus Freemiums) 16. Sequel distribution & TrendsFree - Top 100 GamesPaid - Top 100 Games#2 Sequels#2 New games#2 originals#2 New games#2 originals#2 Sequels 17. What Ill Cover:1. Sequel distribution & Trends2. Types of Sequels & which is right for your game?3. What well do. 18. Types of sequels.Dont sequel,Update.1.To release incremental changesonly as updates to the original game. 19. Types of sequels.Dont sequel,Update.1. SequelizedMechanics.2.To brand the game mechanics &re-release them as different games. 20. Dont sequel,Update.1. SequelizedMechanics.2. ActualSequel.3.Types of sequels.Types of sequels.To create a actualsequel to the existing game. 21. Types of sequels.Dont sequel,Update.SequelizedMechanics.ActualSequel.ThemedSequel.1. 2. 3. 4.To release themed versions of your game,or collaborative versions with brands. 22. Types of sequels.Dont sequel,Update.SequelizedMechanics.ActualSequel.ThemedSequel.1. 2. 3. 4. 23. Dont sequel, Update.1.SubwayFree Paid 24. Dont sequel, Update.1.SubwayFree Paid 25. 1. Dont sequel, Update.Free 2 play modelGames that are not consumable.Community: Games that are viral.A sequel would split up the user-base, which is bad for when playersbenet from a community.Focus lies on user-retention:Retain users by creating updates in the original game. 26. 1. Dont sequel, Update.Free 2 play modelNever release a sequel forFree 2 Play games. - Simon Moller, creator of Subway surfersSubway 27. Dont sequel, Update.1.SubwayFree Paid 28. Dont sequel, Update.1.SubwayFree Paid2009 dec 2010aug 2010Jan 20102009 2009 20092009 29. 1. Dont sequel, Update.Games that have a accumulated big user-baseKeep this user-base happy with updates to the game.Episodical Word-of-mouth marketing:Instead of releasing all at once, do many incremental updates overtime.With this strategy it is possibleto sustain a steady rank over a longer time.Appstore ranking algorithms: Might favor old-time hits.Early launched Premium Casual Games 30. 1. Dont sequel, Update.What you see now is pretty muchDoodle Jump 3 already, but itsbeen fit into the single product. - Igor Pusenjak, creator of Doodle JumpPremium Casual Games 31. Sequelized Mechanics.2.Free Paid 32. 2. Sequelized Mechanics.Free 2 play modelCreating a brand out of your game mechanics: Using samenames, visual style, and branded icons.User retention on a brand level.Cross-promotion before the user exits your game.Games that dont have in-build viral features.Games with strong game mechanics - less strongcharacter,story. 33. Actual Sequels.3.Free Paid 34. Game that want to change their monetization strategy andupdate their game mechanics, or their visual style.Games that have been acquired by a new company.To create buzz: New releases are more likely to be covered inthe media, or featured on the App Store.This strategy works if you want to createa new momentum for a game.3. Actual Sequels.Premium Casual Games 35. Themed Sequels4.Free Paid 36. 4.Free PaidThemed Sequels 37. 4. Sequelized Mechanics.Games that are popular enough to be approached by possiblepartners.This approach can benet both parties &can give you access to a new user base.Games whose mechanics lend themselves for branding.Seek a brand that you want to associate your game with - youwill get pull from the brands own fans.Premium Casual Games 38. Themed Sequels & Mods.4.Free Paid 39. 4. Sequelized Mechanics.Mostly games are less complex than original.Premium Casual GamesThey are often released around times of the year that whereapp sales spike.New chance to be featured.There is a critical launch window for themed sequels.They have the same character in a new world.Themed sequels create momentum& strengthen the IP. 40. What Ill Cover:1. Sequel distribution & Trends2. Types of Sequels & which is right for your game?3. What well do. 41. We want to update the game mechanics & visual style.Pig Rush has a accumulated user-base.We plan to create a #3 Actual sequel, with #1 dont sequel conditions:To release it under the same app id, keeping the original userbase.What well do: Pig RushPig Rush is a premium casual game. 42. What Else?PlatForms! 43. What Else?Platforms! 44. What Else?Platforms! Merchandise! 45. What Else? 46. What Else? 47. What Else? 48. What Else? 49. What Else? 50. What Else? 51. What Else? 52. Thanks a lot! 53. Get in touch:[email protected]