July 17-19 2007 CGA Seattle 2007
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Overview
• Everyone thinks Casual Games = $20 try-before-you-buy
• That’s not true!
• Reach a different audience
• There are lots of ways to make money, and the most successful companies will use several methods
July 17-19 2007 CGA Seattle 2007
Ad Supported
• Advertisements are placed around the game• This can happen in a browser, or wrapped in a
download• If in a download, the more integration you do, the
higher revenue share you will get
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July 17-19 2007 CGA Seattle 2007
Pros• Easy Money• Ad market is doing
great
Cons• Portals don’t want to
share• When they do share
you get poor revenue share
• Careful not to get too annoying for players
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Ad Supported
July 17-19 2007 CGA Seattle 2007
Web-Based
• Build a web-based version of the game• Put it on your website, or other web portals• Typically built in Flash, but other tools exist
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July 17-19 2007 CGA Seattle 2007
Pros• Lots of sites looking
for web versions• Ad revenue can be
fairly significant• Simpler development
than a full casual game
• Can take advantage of community easier
Cons• Not all sites share
revenue from web versions
• Need Flash or Shockwave proficiency
• Lots and lots of web content available
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Web-Based
July 17-19 2007 CGA Seattle 2007
Downloadable Console
• This is really sweet!• All 3 consoles are working on methods for this• XBLA is the most mature• Nintendo may be the most open
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July 17-19 2007 CGA Seattle 2007
Pros• Great conversion rates• High profile in game
industry• Huge bragging rights• Can have great
production value• Some room for very
innovative titles
Cons• Approval from console
maker required• Needs great
production value• Tools are more
expensive and limited• Success is unproven
for PS3 and Wii
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Downloadable Console
July 17-19 2007 CGA Seattle 2007
Advergaming
• Build games for and around client brands• This is NOT putting logos in a Bejeweled clone• Work direct with brands or through their agencies
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July 17-19 2007 CGA Seattle 2007
Advergaming Examples
• Candystand.com• American Dad vs Family Guy• Sneak King
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July 17-19 2007 CGA Seattle 2007
Pros• Fixed budget = fixed
risk• Get to work with huge
brands, and built in audiences
• Work on projects without a focus on sales
Cons• Sales process can be
very long• Brands are tough to
work with• Little room for a huge
payoff• Need to focus on this
market to succeed
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Advergaming
July 17-19 2007 CGA Seattle 2007
Subscriptions
• Users pay a fixed recurring fee for content• Can be a single game or a suite of games• Provides full or discounted access to content
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July 17-19 2007 CGA Seattle 2007
Subscription Examples
• Shockwave Unlimited• RealPass• PuzzlePirates
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July 17-19 2007 CGA Seattle 2007
Pros• Recurring fees =
awesome• More stable revenue
month to month• Greater player
attachment
Cons• Need to provide new
content• Who’s customer is it?• Difficult to build
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Subscriptions
July 17-19 2007 CGA Seattle 2007
Microtransactions
• Selling stuff in very small increments• Could be additional content, outfits, badges,
powerups, etc
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July 17-19 2007 CGA Seattle 2007
Pros• Can offer the game
free• Can provide a
recurring revenue stream
• Potential for higher revenue per person
• Direct to you!
Cons• Need lots of players• Community and/or
Multiplayer is a requirement
• Portals may take convincing
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Microtransactions
July 17-19 2007 CGA Seattle 2007
Skill-Based Games
• Competitive Play• Multiple people pay, most of the entry fees go to
winner• Providers split the remainder
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July 17-19 2007 CGA Seattle 2007
Pros• Additional revenue
stream• Fairly easy to modify
an existing web-based game
Cons• Not much revenue• Very few companies in
the space
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Skill-Based Games
July 17-19 2007 CGA Seattle 2007
Mobile Games
• Developing for cell phones• Can be unique content, or modifying existing
games
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July 17-19 2007 CGA Seattle 2007
Pros• Good to license in
successful titles• Lots of interest in the
space
Cons• Enormous amount of
work to support all handsets
• Distribution tightly controlled by carriers
• Not a lot of revenue
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Mobile Games
July 17-19 2007 CGA Seattle 2007
What’s happening now
• Advertising $$$ = Download $$$ (for portals!)• Web Games are big again• Some Web 2.0 plays
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July 17-19 2007 CGA Seattle 2007
What’s coming next?
• Lots more community• Web-MMO’s with multiple business models• Convergence of companies• Further driving casual games into middle-aged
woman niche• Community created content
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July 17-19 2007 CGA Seattle 2007
What’s nobody trying?
• A game portal for the masses• Tying into web 2.0 ideas• Passive play• Mass audience play
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July 17-19 2007 CGA Seattle 2007
Thank You / Questions
• Brian Robbins – [email protected]• Slides posted at
– www.dubane.com/cons– casualconnect.org/seattle/2007/sessions/speakers/ppt/cons
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