Digital 2013, Ed Rumley, Chillingo
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Transcript of Digital 2013, Ed Rumley, Chillingo
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AGENDA
• Challenges in Today’s Mobile Marketplace• Why Partner With a Publisher?• When do Publishers Get Involved in the
Development Process• Monetization – How Can Developers Really
Make Money in Today’s Mobile Marketplace?• Promoting Indie Mobile Games
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Challenges in Today’s Mobile Marketplace
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MOBILE PUBLISHING HAS NEVER BEEN EASY
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MOBILE GAMING IN 2013 IS AS COMPLEX AS EVER
Increased Competition
Fragmentation
Discoverability
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COMPETITION IS FIERCE
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FRAGMENTATION: IT’S NOT JUST iOS!
1 billion smartphones and growing
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DISCOVERABILITY IS CHALLENGING
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YOU NEED TO STAND OUT!
Who do you want to be?
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Why Partner With a Publisher?
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DECISIONS, DECISIONS!
Developers will always weigh the benefits of self-publishing versus working with publishers.
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I CAN DO THAT
It’s easy to confuse self-distribution with self-publishing.
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YOU HAVE CHOICES
Don’t feel overwhelmed
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The right publisher can identify promising material and:
In the gaming industry, an experienced publisher is that link between artist and
consumer.
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A PORTFOLIO OF RESOURCE
A publisher can complement an indie studio regardless of size.
QA
Graph
ics
Biz Dev
Sale
s
Adm
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PR
Mar
ketin
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Deplo
ymen
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Prod
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Man
agem
ent
Adve
rtisin
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Prod
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PUBLISHERS HAVE CONTACT LISTS
Platforms
Carriers
OEM’s
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When do Publishers Get Involved
In the Development Process?
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ALL INDIE DEVELOPERS ARE DIFFERENTAND SO ARE THEIR GAMES
?
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UNDERSTANDING THE DEVELOPER
Publishers should understand developers’ needs, whether they need help with gameplay, monetization
or PR and marketing.
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ONE SIZE DOES NOT FIT ALL
1) Contre Jour and Mad Coaster: Chillingo guided through development
2) Horn (Zynga): Zynga provided limited guidance so Phosphor could maintain more creative control.
Developers should evaluate what works
best for their needs.
Publishers often see games at various stages of development.
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Monetization:
How can developers really make money
in today’s mobile marketplace?
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I WANT A SLICE OF THAT
Publisher’s bring knowledge that can only be gained through experience
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What’s next???
THE $ FRAGMENTATIONPayment models are fragmented now:
Pay per download: Paymium:
Free to Play: Freemium:
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PPD? Paymium? F2P? Freemium?
Jan-
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13$0M
$20M
$40M
$60M
$80M
$100M
$120M
$140M
$160M
$180M
$200M
PremiumFreemium
Revenue
Complex Payment Models
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Promoting Indie Mobile Games
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YOU WANT TO BE DISCOVERED
Hope is not a strategy
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YOU WANT TO BE DISCOVEREDSuccessful publishers offer a virtual marketing and PR that drives discoverability for games.
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DON’T FIRE AND FORGET
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DO WHAT YOU LOVE!