PC and MobileGoing Cross Platform Post Launch

Mel Montano

Business Development Manager

Why Go Cross Platform Post Launch

Primary

• Game lifespan

• Current players

• Potential players

• Revenue

Bonus

• Platform experience

• Preserving legacy titles

2

Consider and Evaluate

Potential opportunity

Self porting vs paid porting

Effort needed

• Engineering

• QA

• BD

• Marketing

Team enthusiasm

3

Potential Opportunity Considerations

Premium PC -> Premium Mobile

• Limited installs

• Audience expects lower cost or free

Mobile -> PC

• Limited installs

• Steam users are sensitive to

perceived mobile ports

4

Going Mobile: Premium vs Freemium

Week 1 Install rates with a major platform

feature

Premium <10,000

Freemium >750,000

Yes there are outliers!

Switching to Freemium Mechanics is HARD.

Research implementations

Ad implementations

Session lengths

5

Pricing: PC to Mobile

Premium

Demo and Full / Level Unlock

Retooled for Freemium

6

Google Play, Level/Full Unlock

>1M Downloads, 4.4 Rating

More on PC to Mobile

Install size (<100MB)

Cloud saves and multiple devices

Social Sharing

Screen Sizes

Analytics

Retention

FTUE completion, DAU,

ARPDAU

Crash Tracking

MarketingOpenSignal 2015, Android Fragmentation

7

Case Study: World of Goo [2D Boy]

8

2008* Windows

2008* WiiWare (North America)

2008 Mac

2009 Linux

2009 WiiWare (Japan)

2010 iOS (iPad)

2011 iOS (iPhone)

2011 Android

2013 BlackBerry

2017 Nintendo Switch

Mobile to PC Pricing: Premium vs Freemium

Stay Premium

Pricing Difference

Stay Free to Play

Free to Play category on Steam

Premiumify

Removing energy systems and

IAPs

Rebalancing

9

Mobile to PC Considerations

Event Systems

Push Notifications

DAU

Storefronts

Genres

Reviews

Special Edition and Soundtrack

10

Case Study: Lara Croft GO [Square Enix]

April 2014 - Hitman GO for iOS and Android, Windows in 2015

August 2015 - iOS, Android, Windows, Windows Phone

December 2016 - Windows and Mac on Steam

Mobile $1.99 w/IAP

Steam $9.99 no IAP

Doesn’t hide mobile

Praises the porting

Shows off awards

11

Session Lengths, Game Lengths

Mobile App Average Session Length 2016 = 5 minutes

Mobile Games = 7-10 minutes

Average 2016 Daily Mobile Gameplay = 24 minutes

Good Median Retention D1 / D7 / D30 = 40 / 20 / 10

Steam 2016 Median Playtime = 3 hours 36 minutes

PC to Mobile: Save points, First Time User Experience

(FTUE)

Mobile to PC: Energy mechanics halting gameplay

12

UX / UI

Mobile -> PC

Reduce oversize buttons and UI

Less bouncy FTUE

Any finger dragging animation

No social media sharing

Loading screen tips

Account system

PC -> Mobile

Bigger, easier to click interface

No double clicking

Hand locations and covered

portions

FTUE

Account system

Localization menu

13

Controls

Mobile -> PC

Accessibility

Keyboards

Full Controller vs Partial Controller

PC -> Mobile

Camera controls

Mobile D-Pads Yes or No

14

Platform Relationships

Embrace the platform

Tout the changes and updates

Show off awards

Add platform specific changes

• Achievements

• Push Notifications

• iOS Stickers

• Steam Trading Cards

Make a new trailer

Be loud about the launch

Increase sales on multiple platforms

15

Old Games for a New Audience

RealMyst [Cyan, Inc]

Myst (1993), RealMyst (2000)

iOS 2012, Android 2017

7th Guest [Trilobyte]

Original release 1993, iOS 2010, Android 2015

Putt Putt Saves the Zoo [Humongous Entertainment]

Original release 1995, iOS 2011, Android 2012, Steam

2014

16

Paid Porting

Set cost vs revenue share

May find out it is unportable

Potential delays

Bug fixes

Future update issues

17

Thank Youmelinda@kongregate.com

@melchiwi

Relevant Articles

Bhuta, Falguni. “MOBILE APPS CAPTURE CONSUMER ATTENTION 37 MINUTES A DAY – UP 20% FROM THE

BEGINNING OF 2016.” Opera Mediaworks. 21 November 2016.

Galyonkin, Sergey. “Median Playtime on Steam.” Steam Spy. 8 June 2015.

“Monthly Summaries.” Steam Spy.

Hwong, Connie. “The Average Mobile Game Day.” Verto Analytics. 17 August 2016.

“Game accessibility guidelines.”

19