how to evolve players into fans
TRANSCRIPT
HOW TO EVOLVE PLAYERS INTO FANSMoDev LA – Amazon Developer Day
Peter HeinrichDeveloper Evangelist, Games
PeterDotGames
peterheinrich
APPS ABOVE THE POVERTY LINE?
How Do We Get More
Android Devs
iOS devs Amazon Fire OS
41%
48%
60%
Source: Developer Economics Q3 2014 © VisionMobile, All Rights Reserved
% D
evel
oper
s ab
ove
Pove
rty
Line
GameLoop
The Fun: Action, Reward, Level Ratings, Session Length, Sessions
FIRST: A MINIMUM VIABLE PRODUCTGame Loop, Monetization Loop, User Acquisition
Monetization Loop
GameLoop
The Revenue: Premium, IAP, Ads… ARPU
FIRST: A MINIMUM VIABLE PRODUCTGame Loop, Monetization Loop, User Acquisition
User Acquisition
Monetization Loop
GameLoop
The Customers: Advertising kFactor
DAU MAU
FIRST: A MINIMUM VIABLE PRODUCTGame Loop, Monetization Loop, User Acquisition
GameLoop
User Acquisition
Monetization Loop
JUST THE START
However, This MVP Is
Let’s Talk about Building a Fan Base
FOOSBALLI Love
Popular Worldwide, BUT-Who’s Your Favorite Player?-Do You Have a Jersey? A Hat? -Do You Watch on TV or Radio?
It’s a Pastime for Players,Not Fans
A FAN BASECompare to a Sport with
More Fun for the Players, PLUS
Diverse Revenue Opportunities• Merchandise• Broadcasting • More Content
Lower Costs• User Acquisition• Content Creation
OPPORTUNITY IN ESPORTS ALONEeSports
EARLY ADOPTERSA Fan Base Requires
InfluentialShow the FunStart the Conversation
Influencers
User Acquisition
Monetization Loop
GameLoop
ADVOCATESInfluence in Peer Groups
PROFESSIONALS Case Study: Twitch Broadcaster
263k viewers
10MM min watched
65.9 min per unique
Example of Streaming during Development
BUILDING ADVOCATES
Followers buy the t-shirt and get the game for free
Example of Streaming during Development
BUILDING ADVOCATES
BE ON THE DEVICES THAT FANS USE
Reduce Adoption Blockers
Variety of Hardware• YES: Phone, Tablet, Set-Top,
Desktop• Maybe: Wearables, Voice-Only,
VRUse Responsive Game Design
ENGAGE INFLUENCERS TO BUILD MAINSTREAMInfluence: The Ability to Cause or Contribute to a Change in Opinion or Behavior
Influencers Mainstream
Willingness to Adopt
# of
Peo
ple
ADVOCATES DRIVE RETENTIONActive Listening and Interacting
Source: Apptentive data from 3000+ apps, March 2015
CONTENT CREATORSA Fan Base Includes
Greater VarietyLonger-Lasting
ContentCreation
Influencers
User Acquisition
Monetization Loop
GameLoop
ENTERTAINERS“This Guy Is Fun to Watch”
YouTube broadcasters by most subscribed
ENTERTAINERS“This Guy Is Fun to Watch”
Twitch broadcasters by most followers
100M Unique16B min watched per month106 minutes per day per user
Live streaming
EDUCATION“What Is This Game?” / “Is It Worth Getting?” / “How Do I Get Better at It?”
ENDLESS CONTENTIf You Enable It, Fans Will Extend the In-Game Experience
Minecraft Trivia Crack
ALTERNATIVE REVENUE
A Fan Base Enables
Physical GoodsExperiences outside the Game
Alternative Revenue
ContentCreation
Influencers
User Acquisition
Monetization Loop
GameLoop
PRODUCTSPhysical Goods and Toys
ENGAGEMENT OUTSIDE YOUR GAME
Revenue Via
Crowd FundingAds on Supplemental Content
FILM AND TVBased on Game Content
PLAYERS TO FANSEvolving
Techniques You Can Use toBuild a Fan Base
User Acquisition
ContentCreation
Influencers
Monetization Loop
GameLoop
Alternative Revenue
ContentCreation
Influencers
Monetization Loop
GameLoop
Alternative Revenue
SUPPORT INFLUENCERS
Get off to a Strong Start
• Relate to Their Audience• Be on the Devices They
Use• Remove Viral blockers• Have Responsive Game Design
• Provide Value• Make Content for Them• Promote Their Efforts• Provide Freebies for Their Fans
• Early Players are VIPs
User Acquisition
User Acquisition
ContentCreation
Influencers
Monetization Loop
GameLoop
Alternative Revenue
ENCOURAGE CONTENT CREATION
Keep It Rolling
• Encourage In-Game Improvement• Feedback Channels• New Content• Content Curation
• Celebrate the Community's Creations• Contests, Recognition
• Find Ways for the Community to Gain Value
User Acquisition
ContentCreation
Influencers
Monetization Loop
GameLoop
Alternative Revenue
CREATE OPPORTUNITY OUTSIDE THE GAME
Diversify
• Offer Physical Goods• Lower UA Costs• Increase Revenue
• Build Channels for Audience• Use as New Player Funnel or
New Monetization Stream• Help Fans Grow Their Business
http://bit.ly/modevla4
http://developer.amazon.com/events
HOW TO EVOLVE PLAYERS INTO FANSMoDev LA – Amazon Developer Day
Peter HeinrichDeveloper Evangelist, Games
PeterDotGames
peterheinrich