Building the pipeline for FUN - Game Development
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The document discusses the concept of a 'fun pipeline' essential for game development, comprising three core elements: team/tools, game, and players/market. It emphasizes an iterative process where game design involves pre-launch analysis, prototyping, testing, and post-launch measurement for retention and monetization. Additionally, it highlights the importance of understanding player behavior and community building to enhance player retention and engagement.
![Background
- Building games for more than a +11 years
- Digipen - Game Dev - Programming
- Casual, Social, Mobile & CMO games
Smash Wars [Soft Launched]
- #SmashTillYouCrash
- Endless Surfing Fun
- CAN, AUS & IND
Game Of Suits [Pre-Launch]
- 1st PrizeWinner for 10K GDC-Next - 2014
- Match 3 meets Poker
- Casual, Mobile, Social](https://image.slidesharecdn.com/pgc-london2016buildingfunpipelineamarchitimalli-160202212350/85/Building-the-pipeline-for-FUN-Game-Development-2-320.jpg)
![Your FUN pipeline is a TWO way road!
The Pyramid [Building your Game] Pre-Launch
● Core Game
● Retention Game
● Super Fan Game
The Funnel [Operating your Game] Post-Launch
● Acquisition
● Retention
● Monetization
The Funnel side of FUN pipeline is equally important, if ignored the party is a short one](https://image.slidesharecdn.com/pgc-london2016buildingfunpipelineamarchitimalli-160202212350/85/Building-the-pipeline-for-FUN-Game-Development-9-320.jpg)
![Few considerations to build your game Pyramid
Once the Game Design is finalized. Make you consider some of these into
● Choose your Tech based
○ Game design
○ Art style
● Think Cross Platform - Start with one
● Consider A/B testing [Prototyping]
● Analytics is a must
● Multiplayer & Social
● Offline Support
Game
Design
ART
UI
Game
Dev
FUN](https://image.slidesharecdn.com/pgc-london2016buildingfunpipelineamarchitimalli-160202212350/85/Building-the-pipeline-for-FUN-Game-Development-11-320.jpg)
![Few services for managing your game Funnel
● Playfab
○ Free, Runs on AWS, Built for game, Pay for Add-On, Server-to-Server
● GameSparks
○ Freemium, [Pay per MAU],
● Soomla
○ Free, Open Source - Need to share your game data to other games anonymously]
● Yahoo/Player.io
○ Yahoo Games Net [Player.io] [Rev Share 0% - 5% - 10%]
● Heroic Labs
○ YC company (pretty New)
● Build Your Own [non-gaming]
○ Amazon Mobile :
○ Parse.io /Facebook Compare: goo.gl/Qbz7xD](https://image.slidesharecdn.com/pgc-london2016buildingfunpipelineamarchitimalli-160202212350/85/Building-the-pipeline-for-FUN-Game-Development-14-320.jpg)
Building the pipeline for FUN - Game Development
- 1. Building the pipeline for Fun Amar Chittimalli Founder/CEO - FaunaFace, Inc @chitimalli
- 2. Background - Building games for more than a +11 years - Digipen - Game Dev - Programming - Casual, Social, Mobile & CMO games Smash Wars [Soft Launched] - #SmashTillYouCrash - Endless Surfing Fun - CAN, AUS & IND Game Of Suits [Pre-Launch] - 1st PrizeWinner for 10K GDC-Next - 2014 - Match 3 meets Poker - Casual, Mobile, Social
- 3. Takeaways for building the FUN pipeline ● Your FUN pipeline has three elements : Team/Tools, Game , Players ● Your FUN pipeline starts and ends with your : Customer/Mkt ● Your FUN pipeline has two sides : Pyramid & Funnel ● Your FUN pipeline is built Iteratively : Build, Share, Measure, Refine
- 4. What is a Fun pipeline? What does it consist ? Your Fun pipeline is a process that Three core elements “Team+Tools” “Game” “Player/Mkt” Team + Tools Fun Game + Retention Game Market + Players Ship your Game Player is Acquired Monetize & Retain Use tools Build a Game
- 5. Start & keep knowing your Player and the Mkt The Half Life of a Mobile game is ½ to 2 years - compared to other entertainment medium (Music, Movies, Games) The shorter the ½ life, the more power creator has, as there is more demand for new content. : David Helgason (Founder of Unity - Unite 2013)
- 6. Returning vs New Players ● Returning players monetize well ● Its easier to engage returning players ● Lowers your acquisition cost for next game ● Build a community & give player the tools to share ● Ex: Everyplay
- 7. Overview to build a FUN pipeline - - Its Iterative Pre-Launch 1. Analyze the App store and identify your customer 2. Design the core game mechanics 3. Pick the right tools to start building your game 4. Prototype - Play-Test, Beta-Test & Pre-Launch your game Post Launch 5. Launch your game 6. Measure for retention & monetization & get feedback 7. Refine by prototyping or adding features and GoTo Step:5 FUN You cannot measure FUN in One GO!
- 8. Few recommended stages to build you FUN pipeline GAME CUSTOMER ● Prototype Inhouse & Friends ● Alpha Friends & PlayTesters ● Beta External Testers ● Pre-Launch Beta, One Language ● Soft Launch AppStore - Few countries ● Global Platform New platforms or new regions ● Full Launch Localized UI and GamePlay for Max FUN
- 9. Your FUN pipeline is a TWO way road! The Pyramid [Building your Game] Pre-Launch ● Core Game ● Retention Game ● Super Fan Game The Funnel [Operating your Game] Post-Launch ● Acquisition ● Retention ● Monetization The Funnel side of FUN pipeline is equally important, if ignored the party is a short one
- 10. The Funnel - Operating GameThe Pyramid - Building Game Core Loop FREE Retention Game $ Super-Fan Game $$$ - Central point for engagement -Free & unrestricted access forever -Short, around (1 to 2) min Ex:One Run in JetPack, Subway Surfer -Encourages Players to Come back -Various Game play modes Ex: Leveling up, New Content.. etc Whales: Measure Time by Money Post Launch, Multiplayer, &, Tournaments, Higher Level Ex: Guilds in MMO, Community, Acquisition Retention Monetization Paid install, organic, PR, ad’s, virality, cross- promotion Bad retention, leads waste of $$$ spent on acquisition -Monetization, doesn’t limit players FUN. -Goal is to identify super-fans and let them spend TIME == MONEY Src: GamesBrief
- 11. Few considerations to build your game Pyramid Once the Game Design is finalized. Make you consider some of these into ● Choose your Tech based ○ Game design ○ Art style ● Think Cross Platform - Start with one ● Consider A/B testing [Prototyping] ● Analytics is a must ● Multiplayer & Social ● Offline Support Game Design ART UI Game Dev FUN
- 12. Few consideration to build your game Funnel Features needed for operating your Funnel: It’s all about knowing your Player ● Player Accounts - Know your Player/Auth ● Virtual Goods Mgt - Monetization ● Data Mgt - Player and Game Data ● Cross multiplayer platform - Retention ● Social & Messaging - Virality ● Game promotions - Deals and Offers ● Analytics & Attribution analytics - Measure your cost and engagement ● Cross Promotion/News - Quality and easy user acquisition ● Many more ...
- 13. Consider these before picking a Service Goals : User Acquisition + Retention + Monetization ● Cost per month ● Ease of Integration ● Designed for any game? ● Tutorials and documentation ● Custom game code? ● Server to Server interaction? ● Great dashboard ● Analytics ● Full access to your PlayerData
- 14. Few services for managing your game Funnel ● Playfab ○ Free, Runs on AWS, Built for game, Pay for Add-On, Server-to-Server ● GameSparks ○ Freemium, [Pay per MAU], ● Soomla ○ Free, Open Source - Need to share your game data to other games anonymously] ● Yahoo/Player.io ○ Yahoo Games Net [Player.io] [Rev Share 0% - 5% - 10%] ● Heroic Labs ○ YC company (pretty New) ● Build Your Own [non-gaming] ○ Amazon Mobile : ○ Parse.io /Facebook Compare: goo.gl/Qbz7xD
- 15. More Tools & Blogs for mobile game (recommended) App Annie - Market, Appstore Insights Pocket Gamer - Discovery/News/Events/Res TouchArcade - Mobile Game reviews Game Insight - Mobile/News/Discovery Game Sauce - Interviews/Postmortem tools Chartboost - Dev success stories Game Analytics - Analytics & Dev Blog Soomla - Tools/Open source DeltaDNA - Measure, Analyze, Engage LeanPlum - A/B Testing & Analytics Saltr - Customize in real time HelpShift - Mobile CRM Soomla Grow - Analytics & Whale Report Pre-Launch - Beta Testers
- 16. Takeaways for building the FUN pipeline ● Your FUN pipeline has three elements : Team/Tools, Game , Players ● Your FUN pipeline starts and ends with your : Customer/Mkt ● Your FUN pipeline has two sides : Pyramid & Funnel ● Your FUN pipeline is built Iteratively : Build, Share, Measure, Refine
- 17. questions ? [email protected] / @chitimalli Slides: goo.gl/y03rYW