Browser vs Clientbased Freetoplay MMOs Jonah Hong Symbeyond
Browser vs. Client-based Freetoplay MMOs Jonah Hong (Symbeyond) and Frank Cartwright (Gamers. First)
Jonah Hong
Frank Cartwright > > > VP, Product, Platform Development and Digital Marketing at Gamersfirst. VP Online Entertainment at GSN Television Network VP, Product Development and Engineering at Global Gaming League (GGL) VP, Production for Skill. Jam Technologies (Liberty Media Company) Disney Internet Group (DIG) - Created Disney’s online, multiplayer gaming platform along with dozens of games. Began 15 year career in gaming in 1995 on PC CD-Rom game developed for Turner Interactive called DINOTOPIA.
Overview > Based on a panel from GDC Europe where participants included > > > Kevin Xu (IGG Inc. ) Rob Ollett (Bigpoint International) Patrick Streppel (gamigo AG) Markus Buchtmann (Seven. One Intermedia) Frank Cartwright (K 2 Network Gamers. First)
Portfolio Trends > Gamers. First – > > Current - 12 games (9 client, 3 browser) Last Year - Added browser in last year Going Forward - 50/50 IGG > > > Current - 25 games (12 client, 5 browser 8 Social) Last Year - Browser and Social games Going Forward - Same percentage
Portfolio Trends > Proseiben/Seven. Games > > Current - 28 Games(20 browser / 8 client) Last Year – 2 nd year of Browser Games Going Forward – More focused on browser Gamigo > > > Current - 15 Client Games Last Year - Moving towards browser Going Forward – 75/25 Browser
Portfolio Trends > Bigpoint > > > Current - 5 client the rest Browser Last Year – Started Client Going Forward - Primarily Browser
Why Browser? > > > Greater Accessibility Smaller Download Less funnel friction No native installation Lower Development Cost (Godswar only $800 k USD) Quicker ROI
Why Client? > > Higher Quality Longer Tail Proven Monetization Higher ARPU > $40 for client vs <$10 for browser
User Acquisition / Conversion to Pay > > All agree that funnel is better browser games. Client 2 -6% conversion to paying users (IGG/Gamers. First)
Download Size > > Client games currently 500 MB – >10 GB Max Size Depends on Demographic and Location > > US/EU Core Games < 2 GB US/EU Casual Games < 1 GB (pref. < 500 MB)
Quality > Browser > > Has improved at greater rate than client games over the last 2 years. Better fit for casual and social games Will continue to close the gap. Client > > Still better especially for core games Engines like Unreal 3 continue to break new ground.
Browser Platforms > Flash – Will continue to lose marketshare > Unity – Emerging as the clear leader and best technology > Trinigy – Good technology but may not be able catch up with Unity
Publisher/Developer Integration > > > Browser games much easier Browser game developers usually much more familiar with web technologies and therefore the integration with publisher. Less risk and barriers to easily makes enhancements and changes.
Multiplatform > > > Browser games have clear edge. Client games are very customized A big contributor to the strength of Unity is the cross-platform support including i. Phone. > Mitigates risk by not forcing a choice of type of platform to target.
Fraud, Hacking and Trust > > > Users feel much more comfortable with browser games since they are not installing native code Equal opportunity for fraud and hacking. Less control with browser games if exploit leverages browser layer.
Hybrid > > > New opportunity Start on browser Committed players move to larger clientbased version
Conclusion Trend is moving towards browser > Client not going away > There is much browser games can learn from client monetization > Huge opportunity for disruptive hybrid model. >
Contact Jonah Hong > Frank Cartwright > frank@gamersfirst. com > 310 -902 -6613 >
Thank You GDC China
- Slides: 21