TrailPlay on engaging fresh audiences

hello guys uh dve as you say in Helsinki it's good being here um great that you're here in the room because I know the food is out there I'm going to make it fast so don't worry um okay my name is vhang and I work for trip in Berlin I'll tell you a bit a bit more about Tri pay in a couple of minutes and I'm responsible for developer relationships and business development in the emia region so I guess Finland is also part of it um well first things first um I actually WR wrote it down for you because but in case you have questions I'm just going to say and um um I don't know if we're gonna have time for questions by the way will we I we'll see about that okay so uh let me tell you a couple of words about Tray does anybody know trpe by the way have you heard of it a couple of people okay so trp is an American like California San Francisco based company and since 200 six we have

been doing monetization for apps games and software and since 2010 we've been working with Facebook where we are powering the earn economy which means we are monetizing the Facebook games worldwide with our offer wall and video Solutions um because we're working with Facebook and a lot of developers are on Facebook actually so we have been doing a lot uh dealing a lot with crossplatform because many developers are also developing games on mobile or vice versa and I just want to give you a couple of um ideas today about what crossplatform is and why it actually makes sense to be developed um are there developers in the room by the way game developers couple of who's doing crossplatform already wow all right great stuff so let's see if we going to agree on some of the points coming up okay so let's imagine you're a game developer because not all of you are and you have developed this fantastic game which is called Flappy super fart man and smelly rainbow unicorn uh this is act an actual game by the way so imagine you have

developed this game how are you going to promote it okay it's a mobile game what are you going to do with it there are millions of apps out there especially if you take a look at the App Store it looks exactly the same especially after dong Nan took his app down um it's very competitive it's a very crowded space and it's difficult to get promoted it's difficult to get any placements or even use acquisition is difficult because there's just a few channels out there so um how do you want to get your game discovered okay so one answer is of course spend a lot of money but not all of of you I guess have a ton of money and can spend like millions of dollars on user acquisition and and um other kinds of promotions and as you can see like the big companies are actually spending tons of money uh just to promote the Reps and the prices are rising as well so um we think and we actually see that with our partners that desktop has a lot of advantages so if you develop a game for I don't know for Facebook for example you can do it in Flash which is fairly easy you don't have to submit it to Apple and hope that it's it's getting approved you have like

to update it a lot and stuff so it's practically very easy to launch to program and to test it because first of all you want to test the game and see if it works if people are interacting with it the way you want it um um it's easier to promote because on Facebook on congregate on Steam for example you have a lot of promotion promotion uh possibilities where uh well um if you if you want more information we can chat up uh chat about this later um this is much easier actually if you develop for desktop because not many people are developing from desktop everybody's on mobile now everybody wants to do apps but this this is like um two-sided coin it's it's not always the best to go with the flow I guess um and there are still a lot of people using computers at home at work wherever people are actually playing uh and you want to reach all those people too because not everybody's has an has a phone or wants to play on a phone all the time or on an iPad or a tablet so you want to reach the people who are sitting maybe in the office uh at during lunch break or during work and

want to play as well so we think and we see also that uh building an audience on platforms with less competition as of Facebook for example which is a huge platform there millions of people playing uh it's just just a Pity not to develop uh games for that platform or also platforms like steam or congregate where it makes a ton of sense to develop and be published so if you have a game and you want to deliver uh players like you want to acquire users for that there are a lot of ways to do this and if we're talking about crossplatform there is a way for example that we are also doing just as wuga is uh they are sending their web like Facebook players to the mobile game there is a feature which is integrated in Facebook which you can use uh which is called play on phone which just sends you as an SMS or an email uh with a link where you can just tap it on a mobile device and you can uh install install the app on your mobile device uh we have been doing this as well because we are like monetizing the games on on Facebook and we also have webt mobile

campaigns to send web users to install mobile games which is working great so people accept it and works very nice and you get like a very fresh audience because it's not coming from mobile games so this is a great way to promote your reps but when you finish like when you have a couple of uh users and players inside of your game um then it's time to think about how am I going to like uh if I want to build a crossplatform game how how should I build it because you have to consider a lot of things as you can see in this chart uh people are playing in different places at different times for different purposes and even from phone to tablet it's it's a huge difference it's also crossplatform already is anybody playing hear Zone Heroes of Warcraft here W okay quite a few great I'm playing it too and I really wonder how blizzard want to make this game for a phone I have no idea how they want to do this because it's like a huge transition and uh I'm really curious how they're going to solve it because right now I'm yeah I'm playing it on the tablet and uh it's a quite a tiny place for that

already so you should be aware that people like depending on what device they're playing and computer or desktop is is another device uh people are different they behave differently they play for different reasons at are different times and different places so how do you want people to interact with your game uh popc cap a company I guess we all know they have this game jeel Blitz which they launch launched on Facebook in 2009 and um they're using a Facebook connect feature in their uh mobile game as well to Connect Mobile people mobile users to the Facebook Gamers which is great because they see that 20% of their monthly users are actually using this feature and they then they're able to connect the Facebook players from desktops and the mobile players uh and to play against each other with each other and you can see how much uh real estate they actually um uh devoting to this um to this feature this is incredible you got to think about how important this is going to be if they're integrating this and uh this is not that hard actually so this is a great thing to inter promote

like cross promote your uh your games between different platforms and from that we have a couple of stats that we pulled I mean I have the links to the um to the sources of course uh where you just see a lot much higher engagement if you have this kind of feature if you have a crossplatform development uh and also the revenue of course which is also increasing when people are able to play from different uh different devices with each other K also company you all might know um create a syn synchronous gameplay for for uh Candy Crush which is one of the most successful titles of all time uh they also could see that once they had the game uh on different platforms that the average Play Time increased by 50% which is amazing actually and they saw like double the uh engagement from all the users which is great um King is for example a company which basically cloned the whole gameplay from web to mobile what we're going to see with wuga is slightly different uh wuga noticed when they released the game on on the phone that was easier to complete so the

scoreboards on the phones were much higher people were able to complete higher scores on the phones so what they did is like a little balancing they uh changed the number total number of tiles depending on the screen size just to balance the game which is a great way to uh increase the user experience because otherwise everybody wants to play on the phone and be first um Kabam and kicki are more of the core uh gaming companies uh so Kabam when they released the it on mobile and they then ported it to to web they changed the gameplay significantly so uh on mobile for example was more strategic it was more simplified and on web it was like more uh it was more complex let's say that but it was still the same game but they were aiming at different players because they knew that players who play on web on Facebook or uh in the browser they are different they have different Ambitions they're actually core hardcore players um the opposite happened actually with um uh

with Backyard Monsters Where um they first had the game on Facebook and then they ported it to um to mobile and then they thought about simplifying the whole thing because they knew mobile players wanted something simple they play like on the train or on the go somewhere uh and they they need some simplified gameplay so what they did is exactly the reverse because they ported from web to mobile they simplified the game just to uh to keep the users engaged and don't make the game over complicated um so we're almost at the End by the way uh the the uh aim for you is really just to think about this because we see from all of our partners who are working on cross platform like on different platforms that it makes a ton of sense Revenue wise engagement wise retention wise to make the games available on different kinds of platforms because your users are everywhere you never know where they're playing and how they want to play so um and it's much easier to develop a game for a desktop or web and to test it for example so don't just take a look at the like we

have totally different games we have a casual game we have a core game uh which is Champs Battlegrounds and Blitz and they have very similar uh session lengths but this is not the only thing you should consider when you're uh porting a game and when you're optimizing it for different devices um so I guess you should be ready for the next uh gaming platform which where we should also I guess develop a crossplatform solution for we don't know what it's going to be um and um yeah so if you have any question we can discuss it now we can go have some lunch and discuss it there I have a table uh at table 18 so Kos spion and thank you very much