Christina Hsu

What I’ve learned fromCandy Crush Saga

About Me

• ID: Christina Hsu ( 徐志瀟 ) • HP: 17 Years Old (Since 1996)• Guilds: UserJoy( 宇峻奧汀 ) 、 Dreamforce ( 次

方 ) 、 Lager ( 雷爵 ) 、 Gamania ( 遊戲橘子 ) 、FunTown ( 戲谷 ) 、 Aspect Gaming, Shanghai

• Attributes: Game Designer (assistant of ADM and CS ) 、 Marketing Manager 、 Product Manager 、 Biz Dev. Manager 、 Market Intelligence Researcher 、 Producer

My Strength in Game Industry Go through the complete flow

Pitch ➙ Proposal ➙ Development ➙ QA ➙Manufacture ➙ Release ➙ Distribution ➙Marketing ➙ Operation

Cross-platform, multi-devices PC, Console, Mobile (Missing Part: Arcade) Set-top-box, Inflight Game

Cross-culture Experience Dozen Version for Ten Territories BD, Localization, Support

Agenda Success Story of <Candy Crush Saga> What We Can Learn from <Candy Crush

Saga> Q&A

Success Story of <Candy Crush Saga>

Developer / Publisher

About King.comKing is a leading interactive entertainment company for the mobile world. We have more than 185 fun titles in over 200 countries & regions; and we have 364 million average monthly unique users, as of first quarter 2015, across web and mobile platforms.

King.com was founded in 2003, now has game studios in Stockholm, Bucharest, Malmö, London, Barcelona, Berlin, Singapore, and Seattle, along with offices in San Francisco, Malta, Seoul, Tokyo and Shanghai.

150+ casual games

On Facebook: the ‘Saga'

“Saga Framework”Proven Game

<Candy Crush Saga> First Released-April 2012 on Facebook-November 2012 on iOS & Android-December 2014 on Windows PhoneKey Metrics-Average Daily Installs: 100,000-DAU: 46 millions-MAU:

<Candy Crush Saga> Makes Over $1.3 Billion revenue in 2014<Candy Crush Saga> and <Candy Crush Soda Saga>, reported revenue of $546 million for Q4, 2014.

The Formula of Success = A*

Accessibility: 1st time gamers

Accessibilities: Play everywhere

Game State-Progress

?

Accessibilities: Free

75% of those who completed all levels do not pay

Accessibilities: Intuitive Controls

YouTube: Bullfrog playing Ant Smasher

Mouse

Touch Screen

Joypad

Accessibilities: Bite Size

Short sessions for you to play and kill time

Lots of Levels

A very long game

The Formula of Success = A*N

More Never Ending

Against your ideas of casual games, it is difficult!

19

The Formula of Success = A*N*C

Campfire Index = How Social It Is

The Formula of Success = A*N*C

The Aisle Effect

The True Definition of Social is

FB connected users are MUCH more valuable

* Retention * Engagement * Likelihood to pay

PR Word of mouth

Feature by Apple

Facebook traffic

Ads Cross promotion

Saga: Marketing &. Branding

PC: Facebook App discovery mainly viral

(AppData 2012)

43%

19%

18%

10%

6%

4%

Friend Invite

Advertisement

Don’t Remember

Word of Mouth

Newsfeed

Other

0 0.1 0.2 0.3 0.4 0.5

Column1

Mobile: App discovery driven by App Stores

(Nielsen Q3 2011)

Over 50% of smart phone users are connected to Facebook

More than 500m of Facebook’s monthly users use mobile

Facebook Enable Cross-platform Viral User Acquisition

Facebook enables discoverability both on

canvas and mobileNotificationsNews feed

andTimeline

Bookmark

Ads

What We Can Learn From <Candy Crush Saga>

1999

Mobile Games

29

Paradigm Shift2005 2010

SNS Games

2009

Browser Games

2007

F2P Biz model

Online Game

1988

Developed in Taiwan

~1980

Pirate / Localized / Licensed / Outsourced Games

In Short, Innovation Comes From

What is Viable in the Marketplace?

http://www.youtube.com/watch?v=Mi7BRsIzBuw

Easy to Pick-up

IF YOU NEED A TUTORIAL TO EXPLAIN YOUR GAME, THEN PERHAPS IT’S NOT REALLY CASUAL AND ACCESSIBLE TO THE MASS MARKET.

Think Differently

Jump Out from Comfort Zone

THIS BUSINESS IS ALL ABOUT RESHAPING AND CHALLENGING THE WAYS WE WORK. NO ONE CAN AFFORD TO STAY IN THEIR COMFORT ZONE FOR LONG.

Design to Monetize

As More Platforms as Possible

Thank You! Any Question?