Chapter 8 遊戲人工智慧. 本章重點 移動型遊戲 AI 移動型遊戲 AI 行為型遊戲 AI 行為型遊戲 AI 策略型遊戲 AI 策略型遊戲 AI.
Walker dt 2013 presentation 了解消費者如何發現遊戲並決定下載的動機
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DIGITAL DISCOVERY AND ENGAGEMENT PRESENTER: PATRICK WALKER UNDERSTANDING HOW CONSUMERS DISCOVER YOUR MOBILE GAMES & WHY THEY CHOOSE TO DOWNLOAD
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Transcript of Walker dt 2013 presentation 了解消費者如何發現遊戲並決定下載的動機
DIGITAL DISCOVERY AND ENGAGEMENT
PRESENTER: PATRICK WALKER
UNDERSTANDING HOW CONSUMERS DISCOVER YOUR MOBILE GAMES & WHY
THEY CHOOSE TO DOWNLOAD
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EEDAR IS WORLD’S LARGEST VIDEO GAME-FOCUSED RESEARCH FIRM
EEDAR Database90,000 Products
100 Million Data Points
• Data Services
• Forecasting
• Dashboards
• Investment Services
• Legal Services
• Mock Reviews
• Sales Forecasting
• Custom Research
• Syndicated Reports
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DUAL SMARTPHONE/TABLET GAMERS ARE DRIVING THE REVENUE
Smartphone/Tablet Gamers spend 4X Smartphone only gamers and 2X Tablet Gamers
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BreakingNews!
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The App Store is Crowded!
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UNDERSTANDING DIFFERENT TYPES OF USERS IS CRITICAL
Segmentation through analytics
is important at every stage of the
engagement funnel
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MOBILE SPENDING IS A POWER CURVE
50/50 Revenue Split at $10/Mth Segmentation
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WHALES ARE MORE LIKELY TO BE MALE
Heavy Payers66% Male
Non-Payers57% Female
Moderate Payers53% Male
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WHALES ARE YOUNGER
Heavy Payers66% Male
30.2 Years Old
Non-Payers57% Female
36.6 Years Old
Moderate Payers53% Male
32.5 Years Old
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WHALES USE BOTH DEVICES
Heavy Payers66% Male
30.2 Years Old75% SP/Tablet
Non-Payers57% Female
36.6 Years Old28% SP/Tablet
Moderate Payers53% Male
32.5 Years Old49% SP/Tablet
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DIFFERENT DEVICES = DIFFERENT REASONS FOR GAMING
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DIFFERENT SEGMENTS = DIFFERENT REASONS FOR GAMING
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DIFFERENT DEVICES FOR DIFFERENT LOCATIONS
SP/Tablet = HomeSP = On the go
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CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS
Lesser Spenders Endorse Playing Mobile Games to Pass Time or Take a Break From Other Activities
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CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS
Lesser Spenders Endorse Playing Mobile Games to Pass Time or Take a Break From Other Activities
Heavier Spenders Endorse Playing Mobile Games for Reason Related to the Games
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THE MOBILE GAME GENRES
More Core:• Synchronous MP• On-Screen Controls• Twitch Gameplay• Longer sessions• More Complex Rules
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WHO PLAYS AND HOW THEY PLAY VARY BY GENRE
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THE MOBILE FUNNEL
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SOCIAL COMMUNICATION IS AN IMPORTANT DISCOVERY SOURCE
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INITIAL ENGAGEMENT – SOCIAL AND STOREFRONT MATTER
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WHALES CARE LESS ABOUT PRICE
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BRANDING PLAYS A CRITICAL ROLE IN ENGAGEMENT
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WHALES ARE MORE COMMITTED TO SHARING
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WHALES WANT TO BE PART OF A COMMUNITY
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Virality is Driven By Game Quality and Product Design
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VIRALITY STARTS WITH LOYAL USERS
Whales Collect Information Regarding Mobile GamesCritic Reviews WebsitesStorefront Resources Whales Discover and
Download Game
Whales Spread Buzz if they Enjoy the Game
Minnows and Non-Payers Collect InformationFriends (Whales)FacebookStorefront InformationMinnows and Non-
Payers Discover and Download Game
Take care of the Whales(Let Them Show Off!)
They want to create the community
Don’t Ignore Traditional Outlets
Control user reviews
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Less Casino
More Malcolm Gladwell
IN SUMMARYYOURRethink how you conceptualize your most engaged users.
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Less Casino
More Malcolm Gladwell
IN SUMMARYYOURYour most engaged consumers are not just the Whales that give you the most revenue…
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Less Casino
More Malcolm Gladwell
IN SUMMARYYour most engaged consumers are the Mavens and Connectors that evangelize your product
