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From Subscription to Micro-transaction Bringing Heroes Kingdoms to - - PowerPoint PPT Presentation
From Subscription to Micro-transaction Bringing Heroes Kingdoms to - - PowerPoint PPT Presentation
From Subscription to Micro-transaction Bringing Heroes Kingdoms to the East Introduction PeeyushGulati Samson Mow Lead Programmer Producer Focused on Web , Online developing Console, Mobile online games Create games for the Asian Over
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PeeyushGulati Lead Programmer
Introduction
Samson Mow Producer
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Ubisoft Chengdu
Operational in January 2008 Over 170 staff Web , Online Console, Mobile Focused on developing
- nline games
Create games for the Asian market New to social games
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A new series of Might & Magic Heroes A web-based strategy MMO Seasonal Content Development began in late 2007 in Paris Asian market adaption by Ubisoft Chengdu began in 2009 MMHK was our first project
Might & Magic: Heroes Kingdoms
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Might & Magic: Heroes Kingdoms
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Launched in Europe Launched in North America Closed Beta in China Launched in Hong Kong & Taiwan
State of the Game
iPad too!
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- Market demands
- Different pacing
- Players will behave differently
- Expectations for features
- Unique perspective
- Infrastructure
Why go East? What is different?
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- 2 cities
- 3 heroes
- Limited
mailbox size
- Subscribe to
survive
- No limits
- 10 heroes
- 10 cities
- Free to play
- Pay to be better
Business Model Evolution
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Chaos Realms Chest Boxes Chat Daily Quest Marketplace 2.0 In-game Wallet Free Currency Quest Editor Admin Tools Merge World Rollback Functionality Anti-Addiction Profanity Filters Shop
Features
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Monetization
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Design must consider monetization Start out difficult and make it easier Unfair play is acceptable Convenience features are safe Use metrics to tweak
The Philosophy
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Data tracking is not a just tool but also a service Some of the Key indexes that one should track Enhance game design and content changes in the game
Game Intelligence
In house service focusing on data tracking
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Monetization Breakdown
Convenience Temporal Stat Boost Customization Group Benefit
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Monetization Areas
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Anti-Cheating
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Anti Cheating
Cheating is a major issue Adapt your game ARPU is lower A solution is needed from day 1
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Farming
- Gold
- Rare resources
- Gain hero XP
Duping
- Resource
- Army
- Equipment
Multi’s
- Pillage alts
- Auction House
Bots
- Building queue
- Combat simulation
- Auto complete
quests
Common Cheats
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Anti-Cheating Measures
What are the right anti cheating measures? How do you handle mass cheating?
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Anti-Cheating KPI’s
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Marketplace
- Peg the value of our currency at a rate
equivalent to labor cost of farming
Caravan
- Limitations added to prevent easily
sending resources out.
KPI’s
- Specific KPI’s for detecting farming
Anti-Farming Strategies
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Anti-Farming KPI’s
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Monetize the Cheats!
Monetize the cheats you find. Some cheats can be very clever solutions to game challenges. Some cheats can be turned into pay features. Teleport Troops!
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Games as a Service
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You can never have enough content Build the tool set Every major feature needs a tool Content can be modified quickly Quests can be added on the fly
Constant Content
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Quest Editor
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Shop Editor
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Operations
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Partnering
How do you pick an operator? What do you look for? What to watch out for? Common culture Shared goals Understanding of development
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Cutting Through the Noise
What feedback do you listen to? What features do you make? How do you prioritize against your own roadmap? Maintain the identity of your game
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Best Practices
Common understanding for priorities Communication is key Escalation of issues (SLA / Response Time) Define product ownership Work with an operator that understands dev Always be prepared
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Summary
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During your journey East… Accelerated Lifecycle Population Monetization Balance Cheaters Operations
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What’s Next?
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Common design philosophy Free to play as a norm Global games Hybrid models What’s Next?
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Questions?
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Our contacts:
samson.mow@ubisoft.com peeyush.gulati@ubisoft.com