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How to Succeed in the Mobile Game Market Learn from Three Success Stories

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How to Succeed in the Mobile Game Market Learn from Three Success Stories How to succeed in the mobile game market Learn from three success stories 1 unity3d.com How to succeed in the mobile game market Mobile games may be a creative endeavor, but for game developers, it’s no playground. Mobile game development has become a battleground with increasing costs and fierce competition. As one mobile game developer described the current landscape: “You might create a mobile game of the highest quality, but it can still end up getting lost like a single drop in a waterfall of other games on multiple platforms.” There are currently some fundamental challenges that every mobile game developer, big or small, has to deal with. How do I create quality games that stand out in a crowded market? How do I streamline my pipeline to deal with growing pressure on development time, costs and resources? How do I find my audience, and how do I monetize? Answering these questions and meeting these challenges requires not just one tool, but a collection of connected tools, easy-to-use resources, and community support. Three case studies of mobile game success The mobile game case studies included here illustrate how three mobile game developers have successfully dealt with these challenges. These stories show how the Unity platform, with its integrated features, and active community and resources, has enabled these three developers to realize their creative vision and find success. Read the story of how game developer Jelly Button drew upon the Unity platform, resources, and community to stay focused on their goals. Discover how Jelly Button saved precious monthly developer hours when creating their premiere game release, Pirate Kings, which has over 50 million downloads globally. You can also find out how Square Enix Montreal tested dozens of scenarios to determine which game engine would help them streamline their workflow most, and reach the widest possible audience. After a rigorous testing period over several weeks, the Canadian game developers chose Unity, and it has paid dividends. The Unity engine helped them ship the first iteration of their award-winning Hitman GO mobile game in ten months with only a team of five developers. And you can learn the story of Futureplay’s hugely successful Farm Away! mobile release, and how their monetization strategy actually increased player engagement. Their players began requesting, not less, but more rewarded video ads, and the integrated Unity Ads monetization platform helped them reach $0.15 daily ARPU in the US market. 2 unity3d.com “Unity Cloud Build is an awesome tool. We rely on it heavily. Integrating it to the Unity Editor was so quick; it took 10 minutes to set up and literally saved us dozens of hours of manpower every month.” Ron Rejwan, Co-Founder and CTO, Jelly Button Read the case story on page 4 “Unity Ads brings something extra – something that creates a good feeling for the player, benefits the advertiser, and most importantly, increases our average revenue per daily active user (ARPDAU).” JAMI LAES, Co-Founder and CEO, Futureplay Read the case story on page 8 “No other engine matched Unity in terms of pipeline efficiency and multiplatform portability.” Martin Ruel, CTO, Square Enix Montreal Read the case story on page 12 3 unity3d.com How Jelly Button brought their dream game to life Creating a unique social experience Jelly Button released Pirate Kings at the end of 2013 on iOS, on Android five It’s been downloaded months later, and on WebPlayer (Facebook Canvas) five months after that. Pirate over 50 million times. Kings offers a unique social experience. In other games, social interactions tend to be minor, but in Pirate Kings, they’re fundamental to the game. Players can It’s the number one interact with their friends whether they’re online or offline, and they don’t have grossing game to wait for a response to see the results. So, for example, they can steal their in 20 countries. friend’s treasures or even attack their island, whether the friend is online or not. Every month, it has “The social interaction actually affects how you play the game, not just visually. a combined total And you can see the effect in real-time whenever you connect,” says Ron gameplay time of Rejwan, one of Jelly Button’s five founders and CTO. “We call this a Mingle player experience because it combines elements of both single and multi-player games over 5000 years. in a unique way.” What is it? It’s Jelly Button’s free-to-play, This unique social dimension can make the game experience very emotional, and Rejwan believes that it is a key reason for the game’s explosive popularity. multiplayer, multi- platform game, Pirate “We’ve seen amazing growth with an especially engaged audience in SE Asia,” Kings, which was Rejwan says. “Players talk on online communities about how the game has affected their lives and friendships. There’s hundreds of reviews with some made with Unity. users even warning not to play the game if your friendships are not strong enough to withstand social pirating. And that’s a sign of emotional engagement. People even share original videos and songs about their experiences interacting with friends in the game. It’s amazing to see how it’s touching people across the world,” he says. 4 unity3d.com The challenge How to live up to your own to release one or two games every high standards year, but they have to push the limits of product and technology. The degree of success with Pirate They have to be mobile friendly, Kings may have surpassed Jelly multi-platform and based on an Button’s expectations, but the level original idea that offers a great of quality in their finished product experience.” was the result of an ambitious development process. Their recipe Back in 2011, however, they had for creating original quality content been working mostly with Flash, is to get feedback quickly from as which didn’t enable them to get many people as possible within their where they wanted to go. network of game lovers, all of whom share their high standards. This “It was a terrible experience, and we network is comprised of their own knew we needed for something to team, family and friends. In order to change,” Rejwan says. “We’ve been succeed, however, the process needs in this industry for a very long time, to be streamlined. and it’s more than just a job. Games are important to us, and we know “Making great games takes time. that if a game doesn’t live up to our You need to investigate the idea and expectations - in terms of great art, play around with it,” says Rejwan. technical quality, and the overall “We didn’t want to be like a factory, experience - then it’s just not going releasing 40 games a month. We aim to be good enough,” he says. 5 unity3d.com The solution Sometimes it takes a community to to become a brand name for the literally saved us dozens of hours develop a quality game industry, one that inspires the next of manpower every month,” Rejwan generation of game players and says. What Jelly Button needed was a developers. And Unity is a big part way to iterate as fast as possible of that. We take part in forums, look The Unity Asset Store is another in order to get a proof of concept. for and provide answers in QAs on offering that enables Jelly Button to The technology, community and the Unity Community, and participate prototype quickly. They use it to save collaboration possibilities that Unity in live events. In fact, we’ve even time by adding all kinds of game presents have enabled them to test hosted several Unity meetups of our elements quickly, which they don’t their concept very quickly. own in our office. And we’re actively deem crucial for them to develop in- educating and cultivating a new crop house. “Within a month, we can have a of Unity developers in Israel.” prototype where the core game “Whether it’s gorgeous graphics, a 3rd mechanics, the way it looks and Time-savers that let them get down party IAP integration, or something behaves, the features, and the to the nitty gritty else that we buy, the Asset Store capabilities of the game we test, are saves us so much time in the all quite polished. And that means we One way Unity saves Jelly Button prototyping phase and allows us to can get valid feedback quickly from time is by enabling them to create focus on creating great games. It’s as many people as possible,” Rejwan prototypes that are very close to the unbelievable. I don’t even know how it says. quality of the future final version, would be possible otherwise.” and the integrated Unity Cloud Build Jelly Button adopted the Unity Engine capabilities are important in this The multi-platform capabilities in 2012, and they’ve used it to develop respect. With Cloud Build, they can in Unity also save Jelly Button Pirate Kings, and their second game, create builds for their team, focus considerable time and headaches which will be released later this year. groups, and do QA without wasting by allowing them to work on several For Rejwan, it was love at first sight. time on administration. game versions in parallel without having to manage separate projects “I guess you could call me an “Unity Cloud Build is an awesome and duplicate code for iOS, Google unofficial technical evangelist for tool. We rely on it heavily.
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