1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Game Design Teardown 18 19 20 21 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Agenda 4 5 6 7 8 9 10 Game 11 Monetization Social/Other 12 Mechanics 13 14 ! Game Play ! Premium currency ! Clans 15 ! Cards ! Spend Sinks ! Notifications 16 Treasure Chests ! TV Royale 17 ! 18 ! Progression 19 20 21 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Clash Royale - Overview 4 5 Executive Summary 6 7 8 It’s no secret that past performance in free-to-play gaming is not indicative of future 9 performance. Companies like King and Rovio have struggled to follow up their 10 Why We Chose: smash hit titles with varying degrees of success. While titles like and 11 demonstrate ’s proclivity for crafting chart-topping games, 12 Clash Royale represents a bold step for the company. 13 14 15 In Clash Royale, players face off in real-time, head-to-head, battles with the goal of 16 destroying their opponent’s base. On the surface the core game mechanic is similar Gameplay 17 to . However, the addition of classic CCG mechanics makes Clash 18 Royale a truly unique and compelling experience. 19 20 21 Publisher Supercell. Helsinki, 22 23 24 Release date: Soft launch in , Canada, New Zealand. 25 History Peak download rank: #1, Canada; Top 3 Australia and New Zealand. 26 Peak grossing rank: #2, Canada; Top 3 Australia and New Zealand. 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Takeaways - Strengths 4 5 6 Strong Brand Recognition – The Clash universe expanded 7 8 ! As an extension of the Clash of Clans universe, Clash Royale will benefit immensely from unmatched 9 brand awareness. This will drive new user acquisition and allow the Clash Royale player base to easily 10 reach the critical mass required to support a heads-up multiplayer title, all before the first marketing 11 dollars are spent. 12 13 Familiar Mechanics – Moderate learning curve 14 ! While Clash Royale offers a whole host of new game mechanics for players to dig into, the core 15 gameplay of deploying troops and destroying bases remains largely unchanged. Having an instant 16 familiarity with the game creates a welcoming environment for new players where they can instantly 17 feel comfortable while learning the functionality and nuances of the new game mechanics. 18 19 Monetization – Deep resource sinks drive endless potential 20 ! Clash Royale utilizes a leveling system with ever increasing upgrade costs that ensures a consistent 21 demand for currency, cards, and the chests that provide them. As players advance to higher arenas they 22 unlock access to stronger cards, starting the cycle again. 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Takeaways - Weaknesses 4 5 6 7 8 New Player Fatigue – New players face stiff competition 9 10 ! Without a single player campaign outside of the tutorial arena, new players are at risk of facing 11 repeated losses when entering PvP competition. The addition of a PvE campaign or an extended 12 practice mode where players could compete against an AI and earn cards would greatly improve the 13 14 new player experience and bolster early player retention. 15 Lack of Card Variety – CR pales in comparison to other CCGs 16 17 ! With only 42 cards available at launch, Clash Royale doesn’t stack up when compared to CCG giants 18 like Hearthstone. Additionally, there is a significant lack of game mechanics that result in interesting 19 card synergies as seen in most traditional CCG games. Many of the top tier cards unlocked though 20 gameplay are simply stronger versions of previous cards. 21 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Gameplay Brief 4 5 A new twist on a classic mechanic 6 7 ! Players face off in real-time heads-up competition. 8 ! Battle takes place inside a map called the arena. 9 ! Each player begins the round with control of their half of 10 the arena. 11 12 ! Each player has three buildings; two Arena Towers and 13 one King's Tower on their side of the arena. 14 ! The player’s goal is to destroy the other player’s King's 15 Tower while protecting their own. 16 ! Players do battle by deploying troops and spells from a 17 deck of cards. 18 19 Players may deploy anywhere within territory they control. ! 20 ! Destroying an opponent’s Arena Tower will expand the 21 player’s territory and allow them to deploy troops close to 22 the opponent’s King’s Tower. 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Gameplay Brief 4 5 Playing to win – endgame conditions 6 7 8 ! If you destroy the other player's King Tower, you win 9 immediately. 10 ! If neither player is able to destroy their opponent’s King’s tower 11 12 within the first 2 minutes, elixir regeneration speed is doubled. 13 ! If after 3 minutes, each player’s King Tower is still standing 14 and each player has destroyed an equal number of Arena 15 Towers, sudden death beings. 16 17 In sudden death the next player to destroy a tower wins the ! 18 match. 19 ! If no tower is destroyed during sudden death, the match will 20 end in a draw and neither player will gain or lose any of their 21 22 trophies. 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Gameplay Brief 4 5 Main gameplay UI breakdown 6 7 9 10 8 Card tray. Contains the players hand. Playable cards will appear in full color. 6 9 1 Black and white cards require more elixir to be used. 7 10 Elixir counter. Elixir regenerates at a fixed rate for both players. As the player 2 casts cards and consumes elixir, the elixir bar will drop. 11 12 3 Casting cost. The amount of elixir each card requires to be played. 13 4 Next card. The next card that will be added to the card tray when the player 14 plays a card from the tray. 15 Player’s King Tower. When the King Tower’s HP is reduced to zero, the player 16 5 will immediately lose the match. 8 17 6 Opponent’s King Tower. 18 Each player has a pair of Arena Towers on their respective side of the map, on 7 19 7 the left and right sides of the King’s Tower. 20 8 Crown count. Destroying an opposing tower awards you a crown. 5 21 1 22 9 Opponent’s name and trophy count. 11 23 10 Time remaining in the match. 24 3 25 11 Emote menu. Players can communicate using a collection of canned phrases. 4 26 2 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Gameplay Brief 4 5 Preparing your clan for battle 6 7 8 ! A player’s battle deck is the rotation of cards they want to take 9 into battle. 10 ! The battle deck is limited to 8 unique cards of any type. Players 11 12 cannot have fewer than 8 cards in their battle deck. 13 ! Players can add unlocked card’s to the battle deck from their 14 library at any time between battles. 15 16 17 18 19 20 21 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Core-Loop 4 5 Familiar battle and upgrade loop 6 7 + Crowns 8 + Chests +/- Trophies 9 Rewards Battle 10 11 12 13 14 15 16 + New Cards 17 + Gold 18 + Gems 19 20 21 22 23 24 25 Upgrade 26 - Gold - Cards 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Progression 4 5 Dual progression paths offer different rewards 6 7 8 9 10 King Level 11 Just like Clash of Clans, Clash Royale features a player-leveling mechanic called the 12 King Level. Players can advance their king level by earning experience points through 13 various metagame actions. 14 15 16 17 18 Trophies 19 Immediately familiar to anyone who has played Clash of Clans, trophies are used to 20 21 indicate your overall success in combat. Players gain and lose trophies based on their 22 performance in arena battles. 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 King Level 4 5 Increases the strength of player towers 6 7 King Arena King Arena 8 EXP to Level Tower Tower Tower Tower 9 next HP HP DMG DMG 10 1 20 2,400 1,400 50 50 11 12 2 50 2,568 1,512 53 54 13 3 100 2,736 1,624 57 58 14 15 ! Players gain experience by 4 200 2,904 1,750 60 62 16 upgrading cards or donating cards 5 400 3,096 1,890 64 67 17 to clanmates. 6 1,000 3,312 2,030 69 72 18 ! XP gained by upgrading cards is 19 7 2,000 3,528 2,184 73 78 listed on the card at the time of 20 upgrade. 8 5,000 3,768 2,352 78 84 21 ! XP gained from donations varies 9 10,000 4,008 2,534 83 90 22 23 based on the rarity of the card 10 30,000 4,272 2,730 89 97 donated. 24 11 80,000 4,560 2,940 95 105 25

12 100,000 4,872 3,175 101 113 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Trophies 4 5 A measure of your prowess in battle 6 7 Trophy Count 8 Arena Name Image 9 10 0 1 Goblin Stadium 11 12 13 400 2 Bone Pit 14 15 ! Trophies act as a measure of 800 3 Barbarian Bowl 16 player and clan skill. 17 18 ! Players gain or lose trophies by P.E.K.K.A’s 1,100 4 19 winning or losing arena matches. Playhouse 20 21 ! The player’s number of trophies 1,400 5 Spell Valley determines which arena they 22 23 compete in. 1,700 6 Royal Arena 24 25

Legendary 26 3,000 7 Arena 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Cards 4 5 Cards are the core of the Clash Royale experience 6 7 8 Card Types 9 10 11 12 13 14 15 Cards are used to deploy troops, Troops Buildings Spells ! 16 cast spells, and erect buildings on 17 the battlefield Card Rarity 18 19 Cards can be acquired by finding ! 20 them in chests or buying them with 21 Gold. 22 23 There will be 42 cards available at ! Common Rare Epic 24 launch. 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Cards Continued 4 5 Cards can be upgraded to grow with the player 6 7 Clash Royale features a card-leveling mechanic that closely resembles fusion mechanics seen in countless 8 other CCGs. This system adds value to collecting multiple copies of cards and acts as a powerful gold sink. 9 With increasing costs per level, Clash Royale realizes immense monetization depth for whales. 10 11 12 13 Cards required for upgrade Gold cost to upgrade 14 15 Level Common Rare Epic Level Common Rare Epic 16 2 2 2 2 2 5 50 400 17 3 4 4 4 3 20 150 1,000 18 4 10 10 10 4 50 400 2,000 19 5 20 20 20 5 150 1,000 4,000 20 6 50 50 50 6 400 2,000 8,000 21 7 100 100 100 7 1,000 4,000 20,000

8 200 200 300 8 2,000 8,000 50,000 22

9 400 500 -- 9 4,000 20,000 -- 23

10 800 1,000 -- 10 8,000 50,000 -- 24 11 2,000 -- -- 11 20,000 -- -- 25 12 5,000 -- -- 12 50,000 -- -- 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Cards Continued 4 5 Gated access to powerful cards 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 With each new arena, players unlock the chance to access 26 to new cards from chests. 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Game Content 4 5 Chests are the primary source of all resources 6 7 Chests are the primary source of all resources in Clash Royale. There are 5 different types of 8 9 chests players can open. 10 11 12 13 14 Free Crown Silver Gold Magical 15 Chest Chest Chest Chest Chest 16 17 18 19 20 21 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Chest Details 4 5 Retention best practice – Free chests 6 7 8 9 10 11 What’s inside: 12 Free chests are awarded every 4 hours. ! 13 Unclaimed chests will stack to a maximum of 2. ! 14 Free chests can be opened immediately. ! 15 ! Can contain 2–4 Gems 16 17 Why we like it: 18 ! Creates a scheduled gameplay moment every 4 hours promoting strong 19 Unlock Time: retention. Instant 20 ! Stacking chests lets the player go inactive for 8 hours without feeling 21 punished. 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Chest Details 4 5 Engagement best practice – Crown chests 6 7 8 9 10

What’s inside: 11 12 ! Crown chests are awarded for collecting 10 crowns. 13 ! Players earn 1 crown for each enemy tower they destroy. 14 ! Crown chests can be opened immediately. 15 ! Players are limited to 1 crown chest every 24 hours. 16 ! Can contain 2–4 gems 17 Why we like it: 18 19 ! Promotes at least one extended gameplay session per day. Unlock Time: 20 ! With one crown rewarded for destroying each Tower, players are rewarded Instant 21 for participating in battle whether they win or lose. 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Chest Details 4 5 Breaking down what’s inside – Silver Chest 6 7 8 9 10 What’s inside: 11 ! Silver chests are awarded for winning battles. 12 ! Silver chests can be purchased in the shop. 13 ! No guaranteed rare or epic cards. 14 ! Does not contain gems. 15 Unlock Time: 16 3 Hours Drop Table 17 18 Arena Gold Cards Guaranteed Why we like it: 19 1 20–25 3 -- ! The 3 hour unlock time fits nicely into a daytime 20 2 27–34 4 -- schedule allowing savvy players to unlock 4 per day 21 easily. 22 3 34–43 5 -- 23 4 40–50 6 -- 24 5 46–58 7 -- 25 6 44–55 8 -- 26 7 76–95 11 -- 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Chest Details 4 5 Breaking down what’s inside – Gold Chest 6 7 8 9 What’s inside: 10 ! Gold chests are awarded for winning battles. 11 ! Gold chests can be purchased in the shop. 12 ! At least 1 guaranteed rare card. 13 ! Does not contain gems. 14 15 Unlock Time: 16 8 Hours Drop Table 17 18 Arena Gold Cards Guaranteed Why we like it: 19 1 70–80 10 1 Rare ! With an 8 hour unlock time, the gold chest is 20 2 95–108 14 1 Rare perfect for unlocking while the player sleeps, 21 creating a powerful morning engagement 22 3 119–136 17 1 Rare opportunity. 23 4 140–160 20 2 Rare 24 5 161–184 23 2 Rare 25 6 182–208 26 2 Rare 26 7 266–304 38 3 Rare 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Chest Details 4 5 Breaking down what’s inside – Magical Chest 6 7 8 9 What’s inside: 10 ! Magical chests are rarely rewarded for winning battles. 11 ! Magical chests can be purchased in the shop. 12 ! At least 1 guaranteed epic card. 13 ! Does not contain gems. 14 15 Unlock Time: 16 12 Hours Drop Table 17 18 Arena Gold Cards Guaranteed 19 1 200–250 30 1 Epic, 6 Rare 20

2 270–330 41 1 Epic, 8 Rare 37% Chance of 2nd epic 21 22 3 340–425 51 1 Epic, 10 Rare 70% Chance of 2nd epic 23 4 400–500 60 2 Epic, 12 Rare 24 30% Chance of 3rd epic 5 460–575 69 2 Epic, 13 Rare 25 6 520–650 78 2 Epic, 15 Rare 60% Chance of 3rd epic 26 7 760–950 114 3 Epic, 22 Rare 80% Chance of 4th epic 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Monetization 4 5 Clash Royale uses a single premium currency 6 7 Just like Clash of Clans, Gems are the sole 8 9 premium currency in the game. 10 ! Gems are the only currency that can be 11 purchased directly using real money. 12 13 ! Players cannot buy gold directly with real 14 money. Instead, they can convert gems into 15 16 gold. 17 ! Players can buy chests with gems. 18 19 ! Chests bought with gems can be opened 20 immediately. 21 22 ! Chests are priced dynamically based on the 23 player’s current arena level. 24 25 26 * Prices shown are in AUD 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Monetization 4 5 Dynamic pricing increases the cost of a chest over time 6 7 8 As the player progresses through the game reaching 9 10 high-level arenas, chests will offer a greater amount of 11 rewards (see slides 20-22). To account for the increase in 12 rewards, the price to purchase a chest in gems also 13 increases proportionally. 14 15 16 Chest Pricing Table 17 18 Arena Silver Gold Magical 19 1 25 75 380 20 2 30 80 400 21 22 3 30 90 470 23 4 30 95 500 24 5 35 100 600 25 6 35 100 600 26 7 40 120 800 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Monetization 4 5 “Log Jam” effect promotes gem spend 6 7 One of the unique aspects of Clash Royale compared to 8 other games is the lack of an energy system. Simply put, 9 10 players can play as much as they want. This effectively 11 allows the player to earn chests more quickly than they can 12 unlock them. 13 14 With only 4 chest slots, players face a minimum of 12 15 hours to open all the chests they can earn in a well-played 16 15-minute session. 17 18 Players may continue to play but face a warning that they 19 will not receive new chests while their chest queue is full. 20 This mechanic forces a player to either spend gems to hurry 21 22 up the unlock process, or return regularly to achieve an 23 optimal earning rate. 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Social Features 4 5 Returning feature – Clans 6 7 8 A returning feature that was wildly popular in Clash of 9 Clans is the concept of a clans: 10 ! Unlocked at king level 3 11 12 ! Can have a maximum of 50 members 13 ! Clan members can request cards and donate cards to 14 other members. 15 16 ! Players can donate up to 2 cards per request. 17 ! Players may request up to 10 common cards or 1 rare 18 19 card per request. 20 ! Players receive XP and gold for donating cards to clan 21 members. 22 23 ! Players are limited to donating 60 common cards per 24 day to clanmates. Rare cards count as 10 common 25 cards. 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Social Features 4 5 New social feature – TV Royale 6 7 8 Taking a cue from games like Hearthstone and their 9 popularity on streaming sites such as Twitch, Supercell has 10 developed an embedded match replay service called TV 11 12 Royale. 13 ! Unlocked after completing the tutorial. 14 15 ! Players can view epic matches between some of the top 16 players in CR. 17 18 ! By highlighting top players, Supercell elevates top 19 players to celebrity status. 20 21 Each player’s battle deck is visible to help the ! 22 community uncover the strategies used by top players. 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Notifications 4 5 Standard re-engagement flows are present 6 7 8 Clash Royale asks for notification permissions upon first start, and sends notifications: 9 ! When free chests are available 10 ! When chests have been unlocked 11 ! When clan members donate cards 12 ! At standard re-engagement times (between 1 and 7 days of inactivity). 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Summary 4 5 Overall 6 7 ! Clash Royale is well positioned to be the next chart topping hit for Supercell. Using a familiar 8 game mechanic with just the right amount of innovation, Clash Royale will engage existing 9 Clash of Clash maniacs in a new experience while expanding their reach into new audiences. 10 ! Just as other games in the CCG genre have done before, evolving and growing Clash Royale 11 will be critical to achieving sustained, long term success. Engaging the community and 12 addressing player concerns will critical in developing a product that clears the high bar set by 13 games like Hearthstone. 14 15 Lessons 16 ! Tried and true game mechanics presented in a new context can create powerful experiences. 17 ! Extended soft launches in larger territories allow for a more optimized and balanced gameplay 18 experience. 19 20 ! Chest/card pack style mechanics are notoriously addictive and compelling for players and 21 should be utilized where they make sense. 22 23 24 25 26 27 28 © 2016 Adrian Crook & Associates 29 30 1 2 3 Get in touch! 4 5 We are always accepting new mobile social design and development 6 7 clients. 8 9 10 You can contact us at: 11 Email 12 13 [email protected] 14 15 Online 16 adriancrook.com 17 18 Twitter 19 20 @adriancrook 21 22 Skype 23 adrian.crook 24 25 26 27 28 29 30