GDC 2017 Day 2 TL;DR Recap
Previous GDC 2017 coverage:
The Game Developers Conference (GDC) is the mecca of the mobile games industry and the games industry at large. But a mecca with a steep price tag. No matter if you live in San Francisco’s backyard or fly halfway across the world, GDC will cost you a pretty penny to attend.
Fortunately for you, we’re footing the bill so you don’t have to. This year, we’re bringing you, the Fybe Pulse community, all of the latest mobile gaming insights from GDC 2017.
Every day this week, Fyber Pulse will be condensing all of GDC into “tl;dr” key points from many of the mobile gaming talks we’ll attend each day. Here’s what we have in store for you from day two of the show:
Tl;dr: We’re Gonna Need a Bigger Boat: Why the Mobile App Economy Needs Greater Control and Transparency
- When people picture the average gamer, they probably conjure up a depiction of a teenage boy from the ‘80s such as Fred Savage from 1989’s The Wizard (please watch, it’s a Fyber favorite). Today, mobile gaming bouts with the same identity crisis. However, kids all the way to the elderly, play mobile games. Not only do people from all walks of life play mobile games, they play religiously. As a brand advertiser, you can’t ask for a better audience to reach. “You get an opportunity to get in front of any audience,” says Benjamin Webley, Zynga’s senior vice president of ad monetization and business operations, “You can get to everybody you need to and at the most engaging time.”
- “Brands ultimately want an audience,” Webley says. Mobile game developers can provide that audience brands covet. Mobile games, however, aren’t that great at capturing the user data brands demand in order to run advertising campaigns. Webley says that there’s opportunity for mobile game developers to figure out fun and innovate ways to gather valuable user data.
Tl;dr: Understanding Players Who Are Payers
- Data is the preferred weapon of choice for many developers, but Nick Berry, data scientist at Facebook, says to be careful of averages. “If you chase one figure, then you kind of got it wrong,” he says. Berry highlighted one particular example of misinterpreting the average IAP spend per user. For example, if you take the average spend from 38 users who each spent $10 and one high paying user who dropped $5,000, you get an average IAP spend per user of $137.95.
- After measuring all transactions from games on Facebook’s web platform from 2010 to 2016, Berry found that 27.4 percent of revenue for the top 100 all-time grossing games came from users who’ve spent more than $5,000 in lifetime revenue.
Tl;dr: Succeed With Streamers Using Lumberyard’s Twitch Integrations
- Who would’ve thought that people would watch games as much as they play them. People aren’t just watching games on platforms such as Twitch, they’re making buying decisions. “It shouldn’t be a surprise to you that Twitch sells games,” says Ross Gardner, software development manager at Twitch. To prove his point, Gardener revealed the results from a recent study that found that 8 to 25 percent of sales for Lazy Bear Games’s Punch Club and Daybreak’s H1Z1 were directly attributed to people watching on Twitch.
- The power of influence has shifted to broadcasters, a particular subset of influencers who live stream games. “Broadcasters are the best influencers,” Gardener says, “They are the TV personalities of our age.” Mobile game developers can take advantage of broadcasters and their loyal communities by forming partnerships with these influencers.
For day three coverage of mobile game insights from GDC 2017, keep it locked to the Fyber Pulse blog.