来自2010年中国移动开发大会上PopCap游戏公司亚太区总裁James Gwertzman主题为《《植物大战僵尸》成功的秘密》的精彩演讲。

2. What is Plants vs. Zombies?

3. An “Industry” Favorite
The top “casual” game in 2009 / 2010
Puzzle Game of The Year (2009), PC Gamer
Nominee, Outstanding Achievement in Game Design
(2009), Academy of Interactive Arts & Sciences
Nominee, Casual Game of the Year (2009), Academy of
Interactive Arts & Sciences
Nominee, Best Downloadable Game (2009), Game
Developers Choice Awards
Nominee, Best Innovation in Game Design (2009), Game
Developers Choice Awards
Nominee, Best Game Design (2009), Game Developers
Choice Awards
Best Downloadable PC Game of 2009, CrispyGamer.com
Top Casual Games of 2009, AdrenalineVault
Casual Game of The Year (2009), Chicago Sun-Times
Finalist, Best PC Strategy Game 2009, IGN.com
Inductee, Game Hall of Fame (2009), MacWorld
Nominee, Best Strategy Game of 2009, Gamespot.com
Best Games of 2009 (#3), PadsAndPanels.com
Best PC Game of 2009, Boysie Awards (Boys' Life
Magazine)
Best Hand-held & Downloadable Games of 2009, San
Jose Mercury News
Top 5 Games of 2009 (#5), MTV.com
Top 20 Downloadable Games of 2009 (#13), CNET
Downloadable Game of the Year (2009),
Machinima.com
Top 10 Games of 2009 (#3), CrispyGamer.com
Best Downloadable Game of 2009, Inside Gaming
Awards
Best Games of 2009, BoingBoing.net
Best Strategy Game of the Year, USAToday.com
(2009)
Finalist, PC Game of the Year, Spike TV Video Game
Awards (2009)
Finalist, Downloadable Game of the Year, Spike TV
Video Game Awards (2009)
Editor’s Choice Award, Mac|Life Magazine (Sept. ’09)
Maximum Kick Ass Award, Maximum PC (July ‘09)
Editor’s Choice Award, PC Gamer (June ’09)
Editor’s Choice Award, WorthPlaying.com (2009)
Editor’s Choice Award, GameShark (2009)
Heavenly Gold Award, GamingHeaven.com (2009)
Editor’s Choice Award, Destructoid.com (2009)
Editor’s Choice Award, GamePro (July ’09)
Editor’s Choice Award, IGN.com (2009)
Elite Award, 411Mania.com (2009)
A Global Award-Winning Phenomenon!

4. Plants vs. Zombies Popularity

6. Feb Mar Apr May Jun Jul Aug
2010
Australia Greater China Singapore Philippines Japan
Plants vs. Zombies Mobile Unit Sales By Region

7. 1. Build a great game
• Harder than it looks
• Lots of bad games out there
• Need to be willing to:
– Innovate
– Take creative risks
– Iterate & polish
• Don’t ship until you love playing it yourself

8. 2005

9. 2006

10. 2007

11. 2009

12. 2. Build a great SMARTPHONE game
• Intuitive controls
• Adapt to the UI
• Don’t sacrifice performance

13. PC Version iPhone Version

14. 3. Update frequently
• Stay current with technology
• Continually add new features
• Listen to your players

16. 4. Leverage social networks
• Social networks are very powerful
• Most games benefit from playing w/ friends
• Viral effects can help game grow quickly

18. 1/4/2009
1/11/2009
1/18/2009
1/25/2009
2/1/2009
2/8/2009
2/15/2009
2/22/2009
3/1/2009
3/8/2009
3/15/2009
3/22/2009
3/29/2009
4/5/2009
4/12/2009
4/19/2009
4/26/2009
5/3/2009
5/10/2009
5/17/2009
5/24/2009
5/31/2009
6/7/2009
6/14/2009
12/6/2009
12/13/2009
12/20/2009
12/27/2009
1/3/2010
1/10/2010
1/17/2010
1/24/2010
1/31/2010
2/7/2010
2/14/2010
6/27/2010
7/4/2010
iPhone - Bejeweled 2

19. 5. Support many devices
• Number of devices we support is exploding:
– iPhone
– iPad
– Android
– Windows Mobile 7
– Meego
– Bada
– Symbian
• Tablets are fantastic game devices

21. 6. Consider F2P in Asia
• Mobile game DRM is easily hacked
• Lots of OEM embed opportunities
• Enables viral distribution
• AppStores make this even easier

23. The PopCap Games Story
PopCap PC/Mac games downloaded
1,000,000,000
Mobile devices on which Bejeweled has been deployed
50,000,000
Minutes consumed playing PopCap games each month
3,000,000,000
Monthly unique Facebook players
12,537,004
23PopCap CONFIDENTIAL

24. at a glance
- a unique blend of Pachinko and Pinball
- numerous industry accolades including “Casual Game of the Year“
“We expected a fantastic game, and PopCap gave us one” (Pocket Gamer)
24
PopCap CONFIDENTIAL

25. at a glance
- recently launched extension to the best-selling Bejeweled franchise
- unprecedented online distribution and marketing worldwide
- state-of-the-art graphics and effects
25PopCap CONFIDENTIAL

26. at a glance
Whether you consider yourself hardcore, casual or somewhere between the two,
Chuzzle Mobile is an essential download” (Pocket Gamer)
26PopCap CONFIDENTIAL

27. at a glance
- a unique mix of entertainment and education
- state-of-the-art graphics and sound, for a great gaming experience
“Five letter words: G-R-E-A-T !“ (Pocket Gamer)
27PopCap CONFIDENTIAL

28. at a glance
-Innovative elements added to the classic game mechanic
- Refreshed presentation, new power-ups and more
28PopCap CONFIDENTIAL