Best practices to survive the challenge of self-publishing by Vincent Vergonjeanne, CEO & Founder at EVERYDAYiPLAY

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Surviving The Challenge
Of Self-Publishing
Online Games
Vincent Vergonjeanne - EVERYDAYiPLAY

Co-Founder & Former CEO of Kobojo
5.3M€ Serie A in april 2011
Founder & CEO of EVERYDAYiPLAY
Self-financed Game Studio

Digital Distribution
+ Free to Play
=
Anyone can make &
publish a game

Survival Guide To
Self-Publishing
#1 - Maximize retention
#2 - Maximize monetization
#3 - Maximize acquisition

Symptom #1
“I reached 300K installs in 2 months.
But my daily traffic is only 2K.”
Paul C.

Retention Pro Tip 1
Master your
“First Time User Experience”

Fact: you will lose more players during
the first session than any other sessions
combined!
You need to understand where and why!

At which tutorial step or mission
do players give up on us?

First Time User Data
Have a critical look at completion rate
of the first 20 missions of your game
30 hours of mission data from PyramidVille

First try: indicate how the shop looks like

Reason: Small resolutions just didn’t
have it on their screen!
Third try: put a big blue arrow 

Retention Pro Tip 2
Plan why your players would
come back after they finish your
content

Interest Curve for Content Only
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Day 1 Day 7 Day 30 Day 60
Pressure to produce content
is too high, expensive and
stressful for the team

Interest Curve of
Content + “Social Recognition”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

Content is your ice breaker
Social Recognition is your long term
retention

Symptom #2
“I have a lot of daily players.
But my DARPU is $0.01”
James P.

Free to play is hard!
Players have not paid up-front
And they really don’t have to!
Unless you provide a good reason

Why do people buy virtual goods?
They buy emotions

What virtual good actually sell?
• Gate Emotion
• Energy system (15 clicks per sessions)
• Pure time-gating (20min cool-down before next big bonus)
• Economy tensions linked to time (collect enough gold to buy)
• Social recognition
• Ranking (win as much as possible – be the best)
• Complete (be the first to finish a goal recognized by others)
• Differentiation (ONLY if the community exist)

Is this an healthy revenue chart?
0
500
1000
1500
2000
2500
3000
3500
4000
4500
D1
D2
D3
D4
D5
D6
D7
D8
D9
D10
D11
D12
D13
D14
D15
D16
D17
D18
D19
D20
Revenues
Revenues

Healthy Revenue Chat
0
1000
2000
3000
4000
5000
6000
7000
D1
D2
D3
D4
D5
D6
D7
D8
D9
D10
D11
D12
D13
D14
D15
D16
D17
D18
D19
D20
Revenues
Revenues

Consideration on Pricing at launch
• Always price as high as possible at
launch.
• It is always possible to lower the price
later, but it is hard to increase it.

To Conclude
#1 - Maximize retention
#2 - Maximize monetization
#3 - Maximize acquisition

Questions?
Vincent Vergonjeanne
vincent@everydayiplay.com
@vvergon

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Best practices to survive the challenge of self-publishing by Vincent Vergonjeanne, CEO & Founder at EVERYDAYiPLAY

1. Surviving The Challenge Of Self-Publishing Online Games Vincent Vergonjeanne - EVERYDAYiPLAY

2. Co-Founder & Former CEO of Kobojo 5.3M€ Serie A in april 2011 Founder & CEO of EVERYDAYiPLAY Self-financed Game Studio

3. Self-Publishing?

4. The “Legacy” Physical Model

5. The Digital Distribution Revolution

6. The Free to Play Convergence

7. Digital Distribution + Free to Play = Anyone can make & publish a game

8. Survival Guide To Self-Publishing #1 - Maximize retention #2 - Maximize monetization #3 - Maximize acquisition

9. Symptom #1 “I reached 300K installs in 2 months. But my daily traffic is only 2K.” Paul C.

10. Ideal retention

11. Your actual retention

12. Retention Pro Tip 1 Master your “First Time User Experience”

13. Fact: you will lose more players during the first session than any other sessions combined! You need to understand where and why!

14. Monitor your First Time User Funnel

15. What is a Funnel?

16. At which tutorial step or mission do players give up on us?

17. First Time User Data Have a critical look at completion rate of the first 20 missions of your game 30 hours of mission data from PyramidVille

18. First try: indicate how the shop looks like

19. Second try: make the shop blink

20. Reason: Small resolutions just didn’t have it on their screen! Third try: put a big blue arrow 

21. Retention Pro Tip 2 Plan why your players would come back after they finish your content

22. Interest Curve for Content Only 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Day 1 Day 7 Day 30 Day 60 Pressure to produce content is too high, expensive and stressful for the team

23. Salsa Class

24. Interest Curve of Content + “Social Recognition” 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25. Content is your ice breaker Social Recognition is your long term retention

26. Symptom #2 “I have a lot of daily players. But my DARPU is $0.01” James P.

27. Free to play is hard! Players have not paid up-front And they really don’t have to! Unless you provide a good reason

28. Why do people buy virtual goods? They buy emotions

29. What virtual good actually sell? • Gate Emotion • Energy system (15 clicks per sessions) • Pure time-gating (20min cool-down before next big bonus) • Economy tensions linked to time (collect enough gold to buy) • Social recognition • Ranking (win as much as possible – be the best) • Complete (be the first to finish a goal recognized by others) • Differentiation (ONLY if the community exist)

30. In-game marketing is important!

31. Is this an healthy revenue chart? 0 500 1000 1500 2000 2500 3000 3500 4000 4500 D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12 D13 D14 D15 D16 D17 D18 D19 D20 Revenues Revenues

32. Healthy Revenue Chat 0 1000 2000 3000 4000 5000 6000 7000 D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12 D13 D14 D15 D16 D17 D18 D19 D20 Revenues Revenues

33. Make that first sell

34. Discount your Hard Currency

35. Consideration on Pricing at launch • Always price as high as possible at launch. • It is always possible to lower the price later, but it is hard to increase it.

36. To Conclude #1 - Maximize retention #2 - Maximize monetization #3 - Maximize acquisition

37. Questions? Vincent Vergonjeanne vincent@everydayiplay.com @vvergon

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Best practices to survive the challenge of self-publishing by Vincent Vergonjeanne, CEO & Founder at EVERYDAYiPLAY

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Best practices to survive the challenge of self-publishing by Vincent Vergonjeanne, CEO & Founder at EVERYDAYiPLAY

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