1. The Rise, the Fall and the Future
of Independent Social Game
Developers
James Jen
TipCat Interactive

2. It’s not me, it’s YOU…

3. Agendaof Talk
Background about Me
New Media Channels
The Back History
Mobile Beginnings
Mad Rush to Social
Focusingon the Web
Cross Platform F2P Future

4. My Background

5. Started with Apple

6. AwardWinning Consumer Software

7. “AAA”Game Production Background

8. Console Platform and Community

9. More Games

10. Online Games and MMOs

11. What’s New is Old
“All this has happened before
and all will happen again…”
-Peter Pan
-Battlestar Galactica

12. Distributionis King
1920s Movies (Paramount Pictures, Warner Bros)
1950s TV (ABC, NBC)
1980s Console Games (Activision, EA)
Early 2000s Feature Phone (JamDat, Gameloft)
Mid 2000s Casual Games (Bigfish, Pogo, Oberon)
Mobile, Social, Web, Future

13. TipCat Interactive

14. Digital Console Games
14

15. MassiveMultiplayer Online RPG
15

16. Team Portfolio
16

17. Interactive Entertainment

18. Transmedia Platform
18
TCP / IP & html

19. Mobile Framework
19

20. 20
2009

21. Sudoku Guru
Ranked #2 in Japan market for all games
Over 60,000+ SUDOKU puzzles with unique
solutions
5 difficulty levels from Apprentice to Guru
Relax your mind with oriental style interface
and pure natural sound
Options on marking candidates manually or
automatically
Advanced Hint System may present you the
following strategies visually, which will be your
best teacher on your way to be a sudoku guru

22. Cell War
Featured by Apple as “What’s Hot” and “What we are playing” on iTunes.
Ranked #56 in Top Arcade Games and #70 in Top Action Games
Received Top 10 Open Feint China Game Award from The 9
"There really is a lot to like about this game, and the production values are outstanding."
TouchArcade.com
Horizontal-scrolling shoot'em up arcade game.
2 game modes, 9 unique stages, 3 difficulty levels and more than 10 bosses.
Supports OpenFeint achievements and leaderboards.

23. Video of Ghost ‘n Zombies
23

24. Ghosts ‘n Zombies
Apple featured it for over a month as “New and Noteworthy’ and “What’s Hot” on iTunes
Ranked: #26 in US Arcade Games, #77 in Top Paid Games, over a million+ downloads
#1 for multiple countries around the world during free promotional period
#2 paid game on China Unicom WO Store
"Ghosts'n Zombies is a fun shooter with a silly premise, and worth picking up." -
TouchArcade.com
A unique western themed action shooting game.
Multiple game modes, 15+ stages.
Supports OpenFeint achievements, leaderboards, downloadable content.

25. Global Runner
Global Runner is a casual side-
scrolling game.
TOP 10 OpenFeint China
Game Award from The 9
FEATURES:
-One finger-touch play
-Infinite map
-Jump on monsters to bring
them down as Mario does
-Transportations, like
Helicopter, Aircraft and UFO
-Various items for character
customization
-Hand drawn art
-Cute character Design
-In-game score markers
-Highscore feature by
OpenFeint
-Challenge friends

26. Lucky Shot
26

27. 27
2010

28. Pool Club
Interactive PVE and PVP Pool Game
Real-Time custom physics engine
Challenge ladder and gambling system
Consumable virtual items and power-
ups
http://apps.facebook.com/poolclub

29. Wild West (Tech Prototype)
2D Flash MMORPG engine
Club Penguin-like Synchronous
MMO Web game on Social
Networks
Partner/License to North America
Operator
Driving Traffic from SNS to
Mobile/Game Portals
Scale Production Capability with
M&A and Licenses
Launched Wild West Alpha on
RenRen
http://apps.renren.com/hahawest

30. Unbeatable Attraction
Unbeatable Clear World Cup
Campaign
First International Branded Social
Game for Omnicom/PHD China
Harem for Sale, Training and
Cheerleader Mini-Games, Social
Bar, and Fan Club.
Mobile support include WAP
gameplay and Avatar augmented
reality pictures.

31. The Good, The Bad, and The Candy
31
 Nestle’s first Butterfinger social game for
Facebook.
 Featuring Hollywood stars including
Charisma Carpenter, Erik Estrada, and Lou
Ferrigno
 Tower of Defense gameplay with Powerups
and special items.
 Players compete for daily and weekly prizes.
 Individual as well as Team based
leaderboard gameplay

32. Zombie Party Video
32

33. Zombie Party
• Restaurant City + Plants vs. Zombies
• Decorate/Expand the yard to attract
zombies
• Hire your friends as attacker and
mechanics to build weapons and kill
zombies.
• Create different light weapons, heavy
weapons and traps to destroy zombies
• Capture zombies to build your personal
army to ‘visit’ other players houses

34. Games
34

35. International Partners
35

36. 36
Focus

37. Greed War Online
• A 3D MMO casual game for main stream PC
– Revenue from micro-transaction
– Suport UGC- by providing easy-to-use level editor
– Pirate universe , Simple control, Multiplayer ( 2-8 ）,
Competitive and cooperative game play, Rich item system
– Game modes: RTS, DOTA，PK，Somali, Ghost Boat,
Treasure Island

38. What to do?
38
 Next Gen Console Games
 100+ mil RMB
 MMORPG Games
 10+ mil RMB
 Social Games
 250k –> 500k+ RMB
 Facebook, RenRen
 MobileArcade Games
 50k –> 200k+ RMB
 iPhone,Android, MS Mobile,

39. 39
2011

40. Metro City (In Dev.)
40
Social City connected with modern metro
Customize and Grow your Metropolitan City
Manage your town’s light rail system
Expand train routes with your friends to
increase the number of passengers and value
of each trip!!!
Take care of the passengers, upgrade the
trains, manage the metro routes
Build the best modern metro station

41. Lord of the Seas
Unity 3d Tower of Defense Ship Game
10 Levels PVE then PVP gaming begins
Upgradeable Ships, Towers, and Crystals

42. Cartoon Wars + League of Legends
3D Tower Defense short session web online
game
Free to Play PvP game developing capabilities
of various soldiers and heroes
Dedicated in multi-player mode
Totem King
42

43. Video of Totem Online

44. 44
Future

45. Old Media Business Models
• Full Packaged Product
• Subscriptions
• Advertising Based
• China is Different
– Piracy
– Credit Cards
– Low CPMs and Government

46. Super Hero Squad
46

47. Under Development
47

48. Shanghai Studio
48

49. Suzhou Studio

50. Thanks