Product Management in the Gaming industry; what’s so different about it? Former EA Product Manager, Olivier Courtemanche, did a walkthrough of the rise of social and mobile free-to-play gaming and the evolution of the Product Management role within it. At the crossroads of creativity and business, this key role has reshaped video game development and redefined corporate cultures by forcing entertainment companies to adapt to the millennium’s new platforms. From Associate to Director, from concept to sunset, you’ll learn the responsibilities of the Gaming PM, their roles within the game development team and the impact they can have on their players.
18. $52 billionGlobal Games Market
$19.4
billion
Asia Pacific (F2P MMOs)
https://www.cinemablend.com/games/Video-Games-Market-Grow-From-52-Billion-2009-86-Billion-By-2014-30363.html
2009
19. $116.0
billion
2017 Global Games Market
$50.4
billion
Mobile Gaming Market
https://venturebeat.com/2017/11/28/newzoo-game-industry-growing-faster-than-expected-up-10-7-to-116-billion-2017/
2017
20. 2.2 MApps in the iOS App Store
3.5 MApps in the Google Play Store
https://www.lifewire.com/how-many-apps-in-app-store-2000252
https://www.statista.com/statistics/266210/number-of-available-applications-in-the-google-play-store/
21. 2.2%of players ever PAY
10%of that group account for 46% of
ALL revenue
https://www.lifewire.com/how-many-apps-in-app-store-2000252
https://www.statista.com/statistics/266210/number-of-available-applications-in-the-google-play-store/
46. Part-time Product Management Courses in
San Francisco, Silicon Valley, Los Angeles,
New York, Austin, Boston, Seattle, Chicago,
Denver, London, Toronto
www.productschool.com
Notas del editor
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In our PM Course, we teach how to build products and how to get a job as a software product manager
All our classes are 2 months, part time, and compatible with full time jobs. We have two options, Tues/Thurs in the evening and Saturdays in the morning
Instructors- are senior level product managers from companies like Google, FB, Uber, etc
In addition to our PM class, we offer our Coding for Managers class
Also two months and part time tailored for professionals who don’t come from a traditional engineering background
The goal of this course is not to make you a software engineer, but to give you enough technical background to build a fully functional website and pass the technical interview
Similar to our coding course, we also offer our Data Analytics for Managers
Tailored for people who don’t have a technical background but to give them enough knowledge of analytics to become product managers
Also two months, compatible with full time jobs
The goal of the course is not to make you a data scientist, but to make you technical enough to understand web analytics, learn SQL, and machine learning concepts
We are also live streaming our event to our online audience
If you want to share, please tweet @productschool and #prodmgmt for a free ticket to our next event
Anyone PS student / anyone PM?
What industry in?
Anyone play console / mobile games?
Which ones?
Background
Industry since 2011 - always as a PM
Might seem short but covered a lot of ground
CAVEAT - only ever been a gaming PM
Facebook - Restaurant City
Mobile in 2012
Disney -> Star Wars (favorite)
Zynga -> Live Ops / PM expertise
Never saw the light of day
Various stages (dev -> soft launch)
Few of prior alive
WHY?
# of games v time
Dead?
Need context -> history of F2P
Concept
Took the industry by storm
Created a brand new role - PM (used to be split)
Internet + home PC = MMO
WoW - deep role playing game with almost endless content (due to social nature)
MMO’s became very popular, especially in Asian countries
PIRACY issue (torrents)
Solution
lower upfront development costs
get it to market quicker and for free
monetize larger user base at an average lower price point
Bypass the complicated illegal download step
Not big in West until
Facebook / FarmVille
Perfect match - accessible, and built into an existing network
Facebook became gaming platform
Zynga = 20% of Facebook’s revenues
Bay area + tech = PMs
Data = PMs
App Store -> move to mobile
Global user base
More highly engaged (devices are always in our pockets)
More monetization
Next = market size
Pre
Console + PC
Some APAC = F2P
Post
Mobile market > entire game industry…
Who’s splitting it?
(Estimated)
Large % = games
Most % rev = games
Not event split
Who’s ever spent money on IAP?
Congrats! Exclusive Club
64% of players purchase once a month
Again
F2P = XS Conversion + XL user base
Pay what you want (avg $25 per month per payer)
Whales ($900K+)
Small % driving ENTIRE industry =
Few hits
Extreme competition!
Everyone fighting for payers
High dev cost / marketing budgets
Need to kill / know when to kill
Summary
A $50B / super competitive industry
w/ 2% holding afloat
How does a PM succeed?
Dev
Core concept / core loop / feature set / economy & progression
Soft Launch / Launch
Soft launch - metrics validation
Marketing push - golden cohorts
Live Ops
Live Ops
Bread & butter - games that succeed here can go on to last a very long time
Games are often killed here but can go on to last 10 years (Zynga Poker)
APM/PM/SrPM = Live Ops (Launch +) to build skillset
Brunt of PM work
Leads & DoP across the board (managers)
How do we introduce new PMs to the gaming world?
Fun part
Competitor’s games
“Deconstructs”
Genre v Hybrids
Content definition = server v client (features)
Breadth of content
Virtual Goods / Events
PM Levers
Economy Tuning / Sales
Process
Production / Art / Engineering
BUILDING BLOCK of PM skillset
Data = PMs
Link betwen FUN & NUMBERS
EXAMPLE:
Monday = rev sucks...
What would you think of?
Laggard vs actionable (ex - time)
Break the metrics down!
Explain metrics
Doesn’t stop there...
Explain Metrics
Further
Installs (UA v Organic v Cross Promo v Viral)
Return rates / engagement / stickiness
Active payers, lapsed payers
Rev/Transaction, # of Transactions, etc.
What goes up / down?
Beyond - root of the issue
Mechanics v metrics v users
PM goal = Likely explanation
EXPLAIN Boxes
BUILDING BLOCK = investigation / analysis / deep dive / experimentation / etc.
Identified problems -> what next?
Problem solving
Content + Comps + Data = What to offer
Live Operations = Games as a service
Always something to do (YEARS)
Placement of content in relation (HOLIDAY example)
What if content doesn’t cut it?
Bigger / bolder changes = Features
Work with Game Designers / Engineers / Art / QA
CoC - Elder Units + Alliances
PM Live Ops Cycle:
Analysis (Problem) / Solution (Content / Feature) / Implementation / Ramp / Analysis / Iteration
Beyond = Management
Long term planning
Management v IC
Product Owner = accountability
Experience = Dev
High level skills
What it means to me
Games as a service process
Inside v Outside the box innovation
Big picture approach
NUMBERS! Tricky
Understand your user base (and that you’re not one of them!)
Get shit done
Cross functional - interpersonal skills
Product Champion
Most important to me / to get started
Problem solver
Understand numbers correctly
Understand the industry
Rest can be taught
Why do I love it?
Passion for games
PM = One foot in business / one foot in creative
I get to wear so many hats
FULL owner - end to end experience
You’re making “fun” - have fun!