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Mobile Gaming
and the
Retention Rhetoric
Martine Spaans
Tamalaki Publishing & FGL.com
Quick Intro
• 11 Years Online Game Industry experience
• Owner @ Tamalaki Publishing
• Hidden Object, Match-3, Simulation
...
Quick Intro
• 11 Years Online Game Industry experience
• Owner @ Tamalaki Publishing
• Hidden Object, Match-3, Simulation
...
"Easy to Learn, Hard to Master”
"I can quit any moment, but I want to play for
hours”
Casual Games have Changed
Retention:
What’s New?
Engagement:
I like this game
Immersion:
I want to complete this game
Retention Cycle
Engagement: I Like this Game
Engagement: I Like this Game
Engagement: I Like this Game
Immersion: I Want to Complete this Game
Immersion: I Want to Complete this Game
Immersion: I Want to Complete this Game
Retention: What’s New?
Retention: What’s New?
Retention: What’s New?
Retention:
Exclusive, time-limited content
Engagement:
Boosters, Subscription
Immersion:
Unlocks, Amazon Prime, Tinder Plu...
Carrots & Breadcrumbs
The Retention Rhetoric
“Retention is more than a push
notification or a retargeting ad
campaign.
Retention is in your game design and in
a proper...
Questions?
Martine Spaans
@aston_martine
martine@tamalaki.com
https://www.linkedin.com/in/martinespaans
Thank you!
Mobile Gaming and the Retention Rhetoric
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Mobile Gaming and the Retention Rhetoric

Mobile Gaming and the Retention Rhetoric keynote by Martine Spaans, Mobile Game Publisher, Tamalaki Publishing at GMGC Beijing 2017

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Mobile Gaming and the Retention Rhetoric

  1. 1. Mobile Gaming and the Retention Rhetoric Martine Spaans Tamalaki Publishing & FGL.com
  2. 2. Quick Intro • 11 Years Online Game Industry experience • Owner @ Tamalaki Publishing • Hidden Object, Match-3, Simulation • More than 100 mobile game releases • Business Development @ FGL
  3. 3. Quick Intro • 11 Years Online Game Industry experience • Owner @ Tamalaki Publishing • Hidden Object, Match-3, Simulation • More than 100 mobile game releases • Business Development @ FGL
  4. 4. "Easy to Learn, Hard to Master” "I can quit any moment, but I want to play for hours” Casual Games have Changed
  5. 5. Retention: What’s New? Engagement: I like this game Immersion: I want to complete this game Retention Cycle
  6. 6. Engagement: I Like this Game
  7. 7. Engagement: I Like this Game
  8. 8. Engagement: I Like this Game
  9. 9. Immersion: I Want to Complete this Game
  10. 10. Immersion: I Want to Complete this Game
  11. 11. Immersion: I Want to Complete this Game
  12. 12. Retention: What’s New?
  13. 13. Retention: What’s New?
  14. 14. Retention: What’s New?
  15. 15. Retention: Exclusive, time-limited content Engagement: Boosters, Subscription Immersion: Unlocks, Amazon Prime, Tinder Plus, Gamehouse FunPass Monetisation
  16. 16. Carrots & Breadcrumbs
  17. 17. The Retention Rhetoric
  18. 18. “Retention is more than a push notification or a retargeting ad campaign. Retention is in your game design and in a proper setup of your F2P user experience.”
  19. 19. Questions? Martine Spaans @aston_martine martine@tamalaki.com https://www.linkedin.com/in/martinespaans Thank you!

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