Please note: the information below refers to GDC China 2014.

View 2014 Agenda


How to Polish a Classic Mobile Game
Jeff Lyndon (iDreamSky)
With the rapid development of mobile games, its division of labor is becoming more and more sophisticated. A good game needs not only high quality but also the operation at the late stage of Marketing to extend the life of the game. After successfully publishing the world well-known games including Fruit Ninja, Temple Run, Subway Surfers, and China's first martial arts ARPG Three Swordsmen, we are thinking about how to better serve the developers, the users and the channels; how can the publishers and the developers cooperate to maximize the product value? With these questions, Jeff Lyndon will share with the game developers his experience in mobile game marketing and operation, as well explore how to polish your game products to make them better accepted and enjoyed by the users.


7 Steps to Mastering Native Advertising on Mobile
Stephen Chung (AppLift Inc.)
In this session, we start off by comparing the various mobile monetization models and see why advertising is a great option for app developers. We then shed light on the main metrics to consider for ad-based monetization, and give an overview of the most common formats available. We continue by explaining some of the challenges that traditional mobile advertising entail. We then show how novel, innovative forms of advertising, such as native ads, overcome these challenges by taking the user into consideration to achieve effective monetization with minimum churn. We go on by providing practical tips on the best ways to successfully implement ads maximize monetization and give them a native feel; we'll see that ad's placement, trigger as well as its level of integration into the UI and UX of the app are thereby key. We finish by explaining how to achieve a complete native advertising experience within your app.
Awesome Video Game Data
Geoffrey Zatkin (EEDAR)
EEDAR co-founder Geoffrey Zatkin presents a tour de force romp through video game industry data, patterns and trends, covering everything from next generation consoles to the maturation of mobile games to how review scores anchor a consumer's perception and everything in-between. Guaranteed to raise your game industry IQ. Attendees will gain a better understanding of recent macro and micro trends of the video game industry - not anecdotal, but trends based on actual objectively quantifiable data. A broad range of timely industry topics will be presented, as will guidance for understanding North American and European consumers and markets.
Let Those Really Love IPs Make Games
Anson Xu (The Dream)
For many developers, IP can provide adapted content and large free traffic, while for IP audience, it's more like a kind of trust or even faith. Let the true fans of IP make games, or let the development team become the true fans of IP. The games produced in this way could resonate with IP audience, and then gain user retention and payment. The content of the IP game should be consistent with IP, but could not give up more common game players to please just the fans of IP. By taking example of Qin's Moon cooperated between its IP authority Sparkly Key Animation Studio and The Dream, this session will introduce the ways to make the game recognized from the devoted fans of IP, as well understood and enjoyed by the non-fans of IP through the guidance.
Managing Game Development Process and Creativity Across Regions and Cultures
Andy Zhong (FunPlus)
Developing a successful game when team members are located in different countries can be daunting. Factors from culture, language and time differences must all be considered. FunPlus has developed a solid stable of casual games such as Family Farm, Family Farm Seaside, Fantasy Slots and Royal Story, with teams in Beijing, Xi'an, San Francisco and Vancouver. Co-founder and CEO Andy Zhong will share key takeaways on how a global team was brought together to develop innovative "sticky" games that have become hits in the West.
Simple Skills to Rapidly Improve the Business Value of Mobile Game Products
Shiying Wang (Linekong Enteractive Co., Ltd. )
Taking the examples of several mobile games of 10 million monthly Income published by Linekong such as The Legend of King, Sword of Heaven and Blade Of God, this session will teach how to overall improve the business value of the products by applying the psychology theory and some simple skills. In order to make a product more appealing to the gamers, increase the retention, for the gamers happier to spread by word of mouth, and build the tipping point of the marketing promotion, how shall we name the game to be the most attractive? How shall we design the icons to stimulate the desire to click? How shall we build the moe points? How shall we simply improve the next-day retention? Make a comprehensive wrapping on your projects, to reach the effect of launch in the millions!
Success of CP: Learning from Products of 10 Million Monthly Income
Tony Ni (FL Mobile)
In this session, Dr. Tony Ni will tell some skills on how the small to medium content providers in early days could be discovered by domestic first tier publishers, using the games of 10 Million Monthly Income such as To Attack Cities and Capture Territories and Snapped Three Kingdoms as examples. He will also introduce a full set of game evaluation criteria from the publishers, and describe how the users could be specifically imported to the product community from the product, then back to product from the community, through the detailed community operation, and how to have targeted one by one analysis and improvement on the related products, to achieve the final successful publication.
Unexpected Growth: Surge in Gamers in Southeast Asia and in China
Xiaofeng Zeng (Niko Partners)
This session will be a look at Niko Partners' data and analysis on Chinese mobile gamers and the trends in mobile games revenue, usage and distribution in 2014 and beyond, as well as the fast growth in PC and mobile gaming in Southeast Asia. The July 2014 Chinese Mobile Games Market Report, looks at the results of multiple gamer surveys, interviews with industry professionals, Niko's market size and forecast, and current games rankings. The December 2013 Southeast Asian Games Market Regional Report, covered six primary markets in the region (Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam), and included results of a large survey on hard-core PC gamers in the region.

Business    DESIGN

Breakthrough and Rebirth - The Road to Create Characters for Own Competitive Game Learnt from M3GUO Online
Molko Wu (Electronic Soul Network )
The tide of multiplayer online battle arena (MOBA) is surging forward and esports are developing with a strong momentum. Electronic Soul Network has been dreaming of making China's own esports for years. How can the company realize its dream to gain its own place in the intense competition of great games from all over the world and to create characters accepted by Chinese local culture? The session will introduce the character design of M3GUO Online and Tower Defense of Three Kingdoms to explain the similarities and differences of Western and Chinese hero culture, and find out the break-through point of character design for the domestic developers who bog down by IP problems.
Capturing Brain Waves that Make Players Can't Stop Playing to Create the High Retained New Player Experience
Roy Tang (Brain Intelligence)
The importance of new player retention is self-evident. How to make players fall in love with the game and not stop playing is the concern of every game developer. As more and more hard core games have been released on mobile platforms, the high turnover of the players in early stage seems to be a problem with no solution. By studying the new player experience via neurological methods, we can go deep into the brains of players, detect activity changes in brains, objectively quantify the emotional reactions of players, further perceive the "cool" and "not cool" feelings of players, seize target and potential demands of players, as well as optimize new player tutorial and game content to make players immersed in the game – not only simply increasing the retention, but also letting the players can't stop at all. This session will share new player experience rules found in neurological case study of various types of games, introduce how to comprehensively enhance the new player experience from images, feedback, gameplay, rhythm, guidance and goal setting, etc.
Characterization, Purpose, and Action: Creating Strong Characters in Video Games
Jeremy Bernstein (Independent)
The recent success of games with strong narrative focus point to a future where narrative is increasingly viewed as an ASSET in games, and great narratives are often defined by great characters. This talk will examine memorable characters in video games, address the unique challenges in establishing character in games, and provide a framework for creating strong game characters that covers styles ranging from Portal to Dragon Age. We'll discuss both linear and sand-box style characters, as well as taking a look at the oft' troublesome "blank slate" characters, who are defined by being undefined.
Every Game is a Hit - A User Research Process to Deliver Successful Games
Graham McAllister (Player Research)
Making sure games resonate with, and are enjoyed by, players has never been more important, but many games are only playtested late in the development where making changes are costly, if they are playtested at all. This talk will outline a complete games user research process, that is much more than playtesting, and can be implemented from day one of design right up until after the game has shipped. The stress will be on teaching developers what they can realistically achieve in this area, no matter their budget.
How to Produce Memorable AAA Game Character Models
Wei Wu (Virtuos.Ltd)
The character in an AAA game is a key point. Realistic and refined characters immerse players in the gameplay and have an emotional resonance. The usual challenges are super high quality standard and uncertain production plan. How to get high quality in a reasonable timeline and budget? In terms of production what's the main differences between western and eastern games? In this talk, Wei Wu will answer these questions by giving the examples of Final Fantasy XIV and The Last of Us, etc. In addition, he will also share his experience on the production , efficiency and pipeline software.
Intuitive Vs. Iterative Design and Conquering the App Store of Tomorrow
Alexander Rivan Ronalds (Argine Consulting)
In this session, Alexander Rivan Ronalds will discuss the continuously evolving structure of game design teams in mobile. Explore ideas on how to manage the balance of iterative and intuitive design to make winning product decisions. Can a team built for iterative development create truly innovative products? Learn about what kind of game design teams will conquer tomorrow's App Store.
What Could Gaming Learn from UI/UX Design?
James Chaytor (Sprung Studios)
User experience/User Interface design can make or break a game. As games have evolved, users want quick access, convenience and little upfront commitment before being able to enjoy and feel rewarded by the experience. This session will look at why user experience/design is important in 2014 in all countries, what it is, how it fits within game design process and production pipeline, and how to undertake user experience design in your games.


Business Model Design of Web Games
Rety Chen (Mokylin Technology)
Many designers are worrying about one thing: how to make a game both fun and profitable? How to balance the relationship between? There is no absolute truth in the world. Any truth can only take effect in a corresponding context, same on this issue. To achieve both playability and profitability, you need to find out who your target users and agency will be, and what the target of company's current strategic requirements will be. There's no perpetual motion machine in the world, and the games are not always self-loops as well. If a game is able to bring a longer period of time of wonderful experience to the target users, and help the company develop to the next level, then it's a great product with success. This talk will focus on how to make numerical design, premium design, and how to achieve the balance and trade-offs between both.
Darkblade: How a Small Team Making a Big Title
Soulframe (S-Game)
Darkblade propels Indie game developer S-game towards the commercial game market. Since its introduction, it has garnered much attention and praise from developers and players alike. In this presentation, we will take a look at how Darkblade began from the conflict of "small team" versus "big title," how a 20-person team created this masterpiece which has independent development IP potential, loaded with complex gameplay, rich plot, and a full world outlook.
EA Sports UFC: The Fight for Believable Characters in Games
Richard Burgess Dawson (Electronic Arts Canada), Jenny Freeman (Electronic Arts Canada), Daniel Sewell (Electronic Arts Canada)
The EA Sports UFC team was challenged to make a visual experience so convincing that the player would not only see, but "feel the fight". Dealing with the most complex near-naked entanglements of any game, these two fighters lock into combat, writhing and straining, allowing the camera to pore over every detail of their fat, bone, skin, cloth and hair. From soft flesh simulation to eyelid occlusion, dichromatic bruising to blood translucency, all under hundreds of fully dynamic lights. This is a no holds barred look at how the world's most visually advanced sports game came to be.
Powerful and Effective Animation for 2D/3D Games
Mariel Cartwright (Lab Zero Games)
How do you make your animations effective in 2D/3D games? 2D animation in games comes with its own number of struggles as everything has to serve the gameplay first. Using the 2D fighting game Skullgirls as an example, find out the importance of keyframing, anticipation, smears, and timing and how to effectively apply these principles within a restrictive gameplay environment. Those can be easily applied to 3D animation as well.
Prototyping for Innovation: How to Prototype Effectively
Kellee Santiago (OUYA, Inc.)
Game making and stability can seem like opposite pursuits at times. However, by starting with the fundamental principles of prototyping and iterative design, you can apply them to effectively manage your project, whether your game idea has its roots in the conventional, or totally unique. In this talk, Kellee Santiago will discuss the lessons she's learned in starting her own studio(thatgamecompany), and working with many more through Indie Fund and OUYA, on how to navigate the emotional and financial ups and downs of video game development using these principles.


A Data-Oriented Programming Paradigm for Optimal Performance
Milo Yip (Tencent Technology Co., Ltd.)
Object-oriented programming (OOP) is the most widely used programming paradigm, but OOP may not achieve optimal efficiency in computationally intensive applications due to the hardware bottlenecks shift from processor to memory. Therefore, the game industry has been worked on an alternative programming paradigm in recent years, called data-oriented programming (DOP). It aims at optimizing data storage and access patterns in order to achieve performance closed to hardware limit. This session will analyze the advantages and disadvantages of AOS/SOA storage layout for SIMD implementation. Then a design pattern called flexible table will be presented. It is flexible for storage layout and at the same time saves memory and improves performance. Finally the talk will show how these techniques are applied in games.
Advanced Real-time Path Find in Dynamic Environment in Supernauts
Harri Hatinen (Grand Cru)
Efficient path-finding and navigation algorithms are a very essential part of any game AI. In Supernauts we used path finding heavily on both client side for control mechanics and on server side for NPC AI. That meant that our algorithm required to work on dynamic environment, with minimal pre-calulation and very fast. After a lot of research work and experimentation we ended up implementing a NavMesh type of data structure that creates itself on-the-go depending of the requests from the game. The session will show you how we processed existing research for our specific needs and the implementation details of our final data structures and algorithms.
AI Positioning and Spatial Evaluation: A Primer
Damian Isla (The Molasses Flood)
Among the most basic decisions an AI needs to make is simply where to stand at any given moment. Whether the AI is friend or foe, positioning is one of the AI properties that is most directly experienced by a player -- it makes the difference between a character that stands brazenly on an open battlefield and one that cowers behind cover at the first sign of trouble. Like many aspects of behavior, position selection is one best put in the hands of Design, so that the best set of positioning policies can be crafted to support the intended gameplay. In this talk we will give an introduction to the topic of spatial evaluation -- the approach of evaluating individual candidate locations, and choosing the best one. We will discuss the types of inputs that go into such systems, ways to perform batch or pre-computation to lessen the load at run-time, and most importantly, how to expose such a system in a expressively meaningful way to designers. We will also present examples from current and classic games of different approaches to spatial evaluation and positioning, and give a few live demos of a spatial positioning prototype built for The Molasses Flood's upcoming game The Flame in the Flood.
Diving into VR World with Oculus
Homin Lee (OculusVR)
Oculus has been trying to enforce R&D for giving better VR experience in the hardware and software sides. Homin Lee will give a talk in the session that what they have been researched and developed so far especially in SDK levels including display driver, timewarp and chromatic aberration.
Engine Development of Moonlight Blade
Bailin An (Tencent Technology Co., Ltd.)
This session will talk about the engine development process of Moonlight Blade, introduce the engine technology including efficient huge map rendering, real physically based rendering, lighting pipeline, etc. Decisive factors such as environment, culture, implementation will also be discussed.
Scope Control on Assassin's Creed 4: Black Flag
Julien Desaulniers (Ubisoft Montreal)
AAA console game development is a delicate process during which a lot of things can potentially go wrong. One thing teams should carefully manage is their scope: how big is the game. With a release date set in stone and a resource count pretty much fixed, scope is the only variable left to actually play around with. The game needs to be ambitious to create a memorable experience the players will enjoy. But still, the team needs to feel they have a real shot at shipping it on time. This session aims at exposing the audience to how the Assassin's Creed 4: Black Flag team approached this problem, the various phases it went through, the decisions that were made and hopefully share with the audience a few good practices along the way.


Independent Games Summit

80 DAYS Post-Mortem: Letting the Game Tell the Story
Jon Ingold (inkle)
Our initial design for 80 DAYS was simple - a choice-based story, laid out across a globe map, with a resource management element for health and money. But during development, it expanded in scope and ambition to become something quite different: a board-game, which narrates itself, with the narrative adapting to the circumstances of the game, but sometimes changing them as well. In this talk, we'll outline the iterations we went through, and discuss in detail how we built the story content to be flexible while remaining consistent and compelling. We'll show in detail how the various game-elements - the art, the in-world economy, and the multiplayer - work together to create the narrative momentum, and how removing constraints from the content freed us up to write more interesting stories.
From China to USA, From AAA to Indie Game
Zhan Ye (Zing Games)
From the personal experiences and perspectives as an indie game developer, this session will take example of the award-winning iOS game Mr. Runner 2 to review the two biggest challenges encountered during the development process. How shall we switch from AAA game development to the agile development of a small team steering the mobile games? How shall we break the cultural barriers and enter the strong culture-centric markets to make fun games for European and American players.
Learning from Feedback with Gunhouse: Improve your Game through Playtesting
Brandon Sheffield (Necrosoft Games)
Everyone says you should playtest, and learn from your feedback. But how do you know what to look for, and what to throw away? How can you turn off the cuff comments into statements that actually make a difference for your game? This session doesn't have all the answers, but will guide you through the process of taking feedback that got Gunhouse from a 48 hour game jam to a well received, full fledged game for touch devices.
Niche Genre Game Production Guide - How to Make a Mobile Flight Game
Wen Zhong (Mobile Fish Studio)
Why shall we want to make an outdated game genre in an emerging platform? What's the fun of flight games? During the process of making a "fun" flight game, we have been facing the pressure from three aspects: difficult to recruit the talents with a suitable background, small market and low budget. This session will take example of War Wings to share its production process within these limits, and find out what on earth is so special in its development and production. It will introduce how to sort out the core fun of flight games in the development, how to learn from past successes and failures, how to create a team able to develop that niche genre games, how to produce unique gameplay to help War Wings stand out from other competitors, and how to maintain neither too hardcore nor too superficial while treating the "military fans."
Single-Player Card Game Three Kindoms: Way of Survival from Desperate Situation
Michael Tong (OneOne Games)
Single-player card game Three Kindoms, originally an underachieving mobile game, has obtained remarkable results by quickly covering the developing cost after its launch in APP store. As the game developer, OneOne Games was once at the edge of the entrepreneurship failure. It was very inspiring that a small team of 5 could achieve that success, which looked accidently but actually was a result of finding a new way out. Several problems are inevitably encountered when starting the mobile game business, such as money, team, development, marketing and the particular problems for single-player games. This session will share with the audience the experiences and lessons learned from the developing process.
Squeeze the Max out of a Kickstarter Campaign: C-Wars Postmortem
Loup Zhou (Onipunks Software)
Kickstarter is the best place to pre-market your upcoming game. A tiny team need to face some incredible difficulties before even getting there. How to predict the result of a Kickstarter campaign? How to deliver a good game after running a successful one? Loup Zhou from Onipunks Software will share their experiences on C-Wars through the journey with Kickstarter.

Smartphone & Tablet Games Summit

Keynote: Monument Valley, and What We Leave In Hearts and Minds
Ken Wong (ustwo)
Mobile game creators now face an opportunity to create not just cheap disposable entertainment, but meaningful experiences that can affect the lives of millions. Today we have better tools, more choice in economic models and more diverse audiences than any other time in video game history. Development of our artistry, however, lags behind. With all our power, what are we doing to bring more joy, beauty and ideas into the world? When the player stops playing, what have we left in their hearts and minds?

We were delighted when Monument Valley became a critical and commercial success despite breaking almost every convention in mobile game design. What we didn't expect was for the game to create such a powerful emotional and intellectual connection especially with people who don't normally play games. This prompted us to reexamine the potential of mobile games as a unique medium for story, meaning and art.
Building Durable Mobile Franchises for the Western Market
Weiwei Geng (Kabam, Inc.)
In a crowded App Store market, where mobile games can easily fade into an endless library of titles, Kabam's Weiwei Geng will discuss what it takes to build a great mobile game and maintain it for long-term success. Weiwei lends his knowledge and insight as an executive producer of Kabam's most successful mobile games The Hobbit: Kingdoms of Middle-earth and Kingdoms of Camelot: Battle for the North, which have each grossed more than $100 million since their 2012 debuts.
Building Tools for Empowering Creativity and Improving Efficiency
Charles Brant (International Game Technology)
Programmers, designers, and artists all have their own ways of thinking, which can make it difficult to communicate between disciplines. This can become even more problematic when you add the rapidly changing technologies of mobile development. By creating technology agnostic tools, programmers give power to others to do what they do best and at the same time free themselves to work on other things. We will go over real-world examples in creating tools for everything from designing particle effects to managing game economies. By analyzing the feedback these tools received, we will demonstrate what worked, what had to be reworked in later iterations, and what principles were useful in designing tools for non-programmers.
Designing Educational Games: Not Just Child's Play
Matt Mayer (ReignDesign)
Nancy Lu (Piiig Inc.)
Kids love games, particularly on phones and tablets. School subjects like Math and Science: not so much. As game designers, how can we focus kids' appetite for touch-based games into an educational direction? Nancy Lu from Piiig Inc. and Matt Mayer from ReignDesign share their experiences and best practices of developing apps which teach kids about scientific concepts, and how to keep your audience - of kids, and their parents, enthused.
Naughty Kitties Postmortem: Making Breakthroughs from Compromises
Wesley Bao (Coconut Island Studio)
This session will share a thorough introduction on the developing process of Naughty Kitties and the way to develop No.1 iOS game in China App Store by the indie developer, which also ranks Top 25 in the US and Japan Stores. How we achieve the transition from casual game developer to mid-core F2P game developer, and how we preserve the innovation of games and meanwhile make them profitable will be explained. Wesley will reveal the compromises, the persistence and the shortcomings they have made during the development.
Optimizing Audio for Mobile Development
Ben Houge (Berklee College of Music)
In this session, we will discuss audio development for mobile deployment and compare different strategies for minimizing audio's data footprint, including editing, compression, and implementation techniques, with audio examples allowing developers to hear the difference between solutions. We will examine approaches to real-time manipulation of sounds, which can effectively create new variations without requiring additional audio data, enhancing the sense of immersion and realism in games. The session will include an overview of how digital audio works, and we will finish by discussing tools, pipelines, and middleware to streamline audio workflow on a mobile project.
Repeatedly Creating Hit Games
Sebastian Kriese (Wooga GmbH)
The mobile games industry is a tough market to crack. Fighting for gamers' attention are thousands of games lovingly created by talented developers around the world. Dealing with that kind of competition can be a daunting prospect. In this talk, Sebastian Kriese will give an insight into how Wooga has gone about winning gamers' attention and creating repeated hits. Learn how a game team at Wooga uses market research and over thirty internal tools and services to turn a pen and paper prototype into a potential hit game that looks great on the App Store. Sebastian Kriese will also delve further into Wooga's "Hit Filter" development process, drawing examples from games in their soft launch phases to explain how and why tough decisions are made to stop and continue projects that people love.
Setting Sail and Heading for Oceans of Stars: Development and Operation Sharing of Thunder Fighter
Jacques Wang (Tencent Games)
Qiang Sun (5agame)
How has a simple flight shooting game gathered hundreds of millions of users, and ranked among the top ten in global iOS game revenue list for two consecutive months? This talk will introduce the game design concept and principles of Thunder Fighter, and its evolution from a single-player game to a multi-player online game. It will also present how to combine the game with Tencent's social relationship, how to conduct the marketing promotion, and summarize the stable operation experience of Thunder Fighter.
Successful Cases and Ways of Operating Knowledge Crowdsourcing to Gather Players
Yang Chen (
In the mobile game era, due to the dispersed users and high acquisition cost, everybody is very concerned about through which ways to gather users. This talk will introduce the ways of operating knowledge crowdsourcing, how to accumulate the content over 300,000 pages, edit over 5 million times and obtain nearly 100,000 fans within a year and a half. The talk will involve some specific cases (such as I'm MT and Thunder Fighter). For examples, how a mobile game achieves a wiki page with 6,000 player contributors, and how WeChat game coupon accumulates more than 150,000 users in half a year after being launched.
The Road Not Taken: Lessons Learned Transitioning from Mobile Games to Console Games
Daniel Cook (Spry Fox)
Spry Fox has seen reasonable success with mobile games such as Triple Town. However, we decided to release our new game The Road Not Taken on the Playstation 4. It was Spry Fox's first console title and we needed to relearn many of the lessons that we had relied upon over with other platforms. Daniel will cover the trials and tribulations of big bang releases, market timing, the media cycle, update cycles and what it means to succeed. He will highlight differences in both process and gamer culture. Danile will also cover mistakes they made so you can learn from their errors.
Three Swordsmen: Lighting Workflow and Production Pipeline
Xiao Wei (Wind Play)
With the rapid improvement of mobile platform hardware performance, the performance obstacles of high-quality 3D game spread have been gradually cleared away. This talk will share some rendering techniques introduced into the Three Swordsmen but rarely used by the traditional mobile games. We will present, during the production process, how the technique and art combined to achieve the best balance of effectiveness and efficiency on a performance limited mobile platform, and highlight the Three Swordsmen's lighting workflow, construction and optimization techniques in pipeline production, as well as the experience of introducing physics-based lighting on a mobile platform.
Unlocking World Game Markets from China
Charlie Moseley (Tap4Fun)
What make 95% of games developed in China unable to find success overseas? Learn the secret to unlocking worldwide markets from China in this session delivered by the Creative Director of one of China's most successful game developers, Tap4Fun. From game design and production, to localization and marketing, this is a comprehensive overview of the necessary ingredients you'll need to overcome China's cultural borders and take on the world.
Viewing the Casual Game Production Through Anipop
Rony Xu (Happy Elements)
Design and production of casual games have huge differences with traditional core games, especially reflected in the design philosophy, art visual effect settings, core experience polishing and etc. Rony Xu from Happy Elements will introduce the design and production process of Anipop to share the company's understanding on casual game design elements, summarize the core user experience key points of the casual games, and share the level design principals of the level casual games through actual operational data.

Business    TUTORIALS

A Guide to Game Interface Design
Vinny Chan (Tencent Games)
Zolo Song (Tencent Games)
Easy to start and hard to master is usually e a feature that a good game should have. A good game interface needs to pay attention to two elements: usability and theme sense. Many game studios tend to ignore the importance of the game interface for the players. This tutorial will introduce the dimensions from which you can improve the usability of the game interface, and how to reflect your game worldview in the interface design.
Level Design Fundamentals & Techniques
Joel Burgess (Bethesda Game Studios)
Matt Scott (Independent)
Lee Perry (Independent)
The Level Design Tutorial will cover the basics of level design, including layout, pacing, difficulty balancing, and narrative techniques. The speakers will use examples from their past games, including Half Life 2: Episode 2, Gears of War, Fallout 3, Left 4 Dead, Unreal Tournament, and Skyrim. This tutorial is aimed at anyone interested in the techniques and approaches used for level design for AAA games in Western game development studios, with concepts being distilled to convey lessons which can be adapted to any game or team. Beginners and non-designers will be able to follow along, and experienced level designers will also have the opportunity to learn something new and ask questions directly of the speakers during question and answer sessions.
Profiling & Optimizing Mobile Games on Android Devices
Remi Breton (iDreamSky)
The Android device fragmentation is giving the game developer a big challenge to reach as many users. Specially in a place like China where low-end device still occupy a big part of the market. Profiling a game using the right tools can provide useful information about the game weakness and help developer to adjust assets and codes to find the right balance between compatibility and performance. During this tutorial, many techniques will be shown to identify different problems affecting performance & RAM consumption as well as solutions to modify the game to access even more devices.


2014 Q1 to Q3 Game Player's Analysis and How to Make Your Next Successful Game
Amanda Han (Zhidong Guohe Information Technologies (Beijing) Co.,Ltd)
Guohe Ad is a seasoned mobile advertising platform, which aims at offering service to mobile developers and provides mobile advertising plan, optimization and data service to mobile applications. This session is about:
  • 2014 Q1-Q3 oversee iOS game player's behavior in China
  • To analyze what kind of mobile games players like
  • To see what successful point we can learn and how to make next successful games
  • Equipping a perfect game design team – Visual design tactics with Adobe's technology edge
    Jeff Chan (Adobe China)
    Improving visual design efficiency is a key area that all game design companies look for. From draft to graphics and animation design, Adobe is endeavor to provide professional tools which improve design efficiency, including Creative Suite software and analytical tools for improving marketing tactics. In this seminar, you will hear visual design tactics with Adobe, the workflow and features of using design tools and successful stories of game companies.
    The game engine in the Internet thinking: How can Fancy3D cross the threshold in the 3D-game development
    Liu Rui (Beijing Fancyguo Technology Co., Ltd)
    The choice of development tools is an unavoidable problem for mobile game developing teams. With limited budgets for many medium and small teams, the wrong choice of development tools may make the projects delay or cancel. In this speech, with the development of «The Light of Darkness», Liu Rui will show us how Fancy3D can develop the hundred million level 3D game in a low threshold but high efficiency; at the same time, the speech will also share what benefits Fancy3D engine can really bring to the medium and small teams and how to cross the "trouble" in the game development.
    Graph-powered Personalized Analytics for Mobile Games
    Ruoming Jin (GraphSQL, Inc.)
    Analysts are expecting the mobile gaming market to reach $23.9 billion by 2016, doubling in size from 2013. China and Asia-Pacific will be the biggest market for mobile games, accounting for nearly half (48 percent) of the global revenues. The gamer-base for Chinese mobile gaming industry reached nearly 500 million and $1.37 billion in 2013. Despite the popularity of mobile games, game developers in China (and the rest of the world) are constantly facing difficult issues such as: a) How to get the games to gamers quickly (the discovery and distribution problem)? b) How to keep gamers engaged for very long times and bring them back on continuous basis? How to detect issues in the games quickly and fix them before these issues drive gamers away? In this talk, Dr. Ruoming Jin will discuss how personalized analytics (such as friend recommendation, lead generation, and game recommendation) powered by graph technology can help game developers and game publishers stay on top of all these problems and spend all of their time, focus and energy on building exciting games.
    How to maximize your key metrics with in-game live ops!
    Spencer Liu (KTplay)
    KTplay is the most powerful social engine for mobile games. We have two products:KTplay Social & KTplay Lite.KTplay Social:Turning single-player games into multiplayer,social games. Turn games into a robust social experience with an instant in-game community,friends list,friends leaderboard,live events and more.KTplay Lite:Live ops made easy Maximize engagement by interacting with players right inside games.Send notifacations and rewards instantly,creat and manage live evnets to increase player retention.
    Taking your games global
    Tang Kok San (Worldpay)
    Looking to move into international markets with your games or platforms? In this session Worldpay will run you through everything you need to monetise your content overseas. From details on gamer payment preferences to examples of others who are operating successfully in different markets, you will gain a huge amount of insight into what is required to gain success internationally.