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The Business & Marketing Track seeks to educate and inform developers about the business of game development and ways in which their business can be improved.

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2014 HIGHLIGHTED SESSIONS

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!
Profitably Launching Jelly Splash to #1: A marketing postmortem
Eric Seufert (Wooga)
This session will walk through the marketing processes necessary to launch a broad, mass-market mobile game to the top of the app store. The session starts at the concept phase, in which the marketing team gathers data around consumer preferences, market receptiveness, and general revenue generating potential for various game themes, aesthetics, and mechanics. The session then describes in great detail the market analysis necessary for launching the game, as well as the general quantitative methods used to estimate the number of downloads needed (and total cost of the campaign) to reach a top app store position. Additionally, the session presents some conceptual topics within mobile user acquisition, such as LTV calculation, virality calculation, and the purpose of a marketing team in a mobile gaming company.
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.
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.
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.
Publishing Mobile Games in China to Become Global Hits
Jung Suh (Yodo1)
While the global game industry is very interested in China as a market, it's paid little attention to China-based developers publishing games for a global market. This talk will discuss the best practices Chinese developers can apply to successfully bring their games to an international audience, drawing on lessons from the publication of OMG:TD!, a Greek god-themed casual tower defense game which currently has over 3 million players, over half in the West, developed by Shanghai-based studio Red Rocket Games and published by Beijing-based Yodo1.

 

ALL 2014 BUSINESS & MARKETING SESSIONS

7 Steps to Mastering Native Advertising on Mobile
Stephen Chung (AppLift Inc.)
   
Managing Game Development Process and Creativity Across Regions and Cultures
Andy Zhong (FunPlus)
   
Profitably Launching Jelly Splash to #1: A marketing postmortem
Eric Seufert (Wooga)
   
Publishing Mobile Games in China to Become Global Hits
Jung Suh (Yodo1)
   
Simple Skills to Rapidly Improve the Business Value of Mobile Game Products
Shiying Wang (Linekong Enteractive Co., Ltd.)
   
Success of CP: Learning from Products of 10 Million Monthly Income
Tony Ni (FL Mobile)
   

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