Both titles are incredibly simple in terms of design which has led to other developers trying to compete with them either with clones or similar titles. However, today's post talks about why this is a giant mistake and how these developers and others leveraged advertising to make competing against them on their terms impossible.
Finally for this look at the video game market we turn to the F2P market. While it's considered the "youngest" compared to the other topics for this series, the impact F2P design has had cannot be understated.
The F2P market includes everything from browser based titles, to mobile and social games and the market has caused a lot of developers to rethink how they design and sell games.
China is projected to hit the $3B mark in the mobile game industry by 2014 and everybody within the industry is preparing to target this region including major publishers such as King (Candy Crush Saga).
The gaming industry is a tumultuous, evolving entity in which the average targeted player-base is constantly shifting. Up until recently, the main focus of most publishers and gaming companies were to cater to the casual gaming masses with games such as Candy Crush Saga and Clash of Clans.
You, the game developer, of all people should know that the gaming industry has always been susceptible to volatility in the market and nothing has changed about this since the past. Therefore, it is not unseemly to notice that popular and viral games such as Candy Crush Saga and FarmVille 2 have seen declines in user expenditures as well as total user base in February. Social game spending in general has declined from $205 million to just $167 million in the month of February and this can be because of many reasons.
One of things that makes the F2P consumer base unique is that each consumer invests different amount of money into the game. In F2P games, players invest as much money as they seem fit: Therefore, some consumers may invest a lot of money into a game while other may invest nothing. Most developers welcome this, but regardless they would obviously prefer if all consumers invested into their game. Xsolla takes a look at the difference between paying and non paying players, and how developers can strike a balance between these two.
Players - Who Are They?
Before focusing on having a high amount of paying players developers need to simply focus on obtaining an audience.This information is hard to come by because each developer has a different opinion over what an “active” user is. Most studies however focus on two groups that represent a video game’s audience. These groups are called Daily Active Users (DAU) and Monthly Active Users (MAU). MAUs are consider to be the best way to understand how big your user base is. DAUs are also important, but they are best used to figure out how a game could possibly change in order to increase your MAUs.