Candy Crush Saga is one of the most successful casual games in the world, with nearly 100 million players per day, but the British creator king is coming under increasing pressure, their "size puzzle game" diversify Failsafe.
After a disastrous IPO in March 2014, the 15pc drop the company's share price on the first day saw, and his decision to pay a dividend in the amount of $ 150 million to spend in August, received the king to get back in, reports a sales growth of 20 percent for the year, in Februar 2015th
This was mainly due to the success of Candy Crush Saga for Soda - the last game of Candy Crush franchise - the company an unexpected boost, which gave the return of the franchise in a sequential growth of daily active users.
Candy Crush Saga Soda, with other franchises King games - Bubble Witch Saga Saga 2 and Farm Heroes Saga Pet Rescue - a share of more than 50 percent of sales of the king in the year 2014th
He was released thanks to its extensive use of in-app purchases, four of the five mobile games by the king in 2014 Top-15 grossing games in the United States - which shows that the company is not only a common currency.
However, the company is accutely aware that they are not forever keep the same format riffs game. In November 2014 the conductor Riccardo Zacconi king promised that 2015 new casual games, the view is not based on "mechanical puzzle" as well as certain non-casual games.
In February, the king and the takeover game developer in Seattle Z2Live out, the company is based behind the iOS Simulator Metal Storm: Online and the cartoonish strategy Nations fighting game for mobile phone and PC.
Boards acquisition management, that the king can be addressed, but the company is still playing his cards close to his chest. So far, everything has been revealed that "extend beyond the casual genre."
"Of course, if you find something that works, you want to see how far you can push. But certainly not enough to support the future of a company," says Catharina Mallet, studio head king.
"We innovate in many different directions -. Both in terms of gameplay itself and the various envelopes are addressed to a wide audience, but now that the Games have become so dominant and so democratized, there are many different segments within games the whole world that you can explore. "
One of the obstacles to overcome which the king when it comes to winning over a new generation of non-casual gamers, is the perception that mobile gaming is not the "real" game. Often people who are in a console every night for hours on end to be quite dismissive about the type of lighting effects in the rule, you can wait 10 minutes on the bus to play.
However, Mrs Mallet says there are many overlaps between the different population of players, and that different situations require different gaming experiences.
"The game that you play, if you have three hours to sit down and want to have an unforgettable experience, is not the same thing if you are waiting for the bus to do -. And is good as you in Your life fits, "he said.
Mrs Mallet said that the forces of society in its ability to iteratively develop games and respond to the different ways that it is interacting with the levels. All games are built in the house, and the king has a dedicated team of business performance data of scientists and managers who analyze the various elements.
The biggest challenge is to keep them busy in endless plains players. King has already begun to add new features in some of his plays to create an experience of "richer" game - such as the addition of the collection "companions" in his openness agricultural heroic saga.
"Making games for us is a mixture of art and science. In traditional games, you can create a team, have made the game and then take over the fence on the other side, the markets and the game released, but is for us , highly integrated, "said Ms. Mallet
"Anyone who he really thinks the team, whether you are an artist or an analyst, what the impact of the decisions that I make in my player? What is the best gaming experience possible? And be what He is the business impact of this choice?"
Expanding casual games that do not call it a different business model. All Games King makes money through in-app purchases with Candy Crush Saga players 1300000000 $ (€ 865.2m) accumulated in-app purchases in 2014, but King asserts only pay 2 percent of players actually.
Meanwhile, all the games are free Z2Live with premium content for a fee. For example, the player can get battle armor Nations and handguns for free, but have the option of paying for the upgraded equipment. The game is over $ 12,199 per day, thinking Gaming.
Another possible source of income merchandising. Rovio, for example, the manufacturer of casual game Angry Birds, is largely based on merchandising revenue, based to support their play. However, Mrs. Mallet said that the king was unlikely that far to go in this direction.
"We have a team of the license, there is really only an online shop in the United States - Who is .. Candy Crush Saga Merchandising But the way he looked in general merchandising and licensing, it's really to support brands Games and something for players who are very concerned about the game, "he said.
"We do not see the same way as other game companies have disappeared when the license is really what they are doing. You can become a major source of income, but can also be very disturbing. We are a gaming company, we are about the games and we will do merchandising and licensing, where it makes sense to support the Games and build the brand and to build community. "
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