Candy Crush Saga is one of the most successful games in the world, with over 100 million daily players, but the British designer Rey is under increasing pressure to move from its failsafe "size puzzle game".
After a disastrous stock market introduction in March 2014, the corporate tax rate 15pc on the first day saw himself and his decision to issue a dividend in the amount of 150 million US dollars in August, the king was in a position to the right with a copy of sales growth of 20 percent for the year, in Februar 2015th
This is largely due to the success of the Saga Candy Crush Soda - the last game in the franchise Candy Crush - which has earned the company an unexpected boost, the return of the franchise to a sequential growth of daily active users.
Candy Crush Saga soda with another franchise King Games - Bubble Witch Saga 2 Saga and Farm Heroes Saga Pet Rescue - a share of more than 50 percent of the sales of the king in the year 2014th
Thanks to its extensive use of in-app purchases, four of the five mobile games by the king in 2014, he published as a top 15 grossing games in the US - proof that the company no longer than one currency.
However, the company has announced that it accutely riffs in the same format game can not last forever. Promised in November 2014 the head of the king Riccardo Zacconi that 2015 new casual games that are not based on "mechanical puzzle" and a series of games that are not random to see.
In February, the king takeover game developer in Seattle Z2Live of, the company is based behind the iOS Simulator Metal Storm: online strategy game Battle of the Nations cartoons for mobile and PC.
The board of purchase to the address that can address the king, but the company is still playing card on his chest. So far, the only thing he found was that is "to expand beyond the casual genre."
"Of course, if you want something to see how far you can push it works. But certainly not enough to find build a company's future," said Catherine Mallet, King Studio Head.
"We innovate in many different directions -. Both in terms of gameplay itself and the various gifts are good for a wide audience, but now that games are as common and democratization provided much different segments games can explore each."
One of the obstacles to overcome the king when it comes to winning over a new generation of non-casual is the realization that mobile gaming is not the "real" game. Often people who every night in front of a console for hours to be generally quite dismissive about the kinds of lighting effects, you can wait 10 minutes for the bus to play.
However, Ms. Mallet says there are many overlaps between different populations of players, and that different situations require different gameplay experiences.
"The game that you play when you sit three hours and enjoy you want to have a memorable experience is not to do the same as you, if you wait for the bus. - And that's fine, it's like it fits into your life, "he said.
Mrs. Mallet said that the company's strengths lies in its ability to iteratively develop games and learn the different ways that people with the mirror. All games are built in-house, and the king has a dedicated team of business performance of scientists and data managers to examine the different elements.
The biggest challenge is to keep you busy in endless levels to players. Rey has already begun, "rich" to create adding new features in some of their games, a game experience - such as the addition of the collection "partner" in their heroes agricultural Saga franchise.
"Making games for us is primarily a mixture of art and science. In traditional games, you need a team that made the game and then take over the fence on the other team, the markets and the game was released, but for us is very integrated, "said Mrs. Mallet
"Everyone on the team, if you really think an artist or an analyst about the impact of the decisions I on my player? What is the best gaming experience possible? And" Is the impact in business with this choice? "
The expansion of games are not randomly call a different business model. All parties Rey makes money through in-app purchases Candy Crush Saga players 1300000000 $ (€ 865.2m) accumulated in-app purchases in 2014 but King says that two percent of the players charged.
Meanwhile, all the games are free Z2Live with premium content available for a fee. For example, the player can get a battle armor Nations and the basic weapon free, but have the ability to pay for the upgraded equipment. The game is $ 12,199 per day, thinking Gaming.
Other income may merchandising. Rovio, for example, the manufacturer of casual game Angry Birds is primarily on merchandising revenue, based to support their game. However, said Mrs. Mallet that King was unlikely to go far in this direction.
"We have a team of licensed Actually, there is an online store in the United States alone - .. Is Candy Crush Saga Merchandising But the way he looked in general merchandising and licensing, it really is to support and do Tokens something for players who are very concerned about the game, "he said.
"We do not we see the same way as other gaming companies have disappeared, in which the authorization 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. merchandising and licensing, where it makes sense to support the games and build the brand and build community "
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