Browser vs. Client-based Freetoplay MMOs

Jonah Hong (Symbeyond) and Frank Cartwright (GamersFirst)

Jonah Hong

Frank Cartwright

VP, Product, Platform Development and Digital Marketing at Gamersfirst.

VP Online Entertainment at GSN Television Network VP, Product Development and Engineering at Global Gaming

League (GGL) VP, Production for SkillJam Technologies (Liberty Media

Company) Disney Internet Group (DIG) - Created Disney’s online, multi-

player gaming platform along with dozens of games. Began 15 year career in gaming in 1995 on PC CD-Rom game

developed for Turner Interactive called DINOTOPIA.

Overview

Based on a panel from GDC Europe where participants included

Kevin Xu (IGG Inc.) Rob Ollett (Bigpoint International) Patrick Streppel (gamigo AG) Markus Buchtmann (SevenOne Intermedia) Frank Cartwright (K2 Network GamersFirst)

Portfolio Trends

GamersFirst – Current - 12 games (9 client, 3 browser) Last Year - Added browser in last year Going Forward - 50/50

IGG Current - 25 games (12 client, 5 browser 8 Social) Last Year - Browser and Social games Going Forward - Same percentage

Portfolio Trends

Proseiben/SevenGames Current - 28 Games(20 browser / 8 client) Last Year – 2nd year of Browser Games Going Forward – More focused on browser

Gamigo Current - 15 Client Games Last Year - Moving towards browser Going Forward – 75/25 Browser

Portfolio Trends

Bigpoint Current - 5 client the rest Browser Last Year – Started Client Going Forward - Primarily Browser

Why Browser?

Greater Accessibility Smaller Download Less funnel friction No native installation Lower Development Cost (Godswar only

$800k USD) Quicker ROI

Why Client?

Higher Quality Longer Tail Proven Monetization Higher ARPU

$40 for client vs <$10 for browser

User Acquisition / Conversion to Pay All agree that funnel is better browser

games. Client 2-6% conversion to paying users

(IGG/GamersFirst)

Download Size

Client games currently 500MB – >10GB Max Size Depends on Demographic and

Location US/EU Core Games < 2GB US/EU Casual Games < 1GB (pref. < 500MB)

Quality

Browser Has improved at greater rate than client games

over the last 2 years. Better fit for casual and social games Will continue to close the gap.

Client Still better especially for core games Engines like Unreal 3 continue to break new

ground.

Browser Platforms

Flash – Will continue to lose marketshare

Unity – Emerging as the clear leader and best technology

Trinigy – Good technology but may not be able catch up with Unity

Publisher/Developer Integration Browser games much easier Browser game developers usually much

more familiar with web technologies and therefore the integration with publisher.

Less risk and barriers to easily makes enhancements and changes.

Multiplatform

Browser games have clear edge. Client games are very customized A big contributor to the strength of Unity

is the cross-platform support including iPhone. Mitigates risk by not forcing a choice of type

of platform to target.

Fraud, Hacking and Trust

Users feel much more comfortable with browser games since they are not installing native code

Equal opportunity for fraud and hacking. Less control with browser games if

exploit leverages browser layer.

Hybrid

New opportunity Start on browser Committed players move to larger client-

based version

Conclusion

Trend is moving towards browser Client not going away There is much browser games can

learn from client monetization Huge opportunity for disruptive

hybrid model.

Contact

Jonah Hong Frank Cartwright

frank@gamersfirst.com 310-902-6613

Thank You GDC China