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.
Thank You GDC China
