Table Of Content

Fall 2010 2 Casual Connect Fall 2010 Casual Connect Fall 2010 3 4 Casual Connect Fall 2010 Contents Pg.55—How to create a great story inside your game Jessica Tams | Letter from the Director 7 Features Scene: What People are Talking about Kenji Hisatsune | Who Said Device Matters? 8 Namco and D3Publisher Working Together Social Games to Extend the Puzzle Quest Franchise 32 Fundamentals of Social Game Design | David Rohrl Martin Brouard | Not Too Mini for the Big Leagues 12 Part Two: Social Relevance Frima’s Young Thor Postmortem 34 Top 5 Legal Issues Around Social Games | Dr. Andreas Jude Gomila and Logan Frederick | Social Gaming: Life 16 Lober and Olivier Oosterbaan in the Post-Viral Era A World After Facebook Distribution and User Acquisition Beyond Facebook 35 The Top 5 Mistakes You Should Avoid in Social Game Development | Sana Choudary Connections: The Faces Behind Casual Games 36 Social Game Marketing 2.0 | Jussi Laakkonen 5 Questions to Ask as You Grow Your Game on Facebook Mary Kurek | Cashing in on Gamer Celebs 20 42 How to Boost Your Games’ Potential | Rob Carroll They Played Their Way to The Top 5 Unexpected Solutions Youdagames | New and Notable 24 Production & Design Youdagames Studio Profile 46 Postmortem: Flower Garden for iPhone | Noel Llopis Owais Farooqui | Moms Just Wanna Have Fun 26 Confessions of an Independent iPhone Developer How Women Over 35 Are Reshaping the Casual Gaming Landscape 50 Making Western Casual | Oleg Rogovenko Dean Takahashi | The Trends Shaking Up 28 Golden Trails: The New Western Rush Postmortem the Games Industry 55 Let Me Tell You a Story | Igor Elovikov A Fireside Chat with Dean Takahashi Five Principles of Creating a Great Story Inside a Game Technology 58 Clearly We Had a Lot to Learn | Mark Mikulec Lessons from Our Venture into Browser Gaming 62 The Pros and Cons of 3D Graphics | Ivan Bralić and Krešimir Špes Considerations and Commentary 66 Ensuring the Best Game Experience For Consumers By Using the Right Tools | Philip Belhassen Maximizing Your Decisions in Casual Game Development Industry Business 68 Now We’re Talking A Conversation with Ed Fries Marketing & Industry Analysis 71 Facebook By the Numbers | Nick Berry Pg.8—Puzzle Quest 2: An Analysis of Users Around the World The cross-platform adventure begins! 74 Winning the Ad Game | Christopher Cummings Effectively Leveraging Premium Advertising Casual Connect Fall 2010 5 6 Casual Connect Fall 2010 Letter from the Director Event Calendar Casual Connect Europe in Hamburg 8–10 February 2011. Casual Connect Seattle 19–21 July 2011. Casual Connect Kyiv Ih ave a friend who works for a big national advertising agency. October 2011. They recently completed a set of television commercials for a new client. Two of the spots were researched, tweaked, tested, Fall 2010 revised, scrutinized, and rewritten, all in an effort to do what the research said would make them better. And the spots turned casual connect magazine out pretty well. A third television commercial was shot at the last second Trademarks © 2010 Casual Games Association. All rights reserved. because the Creative Directors at the agency had an idea they Reproduction in whole or part of this magazine is really believed in. The client demurred because the idea hadn’t strictly prohibited. Casual Games Association and been tested, but the creative team persisted and the client Casual Connect, and the Casual Games Association logo and the Casual Connect logo are trademarks or reluctantly relented. registered trademarks of Casual Games Association. Guess which of the three TV spots was chosen as one of the 50 best commercials of 2010? All other product and company names mentioned That’s right: The third, “untested” ad. herein may be trademarks of their respective owners. There’s a lesson here, of course. Is there a time and a place and a value for concept testing Disclosures and marketing research—for business rules applied to business decisions? Absolutely. With so The Casual Games Association’s (“CGA”) Casual Connect Magazine (“Magazine”) is for informational much money and so many jobs depending on the success of a game, you’d better do all you purposes only. The Magazine contains current can to ensure success. On the other hand, sometimes it’s OK to take off the green eyeshade and opinions and estimates which may change at any put down the ledger and follow your gut. Think how many of the best games came to be simply time. Furthermore, the CGA does not warrant or guarantee statements made by authors of articles in because someone had an idea and a passion for pursuing it. There is still a time and a place and the Magazine. Information in the Magazine should a value for that kind of decision-making as well. not be used as the sole basis for any investment or The point is that as your passion turns into your business, it’s a good idea to hang on to as strategy decisions. While the information included in the Magazine is derived from reliable sources, the much of your passion as you can along the way. By all means, make the games that will make reader is responsible for verification of information you money. But occasionally it’s OK to make a game simply because it will make you happy. Do enclosed in this Magazine and the CGA does not that and chances are you’ll make a few bucks as well. guarantee or warrant the accuracy or completeness of the information. The CGA is not responsible for oversights in opinions or data. Because of the position of the CGA in the casual games community, nearly all companies listed in this Magazine have contributed funds or services to the CGA in exchange for educational, promotional and marketing services. Usage Companies inside the entertainment business may Jessica can be reached at [email protected] use information in this report for internal purposes and with partners and/or potential partners. Members of the press may quote the Magazine. Data and information contained in this Magazine must NOT be used for commercial purposes, including but not About the Cover limited to commercial research reports. Our cover shows a portrait of Harold the Homeboy, the main character Contact Us Corporate Participation: in Muskedunder Interactive’s flagship social game Icy Tower. The illustration Luke Burtis, [email protected] was designed by concept artist Emanuel Garnheim and finalized by Address Changes and Subscription: graphics artist Olof Johansson. “The thought with the cover image was Tennille Forsberg, [email protected] to prominently feature our iconic mascot, Harold,” says Garnheim. “At the Article Submission and Comments: same time, we wanted to show the diverse world and exciting locations [email protected] you can visit in Icy Tower Facebook.” Casual Connect Magazine (http://mag.casualconnect. Harold’s intimidating pose has a double message: It hints at Harold’s org/) is published three times yearly by the Casual Games Association (http://www.casual plan to dominate his planet while also signaling Muskedunder’s plans gamesassociation.org/), P.O. Box 302, Layton, UT to dominate ours. 84041. Casual Connect Magazine is postal mailed Beware! to over 10,000 game industry professionals and members of the press. Casual Connect Fall 2010 7 Features Who Said Device Matters? Namco and D3Publisher Working Together to Extend the Puzzle Quest Franchise Gaming Landscape Today, gaming experiences aren’t limited to the home—they are fluid and increasingly connected. With technology constantly evolving and the newest platforms making their way to the top of consumers’ wish lists, it’s becoming more common for a consumer to have more than one device, including a home computer, console or Apple iOS device. As we move toward platform agnosticism, accessibility is instrumental in appealing to the masses. by Kenji Hisatsune Digital distribution is becoming the primary delivery channel, making it easier for publishers to access fans. Mobile devices like the Android and Apple iPad are creating a significant footprint in the marketplace, allowing consumers to take their games on the go. Kenji Hisatsune is It’s About Accessibility currently the Presi- While a brand can flourish when launched on a dent, CEO and COO While the Match-3 puzzle single platform, true market share is obtained when a of Namco Networks gamer can access the brand anytime, anywhere and America, Inc. Sev- component traditionally on multiple platforms. Gamers should be able to play enteen years ago, Puzzle Quest 2 on their PCs and then seamlessly transition Mr. Hisatsune was appeals to the casual their gaming experiences to their mobile phones when recruited from Un- they leave the comforts of their homes. Obviously, not iden Corporation, a audience, the RPG every game can fit into that demographic, but when manufacturer and they do, they have the ability to make an impact in an marketer of wireless consumer electronic elements cater to the more increasingly competitive market. products, to the arcade division of Namco America, Inc. At that time, he served as the hardcore gamer Cross-platform Engagement assistant to the president and later moved into Puzzle Quest 2, a game developed by Infinite the COO role to spearhead the resurgence of Interactive, is a hybrid of matching and role-playing arcade space—starting with Ms. PAC-MAN games. While the Match-3 puzzle component traditionally appeals to the casual audience, the RPG and then moving to other classic arcade titles. elements cater to the more hardcore gamer. The award-winning Puzzle Quest series has successfully In 2003, Mr. Hisatsune created a mobile busi- been able to bridge the gap between these distinctive groups to reach both core casual and ness unit within Namco America given the hardcore groups. growing demand for wireless games. The This game has the elements required to reach such a diverse division quickly became one of the largest demographic; we wanted to extend it to the more than 350 content providers in the U.S. and in 2005 spun- million PC gamers, including at least 150 million off to become Namco Networks America, Inc. mainstream1 and over 250 million casual The company is now a leading publisher gamers2. Shortly after D3Publisher (D3P) and developer of mobile, iPhone and PC released the IGN Editors’ Choice Award games for mass-market casual gamers. winning title for Xbox LIVE® Arcade Mr. Hisatsune holds a bachelor’s degree and Nintendo DS™, Namco worked in business and economics from Ma- closely with D3P to make the game calester College, St. Paul, Minn. Kenji accessible to PC gamers. In addition, can be reached at kenji.hisatsune@ the title will soon be available on iPad, casualconnect.org iPhone, Android and mobile, giving full availability to any of the 5 billion mobile phone users3 without access to a console or PC. The all-new Puzzle Quest Mage Trainer demo on Facebook has played an essential role in satisfying 1 Intel Corporation: http://software.intel.com/en-us/ blogs/2009/03/03/just-how-many-pc-gamers-are-there/ One of the strongest 2 Casual Games Association, 2009 enemies in the game, 3 CBS News via U.N. telecommunications agency, Rakshasa, was inspired International Telecommunications Union: http:// by Hindu epics h www.cbsnews.com/stories/2010/02/15/business/ main6209772.shtml 8 Casual Connect Fall 2010 Features g Dedicated fans can compare their game progress by using a global achievement system. d Puzzle Quest 2 will reach more than 350 million PC gamers. the needs of our diverse audience. The free session introduces new casual players to the fantasy world with helpful tips. It simultaneously gives hardcore fans insight into becoming the best Puzzle Quest player, with the ability to check out new gems, spells and weapons. With nearly 4 billion points scored collectively and one player single-handedly reaching over 14 million points, the game has proven quite rewarding. Making sure we engage the user requires established social, casual and hardcore components to create added value. Once players have built up their characters in the familiar single-player mode, they can challenge others around the world to individual battles via online multiplayer powered by Steam, the world’s largest gaming platform. Online Stats track battles, victories, win/loss streaks and various battle specifics. The Apple iPhone and Apple iPad version will feature local connectivity via Bluetooth and Wi-Fi, as well as challenges over the network. Using global achievement tracking, players can compare their progress to other Puzzle Quest 2 fans to see how they measure up. Conclusion As Namco brings the highly-anticipated Puzzle Quest 2 to a diverse audience through the vast spectrum of today’s popular platforms, we continue our commitment to developing and publishing games of the highest quality. And with the choice of platform firmly in the players’ hands, anyone can join the adventure! n Gamers should be able to play anytime, anywhere, on multiple platforms. Casual Connect Fall 2010 9 Features Who Said Device Matters? Namco and D3Publisher Working Together to Extend the Puzzle Quest Franchise g Online multiplayer. Each round a player has a choice: to use his weapon, a magic spell, or to move an element on the game board. Gameplay, admired by fans from the first Puzzle Quest f True market share is obtained when a gamer can access the brand anytime, anywhere and on multiple platforms d Exploring Wolf Kennels Faceoff h 10 Casual Connect Fall 2010