Filipp Karmanov, Black Snowflake

Hypercasual + Messengers: Love at First Sight?

(White Nights Conference Berlin 2019)
The official conference website — http://wnconf.com

Transcript

1. Hypercasual + Messengers: Love At First Sight? Filipp Karmanov, CEO & Founder Black Snowflake Games www.black-snowflake.org
2. • In gamedev industry since 2007 • HTML5 evangelist since 2013 • 60+ HTML5 games
3. Mobile chats/social apps
4. Facebook Instant Games growth – a huge surge Source: instantintel.co, 25/01/2019
5. Trivia apps caught the viral wave: the goal is to share Source: instantintel.co, 25/01/2019
6. Hypercasual: the golden mean between trivias and “traditional” social games Trivias Hypercasual Social “AAA” Virality Big Big Average Launch time Fast Fast Slow Monetization (IAPs/ads) - + + User lifetime Short Average Long
7. Case study: unifying to promote not a single game but an ecosystem
8. (a word play on Russian “игра” – “game”)
9. Igrach is: • A fast-growing hypercasual games brand • A platform which unifies these games • An API which makes game integration faster
11. Utilizing social platforms’ features to build a community around game(s) Dynamic cover of Igrach community on vk.com
12. Utilizing social platforms’ features to build a community around game(s) Custom content (user photo skin) for joining the community Exclusive content for trading (“give 10 candies to a friend to unlock”)
13. Backend matters
14. But what about the games?
15. Launch See result Share Trivia Hypercasual Launch Play Share Repeat
16. • Short session but many attempts • Something to fight for (leaderboards, unlockable content) • Retention mechanics (rewards, notifications) • Encourage to share • Keep it (not very) minimal
17. Thanks! Any questions? filipp@black-snowflake.org fb.com/FilippBSG