Browser vs. Client-based
Freetoplay MMOs
Jonah Hong (Symbeyond) and Frank Cartwright (GamersFirst)
Jonah Hong
Frank Cartwright
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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
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Based on a panel from GDC Europe
where participants included
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Kevin Xu (IGG Inc.)
Rob Ollett (Bigpoint International)
Patrick Streppel (gamigo AG)
Markus Buchtmann (SevenOne Intermedia)
Frank Cartwright (K2 Network GamersFirst)
Portfolio Trends
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GamersFirst –
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Current - 12 games (9 client, 3 browser)
Last Year - Added browser in last year
Going Forward - 50/50
IGG
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Current - 25 games (12 client, 5 browser 8
Social)
Last Year - Browser and Social games
Going Forward - Same percentage
Portfolio Trends
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Proseiben/SevenGames
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Current - 28 Games(20 browser / 8 client)
Last Year – 2nd year of Browser Games
Going Forward – More focused on browser
Gamigo
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Current - 15 Client Games
Last Year - Moving towards browser
Going Forward – 75/25 Browser
Portfolio Trends
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Bigpoint
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Current - 5 client the rest Browser
Last Year – Started Client
Going Forward - Primarily Browser
Why Browser?
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Greater Accessibility
Smaller Download
Less funnel friction
No native installation
Lower Development Cost (Godswar only
$800k USD)
Quicker ROI
Why Client?
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Higher Quality
Longer Tail
Proven Monetization
Higher ARPU
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$40 for client vs <$10 for browser
User Acquisition /
Conversion to Pay
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All agree that funnel is better browser
games.
Client 2-6% conversion to paying users
(IGG/GamersFirst)
Download Size
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Client games currently 500MB – >10GB
Max Size Depends on Demographic and
Location
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US/EU Core Games < 2GB
US/EU Casual Games < 1GB (pref. < 500MB)
Quality
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Browser
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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
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Still better especially for core games
Engines like Unreal 3 continue to break new
ground.
Browser Platforms
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Flash – Will continue to lose
marketshare
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Unity – Emerging as the clear leader and
best technology
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Trinigy – Good technology but may not
be able catch up with Unity
Publisher/Developer
Integration
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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
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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.
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Mitigates risk by not forcing a choice of type
of platform to target.
Fraud, Hacking and Trust
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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
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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.
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Contact
Jonah Hong
 Frank Cartwright
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[email protected]
 310-902-6613
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Thank You GDC China