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Mary Casey from Mediatonic discusses Product Management in Games
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MEDIATONIC TM
PRODUCT TANK Mediatonic @
MEDIATONIC TM
Strategic pillars
GaaS Delivery
Creative Production
Product Strategy
Cloud Distribution
Live Ops®
Meaningful worlds
Distinctive IPs
Production values
X-Platform
MEDIATONIC TM
• Creative led-design team
• Art and production pipelines
• Client-side Engineering
• Production management
• Quality Assurance
User Acquisition, Distribution, Community
GaaS Technology Scalability, Security, Efficiency, Content Management, Localisation
Live Ops Content build, Monitoring, Deployment, Cloud Mngmt
Big Data, Business Intelligence, Product Strategy/Monetization
Building a GaaS Stack
MEDIATONIC TM
Product Development Process
Strategy > Creative > Build > Launch > Grow
MEDIATONIC TM
Stage 1: Concept
“I don't know the key to success, but the key to failure is trying to please everyone.”―Bill Cosby
MEDIATONIC TM
Stage 1: Concept Constraints are empowering Context is key
• Business Objectives • Creative Objectives
Market Analysis on opportunities
MEDIATONIC TM
Stage 1: Concept Different genres suit different audiences This informs their theme.
Low ARPU +Arcade /Casual
High ARPU +Hardcore / Niche
MEDIATONIC TM
Stage 2: Creation Focus on Quality Product – Fun is the priority Maximise User Value against Development Investment Iterate Rapidly (2 week sprints) Expect change
MEDIATONIC TM
Stage 2: Creation Product Management Input
• Platform Best Practice • Competitive Landscape • Marketing • Economy & Pricing
Creative Producer Input • Thematics & Story • Game play design • Art direction • UX / UI experience
MEDIATONIC TM
Data Driven Design
MEDIATONIC TM
TM
Session Time (user data)
Game Tuning & Variable Balancing (game data)
Combine game data with real user data in the Cloud Allows analytical design process for difficulty, progression, etc Session time balancing VS power – statistical design and optimisation
MEDIATONIC TM
Stage 3: Launch Start with a soft launch Focus on Retention, Monetization then Virality (in that order) Product Management prioritization based on ROI Weekly updates & iteration
MEDIATONIC TM
Stage 3: Launch Team involved at all stages, see metrics & user tests Solve problems together PM highlights problem, creative team can tackle it Transparency is key
MEDIATONIC TM
Takeaways Be Entrepreneurial Transparency through the company is crucial Pairing Creativity with great Product Management is key when building a creative product