The secret behind Clash of Clans success
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1. Clash of Clans is a popular free-to-play mobile strategy game where players build villages, gather resources, and attack other villages. 2. Though the game is free to play, it makes money through in-app purchases of gems using a freemium model. 3. The game's financial success is based on a three-layer ecosystem where different layers serve different purposes to create scale, commitment, and profit. The first layer reaches a wide audience, the second invites player investment through base-building, and the third offers tools that can be upgraded through optional in-app purchases.
The secret behind Clash of Clans success
- 2. WhatisClashofClans? Clash of Clans is a social real-time online strategy game designed for mobile touch screen devices. The game involves building a village, gathering resources, attacking other villages and teaming up with fellow players to form clans. BACKGROUND
- 3. Howdoesitmakemoney? The revenue generation model is based on the successful free-to-play strategy that is widely used in mobile games; actual playing is free, but in-app purchases can be made during the game. BACKGROUND
- 6. It’s 1 It’saddictive! It’sfun! People want to play it! agreat game! From Supercell’s Clash of Clans Super Bowl Ad.
- 7. Those are qualities of a great game, but… What makesit afinancial From Supercell’s Clash of Clans Super Bowl Ad. success?
- 8. Let’s take a closer look using the melt frame.
- 10. e.g. emotions, competences and knowledge Thisis theimmaterial world
- 13. Melt’sconceptof time is new and somewhat unknown. It has features from both the immaterial and material world and it varies according to the viewpoint. Clash of Clans uses this brilliantly!
- 14. Bendingtime 2 Clash of Clans makes use of the temporal concept of three different worlds.
- 15. Players may feel advancing their villages is important in order to correspond with the players’ skills, to receive admiration from others, or out of simple curiosity to see what the future holds. THE PLAYERS’ NEEDS EXIST IN NONLINEAR TIME. BA C
- 16. THE GAME IS PORTRAYED AS IF HAPPENING IN ”REAL TIME”. The material “real time” is embedded firmly into the gameplay. Constructing a defense structure for a village may take several days. Advancement takes longer as the game progresses. BA C
- 17. Players are offered ways to fulfill their immaterial needs by “bending the time” – by momentarily escaping the material time by buying gems as in-app purchases. THE GAME ACTUALLY TAKES PLACE IN ”MELT TIME”. THIS APPEARS TO BE LINEAR, BUT CAN BE ALTERED. BA C
- 18. Layered ecosystem 3 The financial profitability of Clash of Clans is established on a three-layer ecosystem.
- 20. REACHING AS MANY PLAYERS AS POSSIBLE Clash of Clans is a free-to-play game epiphyte in Apple and Google ecosystems. APPLE AND GOOGLE ECOSYSTEMS SCALE LAYERA TOOL LAYERCHOME LAYERB Clash of Clans is here!
- 21. Inviting players to create their own “homes” inside the game by letting players build villages and clans as they wish. HOME LAYERB TOOL LAYERCSCALE LAYERA HANDING OVER OWNERSHIP TO THE PLAYERS Players’ “homes”
- 22. Players can advance their villages by collecting coins, elixir and gems. OFFERING VARIOUS TOOLS TO ADVANCE IN THE GAME TOOL LAYERCSCALE LAYERA HOME LAYERB Tactics and skills
- 23. PROFIT SOME OF THESE TOOLS CAN CAN HAVE PAID OPTIONS SCALE LAYERA HOME LAYERB TOOL LAYERC Gems can be also be purchased during the game.
- 24. PROFIT SCALE LAYERA HOME LAYERB TOOL LAYERC The free-to-play model typically involves only a few percent of players actually spending money on the game, while most play for free.