Idle Clicker Games: Why are They So Popular and How Can I Get in on the Action? | David Chiu
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Idle clicker games, a popular genre known for their ease of play and high retention rates, have seen tremendous success on mobile platforms. These games benefit from low production costs, innovative monetization strategies, and engaging mechanics such as gacha elements and limited-time events. With the potential for high downloads and revenue, they are favored by both players and developers in the gaming industry.
Idle Clicker Games: Why are They So Popular and How Can I Get in on the Action? | David Chiu
- 1. IDLE CLICKER GAMES WHY ARE THEY SO POPULAR AND HOW CAN I GET IN ON THE ACTION? David P. Chiu DC Games Consulting LLC
- 2. • 12+ years in games industry • Intel in Gaming Developer Relations & Business Development, US Gaming Marketing & Campaign Strategy • Head of Business Development and Developer Relations at Kongregate • Vice President of R2 Games USA • Worked on hit games such as Clicker Heroes, Politicats, Game of Thrones Ascent • Now at DC Games Consulting LLC WHO AM I? DC Games Consulting LLC
- 3. HOW DID IDLE CLICKER GAMES GET STARTED?
- 4. WHAT IS A CLICKER GAME? • AKA tapper, idle, or incremental games • Relatively new genre • Recently gained massive popularity • For a deep-dive into the genre: www.gdcvault.com/play/1022066/Idl e-Games-The-Mechanics-and (Kongregate, Anthony Pecorella) DC Games Consulting LLC
- 5. ORIGINATED ON PC DC Games Consulting LLC
- 6. GAINED MASSIVE POPULARITY ON MOBILE DC Games Consulting LLC
- 7. BIG BRANDS GETTING INTO ON THE ACTION DC Games Consulting, LLCDC Games Consulting LLC
- 8. MANY IDLE CLICKERS IN THE TOP CHARTS DC Games Consulting LLC
- 9. TRAILER PARK BOYS • Launched April 20, 2017 • Highest peak grossing ranking for idle clickers • iOS Top Grossing 72 Game in the US • Consistently in Top 100-200 Grossing (US) in first month • Currently iOS Top Grossing #165 Game (US)
- 10. WHY ARE THEY SO POPULAR?
- 11. POPULAR WITH PLAYERS • Easy to pick up and play • Short sessions are perfect for mobile • Constant cycle of positive reinforcement and progression DC Games Consulting LLC
- 12. POPULAR WITH DEVELOPERS AND PUBLISHERS • Incredibly strong retention • Top games have: • D1: 50-70%+ • D7: 30-40%+ • D30: 15-20%+ DC Games Consulting LLC
- 13. POPULAR WITH DEVELOPERS AND PUBLISHERS • High retention + multiple sessions a day = Ad $$$ • Idle clicker games in Top 200 grossing based only on IAP • Rewarded videos can double game monetization • Advertisers love them • CPMs are high DC Games Consulting LLC Source: AdVenture Capitalist, Kongregate, The Rise and Rise of Idle Games
- 14. POPULAR WITH DEVELOPERS AND PUBLISHERS • App stores love them! • Regularly featured and re- featured • Many received Editors’ Choice
- 15. POPULAR WITH DEVELOPERS AND PUBLISHERS • Top idle clicker games have millions of downloads • Top games generated 8-figures in revenue DC Games Consulting LLC
- 16. POPULAR WITH DEVELOPERS • Ideal for self-publishing • Low production cost • Short dev cycle DC Games Consulting LLC
- 17. Leverage Existing Assets • Many popular clicker games are spinoffs of other games Cloudstone Clicker Heroes Time Rifters Time Clickers Best Fiends Best Fiends Forever Bush Whacker Crusaders of the Lost Idol • Even lower cost and faster dev time
- 18. EVOLUTION AND BEST PRACTICES
- 19. IDLE CLICKER EVOLUTION • Genre keeps evolving • More features • IP/ brands • Combining genres • Deeper monetization DC Games Consulting LLC
- 20. IDLE CLICKER GAME MONETIZATION
- 21. IDLE CLICKER GAMES: IAP MONETIZATION Typically feature 3 types of currency: • Soft currency • Earned through gameplay • Hard currency • Bought from IAP or slowly accumulated through gameplay • Prestige/ Ascension currency • Earned when you reset the game in exchange for this currency that grants bonus stat boosts • Can be used to buy certain characters/items/artifacts that can only be purchased using prestige/ ascension currency
- 22. IDLE CLICKER GAMES: IAP MONETIZATION Hard currency is typically used for: Fast Forward/ Time Warp • Earn X hours of soft currency at the current rate • Can offer multiple time spans (1 hour, 4 hours, 1 day, 3 days, etc) Speed Multiplier • Buy a permanent multiplier boost • Can be for soft currency accumulation (3x gold), damage per second, damage per tap, etc. Temporary Boosts • 2x gold boost for X hours or days Instant Prestiging/ Quick Ascension • Pay hard currency to earn the prestige/ascension currency or bonuses without having to reset your game and restart from level 1
- 23. IDLE CLICKER GAMES: GACHA MECHANIC • Random draw for a valuable item in the game • Incorporate CCG elements like varying rarity levels (common, uncommon, rare, legendary) • Simple and repeatable sink for hard currency for users to chase desired reward
- 24. CCG MONETIZATION IN IDLE CLICKERS
- 25. CCG MECHANICS IN IDLE CLICKERS • CCG mechanics in idle games popularized by Clicker Heroes, Taps to Riches and Crusaders of the Lost Idols • Most recently by Trailer Park Boys and Office Space • CCG mechanics greatly improve IAP monetization
- 26. CCG MECHANICS IN IDLE CLICKERS • Previously, the CCG mechanics were ancillary • Pets in Tap Titans and Nonstop Knights • Now integrated into core loop • Office Space, Trailer Park Boys • Effective appointment mechanic • Offer free pack or card draw every 4-6 hours
- 27. CCG MECHANICS IN IDLE CLICKERS • Office Space follows Taps to Riches model of gachafied managers that provide bonuses for currency generators
- 28. CCG MECHANICS IN IDLE CLICKERS • Shop Tutorial introduces Medium Pack and gives player a free one • Gives player an Epic card and then shows him/her how to use the cards
- 29. CCG MECHANICS IN IDLE CLICKERS Trailer Park Boys • Upgrading characters (biz managers) and businesses (soft currency generator requires cards AND liquor (pseudo-hard currency) • No direct prestige currency in the game (replaced by liquor and cards which gate progress)
- 30. CCG MECHANICS IN IDLE CLICKERS Trailer Park Boys • Shop refreshes 5 hours with 3 cards that you can buy directly with liquor • Cards obtained from prestiging/ finishing seasons, season/business milestones or 3 gachas draws (hard currency sink)
- 31. CCG MECHANICS IN IDLE CLICKERS Trailer Park Boys • Repeating prestiging (ending and starting new seasons) will unlock new cards • Trade unwanted cards for liquor • Use hard currency to buy gacha draws
- 32. AD MONETIZATION IN IDLE CLICKERS
- 33. AD MONETIZATION DC Games Consulting LLC • Consider adding rewarded video to increase your LTV • Good for high retaining casual games with low monetization • Integrate mediation platform and multiple ad networks • Negotiate superior deal terms
- 34. AD MONETIZATION DC Games Consulting LLC • Integrate ads into gameplay (core loop or regularly repeating screen) • Prominent surfacing/ placements • Offer meaningful rewards • Incorporate ads into new content or/and limited timed events • Limit video pre-caching to minimize OTA data usage • Avoid long ads and “bad ads”
- 35. IDLE CLICKER GAMES: AD MONETIZATION • Short burst of soft currency • Small amount of hard currency • Temporary boost (e.g. 2x gold for X time) • Spin in a wheel of fortune or mini-game • Double the amount of offline gains upon returning to the game
- 36. LIMITED TIME EVENTS IN IDLE CLICKERS
- 37. LIMITED TIME EVENT • Great for improving long term retention and monetization • Weekly, biweekly or monthly events to drive retention up • Can be tied to seasonal events/ holidays • Progress is separate from main game • Events lead to increased IAP and ad revenue by keeping players engaged and drives up retention as well
- 38. LIMITED TIME EVENTS IN ADCAP INCREASES IAP AND AD MONETIZATION
- 39. LIMITED TIME EVENTS: OFFICE SPACE - IDLE PROFITS
- 40. LIMITED TIME EVENTS: OFFICE SPACE - IDLE PROFITS
- 42. LEADERBOARDS AND EVENTS • In addition to Event Loot Boxes, Office Space also has an Event Corp Leaderboard with tiered prizes • Drives engagement, competition and purchasing
- 43. • Dungeon Inc has weekly Tournaments with Tier Prizes LEADERBOARDS AND PVP TOURNAMENT
- 44. • Tournament is based on async PvP instead of single player progression LEADERBOARDS AND PVP TOURNAMENT
- 45. • Prizes are based on tiers • Drives engagement, competition and potentially purchasing LEADERBOARDS AND PVP TOURNAMENT
- 46. WHY AN IDLE CLICKER GAME? • Love by app stores and players • Potential for millions of downloads and revenue • Short dev cycle • Room for innovation DC Games Consulting LLC
- 47. QUESTIONS? DC Games Consulting LLC David P. Chiu DC Games Consulting LLC david.p.chiu@gmail.com
Editor's Notes
- #2: Idle