Product Management in Games by Zynga Lead Product Manager

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1. www.productschool.com Product Management in Games by Zynga Lead Product Manager 2. FREE INVITE Join 35,000+ Product Managers on 3. COURSES Product Management Learn the…
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  • 1. www.productschool.com Product Management in Games by Zynga Lead Product Manager
  • 2. FREE INVITE Join 35,000+ Product Managers on
  • 3. COURSES Product Management Learn the skills you need to land a product manager job
  • 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
  • 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
  • 6. COURSES Digital Marketing for Managers Learn how to acquire more users and convert them into clients
  • 7. COURSES UX Design for Managers Gain a deeper understanding of your users and deliver an exceptional end-to-end experience
  • 8. COURSES Product Leadership for Managers For experienced Product Managers looking to gain strategic skills needed for top leadership roles
  • 9. COURSES Corporate Training Level up your team’s product management skills
  • 10. Speaker Ponappa Somayanda Zynga Lead Product Manager
  • 11. Product Management in Games Ponappa Somayanda
  • 12. Why do video games need PMs? Why video games are great products for PMs?
  • 13. An Introduction ● Lead Product Manager at Zynga ● Currently @ NaturalMotion, London ● Ex-EA (Electronic Arts) ● ~5 years in the game industry ● Avid Gamer ● linkedin.com/in/ponappa
  • 14. ‘These are personal views and opinions based on my experiences and the experiences of my peers, and do not reflect the views of my current or past employers.’ Caveat
  • 15. Why video games are great products for PMs?
  • 16. Dominant & growing business Source: Reuters/OppenheimerFunds
  • 17. Games as Social Networks
  • 18. Games as Social Networks Communities Emergent Social Behaviour Co-Op // PvP Image Source: https://www.reddit.com/user/th3l33k
  • 19. Economies & Markets ● Supply and Demand ● Inflation (and control) ● Multiple Currencies ● Perceived value of virtual goods ● Auction Houses & Marketplaces ● Crafting & Trading
  • 20. Creative Expression Image Source: Forbes ; https://www.vibelearning.com.au/explore-game-development Everyone on a game team is a Game Designer
  • 21. Passion A two-way multiplier, influencing game makers as well as players
  • 22. Tech & Innovation Communication Security AI Accessibility
  • 23. Pick and choose the problems you want to solve
  • 24. In a nutshell ● Industry primed for growth ● Innovation & Creativity ● Individual agency ● Diverse challenges and opportunities ● Influence & Gratification ● FUN!
  • 25. Why do video games need PMs?
  • 26. Conventional Game Development Concept ● Pitch ● Ideation ● Prototype Release ● Marketing ● Distribution ● Launch ● Maintenance Design ● Gameplay ● Rulesets ● Narrative ● Interface ● Content Production ● Programming ● Art ● Sound ● Design ● Implementatio n Testing ● Playtest ● Alpha & Beta ● Bugs ● Polish
  • 27. Games as a Service (GaaS) “In video gaming, games as a service (GaaS) represents providing video games or game content on a continuing revenue model, similar to software as a service. Games as a service are ways to monetize video games either after their initial sale, or to support a free-to-play model.”
  • 28. The GaaS Approach Release Concept Design Production Testing LIVE SERVICES ANALYSIS & FEEDBACKEXPERIMENTS & PROMOTIONS CUSTOMER SUPPORT & COMMUNITY UPKEEP CONTENT, EVENTS & FEATURES Tools, Backend & Sustainability
  • 29. Why does this make good great sense? Recurring Revenue Model Extended Life Cycle More Player Focused Measure Success Better Risk Mitigation
  • 30. This is where PMs thrive ● Responsible for KPIs and Metrics ○ Acquisition, Engagement, Monetization ● Own/Manage the Roadmap ● Define Product Strategy ● Design Content and Features ● Measure-Analyse-Optimize-Iterate ● Be a Player Champion ● Know the market Creative BusinessTechnology PM Analysis Planning & Forecasting Features Liveops Experimentation Reporting
  • 31. Integral part of the team Product Manager Art & UX CS & Community Marketing Dev & QA AnalyticsProduction Studio Leadership Game Design
  • 32. Adding value across the lifecycle Release Concept Design Production Testing LIVE SERVICES ANALYSIS & FEEDBACKEXPERIMENTS & PROMOTIONS CUSTOMER SUPPORT & COMMUNITY UPKEEP CONTENT, EVENTS & FEATURES Tools, Backend & Sustainability
  • 33. Why do video games need PMs? Why video games are great products for PMs?
  • 34. END
  • 35. www.productschool.com Part-time Product Management, Coding, Data Analytics, Digital Marketing, UX Design and Product Leadership courses in San Francisco, Silicon Valley, New York, Santa Monica, Los Angeles, Austin, Boston, Boulder, Chicago, Denver, Orange County, Seattle, Bellevue, Washington DC, Toronto, London and Online
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