Clash Royale. Game Design Teardown Adrian Crook & Associates

Transcription

1 Clash Royale Game Design Teardown 0 Adrian Crook & Associates 0

2 Agenda Game Mechanics Monetization Social/Other! Game Play! Cards! Treasure Chests! Progression! Premium currency! Spend Sinks! Clans! Notifications! TV Royale 0 Adrian Crook & Associates 0

3 Clash Royale - Overview Executive Summary Why We Chose: Gameplay Publisher History It s no secret that past performance in free-to-play gaming is not indicative of future performance. Companies like King and Rovio have struggled to follow up their smash hit titles with varying degrees of success. While titles like Hay Day and Boom Beach demonstrate Supercell s proclivity for crafting chart-topping games, Clash Royale represents a bold step for the company. In Clash Royale, players face off in real-time, head-to-head, battles with the goal of destroying their opponent s base. On the surface the core game mechanic is similar to Clash of Clans. However, the addition of classic CCG mechanics makes Clash Royale a truly unique and compelling experience. Supercell. Helsinki, Finland Release date: Soft launch in Australia, Canada, New Zealand. Peak download rank: #, Canada; Top Australia and New Zealand. Peak grossing rank: #, Canada; Top Australia and New Zealand. 0 Adrian Crook & Associates 0

4 Takeaways - Strengths Strong Brand Recognition The Clash universe expanded! As an extension of the Clash of Clans universe, Clash Royale will benefit immensely from unmatched brand awareness. This will drive new user acquisition and allow the Clash Royale player base to easily reach the critical mass required to support a heads-up multiplayer title, all before the first marketing dollars are spent. Familiar Mechanics Moderate learning curve! While Clash Royale offers a whole host of new game mechanics for players to dig into, the core gameplay of deploying troops and destroying bases remains largely unchanged. Having an instant familiarity with the game creates a welcoming environment for new players where they can instantly feel comfortable while learning the functionality and nuances of the new game mechanics. Monetization Deep resource sinks drive endless potential! Clash Royale utilizes a leveling system with ever increasing upgrade costs that ensures a consistent demand for currency, cards, and the chests that provide them. As players advance to higher arenas they unlock access to stronger cards, starting the cycle again. 0 Adrian Crook & Associates 0

5 Takeaways - Weaknesses New Player Fatigue New players face stiff competition! Without a single player campaign outside of the tutorial arena, new players are at risk of facing repeated losses when entering PvP competition. The addition of a PvE campaign or an extended practice mode where players could compete against an AI and earn cards would greatly improve the new player experience and bolster early player retention. Lack of Card Variety CR pales in comparison to other CCGs! With only cards available at launch, Clash Royale doesn t stack up when compared to CCG giants like Hearthstone. Additionally, there is a significant lack of game mechanics that result in interesting card synergies as seen in most traditional CCG games. Many of the top tier cards unlocked though gameplay are simply stronger versions of previous cards. 0 Adrian Crook & Associates 0

6 Gameplay Brief A new twist on a classic mechanic! Players face off in real-time heads-up competition.! Battle takes place inside a map called the arena.! Each player begins the round with control of their half of the arena.! Each player has three buildings; two Arena Towers and one King's Tower on their side of the arena.! The player s goal is to destroy the other player s King's Tower while protecting their own.! Players do battle by deploying troops and spells from a deck of cards.! Players may deploy anywhere within territory they control.! Destroying an opponent s Arena Tower will expand the player s territory and allow them to deploy troops close to the opponent s King s Tower. 0 Adrian Crook & Associates 0

7 Gameplay Brief Playing to win endgame conditions! If you destroy the other player's King Tower, you win immediately.! If neither player is able to destroy their opponent s King s tower within the first minutes, elixir regeneration speed is doubled.! If after minutes, each player s King Tower is still standing and each player has destroyed an equal number of Arena Towers, sudden death beings.! In sudden death the next player to destroy a tower wins the match.! If no tower is destroyed during sudden death, the match will end in a draw and neither player will gain or lose any of their trophies. 0 Adrian Crook & Associates 0

8 Gameplay Brief Main gameplay UI breakdown Card tray. Contains the players hand. Playable cards will appear in full color. Black and white cards require more elixir to be used. Elixir counter. Elixir regenerates at a fixed rate for both players. As the player casts cards and consumes elixir, the elixir bar will drop. Casting cost. The amount of elixir each card requires to be played. Next card. The next card that will be added to the card tray when the player plays a card from the tray. Player s King Tower. When the King Tower s HP is reduced to zero, the player will immediately lose the match. Opponent s King Tower. Each player has a pair of Arena Towers on their respective side of the map, on the left and right sides of the King s Tower. Crown count. Destroying an opposing tower awards you a crown. Opponent s name and trophy count. Time remaining in the match. Emote menu. Players can communicate using a collection of canned phrases. 0 Adrian Crook & Associates 0

9 Gameplay Brief Preparing your clan for battle! A player s battle deck is the rotation of cards they want to take into battle.! The battle deck is limited to unique cards of any type. Players cannot have fewer than cards in their battle deck.! Players can add unlocked card s to the battle deck from their library at any time between battles. 0 Adrian Crook & Associates 0

10 Core-Loop Familiar battle and upgrade loop Rewards + New Cards + Gold + Gems Upgrade + Crowns + Chests +/- Trophies - Gold - Cards Battle 0 Adrian Crook & Associates 0

11 Progression Dual progression paths offer different rewards King Level Just like Clash of Clans, Clash Royale features a player-leveling mechanic called the King Level. Players can advance their king level by earning experience points through various metagame actions. Trophies Immediately familiar to anyone who has played Clash of Clans, trophies are used to indicate your overall success in combat. Players gain and lose trophies based on their performance in arena battles. 0 Adrian Crook & Associates 0

12 King Level Increases the strength of player towers! Players gain experience by upgrading cards or donating cards to clanmates.! XP gained by upgrading cards is listed on the card at the time of upgrade.! XP gained from donations varies based on the rarity of the card donated. Level EXP to next King Tower HP Arena Tower HP King Tower DMG Arena Tower DMG 0,00, ,, 0,, 00,0,0 0 00,0,0,000,,00,000,,,000,,,000,00, 0 0,000,,0 0,000,0,0 0,000,, 0 Adrian Crook & Associates 0

13 Trophies A measure of your prowess in battle! Trophies act as a measure of player and clan skill.! Players gain or lose trophies by winning or losing arena matches.! The player s number of trophies determines which arena they compete in. Trophy Count Arena Name Image 0 Goblin Stadium 00 Bone Pit 00 Barbarian Bowl,0 P.E.K.K.A s Playhouse,00 Spell Valley,00 Royal Arena,000 Legendary Arena 0 Adrian Crook & Associates 0

14 Cards Cards are the core of the Clash Royale experience! Cards are used to deploy troops, cast spells, and erect buildings on the battlefield! Cards can be acquired by finding them in chests or buying them with Gold.! There will be cards available at launch. Card Types Troops Buildings Spells Card Rarity Common Rare Epic 0 Adrian Crook & Associates 0

15 Cards Continued Cards can be upgraded to grow with the player Clash Royale features a card-leveling mechanic that closely resembles fusion mechanics seen in countless other CCGs. This system adds value to collecting multiple copies of cards and acts as a powerful gold sink. With increasing costs per level, Clash Royale realizes immense monetization depth for whales. Cards required for upgrade Level Common Rare Epic ,000 --, , Gold cost to upgrade Level Common Rare Epic , ,000 0,000,000 00,000,000,000,000 0,000,000,000 0,000,000 0,000 --,000 0, , , Adrian Crook & Associates 0

16 Cards Continued Gated access to powerful cards With each new arena, players unlock the chance to access to new cards from chests. 0 Adrian Crook & Associates 0

17 Game Content Chests are the primary source of all resources Chests are the primary source of all resources in Clash Royale. There are different types of chests players can open. Free Crown Silver Gold Magical Chest Chest Chest Chest Chest 0 Adrian Crook & Associates 0

18 Chest Details Retention best practice Free chests What s inside:! Free chests are awarded every hours.! Unclaimed chests will stack to a maximum of.! Free chests can be opened immediately.! Can contain Gems Why we like it:! Creates a scheduled gameplay moment every hours promoting strong retention.! Stacking chests lets the player go inactive for hours without feeling punished. Unlock Time: Instant 0 Adrian Crook & Associates 0

19 Chest Details Engagement best practice Crown chests What s inside:! Crown chests are awarded for collecting crowns.! Players earn crown for each enemy tower they destroy.! Crown chests can be opened immediately.! Players are limited to crown chest every hours.! Can contain gems Why we like it:! Promotes at least one extended gameplay session per day.! With one crown rewarded for destroying each Tower, players are rewarded for participating in battle whether they win or lose. Unlock Time: Instant 0 Adrian Crook & Associates 0

20 Chest Details Breaking down what s inside Silver Chest What s inside:! Silver chests are awarded for winning battles.! Silver chests can be purchased in the shop.! No guaranteed rare or epic cards.! Does not contain gems. Drop Table Arena Gold Cards Guaranteed Unlock Time: Hours Why we like it:! The hour unlock time fits nicely into a daytime schedule allowing savvy players to unlock per day easily Adrian Crook & Associates 0

21 Chest Details Breaking down what s inside Gold Chest What s inside:! Gold chests are awarded for winning battles.! Gold chests can be purchased in the shop.! At least guaranteed rare card.! Does not contain gems. Drop Table Arena Gold Cards Guaranteed 0 0 Rare Rare Rare 0 0 Rare Rare 0 Rare 0 Rare Unlock Time: Hours Why we like it:! With an hour unlock time, the gold chest is perfect for unlocking while the player sleeps, creating a powerful morning engagement opportunity. 0 Adrian Crook & Associates 0

22 Chest Details Breaking down what s inside Magical Chest What s inside:! Magical chests are rarely rewarded for winning battles.! Magical chests can be purchased in the shop.! At least guaranteed epic card.! Does not contain gems. Drop Table Arena Gold Cards Guaranteed Epic, Rare 0 0 Epic, Rare 0 Epic, Rare Epic, Rare 0 Epic, Rare 0 0 Epic, Rare 0 0 Epic, Rare % Chance of nd epic 0% Chance of nd epic 0% Chance of rd epic 0% Chance of rd epic 0% Chance of th epic Unlock Time: Hours 0 Adrian Crook & Associates 0

23 Monetization Clash Royale uses a single premium currency Just like Clash of Clans, Gems are the sole premium currency in the game.! Gems are the only currency that can be purchased directly using real money.! Players cannot buy gold directly with real money. Instead, they can convert gems into gold.! Players can buy chests with gems.! Chests bought with gems can be opened immediately.! Chests are priced dynamically based on the player s current arena level. * Prices shown are in AUD 0 Adrian Crook & Associates 0

24 Monetization Dynamic pricing increases the cost of a chest over time As the player progresses through the game reaching high-level arenas, chests will offer a greater amount of rewards (see slides 0-). To account for the increase in rewards, the price to purchase a chest in gems also increases proportionally. Chest Pricing Table Arena Silver Gold Magical Adrian Crook & Associates 0

25 Monetization Log Jam effect promotes gem spend One of the unique aspects of Clash Royale compared to other games is the lack of an energy system. Simply put, players can play as much as they want. This effectively allows the player to earn chests more quickly than they can unlock them. With only chest slots, players face a minimum of hours to open all the chests they can earn in a well-played -minute session. Players may continue to play but face a warning that they will not receive new chests while their chest queue is full. This mechanic forces a player to either spend gems to hurry up the unlock process, or return regularly to achieve an optimal earning rate. 0 Adrian Crook & Associates 0

26 Social Features Returning feature Clans A returning feature that was wildly popular in Clash of Clans is the concept of a clans:! Unlocked at king level! Can have a maximum of 0 members! Clan members can request cards and donate cards to other members.! Players can donate up to cards per request.! Players may request up to common cards or rare card per request.! Players receive XP and gold for donating cards to clan members.! Players are limited to donating 0 common cards per day to clanmates. Rare cards count as common cards. 0 Adrian Crook & Associates 0

27 Social Features New social feature TV Royale Taking a cue from games like Hearthstone and their popularity on streaming sites such as Twitch, Supercell has developed an embedded match replay service called TV Royale.! Unlocked after completing the tutorial.! Players can view epic matches between some of the top players in CR.! By highlighting top players, Supercell elevates top players to celebrity status.! Each player s battle deck is visible to help the community uncover the strategies used by top players. 0 Adrian Crook & Associates 0

28 Notifications Standard re-engagement flows are present Clash Royale asks for notification permissions upon first start, and sends notifications:! When free chests are available! When chests have been unlocked! When clan members donate cards! At standard re-engagement times (between and days of inactivity). 0 Adrian Crook & Associates 0

29 Summary Overall! Clash Royale is well positioned to be the next chart topping hit for Supercell. Using a familiar game mechanic with just the right amount of innovation, Clash Royale will engage existing Clash of Clash maniacs in a new experience while expanding their reach into new audiences.! Just as other games in the CCG genre have done before, evolving and growing Clash Royale will be critical to achieving sustained, long term success. Engaging the community and addressing player concerns will critical in developing a product that clears the high bar set by games like Hearthstone. Lessons! Tried and true game mechanics presented in a new context can create powerful experiences.! Extended soft launches in larger territories allow for a more optimized and balanced gameplay experience.! Chest/card pack style mechanics are notoriously addictive and compelling for players and should be utilized where they make sense. 0 Adrian Crook & Associates 0

30 Get in touch! We are always accepting new mobile social design and development clients. You can contact us at: Online adriancrook.com Skype adrian.crook 0