Hello!

Game of the Week #12 is Clash of Clans – a blockbuster iOS game from the Finnish developer Supercell. Thanks to Nick Dale for suggesting this as a GOTW.

How does it work?

Build up your town, train up your clan, and smash up the goblins! Your town produces resources with which to buy buildings and manpower, and it’s the home base for your troops. Whenever you’re feeling dangerous, you can venture out into the wilds and take on nearby goblin settlements, or other players – the reward for a successful raid is looted resources. But you have to keep an eye on your own defences too – dastardly goblins and rival players can attack your town and steal your precious resources.

How does it make money?

It’s a freemium game – so you can download it for free, and you only pay if you decide you decide to purchase gems, an in-game currency that helps you buy cool stuff and make things like building and training troops happen faster.

Why is this game particularly interesting?

Clash of Clans is interesting because it appears to vindicate Supercell’s strategy: tablet first, phone second. Engagement rates for games on iPad are thought to be much higher than on iPhone – and engagement (= playing the game for longer, and more often) leads to monetisation.

The tablet-first strategy is paying off handsomely for Supercell. Clash of Clans was generating around $300k a day last month, and right now it’s the #2 top-grossing app for iPhone and #3 for iPad. Add that to Supercell’s other major game – Hay Day – and the company’s sales revenue is at a run rate of >$15m.

So, give Clash of Clans a try. But be warned: Nick and I may crush you if you do.

Cheers,

Todd

P.S. To get previous GOTWs, to suggest future ones, or to add or remove names from the mailing list, just send me a mail.