Clash Of Clans Vs Boom Beach
What is Supercell's strategy with Boom Beach?
At kickoff blush, Supercell's latest game, Blast Beach, appears to be a direct clone of its awe-inspiring superhit, Disharmonism of Clans. But the subtle differences that be between the two titles reveal striking truths about Supercell'due south grand strategy: rather than manage user acquisition costs by establishing a broad portfolio of various games, it will focus on retaining its all-time, about monetizing users by ushering them into a similar just improved-upon title.
Boom Beach was quietly released to the Canadian App Store in early November. Supercell – famous for eagerly shutting downwardly titles that don't meet the company'southward demanding expectations – hasn't released a title globally since early August 2012, when Clash of Clans was launched.
If it survives the gauntlet of soft launch, Boom Beach will be Supercell'south fifth globally-available game. Supercell's offset game, Gunshine, a Facebook-based MMO, was shuttered in November 2012 afterward being live for approximately 18 months; its second game, Pets vs. Orcs, a mobile game structured similarly to Clash of Clans, was removed from the app store in March 2012 after being live for a little more than one month.
Supercell'south more famous titles, Hay Day and Clash of Clans, form the boulder of the company's renown and helped propel its valuation into the stratosphere at more $3BN; mobile analytics company Distimo recently revealed that Clash of Clans produced more revenue than any other game in 2013, globally, on the iOS App Store.
Given Clash of Clans' strong monetization and likely multi-year – perhaps decade – active lifetime, it stood to reason that Supercell's next release would serve as a complement to its existing portfolio, not a competitor. Publishing a similar title could potentially cannibalize Clash of Clans' user base of operations, eating into its revenue stream and jeopardizing its longstanding leadership position on the iOS top grossing chart.
Merely with Smash Beach, Supercell appears to be doing merely that. Many have noted that Blast Embankment is essentially a clone of Disharmonism of Clans, which is curious. Why would Supercell want to compete with itself, given that it could potentially cross promote its massive user base into a new game from a dissimilar genre and excerpt revenues on ii fronts?
The reason lies in the subtle but fundamental differences between Disharmonism of Clans and Boom Beach. A recent commodity by GameAnalytics identified these differences:
- Clash of Clans allows users to purchase an additional "builder", or unit of construction capacity, from very early on in gameplay. Boom Beach does not offer the opportunity to purchase an additional unit of measurement of construction capacity, thereby limiting the charge per unit by which users can progress.
- In Blast Embankment, troops are non consumed during battles if they practice not die. In Clash of Clans, all troops sent to battle are consumed.
- Boom Beach'due south game economy is based around 4 soft currencies — Gold, Wood, Stone, and Iron – also equally a status collectible, Crystal. Clash of Clans features only ii soft currencies: Coins and Elixir (equally well every bit battle ranking). The doubling of the number of soft currencies adds a significant level of complication (through harvesting interdependencies) into Nail Beach's progression mechanic.
- The harvesting of resources in Boom Beach is automated. In Disharmonism of Clans, resource must be manually harvested.
- Conquered bases in Nail Embankment pay tribute over time until they are re-conquered. This serves every bit a retentivity mechanic: players are incentivized to return to the game often to retain their conquered territory.
Since Supercell isn't forthcoming with its game metrics, the purpose or intended impact of the above changes is purely speculation, simply they all announced to be in favor of long-term retentivity rather than early-phase monetization. To that cease, they all represent what tin can only be presumed to be seen by Supercell as improvements.
These improvements are the crux of Supercell's release strategy. Clash of Clans' highly monetizing players are invaluable; given that Clash of Clans grappled with King's Processed Crush Saga for the #1 Top Grossing rank (iPhone / iOS) for the entirety of 2013 while residing far below information technology on the Elevation Downloaded charts, it is prophylactic to assume that Clash of Clans monetizes players at an social club of magnitude beyond what Processed Crush Saga does.
The advert upkeep spent on acquiring Clash of Clans' current user base is sunk; if those users get out the Supercell ecosystem, they must exist re-acquired. Given that Clash of Clans has spawned an entire cadre of imposter games, the cost of re-acquiring those wayward users has increased over what the company initially paid for them.
With Blast Beach, Supercell is attempting to retain those users by presenting them with a similar nonetheless fundamentally amend experience.
These users are worth hundreds of millions of dollars per year to Supercell; Supercell is better off giving them exactly what the company knows they desire than rolling the die past cantankerous promoting them into a different game genre. And bold Supercell presides over a sophisticated analytics infrastructure, by releasing Boom Embankment now – rather than waiting until Clash of Clans begins to refuse, which it inevitably will – it tin command the timing of cross promotion and optimize its effectiveness (ie. show ads to the Disharmonism of Clans users most likely to churn).
In releasing Boom Embankment, a game structurally similar to Clash of Clans, Supercell is recognizing that, at some point, even the most engaged players volition leave Clash of Clans. Supercell's faction of highly-monetizing users is the most valuable of whatever mobile game on the market; by releasing a like game with improved-upon mechanics, Supercell ensures that the players that leave Clash of Clans can still remain within its game ecosystem.
To release a new game from a new genre, Supercell would have to be confident that the title would enjoy — relative to the operation of Disharmonism of Clans and taking into consideration the systemic, unremitting increment of mobile marketing costs — some level of increased per-user monetization, broader appeal, or both. Chasing such assumptions is a risk; releasing Boom Embankment is not. It's obvious, then, that Supercell isn't pursuing a broad portfolio strategy — rather, it is recognizing its existing user base as an eminently and exceptionally valuable asset and is choosing, as a course of corporate strategy, to prioritize the preservation, rather than the enlargement, of its customer base.
Source: https://mobiledevmemo.com/supercells-strategy-boom-beach/
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