2004 Web and Downloadable Games White Paper 

IGDA Online Games SIG 

Learn their unique travel personality 

Match their travel personality to a Chrysler vehicle 

Discover their travel compatibility with friends & family 

Request Chrysler product brochures 

Enter to win a Wyndham Hotel & Resorts travel sweepstakes.  

In  order  to  create  an  effective  solution  YaYa  utilized  a  combination  of  internal  and  external 

development  resources  to  develop  the  game.  The  production  cycle  for  this  customized  game 

development project spanned a total of six months and included the following phases: 

Strategic Planning 

Concept Development 

Functional & Technical Design 

Production/Development  

QA & Testing 

Once the game was launched the results that came back were impressive. The average game 

play  was  7.6  minutes,  and  32%  of  players  spent  10 20  minutes  playing.  There  was  a  viral 

compounding  rate  of  22%.  Viral  emails  sent  to  a  friend  were  opened  66%  of  the  time,  far 

exceeding  the  industry  average  for  open  rates  of  typical  acquisition  emails.  The  product  even 

performed  better  relative  to  traditional  forms  of  online  marketing.  In  total  15%  of  game  players 

requested  vehicle  brochures  vs.  via  the  website  which  had  a  0.7%  brochure  request  rate.  The 

game proved to be a success for Chrysler and validates the effectiveness of advergaming as a 

solution for leading marketers looking to build stronger customer relationships online. 

2. 

Secondary Models 

a) 

Web Games/DL Games Crossover 

Due to the similarities in the audiences for each type of game, development studios with a strong 

capability in one tend to be able to make the migration to the other fairly painlessly. Further, for some 

types of games these two business models can work very well together as long as the studio is clear 

which is the primary focus. 

The design simplicity and immediate addictiveness of a good web game design often will translate 

well to a downloadable game design, and licensing and/or distributing such a version will often net an 

interesting incremental revenue stream. 

Alternatively, web game versions of downloadable games can be an invaluable tool for generating 

qualified incremental traffic into a demo download, or even direct to purchase paths for a 

downloadable game. A web game may be the perfect pre merchandising tool for certain 

downloadable games. Since many downloadable games today have no brand awareness or 

recognition, the free web version plays a critical role in giving consumers quick access to get a  taste  

of the game. This is especially true for narrowband users who do not have the patience to wait for a 

2 8 minute download and installation process for a game with which they are not familiar. Web game 

versions play a lesser role in importance when one is selling branded downloadable games such as 

Monopoly, Scrabble, etc. However, web games optimized for this effect often lack the ongoing appeal 

that would drive the habitual usage necessary for success in a pure web game play, and giving away 

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