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Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing postmortem

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Eric Seufert's GDC 2014 presentation:
Profitably launching Jelly Splash to #1, a marketing postmortem


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  • Very analytical and lots of numbersFirst three sections conceptualHow wooga approaches development of mobile gamesMy perspective on marketing mobile gamesHow wooga uses data in the game development processAfter that overview of the process of launching Jelly Splash and a history of the launch in form of numbers
  • ----- Meeting Notes (20/3/14 13:54) -----number of steps that form shape of inverted pyramideach step ends with a review meeting kill or continue
  • 2 hits / year$10mm total revenue----- Meeting Notes (20/3/14 13:54) -----at each review point, "can game become a hit?" if answer unequivocal no, kill
  • Philosophy for marketing mobile games
  • Emotionally charged industry, nature of artArt at scale requires elements of commercialism that sometimes conflict with artistic idealsVery vocal group of people that absolutely despise freemium applied to gamesSmartest things enemies of free-to-play did was consistently and vehemently make the claim that objectively bad games can be successful in app storeApp store one of most ferociously competitive digital marketplacesBut notion that bad games can be successful combined with difficult reality that sometimes critically successful titles don’t see commercial success lent weight to this notion that good games don’t need marketing
  • What’s the difference here?2 games that people love but one is at top of downloaded charts other is at bottom
  • The fact that a game is marketed doesn’t implicate it as being bad
  • Whats the interplay between scale, user acquisition, and profit?Cost Per Install
  • Pure function of supply and demand
  • Dependent on ad creatives used to promote the game
  • Why is this true?The more people that are compelled by ad creative (which should be reflective of the game’s aesthetic), the more people click on ads and ceteris paribus the lower CPI
  • Test different themes, different aesthetics, different names, characters, color schemes, etc.For any given game mechanic we’re appealing to the greatest number of potential players
  • Analytics: tools, infrastructure, and people used to store, visualize, and glean insight from data
  • Experimentation: process of testing variants of features and product flows that produce optimal result
  • Iteration: process of implementing small changes that are verifiably better than what existed previously
  • Everyone has access to universal reporting tools and data but teams don’t develop those independently
  • Iteration cycles = fewer assumptions madeBetter to get the “iteration” cycles (disproving the assumptions you’ve made about how players will play the game) out of the way in soft launch when relatively few people are exposed to them. Soft launch can be effective at level of few thousand players – eg can meaningfully improve game with few thousand players, don’t need millions of data points
  • Get a sense of unit economics
  • What do we need to achieve how long will it take to achieve thatis that length of time palatable to the organizationdo we think the market will become appreciably more competitive for this mechanic (eg. clash of clans clone)
  • Less complete MVP will by definition be in soft launch for longer
  • Earning interest on interest earnedGaining viral users from viral users
  • Transcript

    • 1. Profitably Launching Jelly Splash to #1: A Marketing Postmortem Eric Benjamin Seufert Head of Marketing, Wooga
    • 2. Who am I?
    • 3. Who am I? Head of Marketing at Wooga
    • 4. Who am I? Head of Marketing at Wooga Freemium Economics
    • 5. Presentation Structure
    • 6. Development @ Wooga
    • 7. Prototype Development @ Wooga
    • 8. Prototype Production Begins Development @ Wooga
    • 9. Prototype Production Begins First Playable Development @ Wooga
    • 10. Prototype Production Begins First Playable Soft Launch Development @ Wooga
    • 11. Prototype Production Begins First Playable Soft Launch Launch Development @ Wooga
    • 12. Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    • 13. Development @ Wooga
    • 14. Development @ Wooga ● Inverted pyramid product pipeline
    • 15. Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes
    • 16. Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes ● Stop projects early
    • 17. Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes ● Stop projects early ● 2 hits per year
    • 18. What is Jelly Splash?
    • 19. What is Jelly Splash? ● Match-3 style puzzle game
    • 20. What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013
    • 21. What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013 ● Launched globally Wednesday, August 21, 2013
    • 22. What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013 ● Launched globally Wednesday, August 21, 2013 ● Peaked at #1 most downloaded (iPhone) in US, FR, DE, BR, NL, IS, ES, NO & others
    • 23. Presentation Structure
    • 24. Marketing for Mobile Games
    • 25. Marketing for Mobile Games “I don’t need to run mobile user acquisition. If I make a great game, it will grow on its own.”
    • 26. Marketing for Mobile Games “I need mobile user acquisition because lots of great games are competing for attention from users.”
    • 27. Marketing for Mobile Games Goals of Marketing Team:
    • 28. Marketing for Mobile Games Goals of Marketing Team: 1. Scale
    • 29. Marketing for Mobile Games Goals of Marketing Team: 1. Scale 2. Profit
    • 30. Marketing for Mobile Games CPI = / CTR / IRCPM 1000
    • 31. Marketing for Mobile Games CPI = Market-based / CTR / IRCPM 1000
    • 32. Marketing for Mobile Games CPI = Market-based Game dependent CPM 1000 / CTR / IR
    • 33. Marketing for Mobile Games CPITAM
    • 34. Marketing for Mobile Games How to maximize TAM?
    • 35. Marketing Starts Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    • 36. Marketing Starts Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    • 37. Marketing for Mobile Games “I don’t need to run mobile user acquisition. If I make a great game, it will grow on its own.”
    • 38. Marketing for Mobile Games Who defines great?
    • 39. Marketing for Mobile Games Who defines great?
    • 40. Marketing for Mobile Games or Who defines great?
    • 41. Marketing for Mobile Games Maximizing TAM:
    • 42. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic)
    • 43. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment
    • 44. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment • Demographic fit
    • 45. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment • Demographic fit • Targeting
    • 46. Presentation Structure
    • 47. Data-Driven Development Analytics
    • 48. Data-Driven Development Analytics Experimentation
    • 49. Data-Driven Development Analytics Experimentation Iteration
    • 50. Analytics at Wooga BI Product GameTeam1 GameTeam2 GameTeam3 Analyst Analyst Analyst } }DataInfrastructure
    • 51. Presentation Structure
    • 52. Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    • 53. Soft Launch?
    • 54. Soft Launch? ● Player feedback
    • 55. Soft Launch? ● Player feedback ● Market feedback
    • 56. Soft Launch? ● Player feedback ● Market feedback ● Iteration Cycles
    • 57. Soft Launch? ● Player feedback ● Market feedback ● Iteration Cycles ● Scalability
    • 58. Length of Soft Launch
    • 59. Length of Soft Launch ● Metrics targets
    • 60. Length of Soft Launch ● Metrics targets ● Completeness of game
    • 61. Clash of Clans 2 Months CA: June 14, 2012 (Th) US: August 2, 2012 (Th) *iPhone / Downloaded
    • 62. Pet Rescue Saga 1 Month CA: May 16, 2013 (Th) US: June 12, 2013 (Wed) *iPhone / Downloaded
    • 63. The Hobbit: KoME <1 Month CA: Oct 18, 2012 (Th) US: Nov 8, 2012 (Th) *iPhone / Downloaded
    • 64. Boom Beach Ongoing (5+ mths) CA: Nov 8, 2013 (Fr) AU: Jan 17, 2014 (Fr) *iPhone / Downloaded
    • 65. Soft Launch Focus
    • 66. Soft Launch Focus ● Retention
    • 67. Soft Launch Focus ● Retention ● Virality
    • 68. Soft Launch Focus ● Retention ● Virality
    • 69. What is Retention?
    • 70. Retention is the most important metric
    • 71. Retention is the most important metric ● Delight
    • 72. Retention is the most important metric ● Delight ● Player Lifetime
    • 73. The Retention Curve 50% Day 1: 37 day total lifetime
    • 74. The Retention Curve 40% Day 1: 30 day total lifetime
    • 75. Retention is the most important metric ● Delight ● Player Lifetime ● Lifetime Customer Value (LTV)
    • 76. Calculating LTV “Top Down” • Curve fit monetization
    • 77. Freemium Economics, Figure 5.13 Calculating LTV: “Top Down”
    • 78. Calculating LTV “Top Down” • Curve fit monetization “Bottoms Up” • Retention curve, ARPDAU
    • 79. Real Retention Rates Step 1: Plot small sample of real retention rates Calculating LTV: “Bottoms Up”
    • 80. Step 2: Curve fit a power function Power function Calculating LTV: “Bottoms Up”
    • 81. Step 3: Integrate the power function Area under the curve Calculating LTV: “Bottoms Up”
    • 82. Calculating LTV: “Bottoms Up”
    • 83. Calculating LTV: “Bottoms Up” “Segments” are distinct user groups
    • 84. “Two methods for calculating LTV in a spreadsheet”
    • 85. LTV Timeline
    • 86. LTV Timeline 180 Days
    • 87. LTV Timeline 180 Days • No discounting
    • 88. LTV Timeline 180 Days • No discounting • Practical for casual game
    • 89. LTV Timeline 180 Days • No discounting • Practical for casual game 365 Days
    • 90. LTV Timeline 180 Days • No discounting • Practical for casual game 365 Days • Not a “current asset”
    • 91. LTV Timeline 180 Days • No discounting • Practical for casual game 365 Days • Not a “current asset” • Better for longer-timeline game
    • 92. Soft Launch Focus ● Retention ● Virality
    • 93. Why is virality important?
    • 94. Why is virality important?
    • 95. Why is virality important? ● Virality compounds user base growth
    • 96. Defining Virality
    • 97. Defining Virality ● Nebulous concept
    • 98. Defining Virality ● Nebulous concept ● Quantifying requires assumptions
    • 99. Calculating Virality
    • 100. Calculating Virality ● Virality expressed as “k-factor”
    • 101. Calculating Virality ● Virality expressed as “k-factor” ● K-factor: additional users per new user
    • 102. Calculating Virality K-factor of 1 = truly viral Each new user brings additional new user Freemium Economics, Figure 4.13
    • 103. Calculating Virality “Bottoms Up” ● Number of invites * invite conversion Freemium Economics, Figure 7.3
    • 104. Calculating Virality “Top Down” ● Period-to-period, non-paid growth
    • 105. Calculating Virality: Top Down Day X DNU
    • 106. Calculating Virality: Top Down Day X DNU “Organic”
    • 107. Calculating Virality: Top Down Day X DNU “Organic” Paid
    • 108. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1
    • 109. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic”
    • 110. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic” Paid
    • 111. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic” Paid Viral
    • 112. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic” Paid Viral
    • 113. Calculating Virality: Top Down K-factor = Viral Users (Day X + 1) Paid + Organic (Day X)
    • 114. Why is Virality important?
    • 115. Why is Virality important? Freemium Economics, Figure 8.4
    • 116. Soft Launch Targets ● LTV
    • 117. ● LTV ● CPI Soft Launch Targets
    • 118. Soft Launch Targets ● LTV ● CPI
    • 119. Soft Launch Targets ● LTV ● CPI
    • 120. Presentation Structure
    • 121. Soft Launch
    • 122. Soft Launch June 14, 2013
    • 123. Soft Launch June 14, 2013 2 Networks
    • 124. Soft Launch June 14, 2013 2 Networks • Chartboost
    • 125. Soft Launch June 14, 2013 2 Networks • Chartboost • Facebook
    • 126. Soft Launch June 14, 2013 2 Networks • Chartboost • Facebook Roughly 2k DNU
    • 127. Jelly Splash CA Soft Launch
    • 128. Entered CA App Store Jelly Splash CA Soft Launch
    • 129. Entered CA App Store 2K DNU Jelly Splash CA Soft Launch
    • 130. Jelly Splash CA Soft Launch Entered CA App Store 2K DNU “Ramp up” for Global Launch
    • 131. Soft Launch ● Strong Virality
    • 132. Soft Launch ● Strong Virality Average K-factor 92%
    • 133. Soft Launch ● Strong Virality ● Strong Retention Average K-factor 92%
    • 134. Soft Launch ● Strong Virality ● Strong Retention Average K-factor 92% Minimum 50% Day 1 Retention
    • 135. Soft Launch ● Strong Virality ● Strong Retention Average K-factor 92% Minimum 50% Day 1 Retention 
    • 136. Soft Launch CPI (iPhone): $2
    • 137. Soft Launch CPI (iPhone): $2 CPI (iPhone): ?
    • 138. Soft Launch Average K-factor 92% CPI $2.00 eCPI $1.04
    • 139. Soft Launch Average K-factor 92% CPI $2.00 eCPI $1.04 If LTV > $1.04,
    • 140. Soft Launch Average K-factor 92% CPI $2.00 eCPI $1.04 If LTV > $1.04, profit.
    • 141. Presentation Structure
    • 142. Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    • 143. Global Launch Strategy
    • 144. Global Launch Strategy • Per-unit Marketing profitable at $1.04
    • 145. Global Launch Strategy • Per-unit Marketing profitable at $1.04 • Large Total Addressable Market
    • 146. Global Launch Strategy • Per-unit Marketing profitable at $1.04 • Large Total Addressable Market or
    • 147. Ladder Launch
    • 148. Ladder Launch • Purely profitable campaigns
    • 149. Ladder Launch • Purely profitable campaigns • Slowly grow user base
    • 150. Ladder Launch • Purely profitable campaigns • Slowly grow user base • Unit economics
    • 151. Trampoline Launch
    • 152. Trampoline Launch • LTV < CPI
    • 153. Trampoline Launch • LTV < CPI • Aim for chart position
    • 154. Trampoline Launch • LTV < CPI • Aim for chart position • Organic installs offset loss
    • 155. Trampoline Launch • LTV < CPI • Aim for chart position • Organic installs offset loss • User base economics
    • 156. Pros Cons Pros Cons No launch risk
    • 157. Pros Cons Pros Cons No launch risk Less $ upfront
    • 158. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update
    • 159. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table
    • 160. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic
    • 161. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects
    • 162. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects Time Value of Money
    • 163. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects Time Value of Money Huge upfront commitment
    • 164. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects Time Value of Money Huge upfront commitment VaR difficult to evaluate
    • 165. Effects of Compounding
    • 166. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period
    • 167. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period K-factor: 20%
    • 168. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period K-factor: 20% 10 Periods
    • 169. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period K-factor: 20% 10 Periods
    • 170. “So, Mcfly: Are you In or Out?”
    • 171. Cost of Trampoline Launch?
    • 172. Cost of Trampoline Launch? • Goal of #1 chart position (iPhone / Downloaded / US)
    • 173. Cost of Trampoline Launch? • Goal of #1 chart position (iPhone / Downloaded / US) • Assume US CPI of $2
    • 174. Cost of Trampoline Launch? • Goal of #1 chart position (iPhone / Downloaded / US) • Assume US CPI of $2 • Top Chart Position ~= 20k installs / day
    • 175. Global Launch Strategy Top 10 Installs2 66,458 Cost (CPI = $2) $132,916.00 August 2013, App Store (US, iPhone)1 (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    • 176. Global Launch Strategy Top 10 Top 3 Installs2 66,458 113,247 Cost (CPI = $2) $132,916.00 $226,494.86 August 2013, App Store (US, iPhone)1 (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    • 177. Global Launch Strategy August 2013, App Store (US, iPhone)1 Top 10 Top 3 #1 Installs2 66,458 113,247 140,875 Cost (CPI = $2) $132,916.00 $226,494.86 $281,750.57 (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    • 178. Global Launch Strategy K-factor ~= 1.0
    • 179. August 2013, App Store (US, iPhone)* Adjusted Top 10 Installs2 33,229 Cost (CPI = $2) $66,458.00 Global Launch Strategy (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    • 180. August 2013, App Store (US, iPhone)* Adjusted Top 10 Top 3 Installs2 33,229 56,624 Cost (CPI = $2) $66,458.00 $113,247.43 Global Launch Strategy (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    • 181. August 2013, App Store (US, iPhone)* Adjusted Top 10 Top 3 #1 Installs2 33,229 56,624 70,438 Cost (CPI = $2) $66,458.00 $113,247.43 $140,875.14 Global Launch Strategy (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    • 182. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy Top 10 Top 3 #1
    • 183. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k Top 10 Top 3 #1
    • 184. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k 56k Top 10 Top 3 #1
    • 185. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k 56k 70k Top 10 Top 3 #1
    • 186. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k 56k 70k Top 10 Top 3 #1
    • 187. Global Launch Strategy Nothing in Freemium Looks Like That.
    • 188. Global Launch Strategy NumberofInstalls App Store Rank This… 30k
    • 189. Global Launch Strategy NumberofInstalls App Store Rank …should be this: 30k
    • 190. Global Launch Strategy • Increasing exponential function
    • 191. Global Launch Strategy • Increasing exponential function • Rate of price increases is increasing
    • 192. Global Launch Strategy • Increasing exponential function • Rate of price increases is increasing • #10 -> #3 -> #1 separated by orders of magnitude
    • 193. Global Launch Strategy • Target Markets:
    • 194. Global Launch Strategy • Target Markets:
    • 195. Global Launch Strategy • Target Markets:
    • 196. Global Launch Strategy • Target Markets:
    • 197. Global Launch Strategy • Target Markets:
    • 198. Global Launch Strategy Adjusted estimates: Country US Cost1 $200,000 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    • 199. Global Launch Strategy Adjusted estimates: Country US Cost1 $200,000 Adj. Cost3 $104,166 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    • 200. Global Launch Strategy Adjusted estimates: Country US DE Cost1 $200,000 $37,600 Adj. Cost3 $104,166 $19,583 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    • 201. Global Launch Strategy Adjusted estimates: Country US DE FR Cost1 $200,000 $37,600 $26,000 Adj. Cost3 $104,166 $19,583 $13,541 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    • 202. Global Launch Strategy Adjusted estimates: Country US DE FR NL Cost1 $200,000 $37,600 $26,000 $20,800 Adj. Cost3 $104,166 $19,583 $13,541 $10,833 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    • 203. Global Launch Strategy Adjusted estimates: Country US DE FR NL BR Cost1 $200,000 $37,600 $26,000 $20,800 $15,400 Adj. Cost3 $104,166 $19,583 $13,541 $10,833 $8,020 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    • 204. Global Launch Strategy
    • 205. Global Launch Strategy #1 in 5 Markets1: (1) Assumes no featuring
    • 206. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor (1) Assumes no featuring
    • 207. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor • $2 CPI (1) Assumes no featuring
    • 208. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor • $2 CPI $150k for launch week (1) Assumes no featuring
    • 209. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor • $2 CPI $150k for launch week Set budget to $250k (1) Assumes no featuring
    • 210. Presentation Structure
    • 211. Global Launch Logistics
    • 212. Global Launch Logistics Staggered Launch
    • 213. Global Launch Logistics Staggered Launch • 1 country per day
    • 214. Global Launch Logistics Staggered Launch • 1 country per day Release game globally on Thursday
    • 215. Global Launch Logistics Staggered Launch • 1 country per day Release game globally on Thursday 23 Networks
    • 216. Global Launch Logistics Staggered Launch • 1 country per day Release game globally on Thursday 23 Networks “Burst” campaigns in each country
    • 217. Global Launch Logistics “Over-budgeted” by 25%
    • 218. Global Launch Logistics “Over-budgeted” by 25% Social media outreach (Wooga has >20MM Facebook fans)
    • 219. Global Launch Logistics “Over-budgeted” by 25% Social media outreach (Wooga has >20MM Facebook fans) Cross-promotion from Wooga titles
    • 220. Global Burst Schedule Fri, 23/8
    • 221. Global Burst Schedule Fri, 23/8 Sat, 24/8
    • 222. Global Burst Schedule Fri, 23/8 Sat, 24/8 Sun, 25/8
    • 223. Global Burst Schedule Fri, 23/8 Sat, 24/8 Sun, 25/8 Wed, 28/8
    • 224. Burst results
    • 225. Burst results ● #1 in all target countries1 (1) iPhone / downloaded
    • 226. Burst results ● #1 in all target countries1 ● 1MM downloads in 5 days (1) iPhone / downloaded
    • 227. Burst results ● #1 in all target countries1 ● 1MM downloads in 5 days ● Top 10 in other key countries (1) iPhone / downloaded
    • 228. Post Launch • Strong retention meant revenue didn’t drop after burst
    • 229. Post Launch DNU Daily USD
    • 230. Presentation Structure
    • 231. What We Learned • “Bursting” can be profitable
    • 232. What We Learned • “Bursting” can be profitable • Organic uplift from chart position:
    • 233. What We Learned • “Bursting” can be profitable • Organic uplift from chart position: • Top 10 += 30k DNU (US, iPhone)
    • 234. What We Learned • “Bursting” can be profitable • Organic uplift from chart position: • Top 10 += 30k DNU (US, iPhone) • Top 3 += 50k DNU (US, iPhone)
    • 235. What We Learned • “Bursting” can be profitable • Organic uplift from chart position: • Top 10 += 30k DNU (US, iPhone) • Top 3 += 50k DNU (US, iPhone) • Most networks overpromised burst-day volume by 20%
    • 236. What We Learned • Virality decay
    • 237. What We Learned • Virality decay • K-factor decreased to 84% / eCPI increased by 28% • Increased networks kept CPIs flat
    • 238. 4 Key Take-Aways
    • 239. 4 Key Take-Aways • Long Soft Launch
    • 240. 4 Key Take-Aways • Long Soft Launch • LTV Estimation
    • 241. 4 Key Take-Aways • Long Soft Launch • LTV Estimation • Market Analysis
    • 242. 4 Key Take-Aways • Long Soft Launch • LTV Estimation • Market Analysis • Virality is King Maker
    • 243. Wooga http://wooga.com
    • 244. Questions?
    • 245. Book Giveaway!
    • 246. Book Giveaway!
    • 247. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time?
    • 248. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger
    • 249. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger • Rat
    • 250. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger • Rat • Vulture
    • 251. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger • Rat • Vulture • Bat