Café LifeDeveloping a social game for Facebook Gemili@Tencent.com July 21th 2012
Coffee Break ! Coffee Break Tired? Let’s take a coffee break! I will share some stories about how we created Café life.
About the speaker • Currently - The producer of ZingPlay. – A pioneer of Tencent Game international. Gemili • Previously - The producer of Tencent QQGame oversea . – Design and run games in Facebook. – Used to be project manager and programmer. • Always - Addicted to playing games
Introductions Introductions • A restaurant-management game where you can bake cakes , make drinks, and decorate the shop.
Introductions Introductions • Launched on May 2010. • MAU 2.5M+，Facebook rank reached #62. • iPhone version , a simplified Chinese version ,a Vietnam version and a Thailand version. • First game developed by Tencent that was successful overseas Accelerated the internationalization of Tencents in-house development capabilities Established a strong overseas user base
Background – why? • SNS game is burning hot in China. Because the heat of SNS, QQGame suffered . • Facebook continue to grow, some Chinese companies were making good profit from Facebook games. • So we decide to attempt entering this new market…
Theme • Theme – Hotel（0） , Pet shop（0）, Restaurant（at least 2） • Why restaurant? – Low risk, as we know nothing about Facebook, it suitable for the first game developed • What kind of Restaurant? – Different from Restaurant City and Café world, we can get users.. – More liked by women. • Why baking? – Target audience -> 35- 65 housewife. – Make something different and more accurate marketing position .
Competitor & Inspiration • Three competitors • Grandmas secret recipe -> Special emotion of baking.
Art • Art research starting point on how to understand the housewives in Facebook. – How much girl-appeal do we need? – How to make the game more appealing to girls ?
Avatars • Avatars: Make women like it at first glance!
Cake & Drinks • Goal: “OMG! This is soooo cute… Check out this cupcake!” – Each cupcake tells a story… – Each cupcake has a personality… – Each cake you can buy from the store in your neighborhood. – Make the cake with the actual steps you do in real life.
Decoration • Decoration: In a set! Cute! Real item in life.
Develop • Two Mistakes. – Failed to make a very strong structure. – Spend too much time in fine tuning.
Users testing • First rule: You Don’t talk during User Testing – Let them make mistakes. It’s YOUR fault, not theirs. – Get the whole team involved . • Goal: No one gets stuck, everyone makes progress, knows what they are supposed to do… and has fun! • When there is only one right thing players should be doing…
Growth & Acquiring traffic • Acquisition marketing – Revenue and Reach – Five Country Tiers (based on ARPU percentiles) – Separate expenditure associated with Gender, Age buckets – Internal vs. External Advertisers – Tried everything – Revenue focused spend: Acquire users where we earn back the CPA in <3 Months. • In first month after launch, earn-back was 2 weeks – Reach focused spend: Most users, least money • Cross-promotion – Acquisition and Retention • Above all else – People need to love your game – Organic/Viral critical to social gaming growth – Refine the top of the funnel – Conversion matters
Virality • Make something users can not HELP!!! refuse ! • Make something players can get reward for!
Operation • Fine tuning, lot of fine tuning. – UI , game play, Art , Data system. • Season/holiday version.
Formula for a successful social game • Great Game + • Large Potential Audience + • Originality (improves virality) + • Aggressive Marketing and Promotion + • Constant Data Informed Iteration = • A chance at success =)