Thomas Hartwig, CTO, King - Managing hypergrowth across all dimensions

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Check out the story behind the amazing growth of King in the past few years and what it takes to foster and manage it.

More details on: http://2013.howtoweb.co/

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  • Om vi gårtillbaka 10 årsåser man attganskamycketharförändrats. Folk sitter intelängreochläsertidningenpåtunnelbananeller I bussen
  • FB enables cross-platform viral user acqusition. Say that your friend is playing a x-platform game on the pc/mac. They send some coins to you. When you log to FB at your mobile device and check your notifications you see…If you do not have the app -> App Store. Othervise straight to the App. (This works the other way around as well)
  • Thomas Hartwig, CTO, King - Managing hypergrowth across all dimensions

    1. 1. How to get to 100 000 000 Players?
    2. 2. We create & publish Casual Games 4
    3. 3. Hat trick…n.1 cross-platform The leader in cross-platform games 5 5
    4. 4. Explosive growth on all platforms Rapidly growing number of players Monthly Unique Players 225m Mobile 108m Facebook/ Web 21m March 2012 March 2013 August 2013
    5. 5. What’s the Word? 4 Pics 1 Word Guess Words
    6. 6. What’s the Word? 4 Pics 1 Word Guess Words
    7. 7. Cat
    8. 8. Sweden
    9. 9. Let’s play: 4 pics and Mobile Success Fun game format + Candy Crush Saga characteristics =
    10. 10. 8 7 Let’s Play! 6 5 8 levels! 4 3 2 1
    11. 11. PLAY AND WIN Special for How To Web!
    12. 12. 3
    13. 13. 2
    14. 14. 1
    15. 15. Level #1 Candy
    16. 16. Candy….yum!
    17. 17. Swedish candy inspiration “Lakrits” “Mjölkchocklad” “Polkagris”
    18. 18. 8 7 6 5 Level 2! 4 3 2 1
    19. 19. 3
    20. 20. 2
    21. 21. 1
    22. 22. Level #2 Free(mium) $0
    23. 23. Freemium Apps rule the World
    24. 24. Freemium Our games are Free to Play, for everyone, everywhere 4 categories of virtual goods (next slides) The Design Vision is that the player can complete the game without paying ~70% of players at the last level in Candy Crush Saga mobile have never made a payment!
    25. 25. Lives Pay to save time ”I want to play now”
    26. 26. Levels / content Pay to not ask friends (or FB connect) ”I want to play, but not pester my friends”
    27. 27. Moves Pay to help with difficult levels ”I am SO close....1 more move and I beat this level!”
    28. 28. Boosters Pay to increase chance of future success ”I love this game.” AND/OR ”I want to beat my friends”
    29. 29. 8 7 6 5 Level 3! 4 3 2 1
    30. 30. 3
    31. 31. 2
    32. 32. 1
    33. 33. Level #3 Accessible
    34. 34. 10 years ago… …people actually read newspapers on the subway.
    35. 35. In 2013? Not so much…. (now it’s also completely normal to take pictures of random people in the
    36. 36. Not a Dull Moment
    37. 37. Playing Day 2 as a habit
    38. 38. - Intuitive touchscreen game play - Age-less gaming - “Accidental gamer”
    39. 39. 8 7 6 5 Level 4! 4 3 2 1
    40. 40. 3
    41. 41. 2
    42. 42. 1
    43. 43. Level #4 (Cross) platform
    44. 44. Cross Platform
    45. 45. FB - Cross-platform viral user loop Desktop to mobile Mobile to app / app store App to desktop
    46. 46. Play everywhere Game State - Progress ?
    47. 47. 8 7 6 5 This one is HARD, like level 65 in Candy 4 Level 5! 3 2 1
    48. 48. 3
    49. 49. 2
    50. 50. 1
    51. 51. Level #5 DEPTH
    52. 52. Depth in Candy Crush 400+ levels
    53. 53. Depth in Candies
    54. 54. Tools to Create Depth, fast
    55. 55. The Team decides… …what to ship …how to ship …when to ship …and after… 72
    56. 56. …creates passion 73
    57. 57. …leads to happy people 74
    58. 58. …happy people creates high quality games 75
    59. 59. Depth - Lots of levels - Content depth - Involve many in design - No spike: constant growth See next slide
    60. 60. What do you mean “No Spike”? iOS, U.S., Grossing
    61. 61. Go Fast… …and iterate until awesome 79
    62. 62. We release every 2 weeks Continuous improvements & fast feedbac 80
    63. 63. 8 7 6 5 Level 6! 4 3 2 1
    64. 64. 3
    65. 65. 2
    66. 66. 1
    67. 67. Level #6 Social
    68. 68. Social - Don’t confuse Social with Multiplayer - Needs to be fun alone… …but even MORE fun with others - Primarily collaborative, not competitive
    69. 69. 8 7 6 5 Level 7! 4 3 2 1
    70. 70. 3
    71. 71. 2
    72. 72. 1
    73. 73. 캔디크러쉬사가 Level #7 Universal
    74. 74. What have we changed? - Localized language and social graph (Not culture) - Candy Crush = universal gameplay - Nothing else…we believe that fantastic games have universal appeal
    75. 75. 8 7 6 5 Final level! 4 3 2 1
    76. 76. 3
    77. 77. 2
    78. 78. 1
    79. 79. Level #8 (Ever)green
    80. 80. Evergreen Gameplay Formats
    81. 81. Evergreen: Match-3 (1 billion hits on Google)
    82. 82. Evergreen: Tetris
    83. 83. Evergreen: Solitaires
    84. 84. Evergreen: Characteristics - Healthy mix of Skill and Chance - Healthy mix of simplicity (accessible) and complexity (depth) - “I’ll play just one more time”
    85. 85. Evergreen Gameplay Formats
    86. 86. Summary of Candy Crush Characteristics 1 2 Candy 5 3 Freemium 6 Depth 4 7 Social CrossPlatform Accessible 8 Universal 100,000,000 players Evergreen
    87. 87. Thank you for listening! Thomas Hartwig CTO, King thomas@king.com

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