How to build a Classic
The Mahjong Trails Story
“This session is shark-free”
The Facts…so far
• 5 Billion Game Sessions
• 30 Million Users
• 3 Million MAU
Memory Lane
Top Games Nov. 2010
FarmVille
CaféWorld
Happy Aquarium
FishVille
Texas Hold’Em
MafiaWars
Pet Society
PetVille
Z...
DAU Development
700.000
600.000
500.000
400.000
300.000
200.000
100.000
0
7/9/2010

7/9/2011

7/9/2012

7/9/2013
The Rise (I)
• We already had the first Mahjong on
Facebook
• Launched Mahjong Trails with state-of-theart social mechanism...
The Rise (II)
• First of our games with in-game
monetization
• Great KPIs and nice growth, without
marketing
The First Peak
• Competitors joined the party and also
launched Mahjong games on Facebook
• Among them: King, Arkadium, So...
Going got Tough
• Users bombarded with similar game play,
hence less likely to pay, when hitting
“obstacles”
• Started mar...
The Fall
• We shifted resources and focus to new
games
• Users where hitting the end of the game and
had no more content t...
The End
…or not…
The Relaunch
• Shifted resources back to the game
• Completely re-worked the social
mechanisms to make them state-of-the-a...
The Relaunch
• Eliminated the finite nature of the game, by
switching from continents as areas to cities
• Re-balanced the ...
The Result
• Record DAU
• Record DARPU
• Extremely profitable game
• Having outlived most of the competition
Up Next?
• More content on a regular basis, with great
tools
• Constantly improving mechanisms
• Going truly cross-platfor...
Goal

• become a category leader on mobile, too
• whatever platforms the future holds, we’ll
be there
The other Path
• Build great core game-mechanics
• Stay lean and smart
• Don’t give up too early
• Decide if you are in it...
“You don’t have to win the sprint,
winning the marathon will give you a
gold medal, too”
Mgf london14_How to build a classic
Upcoming SlideShare
Loading in...5
×

Mgf london14_How to build a classic

891

Published on

How to build a classic.
MegaZebra at MGF London 2014

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
891
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mgf london14_How to build a classic

  1. 1. How to build a Classic The Mahjong Trails Story
  2. 2. “This session is shark-free”
  3. 3. The Facts…so far • 5 Billion Game Sessions • 30 Million Users • 3 Million MAU
  4. 4. Memory Lane Top Games Nov. 2010 FarmVille CaféWorld Happy Aquarium FishVille Texas Hold’Em MafiaWars Pet Society PetVille ZooWorld Mahjong Trails Nov. 2013 - 89% closed down - 95% closed down - 10% - 97% - 94% closed down - 85% + 130%
  5. 5. DAU Development 700.000 600.000 500.000 400.000 300.000 200.000 100.000 0 7/9/2010 7/9/2011 7/9/2012 7/9/2013
  6. 6. The Rise (I) • We already had the first Mahjong on Facebook • Launched Mahjong Trails with state-of-theart social mechanisms around the proven core
  7. 7. The Rise (II) • First of our games with in-game monetization • Great KPIs and nice growth, without marketing
  8. 8. The First Peak • Competitors joined the party and also launched Mahjong games on Facebook • Among them: King, Arkadium, Social Point, IsCool, Telaxo, Qublix and Ganymede
  9. 9. Going got Tough • Users bombarded with similar game play, hence less likely to pay, when hitting “obstacles” • Started marketing, but CPIs rose quickly
  10. 10. The Fall • We shifted resources and focus to new games • Users where hitting the end of the game and had no more content to play (game was built around a world-trip, which had a finite end) • Social mechanisms changed in the market
  11. 11. The End
  12. 12. …or not…
  13. 13. The Relaunch • Shifted resources back to the game • Completely re-worked the social mechanisms to make them state-of-the-art again
  14. 14. The Relaunch • Eliminated the finite nature of the game, by switching from continents as areas to cities • Re-balanced the game to fit endless journey
  15. 15. The Result • Record DAU • Record DARPU • Extremely profitable game • Having outlived most of the competition
  16. 16. Up Next? • More content on a regular basis, with great tools • Constantly improving mechanisms • Going truly cross-platform this year
  17. 17. Goal • become a category leader on mobile, too • whatever platforms the future holds, we’ll be there
  18. 18. The other Path • Build great core game-mechanics • Stay lean and smart • Don’t give up too early • Decide if you are in it for a quick-flip or the long haul • Gaming is a hit-driven business, not hit&run
  19. 19. “You don’t have to win the sprint, winning the marathon will give you a gold medal, too”
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×