Long Face, Long Tail      What we learned about mobile games from My Horse(C) NaturalMotion Games 2012
State of Play                               Design and Monetization                                                       ...
NaturalMotion Games                               Premium Games     Console quality           Addictive Play   Polish and ...
Bigges               t     sports I new             P on iOS Oct	  2009                       Dec	  2010                  ...
My Horse - iOS      • F2P - launched September 2011      • Realistic visuals - important!      • Nurture + games      • 8m...
Point 1      Think differently(C) NaturalMotion Games 2012
brave new world(C) NaturalMotion Games 2012
Mobile Market                               GAMES ARE  new                          SUPER FUN. players current market(C) N...
Overall presentation     Stand out visuals                               time to be unique!                               ...
Believable Horse(C) NaturalMotion Games 2012
= Magic Moment(C) NaturalMotion Games 2012
Being unique helped us...(C) NaturalMotion Games 2012
but beware!(C) NaturalMotion Games 2012
Being featured = LOTS of users                                                That was kind of neat. I might go           ...
make sure yours is sticky(C) NaturalMotion Games 2012
Point 2      Product Design(C) NaturalMotion Games 2012
Product Design           simplicity                    quality             balance                               designing...
obvious but often forgotten...                     console                                                 Mobile         ...
different play styles and times                               undirected play        tending                              ...
Core Loop                               Do A Thing                       Expand                Get A                     Y...
Cadence                               Do A Thing                                                           Measure out    ...
Play Sessions and Cadence                                             maybe several of these,                             ...
core loop determines engagement(C) NaturalMotion Games 2012
engaged users matter a lot(C) NaturalMotion Games 2012
some engaged users                           Man, I am so well                          Yes. I am also well               ...
look after your core loop, look after engagement(C) NaturalMotion Games 2012
My Horse Example                                                Enter a                                              compe...
Start Simple and Expand                                     Play                      Enter                   Dress       ...
Layered Gameplay/Discoverability                  layered depth                    discoverability                  differ...
Roaring the Gospel                   team immersion               key words                               cohesive narrati...
Design product solutions within the narrative                 Must be rewarding                                     How do...
Point 3      Monetization(C) NaturalMotion Games 2012
What are you going to monetize?      Energy/Consumables(C) NaturalMotion Games 2012
What are you going to monetize?      Customisation/Visual(C) NaturalMotion Games 2012
What are you going to monetize?      Power Ups/Boosts(C) NaturalMotion Games 2012
What are you going to monetize?      Shortcuts                               Lots more...(C) NaturalMotion Games 2012
You must understand your game      What are your carrots?                                           •What do users want?  ...
Understand your customers, understand sales                                      Present your shop well                   ...
Lovely Wrapping                    Messaging   Images   Rewards(C) NaturalMotion Games 2012
First Purchase      Crucial to encourage spending!                      New users (funnel)   Non Spenders (sales)(C) Natur...
Point 4      Post Game Analysis(C) NaturalMotion Games 2012
Continued Development                                              New features     Engineering                Analytics  ...
Basic Dashboard of stats                                               ARPU – Average Revenue Per User                    ...
Questions      Example: data says we don’t sell many energy biscuits...                               Hey Number Dude, wha...
A/B Tests                                   New user comes in                       Bucket A       Bucket B               ...
Simplifying Tutorial                               38.5%   44% 1-Day Retention(C) NaturalMotion Games 2012
Shop Layout Testing                               14% increase in purchases(C) NaturalMotion Games 2012
A/B Test Pitfalls      Push data      Which needle?      Time and country - makes a difference      Test other options    ...
In conclusion...(C) NaturalMotion Games 2012
time to be unique!                                                  make sure yours is sticky               Don’t build a ...
We’re Hiring!     www.naturalmotiongames.com     Engineers     Product Managers     Designers     Artists     Oxford | Lon...
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Long Face, Long Tail - Struan Robertson, F2P Summit 2012

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Struan Robertson, Product Director for NaturalMotion Games talks about the important elements behind the success of My Horse on iOS.

The slides cover a range of subjects, from monetization of a free-to-play game and product design to AB Testing and the general state of the mobile f2p market.

This talk was presented at the Free to Play Summit in March 2012: http://www.f2p-summit.com/

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  • Use cadence to look for pinch points\n\nDecide how you want to use these.\n- Rewarding\n- Holding the player up\n
  • Use cadence to look for pinch points\n\nDecide how you want to use these.\n- Rewarding\n- Holding the player up\n
  • Use cadence to look for pinch points\n\nDecide how you want to use these.\n- Rewarding\n- Holding the player up\n
  • Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
  • Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
  • Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
  • Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
  • Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
  • Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
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  • One example of a thing people do in My Horse\n\nVirtuous circle -> buying a better saddle = better competition results\n
  • One example of a thing people do in My Horse\n\nVirtuous circle -> buying a better saddle = better competition results\n
  • One example of a thing people do in My Horse\n\nVirtuous circle -> buying a better saddle = better competition results\n
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  • Once you understand your carrots, you need to understand how to present them\n
  • Once you understand your carrots, you need to understand how to present them\n
  • Once you understand your carrots, you need to understand how to present them\n
  • Once you understand your carrots, you need to understand how to present them\n
  • Once you understand your carrots, you need to understand how to present them\n
  • Once you understand your carrots, you need to understand how to present them\n
  • Once you understand your carrots, you need to understand how to present them\n
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  • Long Face, Long Tail - Struan Robertson, F2P Summit 2012

    1. 1. Long Face, Long Tail What we learned about mobile games from My Horse(C) NaturalMotion Games 2012
    2. 2. State of Play Design and Monetization Analysis(C) NaturalMotion Games 2012
    3. 3. NaturalMotion Games Premium Games Console quality Addictive Play Polish and retention(C) NaturalMotion Games 2012
    4. 4. Bigges t sports I new P on iOS Oct  2009 Dec  2010 Dec  2010 April  2011 Sep  2011 Backbreaker Backbreaker  2 Jenga   Icebreaker   NFL  Rivals   US  App  Store US  App  Store US  App  Store US  App  Store US  App  Store Top  10  Hit Top  10  Hit Top  10  Hit Top  10  Hit Top  10  Hit Over  20  million  downloads 2011 saw opportunities with freemium...(C) NaturalMotion Games 2012
    5. 5. My Horse - iOS • F2P - launched September 2011 • Realistic visuals - important! • Nurture + games • 8m downloads • 500k DAU(C) NaturalMotion Games 2012
    6. 6. Point 1 Think differently(C) NaturalMotion Games 2012
    7. 7. brave new world(C) NaturalMotion Games 2012
    8. 8. Mobile Market GAMES ARE new SUPER FUN. players current market(C) NaturalMotion Games 2012
    9. 9. Overall presentation Stand out visuals time to be unique! Clarity of purpose Novel gameplay (!)(C) NaturalMotion Games 2012
    10. 10. Believable Horse(C) NaturalMotion Games 2012
    11. 11. = Magic Moment(C) NaturalMotion Games 2012
    12. 12. Being unique helped us...(C) NaturalMotion Games 2012
    13. 13. but beware!(C) NaturalMotion Games 2012
    14. 14. Being featured = LOTS of users That was kind of neat. I might go back and play aga...OOOH LOOK ANGRY BIRDS IN SPACE!! There are a lot of other apps out there...(C) NaturalMotion Games 2012
    15. 15. make sure yours is sticky(C) NaturalMotion Games 2012
    16. 16. Point 2 Product Design(C) NaturalMotion Games 2012
    17. 17. Product Design simplicity quality balance designing for your audience(C) NaturalMotion Games 2012
    18. 18. obvious but often forgotten... console Mobile different usage different design Don’t build a console game on a mobile! You know this but you keep doing it!(C) NaturalMotion Games 2012
    19. 19. different play styles and times undirected play tending focussed play call backs and timers(C) NaturalMotion Games 2012
    20. 20. Core Loop Do A Thing Expand Get A Your Things Thing(C) NaturalMotion Games 2012
    21. 21. Cadence Do A Thing Measure out progress with Oh I need more difficulty + entry money! requirements Expand Get A Your Things Thing Collecting feels great!(C) NaturalMotion Games 2012
    22. 22. Play Sessions and Cadence maybe several of these, depends on your game play session Do A Do A Do A Thing Thing Thing Expand Expand Expand Your Get A Your Get A Your Get A Thing Thing Thing Things Things Things put down with call back possible monetization point(C) NaturalMotion Games 2012
    23. 23. core loop determines engagement(C) NaturalMotion Games 2012
    24. 24. engaged users matter a lot(C) NaturalMotion Games 2012
    25. 25. some engaged users Man, I am so well Yes. I am also well engaged in this game. engaged. grinders socialites payers DAU viral $(C) NaturalMotion Games 2012
    26. 26. look after your core loop, look after engagement(C) NaturalMotion Games 2012
    27. 27. My Horse Example Enter a competition Do A Thing Buy a new Win some Coins saddle Expand Get A Your Things Thing(C) NaturalMotion Games 2012
    28. 28. Start Simple and Expand Play Enter Dress Competitions Nurture Groom Share Feed(C) NaturalMotion Games 2012
    29. 29. Layered Gameplay/Discoverability layered depth discoverability different competition types hidden animations and play mode(C) NaturalMotion Games 2012
    30. 30. Roaring the Gospel team immersion key words cohesive narrative(C) NaturalMotion Games 2012
    31. 31. Design product solutions within the narrative Must be rewarding How do we get people to visit other people’s horses? Must be real Lending help - matches the main narrative(C) NaturalMotion Games 2012
    32. 32. Point 3 Monetization(C) NaturalMotion Games 2012
    33. 33. What are you going to monetize? Energy/Consumables(C) NaturalMotion Games 2012
    34. 34. What are you going to monetize? Customisation/Visual(C) NaturalMotion Games 2012
    35. 35. What are you going to monetize? Power Ups/Boosts(C) NaturalMotion Games 2012
    36. 36. What are you going to monetize? Shortcuts Lots more...(C) NaturalMotion Games 2012
    37. 37. You must understand your game What are your carrots? •What do users want? •One step removed? •Energy... core loop critical(C) NaturalMotion Games 2012
    38. 38. Understand your customers, understand sales Present your shop well The most important button in the game I REALLY WANT TO PRESS THAT BUTTON(C) NaturalMotion Games 2012
    39. 39. Lovely Wrapping Messaging Images Rewards(C) NaturalMotion Games 2012
    40. 40. First Purchase Crucial to encourage spending! New users (funnel) Non Spenders (sales)(C) NaturalMotion Games 2012
    41. 41. Point 4 Post Game Analysis(C) NaturalMotion Games 2012
    42. 42. Continued Development New features Engineering Analytics New content Balancing Product Manager Seasonal Art/Design Stakeholders(C) NaturalMotion Games 2012
    43. 43. Basic Dashboard of stats ARPU – Average Revenue Per User ARPPU – Average Revenue Per Paying User % of Paying Users ARPDAU – Average Revenue Per Daily Active User Jan Feb March Apr May June Retention (7-Day & 30-Day) delve into this data to drive questions(C) NaturalMotion Games 2012
    44. 44. Questions Example: data says we don’t sell many energy biscuits... Hey Number Dude, what happens to ARPDAU if we halve the cost of the energy biscuits? Your mother. Sounds great! Run the tests then! Product Manager Analytics Sigh.(C) NaturalMotion Games 2012
    45. 45. A/B Tests New user comes in Bucket A Bucket B “Bucket C” 1/2 Price Normal Price Everyone else Biscuits Biscuits Fill in parallel!(C) NaturalMotion Games 2012
    46. 46. Simplifying Tutorial 38.5% 44% 1-Day Retention(C) NaturalMotion Games 2012
    47. 47. Shop Layout Testing 14% increase in purchases(C) NaturalMotion Games 2012
    48. 48. A/B Test Pitfalls Push data Which needle? Time and country - makes a difference Test other options Ignoring creativity(C) NaturalMotion Games 2012
    49. 49. In conclusion...(C) NaturalMotion Games 2012
    50. 50. time to be unique! make sure yours is sticky Don’t build a console game on a mobile! know your core loop look after your core loop, look after your engaged users monetize your carrots understand sales techniques ask questions of your data(C) NaturalMotion Games 2012
    51. 51. We’re Hiring! www.naturalmotiongames.com Engineers Product Managers Designers Artists Oxford | London | SF Thanks! @StruManchu(C) NaturalMotion Games 2012

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