Big Fish, small pond - strategies for surviving in a maturing market - Ed Biden

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This document discusses strategies for game studios to succeed in a maturing mobile game market. It summarizes the challenges of stopping an unsuccessful project and provides tips for continued success. Specifically, it recommends that studios identify their strengths, target niche audiences and genres, thoroughly test risks before launch, and maintain focus on the core plan. While the market has become more competitive, following these smart constraints can help studios maximize their chances of success.

Technology

Big
ﬁsh,
small
pond:
Strategies
for
surviving
in
a
maturing
market
Ed Biden Wooga

5 hits to date
Bubble
Island
Monster
World
Diamond
Dash
Pearl’s
Peril
Jelly
Splash

1.  Stopping projects
2.  Why is this so diﬃcult?
3.  How can we succeed?

Progress was slow
0
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7
8
9
10
NovJan
How far through production are we?
2014

Production wasn’t a straight line...
Production
starts
Prototyping
starts
Core gameplay
rebooted
Nov ‘13May ‘13 May ‘14 Nov ‘14
Meta game
redesigned
Move to
synchronous PvP
iPhone
ﬁrst

•  Project speciﬁc issues
•  Market context
2.  Why is this so diﬃcult?

Let vision evolve
Tablet ﬁrst
Linear upgrades
Building based
Asynchronous
Phone ﬁrst
CCG meta
Unit based
Synchronous

SUPERCELL
KING
Game
FAIL
Companies invest in their assets
Audience
Game design expertise
Marketing expertise

1.  How do we fail?
2.  Why is this so diﬃcult?
3.  How can we succeed?

32 million players
Launch: March 2013
Still growing revenue
Impressive Results

Identify your strengths
•  Fanbase / audience?
•  Previous game?
•  Technical expertise?
•  Low cost base?
•  Niche interests?

Find your pond
•  Browser based
•  2D graphics
•  Permadeath

Manage the risks
What: Critical Mass
Proof point: Waiting times are acceptable in Divinity Hours
Theoretical numbers needed low
Timing: Soft Launch
References: World of Tanks, Hearthstone, Super Battle Tactics
Size: Large

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Stick to the plan
NovJan

•  Know your strengths
•  Find your pond
•  Manage the risks
•  Stick to the plan

Thank
You!

ed.biden@wooga.com
mobilefreetoplay.com

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As privacy and data protection regulations evolve rapidly, organizations operating in multiple jurisdictions face mounting challenges to ensure compliance and safeguard customer data. With state-specific privacy laws coming up in multiple states this year, it is essential to understand what their unique data protection regulations will require clearly. How will data privacy evolve in the US in 2024? How to stay compliant? Our panellists will guide you through the intricacies of these states' specific data privacy laws, clarifying complex legal frameworks and compliance requirements. This webinar will review: - The essential aspects of each state's privacy landscape and the latest updates - Common compliance challenges faced by organizations operating in multiple states and best practices to achieve regulatory adherence - Valuable insights into potential changes to existing regulations and prepare your organization for the evolving landscape

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Choosing the right accounts payable services provider is a strategic decision that can significantly impact your business's financial performance and operational efficiency. By considering factors such as expertise, range of services, technology infrastructure, scalability, cost, and reputation, businesses can make informed decisions and select a provider that aligns with their unique needs and objectives. Partnering with the right provider can streamline accounts payable processes, drive cost savings, and position your business for long-term success. https://katprotech.com/accounts-payable-and-purchase-order-automation/

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What are drone anti-jamming systems? The drone anti-jamming systems and anti-spoof technology protect against interference, jamming, and spoofing of the UAVs. To protect their security, countries are beginning to research drone anti-jamming systems, also known as drone strike weapons. The anti-jam and anti-spoof technology protects against interference, jamming and spoofing. A drone strike weapon is a drone attack weapon that can attack and destroy enemy drones. So what is so unique about this amazing system?

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The presentation explores the development and application of artificial intelligence (AI) from its inception to its current status in the modern world. The term "artificial intelligence" was first coined by John McCarthy in 1956 to describe efforts to develop computer programs capable of performing tasks that typically require human intelligence. This concept was first introduced at a conference held at Dartmouth College, where programs demonstrated capabilities such as playing chess, proving theorems, and interpreting texts. In the early stages, Alan Turing contributed to the field by defining intelligence as the ability of a being to respond to certain questions intelligently, proposing what is now known as the Turing Test to evaluate the presence of intelligent behavior in machines. As the decades progressed, AI evolved significantly. The 1980s focused on machine learning, teaching computers to learn from data, leading to the development of models that could improve their performance based on their experiences. The 1990s and 2000s saw further advances in algorithms and computational power, which allowed for more sophisticated data analysis techniques, including data mining. By the 2010s, the proliferation of big data and the refinement of deep learning techniques enabled AI to become mainstream. Notable milestones included the success of Google's AlphaGo and advancements in autonomous vehicles by companies like Tesla and Waymo. A major theme of the presentation is the application of generative AI, which has been used for tasks such as natural language text generation, translation, and question answering. Generative AI uses large datasets to train models that can then produce new, coherent pieces of text or other media. The presentation also discusses the ethical implications and the need for regulation in AI, highlighting issues such as privacy, bias, and the potential for misuse. These concerns have prompted calls for comprehensive regulations to ensure the safe and equitable use of AI technologies. Artificial intelligence has also played a significant role in healthcare, particularly highlighted during the COVID-19 pandemic, where it was used in drug discovery, vaccine development, and analyzing the spread of the virus. The capabilities of AI in healthcare are vast, ranging from medical diagnostics to personalized medicine, demonstrating the technology's potential to revolutionize fields beyond just technical or consumer applications. In conclusion, AI continues to be a rapidly evolving field with significant implications for various aspects of society. The development from theoretical concepts to real-world applications illustrates both the potential benefits and the challenges that come with integrating advanced technologies into everyday life. The ongoing discussion about AI ethics and regulation underscores the importance of managing these technologies responsibly to maximize their their benefits while minimizing potential harms.

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Big Fish, small pond - strategies for surviving in a maturing market - Ed Biden

1. Big ﬁsh, small pond: Strategies for surviving in a maturing market Ed Biden Wooga

3. 5 hits to date Bubble Island Monster World Diamond Dash Pearl’s Peril Jelly Splash

4. Transitioned from Facebook to mobile

5. Aim for 2 hits a year

6. We stop 95% of our games

8. 1.  Stopping projects 2.  Why is this so diﬃcult? 3.  How can we succeed?

9. 1.  Stopping projects 2.  Why is this so diﬃcult? 3.  How can we succeed?

10.

11. Fun prototype

12. Skilled team

13. Progress was slow 0 1 2 3 4 5 6 7 8 9 10 NovJan How far through production are we? 2014

14. 14 Very diﬀerent from Prototype

15. Production wasn’t a straight line... Production starts Prototyping starts Core gameplay rebooted Nov ‘13May ‘13 May ‘14 Nov ‘14 Meta game redesigned Move to synchronous PvP iPhone ﬁrst

16. Multiple risks Session length Brand compatibility Critical mass CPI < LTV Novel gameplay Synchronous PvP Market size Community Building Session intensity

17. Eventually stopped project

18. Extensive post mortem

19. 1.  Stopping projects 2.  Why is this so diﬃcult? 3.  How can we succeed?

20. •  Project speciﬁc issues •  Market context 2.  Why is this so diﬃcult?

21. We started with a great idea

22. Did not build on Wooga strengths

23.

24. Let vision evolve Tablet ﬁrst Linear upgrades Building based Asynchronous Phone ﬁrst CCG meta Unit based Synchronous

25. Biggest risks not tested until launch Session length Brand compatibility Critical mass CPI < LTV Novel gameplay Synchronous PvP Market size Community Building Session intensity Soft Launch Launch Launch Launch Prototyping Soft Launch Prototyping Soft launch Soft Launch

26. •  Project speciﬁc issues •  Market context 2.  Why is this so diﬃcult?

27. Number of apps has increased hugely

28. The top grossing charts are static

29. Production values are rising

30. Advertising budgets are increasing

31. More games build on existing IPs

32. Biggest companies extending their leads

33. SUPERCELL KING Game FAIL Companies invest in their assets Audience Game design expertise Marketing expertise

34. Genres get locked down

35. Looks like console market…

36. Where games can dominate for a decade

37. 1.  How do we fail? 2.  Why is this so diﬃcult? 3.  How can we succeed?

38. Back in 2011…

39. Female audience on Facebook

40. Hidden Object a natural extension

41. Build on genre in meaningful ways

42. Developed new expertise

43. 32 million players Launch: March 2013 Still growing revenue Impressive Results

44. Main take aways

45. Smart constraints

46. Identify your strengths •  Fanbase / audience? •  Previous game? •  Technical expertise? •  Low cost base? •  Niche interests?

47. Find your pond •  Browser based •  2D graphics •  Permadeath

48. Manage the risks What: Critical Mass Proof point: Waiting times are acceptable in Divinity Hours Theoretical numbers needed low Timing: Soft Launch References: World of Tanks, Hearthstone, Super Battle Tactics Size: Large

49. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 Stick to the plan NovJan

50. It’s still going to be tough

51. Smart constraints

52. •  Know your strengths •  Find your pond •  Manage the risks •  Stick to the plan

53. Thank You! ed.biden@wooga.com mobilefreetoplay.com