How to stand out in a hit driven business - Game Connection Paris 2013 - SebKriese

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The mobile gaming market is huge with roughly 4,000 new iOS games per month and more than 5bn USD revenue per year. But that market also has a huge number of players who want a piece of the pie making …

The mobile gaming market is huge with roughly 4,000 new iOS games per month and more than 5bn USD revenue per year. But that market also has a huge number of players who want a piece of the pie making the mobile gaming industry a very hit driven business. In his talk, Sebastian Kriese Corporate Partnerships Manager at Wooga, will give some insights about what the Berlin based social and mobile game developer considers a hit game and how they manage to create at least 2 of these hits per year.

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  • 1. Sebastian Kriese Corporate Development sebastian@wooga.com
  • 2. Do you play games every day?
  • 3. NO
  • 4. Do you listen to music every day?
  • 5. Do you watch videos every day?
  • 6. YES
  • 7. Everybody, every day.
  • 8. $12,000,000,000
  • 9. It’s hits driven.
  • 10. Tens of millions ($) in revenue
  • 11. Our Focus: Repeatedly make hits
  • 12. 5 hits in 3.5 years
  • 13. How?
  • 14. = + Wooga combines heart and brains to make the best games.
  • 15. Games / year > 60 concepts & prototypes
  • 16. 19
  • 17. ?? ? ? ? ? KPIs for FUN
  • 18. 1-page pitch
  • 19. … 13 months ago 23
  • 20. Is it intuitive?
  • 21. Gate Meetings
  • 22. Who? uct Lead Prod Studio Head Jens 3rd Party
  • 23. How?
  • 24. Not a pitch…
  • 25. …Not a status update
  • 26. uct Lead Prod Studio Head Jens 3rd Party Final decision
  • 27. Games / year > 60 concepts & prototypes 15 enter production
  • 28. Is it replayable?
  • 29. Ensure Meaningful Choice =FUN!
  • 30. … 11 months ago
  • 31. Share internally 36
  • 32. Measure engagement Time Ro u nd s Pos t s
  • 33. (3 week test, 60 players) Time 4h /player Ro u nd s 10,000 Pos t s
  • 34. Posts
  • 35. Gate Meeting
  • 36. Games / year > 60 concepts & prototypes 15 enter production 10 soft launch
  • 37. Gate Meeting
  • 38. Measure and Improve
  • 39. Measure and Compare Diamond Dash 1-Day Retention 3-Day Retention 7-Day Retention Jelly Splash 47 % 58 % 30 % 39 % 23 % 29 %
  • 40. Games / year > 60 concepts & prototypes 15 enter production 10 soft launch 5 launch
  • 41. A global hit
  • 42. Or not
  • 43. Games / year > 60 concepts & prototypes 15 enter production 10 soft launch 5 launch 2 hits
  • 44. We have the ability to roll-out and scale hits broad and fast Grow Fast Truly Global Optimise
  • 45. Truly Global English French German Spanish Italian Portuguese Turkish Polish Russian Dutch Norwegian Swedish Danish Korean Arabic Traditional Chinese Simplified Chinese Indonesian Japanese Thai
  • 46. Truly Global
  • 47. Grow Fast
  • 48. Grow Fast
  • 49. Optimise
  • 50. Optimise Bookings Bookings / day ($) 2010-05 2010-09 2011-01 2011-05 2011-09 2012-01
  • 51. Optimise Bookings Bookings / day ($) 2010-05 2010-09 2011-01 2011-05 2011-09 2012-01
  • 52. A/B test: Introduction Fireball Boost +90% bookings
  • 53. We have the ability to roll-out and scale hits broad and fast Grow Fast Truly Global Optimise
  • 54. Wooga Revenues §  250 employees from 40 nations §  Based in Berlin, Germany §  Profitable since 2012 2009 2010 2011 2012 2013 est.
  • 55. = + Wooga combines heart and brains to make the best games.
  • 56. Sebastian Kriese Corporate Development sebastian@wooga.com