Making every game a success story

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Presentation by wooga Founder & CEO Jens Begemann at Casual Connect conference, Seattle (July 21st 2011) …

Presentation by wooga Founder & CEO Jens Begemann at Casual Connect conference, Seattle (July 21st 2011)

* Challenging Social Success Conventions:
Making Every Game a Success Story *

Conventional wisdom in the games industry says a game is either a hit or a flop. wooga's CEO Jens Begemann has a different philosophy: Every single game wooga creates is an enormously valuable asset.

Once a game service has run the gauntlet of production and you've brought it to life, commitment to honest evaluation, iteration, and evolution will ensure you recoup your investment and more. Of course, as with effective recruiting and evaluation processes for hiring employees - game ideas must also go through a thorough vetting process before they become live game services.

When the going gets tough, remember that there was a reason you committed to the idea in the first place, and abandoning a valuable IP a little too soon costs you much more than sticking with it a little too long.


In 2009 Jens founded wooga (world of gaming). With 30 million Monthly Active Users wooga is the 3rd largest social games company on Facebook and the leading developer from Europe. The 5 games wooga has lauched so far (Brain Buddies, Bubble Island, Monster World, Happy Hospital and Diamond Dash) are all hits on Facebook. wooga employs a team of 80 people from 20 nations in the heart of Berlin.

Before wooga Jens was Chief Product Officer at Jamba (Jamster, Fox Mobile Entertainment), helping the company to become the world‘s leading provider of mobile entertainment products.
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  • Slide 25: 1.3% drop is unacceptable...uff, they are hard on themselves, I like it.
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  • 1. + Making  Every  Game  a  Success  Story      Jens  Begemann  (Founder  &  CEO)  
  • 2. wooga  –  world  of  gaming   About  wooga   Founded  January  2009   Jens  Begemann   VC  funded  (total  of  $32m)   Founder  &  CEO   InternaFonal  team  of  100  from  over   20  countries  in  Berlin   Key  stats   5  games  on  Facebook;  35  million  acFve  users   =  2nd  largest  social  game  developer   Only  5%  of  users  from  adverFsing   70%  of  users  are  female  (age  20-­‐60)   2  
  • 3. Typical  game  product  lifecyle:    Brain  Buddies  by  wooga   DAU   0,7   0,6   0,5  Millionen   0,4   0,3   0,2   0,1   0   24.06.2009   Jun-­‐09  22.09.2009   Dec-­‐09   21.03.2010   Jun-­‐10   17.09.2010   Dec-­‐10   16.03.2011   Jun-­‐10   21.12.2009   19.06.2010   16.12.2010   14.06.2011   3  
  • 4. Typical  game  product  lifecyle:    Social  City  by  Playdom     DAU   3,5   3   2,5   Millionen   2   1,5   1   0,5   0   Mar-­‐10   Jun-­‐10   Aug-­‐10   Nov-­‐10   Feb-­‐11   May-­‐11   02.03.2010   01.06.2010   30.08.2010   29.11.2010   27.02.2011   28.05.2011   4  
  • 5. Typical  game  product  lifecyle:    Millionaire  by  Digital  Chocolate   DAU   3,5   3   2,5  Millionen   2   1,5   1   0,5   0   May-­‐10   19.05.2010   Aug-­‐10   18.08.2010   Nov-­‐10   16.11.2010   Feb-­‐11   14.02.2011   May-­‐11   15.05.2011   5  
  • 6. Typical  game  product  lifecyle:    Monopoly  Millionaires  by  EA   DAU   1   0,9   0,8   0,7   Millionen   0,6   0,5   0,4   0,3   0,2   0,1   0   Feb-­‐11   01.02.2011   03.03.2011   02.04.2011   Apr-­‐11   02.05.2011   01.06.2011   Jun-­‐11   01.07.2011   6  
  • 7. Typical  game  product  lifecyle:    Poker  Blitz  by  Zynga   DAU   0,3   0,25   0,2   Millionen   0,15   0,1   0,05   0   15.03.2010   14.06.2010   12.09.2010   11.12.2010   11.03.2011   10.06.2011   Mar-­‐10   Sep-­‐10   Mar-­‐11   7  
  • 8. Desired  game  lifecycle   DAU   Time   8  
  • 9. Holy  Grail:  1m  DAU   Only  22  games     currently  on     Facebook    DA U   1m 9  
  • 10. 5  Steps  to  the  holy  grail   First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   Next  3   Loop   Months   10  
  • 11. 1   2   3   4   5   DAU   If  you  get   nothing  right...  10k   Time   11  
  • 12. First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   Next  3   Loop   Months   12  
  • 13. Monster  World  –  First  Sketch  (May  2009)   13  
  • 14. Human  Gardener  or  ....   14  
  • 15. ....  Monsters?   15  
  • 16. Monsterish  Environment   16  
  • 17. 1   2   3   4   5   DAU   If  you  get  the   theme  right...  10k   Time   17  
  • 18. First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   18  
  • 19. Brain  Buddies  –  paper  prototype   19
  • 20. Brain  Buddies  –  flash  prototype  
  • 21. Brain  Buddies  –  gameplay  
  • 22. AlternaFve:  Lego  prototype  
  • 23. 1   2   3   4   5  DAU   If  you  also  get   the  core  game   loop  right...   Time   23  
  • 24. First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   24  
  • 25. 1   2   3   4   5  Step  New  users  (last  24h)   38.863   Monster  World  01  -­‐  Flash  begin  (0%)   93,0%   New  user  funnel  02  -­‐  Flash  complete  (100%)   86,5%  03  -­‐  Tutorial  –  first  harvest  completed   82,7%  04  -­‐  Tutorial  –  first  planFng  completed   82,5%   Example:  1.3%   drop  is  deemed  05  -­‐  Tutorial  –  Mr  T’s  magic  applied   81,1%   unacceptable  and  06  -­‐  Tutorial  –  second  harvest  compl.   79,8%   game  is  opFmized  07  -­‐  Level  2  reached   79,6%   accordingly  08  -­‐  Tutorial  completed  (plowing)   79,4%  09  -­‐  Level  3  reached   78,8%  10  -­‐  Level  4  reached   77,5%  11  –  Level  5  (or  higher)  reached   77,2%   25  
  • 26. 1   2   3   4   5  DAU   If  you  also  get   the  first  30   days  right...   Time   26  
  • 27. First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   Next  3   Loop   Months   27  
  • 28. 1   2   3   4   5   DAU   1,2 1 0,8Millionen 0,6 650.000   0,4 0,2 0 28  
  • 29. 30  
  • 30. 31  
  • 31. 32  
  • 32. 33  
  • 33. 34  
  • 34. 35  
  • 35. Aker  a  few  weeks  of  playing:   All  levels  were  played   OR   Level  became  too  difficult   36  
  • 36. SoluFon:  Level  of  the  week   37  
  • 37. 38  
  • 38. 39  
  • 39. 1   2   3   4   5   DAU   1,2   Level  of   1   the  week   0,8  Millionen   0,6   0,4   0,2   0   40  
  • 40. 1   2   3   4   5  DAU   If  you  also  get   the  next  30   days  right...   Time   41  
  • 41. First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   42  
  • 42. MW  Screenshots  1   43  
  • 43. MW  Screenshots  1   44  
  • 44. MW  Screenshots  1   45  
  • 45. Monster  World  facts     622  virtual  goods   46  
  • 46. Monster  World  facts     230  quests   47  
  • 47. Monster  World  facts     14  funcFonal  items/buildings   FuncFonal    Factories   Baby  items   items   48  
  • 48. 1   2   3   4   5  DAU   If  you  get  all   steps  right...   Time   49  
  • 49. 5  Steps  to  the  holy  grail   First  30  Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   50  
  • 50. =   +  wooga combines metrics with emotions! 51  
  • 51. 1   2   3   4   5   DAU   1,8   1,6   1,4  Millions   1,2   1,0   0,8   0,6   0,4   0,2   0,0  Feb-­‐10   0   0     1   eb-­‐1 ay-­‐1 ar-­‐11 uly-­‐1 52   Mar-­‐11   F M M J
  • 52. 53  
  • 53. Join  the    wooga  team   wooga.com/jobs   54  
  • 54. Work with us ! 55  
  • 55. Thank  you!     Jens  Begemann  Founder  &  CEO  wooga     Twiqer:  #begemann     wooga.com/jobs   56