Secrets to Social Game Success

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Secrets to Social Game Success

  1. + Secrets to Social Game Success Sebastian Nußbaum (Senior Product Manager)
  2. About woogaFounded January 2009Funding: Founders, Balderton Capital,Holtzbrinck Ventures Tenaya, HighlandCapital (total of $32m+)International team of 110from 20 countries in BerlinKey stats6 games on Facebook; 41 millionmonthly active usersBiggest european social game Sebastian Nußbaumdeveloper / #3 on FB Lead Product  Happy HospitalOnly 10%of users from advertising  Unannounced game70% of users are female (age 20-60) 2
  3. 3
  4. 4
  5. A hit game is notalways a hit from start 5
  6. Brilliant idea! 6
  7. CTO & CEO are convinced! 7
  8. Skilled Team! 8
  9. Desired game lifecycle DAU Time 9
  10. You launch… DAU Time 10
  11. The first days look promising… DAU Time 11
  12. The first week looks even better … DAU Hooray! Time 12
  13. …and all of a sudden DAU Time 13
  14. Lets take a lookat typical game lifecycles 14
  15. Typical game product lifecyle:Social City by Playdom DAU 3,5 3 2,5Millions 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 15
  16. Typical game product lifecyle:Millionaire City by Digital Chocolate DAU 3,5 3 2,5Millions 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 16
  17. Typical game product lifecyle:Monopoly Millionaires by EA DAU 1 0,9 0,8 0,7Millions 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 17
  18. Typical game product lifecyle:City of Wonder by Playdom DAU
  19. Iteration is critical! 19
  20. Design Prototype Usability test Good? 20
  21. Usability testing 21
  22. Usability testing • Do user testing as EARLY as possible 22
  23. Usability testing • Do user testing as EARLY as possible • Test with the right profiles 23
  24. Usability testing • Do user testing as EARLY as possible • Test with the right profiles • Only 3-5 users are needed to find the major usability issues 24
  25. Example: Bubble Island 31
  26. Example: Bubble Island DAU 1,2 1 0,8Millions 0,6 650.000 0,4 0,2 0 32
  27. 34
  28. 35
  29. 36
  30. 37
  31. After a few weeks of playing: All levels were played OR Level became too difficult 38
  32. Solution: Level of the week 39
  33. 40
  34. 41
  35. DAU2.500.0002.000.0001.500.0001.000.000 500.000 0
  36. DAU2.500.0002.000.0001.500.000 Level of the week1.000.000 500.000 0
  37. MW Screenshots 1 44
  38. Launch Monsterworld in May 2010 Launch 45
  39. DAU Monsterworld till August 2010 46
  40. DAU Monsterworld till August 2010 47
  41. Lets focus on detail and iterate!
  42. Iteration: Optimize the Tutorial 49
  43. Iteration: Optimize the TutorialStepNew users (last 24h) 38.86301 - Flash begin (0%) 93,0%02 - Flash complete (100%) 86,5%03 - Tutorial – first harvest completed 82,7%04 - Tutorial – first planting completed 82,5% Example: 1.3% drop is deemed05 - Tutorial – Mr T’s magic applied 81,1% unacceptable and06 - Tutorial – second harvest compl. 79,8% game is optimized07 - Level 2 reached 79,6% accordingly08 - 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% 50
  44. Iteration : Balancing 5min 3min 51
  45. Iteration : Advance UI 52
  46. Iteration: Bugs & performance 53
  47. DAU Monsterworld till August 2010 54
  48. DAU Monsterworld till November 2010 Iteration & polishing 55
  49. Lets focus onmonetization! 56
  50. Time limited offers 57
  51. Time limited offers TLO‘sAverage 58
  52. Details matter!
  53. Small issues can have a huge impact! 60
  54. Small issues can have a huge impact! 61
  55. Small issues can have a huge impact! +22% 62
  56. What about the pricing? 63
  57. Magic Wands 64
  58. Pricing A/B test Magic Wands Old 65
  59. Pricing A/B test Magic Wands Old New 66
  60. Pricing A/B test Magic Wands Old New + 24 % 67
  61. Consumables are great! 68
  62. Woogoo 69
  63. Woogoo 70
  64. Roberta asking for products 71
  65. Woogoo versus Magic Wands Harvester
  66. Crafting with woogoo 73
  67. Crafting with built factories 74
  68. Roberta asking for products 75
  69. Woogoo versus Magic Wands Harvester
  70. Woogoo versus Magic Wands Crafting Harvester
  71. Woogoo versus Magic Wands Crafting Crafting Harvester
  72. I NEED MORE! 81
  73. woogoo pump 82
  74. woogoo pump 83
  75. Woogoo versus Magic Wands Crafting Harvester
  76. Woogoo versus Magic Wands Woogoo pump Crafting Harvester
  77. Woogoo versus Magic Wands Button added Woogoo pump Crafting Harvester
  78. Cross…what? 87
  79. DAU Monsterworld till June 2011 Focus on monetization Iteration & polishing 88
  80. DAU Monsterworld till September 2011 Focus on monetization Iteration & polishing Diamond Dash Cross promo 89
  81. Flow Concept Future: more in-depth Too hard gameplay Difficulty ? Too easySource: Murphy, C. Time/ Skill 90
  82. Challenge the playerBut give him all the tools to win! 91
  83. So every game is fixable! 92
  84. Or? 93
  85. DAU I did everything you said and still… Time 94
  86. Be sure to havethe basics right! 95
  87. Be sure to havethe basics right! 96
  88. The theme: Know your target group! Female (70%) Male (30%) (age 20-60) 97
  89. Use tools: Know whats hot! 98
  90. What about the core? 99
  91. The game core loop
  92. The game core loop
  93. Have your checklist! Keep it simple/ Few steps (4-6 max) Fun 1 time – Fun 1000 times Requests tied to it Strategic depth
  94. Common loop mistakes: Disappearing rewards
  95. Common loop mistakes:Adding features wont fix a broken core game loop Feature2 Feature1 Core game loop
  96. …iterate the core till it is fun!
  97. …iterate the core till it is fun!
  98. Ask yourself!What does the user expect?Why is it not working?How does the user play? 108
  99. And that’s where we are! 2.500.000DAU 2.000.000 1.500.000 1.000.000 500.000 0
  100. Join the wooga team wooga.com/jobs 110
  101. Thank you! Sebastian NußbaumSenior Product Manager wooga.com/jobs

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