Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing postmortem

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Eric Seufert's GDC 2014 presentation:
Profitably launching Jelly Splash to #1, a marketing postmortem

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  • Very analytical and lots of numbersFirst three sections conceptualHow wooga approaches development of mobile gamesMy perspective on marketing mobile gamesHow wooga uses data in the game development processAfter that overview of the process of launching Jelly Splash and a history of the launch in form of numbers
  • ----- Meeting Notes (20/3/14 13:54) -----number of steps that form shape of inverted pyramideach step ends with a review meeting kill or continue
  • 2 hits / year$10mm total revenue----- Meeting Notes (20/3/14 13:54) -----at each review point, "can game become a hit?" if answer unequivocal no, kill
  • Philosophy for marketing mobile games
  • Emotionally charged industry, nature of artArt at scale requires elements of commercialism that sometimes conflict with artistic idealsVery vocal group of people that absolutely despise freemium applied to gamesSmartest things enemies of free-to-play did was consistently and vehemently make the claim that objectively bad games can be successful in app storeApp store one of most ferociously competitive digital marketplacesBut notion that bad games can be successful combined with difficult reality that sometimes critically successful titles don’t see commercial success lent weight to this notion that good games don’t need marketing
  • What’s the difference here?2 games that people love but one is at top of downloaded charts other is at bottom
  • The fact that a game is marketed doesn’t implicate it as being bad
  • Whats the interplay between scale, user acquisition, and profit?Cost Per Install
  • Pure function of supply and demand
  • Dependent on ad creatives used to promote the game
  • Why is this true?The more people that are compelled by ad creative (which should be reflective of the game’s aesthetic), the more people click on ads and ceteris paribus the lower CPI
  • Test different themes, different aesthetics, different names, characters, color schemes, etc.For any given game mechanic we’re appealing to the greatest number of potential players
  • Analytics: tools, infrastructure, and people used to store, visualize, and glean insight from data
  • Experimentation: process of testing variants of features and product flows that produce optimal result
  • Iteration: process of implementing small changes that are verifiably better than what existed previously
  • Everyone has access to universal reporting tools and data but teams don’t develop those independently
  • Iteration cycles = fewer assumptions madeBetter to get the “iteration” cycles (disproving the assumptions you’ve made about how players will play the game) out of the way in soft launch when relatively few people are exposed to them. Soft launch can be effective at level of few thousand players – eg can meaningfully improve game with few thousand players, don’t need millions of data points
  • Get a sense of unit economics
  • What do we need to achieve how long will it take to achieve thatis that length of time palatable to the organizationdo we think the market will become appreciably more competitive for this mechanic (eg. clash of clans clone)
  • Less complete MVP will by definition be in soft launch for longer
  • Earning interest on interest earnedGaining viral users from viral users
  • Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing postmortem

    1. 1. Profitably Launching Jelly Splash to #1: A Marketing Postmortem Eric Benjamin Seufert Head of Marketing, Wooga
    2. 2. Who am I?
    3. 3. Who am I? Head of Marketing at Wooga
    4. 4. Who am I? Head of Marketing at Wooga Freemium Economics
    5. 5. Presentation Structure
    6. 6. Development @ Wooga
    7. 7. Prototype Development @ Wooga
    8. 8. Prototype Production Begins Development @ Wooga
    9. 9. Prototype Production Begins First Playable Development @ Wooga
    10. 10. Prototype Production Begins First Playable Soft Launch Development @ Wooga
    11. 11. Prototype Production Begins First Playable Soft Launch Launch Development @ Wooga
    12. 12. Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    13. 13. Development @ Wooga
    14. 14. Development @ Wooga ● Inverted pyramid product pipeline
    15. 15. Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes
    16. 16. Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes ● Stop projects early
    17. 17. Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes ● Stop projects early ● 2 hits per year
    18. 18. What is Jelly Splash?
    19. 19. What is Jelly Splash? ● Match-3 style puzzle game
    20. 20. What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013
    21. 21. What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013 ● Launched globally Wednesday, August 21, 2013
    22. 22. What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013 ● Launched globally Wednesday, August 21, 2013 ● Peaked at #1 most downloaded (iPhone) in US, FR, DE, BR, NL, IS, ES, NO & others
    23. 23. Presentation Structure
    24. 24. Marketing for Mobile Games
    25. 25. Marketing for Mobile Games “I don’t need to run mobile user acquisition. If I make a great game, it will grow on its own.”
    26. 26. Marketing for Mobile Games “I need mobile user acquisition because lots of great games are competing for attention from users.”
    27. 27. Marketing for Mobile Games Goals of Marketing Team:
    28. 28. Marketing for Mobile Games Goals of Marketing Team: 1. Scale
    29. 29. Marketing for Mobile Games Goals of Marketing Team: 1. Scale 2. Profit
    30. 30. Marketing for Mobile Games CPI = / CTR / IRCPM 1000
    31. 31. Marketing for Mobile Games CPI = Market-based / CTR / IRCPM 1000
    32. 32. Marketing for Mobile Games CPI = Market-based Game dependent CPM 1000 / CTR / IR
    33. 33. Marketing for Mobile Games CPITAM
    34. 34. Marketing for Mobile Games How to maximize TAM?
    35. 35. Marketing Starts Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    36. 36. Marketing Starts Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    37. 37. Marketing for Mobile Games “I don’t need to run mobile user acquisition. If I make a great game, it will grow on its own.”
    38. 38. Marketing for Mobile Games Who defines great?
    39. 39. Marketing for Mobile Games Who defines great?
    40. 40. Marketing for Mobile Games or Who defines great?
    41. 41. Marketing for Mobile Games Maximizing TAM:
    42. 42. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic)
    43. 43. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment
    44. 44. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment • Demographic fit
    45. 45. Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment • Demographic fit • Targeting
    46. 46. Presentation Structure
    47. 47. Data-Driven Development Analytics
    48. 48. Data-Driven Development Analytics Experimentation
    49. 49. Data-Driven Development Analytics Experimentation Iteration
    50. 50. Analytics at Wooga BI Product GameTeam1 GameTeam2 GameTeam3 Analyst Analyst Analyst } }DataInfrastructure
    51. 51. Presentation Structure
    52. 52. Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    53. 53. Soft Launch?
    54. 54. Soft Launch? ● Player feedback
    55. 55. Soft Launch? ● Player feedback ● Market feedback
    56. 56. Soft Launch? ● Player feedback ● Market feedback ● Iteration Cycles
    57. 57. Soft Launch? ● Player feedback ● Market feedback ● Iteration Cycles ● Scalability
    58. 58. Length of Soft Launch
    59. 59. Length of Soft Launch ● Metrics targets
    60. 60. Length of Soft Launch ● Metrics targets ● Completeness of game
    61. 61. Clash of Clans 2 Months CA: June 14, 2012 (Th) US: August 2, 2012 (Th) *iPhone / Downloaded
    62. 62. Pet Rescue Saga 1 Month CA: May 16, 2013 (Th) US: June 12, 2013 (Wed) *iPhone / Downloaded
    63. 63. The Hobbit: KoME <1 Month CA: Oct 18, 2012 (Th) US: Nov 8, 2012 (Th) *iPhone / Downloaded
    64. 64. Boom Beach Ongoing (5+ mths) CA: Nov 8, 2013 (Fr) AU: Jan 17, 2014 (Fr) *iPhone / Downloaded
    65. 65. Soft Launch Focus
    66. 66. Soft Launch Focus ● Retention
    67. 67. Soft Launch Focus ● Retention ● Virality
    68. 68. Soft Launch Focus ● Retention ● Virality
    69. 69. What is Retention?
    70. 70. Retention is the most important metric
    71. 71. Retention is the most important metric ● Delight
    72. 72. Retention is the most important metric ● Delight ● Player Lifetime
    73. 73. The Retention Curve 50% Day 1: 37 day total lifetime
    74. 74. The Retention Curve 40% Day 1: 30 day total lifetime
    75. 75. Retention is the most important metric ● Delight ● Player Lifetime ● Lifetime Customer Value (LTV)
    76. 76. Calculating LTV “Top Down” • Curve fit monetization
    77. 77. Freemium Economics, Figure 5.13 Calculating LTV: “Top Down”
    78. 78. Calculating LTV “Top Down” • Curve fit monetization “Bottoms Up” • Retention curve, ARPDAU
    79. 79. Real Retention Rates Step 1: Plot small sample of real retention rates Calculating LTV: “Bottoms Up”
    80. 80. Step 2: Curve fit a power function Power function Calculating LTV: “Bottoms Up”
    81. 81. Step 3: Integrate the power function Area under the curve Calculating LTV: “Bottoms Up”
    82. 82. Calculating LTV: “Bottoms Up”
    83. 83. Calculating LTV: “Bottoms Up” “Segments” are distinct user groups
    84. 84. “Two methods for calculating LTV in a spreadsheet”
    85. 85. LTV Timeline
    86. 86. LTV Timeline 180 Days
    87. 87. LTV Timeline 180 Days • No discounting
    88. 88. LTV Timeline 180 Days • No discounting • Practical for casual game
    89. 89. LTV Timeline 180 Days • No discounting • Practical for casual game 365 Days
    90. 90. LTV Timeline 180 Days • No discounting • Practical for casual game 365 Days • Not a “current asset”
    91. 91. LTV Timeline 180 Days • No discounting • Practical for casual game 365 Days • Not a “current asset” • Better for longer-timeline game
    92. 92. Soft Launch Focus ● Retention ● Virality
    93. 93. Why is virality important?
    94. 94. Why is virality important?
    95. 95. Why is virality important? ● Virality compounds user base growth
    96. 96. Defining Virality
    97. 97. Defining Virality ● Nebulous concept
    98. 98. Defining Virality ● Nebulous concept ● Quantifying requires assumptions
    99. 99. Calculating Virality
    100. 100. Calculating Virality ● Virality expressed as “k-factor”
    101. 101. Calculating Virality ● Virality expressed as “k-factor” ● K-factor: additional users per new user
    102. 102. Calculating Virality K-factor of 1 = truly viral Each new user brings additional new user Freemium Economics, Figure 4.13
    103. 103. Calculating Virality “Bottoms Up” ● Number of invites * invite conversion Freemium Economics, Figure 7.3
    104. 104. Calculating Virality “Top Down” ● Period-to-period, non-paid growth
    105. 105. Calculating Virality: Top Down Day X DNU
    106. 106. Calculating Virality: Top Down Day X DNU “Organic”
    107. 107. Calculating Virality: Top Down Day X DNU “Organic” Paid
    108. 108. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1
    109. 109. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic”
    110. 110. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic” Paid
    111. 111. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic” Paid Viral
    112. 112. Calculating Virality: Top Down Day X “Organic” Paid Day X + 1 “Organic” Paid Viral
    113. 113. Calculating Virality: Top Down K-factor = Viral Users (Day X + 1) Paid + Organic (Day X)
    114. 114. Why is Virality important?
    115. 115. Why is Virality important? Freemium Economics, Figure 8.4
    116. 116. Soft Launch Targets ● LTV
    117. 117. ● LTV ● CPI Soft Launch Targets
    118. 118. Soft Launch Targets ● LTV ● CPI
    119. 119. Soft Launch Targets ● LTV ● CPI
    120. 120. Presentation Structure
    121. 121. Soft Launch
    122. 122. Soft Launch June 14, 2013
    123. 123. Soft Launch June 14, 2013 2 Networks
    124. 124. Soft Launch June 14, 2013 2 Networks • Chartboost
    125. 125. Soft Launch June 14, 2013 2 Networks • Chartboost • Facebook
    126. 126. Soft Launch June 14, 2013 2 Networks • Chartboost • Facebook Roughly 2k DNU
    127. 127. Jelly Splash CA Soft Launch
    128. 128. Entered CA App Store Jelly Splash CA Soft Launch
    129. 129. Entered CA App Store 2K DNU Jelly Splash CA Soft Launch
    130. 130. Jelly Splash CA Soft Launch Entered CA App Store 2K DNU “Ramp up” for Global Launch
    131. 131. Soft Launch ● Strong Virality
    132. 132. Soft Launch ● Strong Virality Average K-factor 92%
    133. 133. Soft Launch ● Strong Virality ● Strong Retention Average K-factor 92%
    134. 134. Soft Launch ● Strong Virality ● Strong Retention Average K-factor 92% Minimum 50% Day 1 Retention
    135. 135. Soft Launch ● Strong Virality ● Strong Retention Average K-factor 92% Minimum 50% Day 1 Retention 
    136. 136. Soft Launch CPI (iPhone): $2
    137. 137. Soft Launch CPI (iPhone): $2 CPI (iPhone): ?
    138. 138. Soft Launch Average K-factor 92% CPI $2.00 eCPI $1.04
    139. 139. Soft Launch Average K-factor 92% CPI $2.00 eCPI $1.04 If LTV > $1.04,
    140. 140. Soft Launch Average K-factor 92% CPI $2.00 eCPI $1.04 If LTV > $1.04, profit.
    141. 141. Presentation Structure
    142. 142. Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
    143. 143. Global Launch Strategy
    144. 144. Global Launch Strategy • Per-unit Marketing profitable at $1.04
    145. 145. Global Launch Strategy • Per-unit Marketing profitable at $1.04 • Large Total Addressable Market
    146. 146. Global Launch Strategy • Per-unit Marketing profitable at $1.04 • Large Total Addressable Market or
    147. 147. Ladder Launch
    148. 148. Ladder Launch • Purely profitable campaigns
    149. 149. Ladder Launch • Purely profitable campaigns • Slowly grow user base
    150. 150. Ladder Launch • Purely profitable campaigns • Slowly grow user base • Unit economics
    151. 151. Trampoline Launch
    152. 152. Trampoline Launch • LTV < CPI
    153. 153. Trampoline Launch • LTV < CPI • Aim for chart position
    154. 154. Trampoline Launch • LTV < CPI • Aim for chart position • Organic installs offset loss
    155. 155. Trampoline Launch • LTV < CPI • Aim for chart position • Organic installs offset loss • User base economics
    156. 156. Pros Cons Pros Cons No launch risk
    157. 157. Pros Cons Pros Cons No launch risk Less $ upfront
    158. 158. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update
    159. 159. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table
    160. 160. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic
    161. 161. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects
    162. 162. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects Time Value of Money
    163. 163. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects Time Value of Money Huge upfront commitment
    164. 164. Pros Cons Pros Cons No launch risk Less $ upfront Easy to update $ on the table Market dynamic Bigger network effects Time Value of Money Huge upfront commitment VaR difficult to evaluate
    165. 165. Effects of Compounding
    166. 166. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period
    167. 167. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period K-factor: 20%
    168. 168. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period K-factor: 20% 10 Periods
    169. 169. Effects of Compounding 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 Upfront Per-period K-factor: 20% 10 Periods
    170. 170. “So, Mcfly: Are you In or Out?”
    171. 171. Cost of Trampoline Launch?
    172. 172. Cost of Trampoline Launch? • Goal of #1 chart position (iPhone / Downloaded / US)
    173. 173. Cost of Trampoline Launch? • Goal of #1 chart position (iPhone / Downloaded / US) • Assume US CPI of $2
    174. 174. Cost of Trampoline Launch? • Goal of #1 chart position (iPhone / Downloaded / US) • Assume US CPI of $2 • Top Chart Position ~= 20k installs / day
    175. 175. Global Launch Strategy Top 10 Installs2 66,458 Cost (CPI = $2) $132,916.00 August 2013, App Store (US, iPhone)1 (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    176. 176. Global Launch Strategy Top 10 Top 3 Installs2 66,458 113,247 Cost (CPI = $2) $132,916.00 $226,494.86 August 2013, App Store (US, iPhone)1 (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    177. 177. Global Launch Strategy August 2013, App Store (US, iPhone)1 Top 10 Top 3 #1 Installs2 66,458 113,247 140,875 Cost (CPI = $2) $132,916.00 $226,494.86 $281,750.57 (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    178. 178. Global Launch Strategy K-factor ~= 1.0
    179. 179. August 2013, App Store (US, iPhone)* Adjusted Top 10 Installs2 33,229 Cost (CPI = $2) $66,458.00 Global Launch Strategy (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    180. 180. August 2013, App Store (US, iPhone)* Adjusted Top 10 Top 3 Installs2 33,229 56,624 Cost (CPI = $2) $66,458.00 $113,247.43 Global Launch Strategy (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    181. 181. August 2013, App Store (US, iPhone)* Adjusted Top 10 Top 3 #1 Installs2 33,229 56,624 70,438 Cost (CPI = $2) $66,458.00 $113,247.43 $140,875.14 Global Launch Strategy (1) Source: Distimo, Week 26 2013 (installs are daily) (2) Less organic uplift of 20k
    182. 182. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy Top 10 Top 3 #1
    183. 183. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k Top 10 Top 3 #1
    184. 184. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k 56k Top 10 Top 3 #1
    185. 185. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k 56k 70k Top 10 Top 3 #1
    186. 186. Distimo’s estimations looked like this: NumberofInstalls App Store Rank Global Launch Strategy 30k 56k 70k Top 10 Top 3 #1
    187. 187. Global Launch Strategy Nothing in Freemium Looks Like That.
    188. 188. Global Launch Strategy NumberofInstalls App Store Rank This… 30k
    189. 189. Global Launch Strategy NumberofInstalls App Store Rank …should be this: 30k
    190. 190. Global Launch Strategy • Increasing exponential function
    191. 191. Global Launch Strategy • Increasing exponential function • Rate of price increases is increasing
    192. 192. Global Launch Strategy • Increasing exponential function • Rate of price increases is increasing • #10 -> #3 -> #1 separated by orders of magnitude
    193. 193. Global Launch Strategy • Target Markets:
    194. 194. Global Launch Strategy • Target Markets:
    195. 195. Global Launch Strategy • Target Markets:
    196. 196. Global Launch Strategy • Target Markets:
    197. 197. Global Launch Strategy • Target Markets:
    198. 198. Global Launch Strategy Adjusted estimates: Country US Cost1 $200,000 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    199. 199. Global Launch Strategy Adjusted estimates: Country US Cost1 $200,000 Adj. Cost3 $104,166 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    200. 200. Global Launch Strategy Adjusted estimates: Country US DE Cost1 $200,000 $37,600 Adj. Cost3 $104,166 $19,583 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    201. 201. Global Launch Strategy Adjusted estimates: Country US DE FR Cost1 $200,000 $37,600 $26,000 Adj. Cost3 $104,166 $19,583 $13,541 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    202. 202. Global Launch Strategy Adjusted estimates: Country US DE FR NL Cost1 $200,000 $37,600 $26,000 $20,800 Adj. Cost3 $104,166 $19,583 $13,541 $10,833 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    203. 203. Global Launch Strategy Adjusted estimates: Country US DE FR NL BR Cost1 $200,000 $37,600 $26,000 $20,800 $15,400 Adj. Cost3 $104,166 $19,583 $13,541 $10,833 $8,020 (1) iPhone (2) Based on Distimo estimates, Week 26 2013 (installs here are daily), less 20k organic uplift (3) CPI adjusted by k-factor
    204. 204. Global Launch Strategy
    205. 205. Global Launch Strategy #1 in 5 Markets1: (1) Assumes no featuring
    206. 206. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor (1) Assumes no featuring
    207. 207. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor • $2 CPI (1) Assumes no featuring
    208. 208. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor • $2 CPI $150k for launch week (1) Assumes no featuring
    209. 209. Global Launch Strategy #1 in 5 Markets1: • 92% k-factor • $2 CPI $150k for launch week Set budget to $250k (1) Assumes no featuring
    210. 210. Presentation Structure
    211. 211. Global Launch Logistics
    212. 212. Global Launch Logistics Staggered Launch
    213. 213. Global Launch Logistics Staggered Launch • 1 country per day
    214. 214. Global Launch Logistics Staggered Launch • 1 country per day Release game globally on Thursday
    215. 215. Global Launch Logistics Staggered Launch • 1 country per day Release game globally on Thursday 23 Networks
    216. 216. Global Launch Logistics Staggered Launch • 1 country per day Release game globally on Thursday 23 Networks “Burst” campaigns in each country
    217. 217. Global Launch Logistics “Over-budgeted” by 25%
    218. 218. Global Launch Logistics “Over-budgeted” by 25% Social media outreach (Wooga has >20MM Facebook fans)
    219. 219. Global Launch Logistics “Over-budgeted” by 25% Social media outreach (Wooga has >20MM Facebook fans) Cross-promotion from Wooga titles
    220. 220. Global Burst Schedule Fri, 23/8
    221. 221. Global Burst Schedule Fri, 23/8 Sat, 24/8
    222. 222. Global Burst Schedule Fri, 23/8 Sat, 24/8 Sun, 25/8
    223. 223. Global Burst Schedule Fri, 23/8 Sat, 24/8 Sun, 25/8 Wed, 28/8
    224. 224. Burst results
    225. 225. Burst results ● #1 in all target countries1 (1) iPhone / downloaded
    226. 226. Burst results ● #1 in all target countries1 ● 1MM downloads in 5 days (1) iPhone / downloaded
    227. 227. Burst results ● #1 in all target countries1 ● 1MM downloads in 5 days ● Top 10 in other key countries (1) iPhone / downloaded
    228. 228. Post Launch • Strong retention meant revenue didn’t drop after burst
    229. 229. Post Launch DNU Daily USD
    230. 230. Presentation Structure
    231. 231. What We Learned • “Bursting” can be profitable
    232. 232. What We Learned • “Bursting” can be profitable • Organic uplift from chart position:
    233. 233. What We Learned • “Bursting” can be profitable • Organic uplift from chart position: • Top 10 += 30k DNU (US, iPhone)
    234. 234. What We Learned • “Bursting” can be profitable • Organic uplift from chart position: • Top 10 += 30k DNU (US, iPhone) • Top 3 += 50k DNU (US, iPhone)
    235. 235. What We Learned • “Bursting” can be profitable • Organic uplift from chart position: • Top 10 += 30k DNU (US, iPhone) • Top 3 += 50k DNU (US, iPhone) • Most networks overpromised burst-day volume by 20%
    236. 236. What We Learned • Virality decay
    237. 237. What We Learned • Virality decay • K-factor decreased to 84% / eCPI increased by 28% • Increased networks kept CPIs flat
    238. 238. 4 Key Take-Aways
    239. 239. 4 Key Take-Aways • Long Soft Launch
    240. 240. 4 Key Take-Aways • Long Soft Launch • LTV Estimation
    241. 241. 4 Key Take-Aways • Long Soft Launch • LTV Estimation • Market Analysis
    242. 242. 4 Key Take-Aways • Long Soft Launch • LTV Estimation • Market Analysis • Virality is King Maker
    243. 243. Wooga http://wooga.com
    244. 244. Questions?
    245. 245. Book Giveaway!
    246. 246. Book Giveaway!
    247. 247. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time?
    248. 248. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger
    249. 249. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger • Rat
    250. 250. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger • Rat • Vulture
    251. 251. Book Giveaway! In The Legend of Zelda: A link to the Past, what form does Ganon take after being defeated the 2nd time? • Tiger • Rat • Vulture • Bat

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