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Experimentation is King Lean Kanban Central Europe 2015

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Developing games for the high demand, fast moving mobile market, is truly a challenge. Creating moments of magic is the art of finding the right trade-off between polish and time to feedback.

King have developed over 190 games, including the world famous Candy Crush. In this session, we will share our recent experience in how to use evolutionary and experimental approaches in order to deliver disruptive innovation as well as continuous improvements. We will share insights in why Culture is King when you want to create an ever learning and evolving organization.

Published in: Business

Experimentation is King Lean Kanban Central Europe 2015

  1. 1. Experimentation is Håkan Forss, Agile Coach @ King, @hakanforss
  2. 2. © King.com Ltd 2015 – Commercially confidential Håkan Forss Agile Coach @hakanforss
  3. 3. © King.com Ltd 2015 – Commercially confidential We make great games About King Page 3
  4. 4. © King.com Ltd 2015 – Commercially confidential Page 4 Some stats and facts 1.000.000.000.000 474 million monthly active users around the world (Q3 2015) Approximately 1.4 billion average daily game plays across our games (Q3 2015) More than 1 trillion levels played! 3 games in the top 15 grossing games on the Apple App Store and on Google Play in the US in Q3 2015 About King
  5. 5. © King.com Ltd 2015 – Commercially confidential We make great games About King Page 5 1600Employees (approx. Q3 2015) King has offices and studios in Stockholm, London, Barcelona, Bucharest, Malmo, Berlin, Singapore, Seattle, San Francisco, Malta, Tokyo, Seoul and Shanghai.
  6. 6. © King.com Ltd 2015 – Commercially confidential The evolution of King About King Page 6 • Founded in 2003 • Originally games were only available through our site and portals including AOL and Yahoo! Online skill Social Mobile • Launched first game on Facebook in Q2 2011 • Launched first game on mobile H2 2012
  7. 7. Experimentation is Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com
  8. 8. Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com experiment Verb /ɪkˈsper.ɪ.ment/ to try something in order to discover what it is like or find out more about it. What is an Experiment?
  9. 9. Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com experiment Verb /ɪkˈsper.ɪ.ment/ to try something in order to discover what it is like or find out more about it. What is an Experiment? Good enough for now, safe enough to try!
  10. 10. Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com
  11. 11. Thank you © King.com Ltd 2015 – Commercially confidential Puff Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com
  12. 12. Oh, I did NOT expect that! Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com
  13. 13. The sound of learning Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com
  14. 14. © King.com Ltd 2015 – Commercially confidential Hypothesis Prediction Experiment Observation Learning
  15. 15. © King.com Ltd 2015 – Commercially confidential Prediction Observation Observation + Δ - Δ Hypothesis
  16. 16. © King.com Ltd 2015 – Commercially confidential Expect at least 50% of the experiments should not give the expected result This is when we REALLY learn!
  17. 17. Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com #fail
  18. 18. Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com #fail First Attempt In Learning
  19. 19. © King.com Ltd 2015 – Commercially confidential Page 19
  20. 20. © King.com Ltd 2015 – Commercially confidential It was a cold day in January… Experimentation in CCSS Page 21 Ideas How can we make the game more fun? How can we help players more to beat challenges?
  21. 21. © King.com Ltd 2015 – Commercially confidential Experimentation in CCSS Page 22 Ideas What is fun and helpful to players?
  22. 22. © King.com Ltd 2015 – Commercially confidential The team came up with… Experimentation in CCSS Page 23 Hello there sir! Ideas
  23. 23. © King.com Ltd 2015 – Commercially confidential Build the MVP Experimentation in CCSS Page 24 Ideas BUILD IT Sprinkleshell
  24. 24. © King.com Ltd 2015 – Commercially confidential Experimentation in CCSS Page 25 Ideas BUILD IT Release it! Release it! - Test it in the market!
  25. 25. © King.com Ltd 2015 – Commercially confidential Experimentation in CCSS Page 26 Is it easy to understand how to use the sidekick? Do players really use it once they understand how-to? Ideas BUILD IT! Release it! MEASURE IT! MEASURE IT! – does it work?
  26. 26. © King.com Ltd 2015 – Commercially confidential Experimentation in CCSS Page 27 Ideas BUILD IT! Release it! MEASURE IT! Analyze it! Analyze it! - Feedback from players
  27. 27. © King.com Ltd 2015 – Commercially confidential Players do like and use it only if they understand how-to What did we learn? Experimentation in CCSS Page 28 Ideas BUILD IT! Release it! MEASURE IT! Analyze it! LEARN It’s hard to understand how to use The sidekick is not visually noticeable
  28. 28. © King.com Ltd 2015 – Commercially confidential Tweek it with the learning Experimentation in CCSS Page 29 In-game step-by-step tutorial More visual, more attention Ideas BUILD IT! Release it! MEASURE IT! Analyze it! LEARN Thought bubble Charge reminder
  29. 29. © King.com Ltd 2015 – Commercially confidential How is it doing now? Experimentation in CCSS Page 30 Ideas BUILD IT Release it! MEASURE IT! Analyze it! LEARN Constant growth in Sprinkleshell usage More than 80% of players use Sprinkleshell on a given day and level Players use Sprinkleshell more than just a few times Average attempts for completing hard levels decreased
  30. 30. © King.com Ltd 2015 – Commercially confidential Page 31
  31. 31. © King.com Ltd 2015 – Commercially confidential Idea Design & Build it! Verify it! Typical process Page 32 Think it! TWEEK IT! Release it! MEASURE IT! Analyze it! LEARN Are we happy?
  32. 32. © King.com Ltd 2015 – Commercially confidential Idea Design & Build it! Verify it! Typical process Page 33 Think it! TWEEK IT! Release it! MEASURE IT! Analyze it! LEARN Are we happy?
  33. 33. Used with permission. Created by Håkan Forss @hakanforss http://hakanforss.wordpress.com
  34. 34. A B
  35. 35. Usedwithpermission.CreatedbyHåkanForss@hakanforsshttp://hakanforss.wordpress.com
  36. 36. © King.com Ltd 2015 – Commercially confidential Happy players
  37. 37. © King.com Ltd 2015 – Commercially confidential Our main KPIs Retention Engagement Monetization Conversion Virality
  38. 38. © King.com Ltd 2015 – Commercially confidential
  39. 39. © King.com Ltd 2015 – Commercially confidential Level monitoring • Cohort analysis important • Listen to your data to inform design
  40. 40. Culture is
  41. 41. © King Digital Entertainment plc 2014 Culture = ∑ ( Behaviors )
  42. 42. © King.com Ltd 2015 – Commercially confidential We listen, we learn, we share. Free to be ourselves, we treat people like a friend. We don’t compromise on quality. We put our heart and soul into everything we do. We stand up for creativity. We’re agile and adaptable problem solvers. King Values
  43. 43. © King.com Ltd 2015 – Commercially confidential Recruitment Programming skills Experience Open & Humble Care & Craft Programming skills Experience Open & Humble Care & Craft
  44. 44. © King.com Ltd 2015 – Commercially confidential Introduction Training
  45. 45. © King.com Ltd 2015 – Commercially confidential Bootcamp
  46. 46. © King.com Ltd 2015 – Commercially confidential
  47. 47. © King.com Ltd 2015 – Commercially confidential Page 50
  48. 48. © King.com Ltd 2015 – Commercially confidential Game Jams
  49. 49. © King.com Ltd 2015 – Commercially confidential
  50. 50. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Solving problems through experimentation and collaboration Develop small, incremental releases and iterate Focus on frequent delivery to maximize learning Transparency and visualization Agile @ King?
  51. 51. © King.com Ltd 2015 – Commercially confidential 55 Agile is not a Process, It Defines Culture
  52. 52. © King.com Ltd 2015 – Commercially confidential 56 Team decides… …what to ship …how to ship …when to ship …and after
  53. 53. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Alignment vs Autonomy Page 57 AutonomyAlignment DO AS I SAY! Do whatever you want.
  54. 54. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Alignment vs Autonomy Page 58 High autonomyLow autonomy LowalignmentHighalignment Authorative organization Micromanaging organization Organization? I hope someone is working on that resort... BUILD MY PARADISE ISLAND!! We need to build a nice paradise island where our visitors can relax and enjoy themselves. Innovative organization Dig a hole! Let’s find the best way to achieve this together.
  55. 55. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Page 59 Photos © Balazs Gardi / Red Bull Sailing Newsroom
  56. 56. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Page 60
  57. 57. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Page 61
  58. 58. © King.com Ltd 2015 – Commercially confidential© King.com Ltd 2015 – Commercially confidential Page 62
  59. 59. Cake Artist: Lee Sin http://cakejournal.cakejournalllc.netdna-cdn.com/wp-content/uploads/2013/08/Candy-Crush-Cake.jpg
  60. 60. © King.com Ltd 2015 – Commercially confidential Creative workplace
  61. 61. © King.com Ltd 2015 – Commercially confidential Placeholder for Sveav. 44 video
  62. 62. Thank you © King.com Ltd 2015 – Commercially confidential Q & AHåkan Forss Mail: hakan.forss@king.com Twitter: @hakanforss Blog: http://hakanforss.wordpress.com

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