Welcome!           I am here           about the            inflation
I am actually here aboutCross platform gamesThe hit ones!                        	  @LalitPatel	  Co-­‐Founder,	  @BitRhym...
Hello!Thank you for coming!
Agenda 1.  About US 2.  Our killer app 3.  Game Mechanic ZEN 4.  Going Cross Platform 5.  LearningS: Facebook   vs. phone ...
Shameless self promotionAHEM!We	  are	  No.1	  Grossing	  App	  on	  iPad	  and	  No.	  10	  on	  iPhone	  Hell yEAH!
Bitrhymes – Background    We	  make	  social	  casino	              Started	  in	  2008	     games	  on	  FB	  and	  mobil...
What we are now •  Leader	  in	  Social	  Casino	  Gaming	   •  “Bingo	  Bash”	  	  Top	  Grossing	  Casino	  App	  across...
Re-Branding
Core Team            Sumit	  Gupta,	  Founder	  &	  CEO	              •  From	  IIT-­‐D,	  16	  years	  of	  product	  and...
Advisors / Angel INVESTORS •  Tandem	  Capital	   •  Mark	  Jung	       –  Founder,	  CEO,	  IGN	   •  Vikrant	  Bhargava	...
Our Killer APP •  No.	  1	  top	  grossing	  app	  on	  iPad,	  No.	  10	  on	  iPhone	   •  15M+	  Installs	   •  1.5M	  ...
Our Killer APP •  Bingo	  Bash	  is	  acJon	  packed	  game	  of	  BINGO	  with	      features	  like	  powerups	  and	  t...
Bingo bashTop of the charts
Bingo bash – 100% growth every quarter •    Facebook:	   	  Nov	  2011	   •    iPad:	       	  Apr	  2012	   •    iPhone:	...
Secret sauce Perfect	  balance	  of	  virtual	  economy,	  social,	  and	  fun	  features	   across	  pla]orms	  and	  dev...
THE Game Mechanic Zenand the path to achieve itinner peace
THE GAME MECHANIC Zen
Social Games – Game DESIGN •  Appointment	  mechanics	   •  Instant	  GraJficaJon	   •  Power	  Ups	   •  Achievements	  an...
Social Business is a tough business
The business of social games                                                       	                      The	  Funnel	  t...
FuNNEL – acquisition •    Ads	   •    Facebook	  Featured	  App	  (BONUS)	   •    Virality	   •    Affiliate	  Links	  
FuNNEL – Activation •    Install	  to	  Play	  raJo	   •    A/B	  tests	   •    Tutorial	   •    Session	  Time	  
FuNNEL – Retention •    RetenJon	  -­‐	  2	  Day,	  7	  days,	  30	  day	   •    Churn	  and	  Cohorts	   •    SJcky	  Fun...
FuNNEL – Referral •    Neighbor	  Invites	   •    Facebook	  feeds	  and	  requests	   •    GiQing	   •    Bragging	   •  ...
revenue •    ARPU	  daily,	  weekly,	  monthly	   •    %	  Paying	  	   •    ARPPU	   •    LTV	  	  
GOING CROSS PLATFORMand survivingA nail bitingtrue story
Casual vs Console •  Ship	  as	  fast	  as	  possible	         –  Okay	  to	  ship	  incomplete	  game!	   •  Game	  can	 ...
Facebook •  We	  started	  promoJng	  in	  Dec’11	   •  Quickly	  became	  a	  hit,	  reaching	  1M	  installs	  in	      ...
Facebook Pros	       –  You	  can	  go	  Viral	       –  Personalize	  playing	  experience	       –  Rapid	  iteraJon	  w...
Going Portable Pros	       –  Level	  of	  engagement	  is	  higher.	       –  People	  pay	  3x	  more	  on	  mobile	  de...
Ipad / iphone •  iPhone	  !=	  iPad	       –  iPhone	  is	  personal,	  iPad	  is	  shared	  by	  the	  family	       –  A...
Android Phones •  Black	  Sheep	  of	  devices,	  not	  any	  more	       –  With	  Google	  Play	  and	  Kindle	  both	  ...
Challenges •  It	  needs	  genius	  to	  fit	  a	  complex	  game	  in	  the	  screen	      size	  of	  that	  of	  iPhone....
SolutionS •  Make	  two	  apps,	  one	  for	  iPad,	  one	  for	  iPhone	      –  Gives	  us	  flexibility	  of	  fast	  re...
SolutionS •  Screen	  sizes	       –  Start	  with	  devices	  with	  same	  size	  or	  aspect	  raJo	       –  Its	  oka...
Take AwaysNOW With30% more chEese
Tip #0: Work harder after releasing the Game
Experiment – Challenge paradigms •  We	  have	  avg	  session	  Jme	  of	  5	  min	  on	  iPhone	       –  More	  than	  5...
Experiment – Challenge paradigms •  Appointment	  Mechanics	      –  20%	  people	  visit	  more	  than	  5	  Jmes	  a	  d...
MONETIZATION BASICS •  Profit	       –  (life	  Jme	  value	  –	  user	  acquisiJon	  cost)	  ×	  Scale	   •  ARPUs	  (for	...
Community or Competition •  Make	  it	  an	  emoJonal	  experience	       –  Encourage	  interacJon	       –  Allow	  them...
FOCUS ON THE Viral Loop                                                      •  Quality	                                  ...
METRICS – Measure everything   –    New	  User	  flow	                                –    Age	     –    Level	  Progressio...
METRICS – Optimize Everything •  Op2mize	  Everything	       –  UI	  Elements	       –  Text	  Length,	  Text	  Language	 ...
Questions?Press any key to exit!To UNLOCK FULL VERSIONwww.bitrhymes.com	  
We are hiring...Left and right!we are no.1 . . . remember?hup://bitrhymes.com/jobs	  jobs@bitrhymes.com	  	  
Cross Platform Games  -  Bit Rhymes: NGDC2012
Cross Platform Games  -  Bit Rhymes: NGDC2012
Cross Platform Games  -  Bit Rhymes: NGDC2012
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Cross Platform Games - Bit Rhymes: NGDC2012

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Cross Platform Games - Bit Rhymes: NGDC2012

  1. 1. Welcome! I am here about the inflation
  2. 2. I am actually here aboutCross platform gamesThe hit ones!  @LalitPatel  Co-­‐Founder,  @BitRhymes  
  3. 3. Hello!Thank you for coming!
  4. 4. Agenda 1.  About US 2.  Our killer app 3.  Game Mechanic ZEN 4.  Going Cross Platform 5.  LearningS: Facebook vs. phone vs. TABLET 6.  Tips: Challenges / Solutions / Work arounds 7.  Take aways 8.  exit
  5. 5. Shameless self promotionAHEM!We  are  No.1  Grossing  App  on  iPad  and  No.  10  on  iPhone  Hell yEAH!
  6. 6. Bitrhymes – Background We  make  social  casino   Started  in  2008   games  on  FB  and  mobile   Tandem  backed  with   50  people  team  in   OperaJons  in  US  and   Bangalore  and  growing   India   30M+  viral  installs  on   #1  Top  Grossing  app   Facebook,  6M+  ac2ve   on  iPad.  #10  on  iPhone   Prior  to  FB  Acquired   Built  casual  giQing  and   25M+  installs  on   daJng  apps   MySpace  
  7. 7. What we are now •  Leader  in  Social  Casino  Gaming   •  “Bingo  Bash”    Top  Grossing  Casino  App  across   Devices   •  Industry  best  Game  Mechanics  with  unparalleled   reten2on  and  mone2za2on   •  Massive  MulJ-­‐Player  technology  of  35,000   concurrent  users   •  Streamlined  development,  producJon,  and   publishing  capability  
  8. 8. Re-Branding
  9. 9. Core Team Sumit  Gupta,  Founder  &  CEO   •  From  IIT-­‐D,  16  years  of  product  and  business   experience  in  social  gaming,  media  and  web   startups.     Vikas  Gupta,  Co-­‐Founder  and  CTO   •  13  years  of  strong  technical  experience.     Was  a  lead  developer  at  Yahoos  Ad  Pla]orm.   Lalit  Patel,  Co-­‐Founder  and  India  Head   •  7  years  of  technical  experJse.     Was  part  of  iniJal  team  that  built  SlideShare.net  
  10. 10. Advisors / Angel INVESTORS •  Tandem  Capital   •  Mark  Jung   –  Founder,  CEO,  IGN   •  Vikrant  Bhargava     –  Founder,  PartyGaming   •  Yu  Chiang   –  CEO,  World  Golf  Tour   •  Dan  Cooperman   –  Former  general  counsel  of  Apple  and  Oracle     •  Doug  Bergeron   –  CEO,  VeriFone  
  11. 11. Our Killer APP •  No.  1  top  grossing  app  on  iPad,  No.  10  on  iPhone   •  15M+  Installs   •  1.5M  people  play  daily,  upto  35K  concurrent   •  ExponenJal  Growth  Across  all  major  Pla]orms     100%  per  Quarter  
  12. 12. Our Killer APP •  Bingo  Bash  is  acJon  packed  game  of  BINGO  with   features  like  powerups  and  treasures  that  makes  the   game  super  exciJng!   •  MulJ-­‐player,  synchronous  bingo  game  for  Web,   iPad,  iPhone,  Android  and  Amazon  Kindle.  
  13. 13. Bingo bashTop of the charts
  14. 14. Bingo bash – 100% growth every quarter •  Facebook:    Nov  2011   •  iPad:    Apr  2012   •  iPhone:    Jun  2012   •  Android:    Sep  2012  /  Kindle:  Oct  2012  
  15. 15. Secret sauce Perfect  balance  of  virtual  economy,  social,  and  fun  features   across  pla]orms  and  devices.     Patent  Pending  Unique  Bingo  Rooms   •  Draw5  -­‐  Draws  5  balls  at  a  Jme   •  Springo  -­‐  4x4  card   •  Speedo  -­‐  Quicker  3x3  card  play   •  SummerGames  -­‐  Icon  Card   •  Eagle  –  Complete  Flag   •  Dash  –  Daub  Fast    Data  Driven  Game  Mechanics   •   CollecJons   •   Card  Replacement   •   Lucky  calls  -­‐  bekng  on  first  ball  etc.   •   VIP  Status   •   Tournaments  
  16. 16. THE Game Mechanic Zenand the path to achieve itinner peace
  17. 17. THE GAME MECHANIC Zen
  18. 18. Social Games – Game DESIGN •  Appointment  mechanics   •  Instant  GraJficaJon   •  Power  Ups   •  Achievements  and  CollecJons   •  Dual  /  Triple  Currencies   •  Baked  in  Virality  
  19. 19. Social Business is a tough business
  20. 20. The business of social games   The  Funnel  that  goes  AARRR  Acquisi2on   Ac2va2on   Reten2on   Referral   Revenue   •  Ads   •  Install  to   • RetenJon  -­‐  2   •  Neighbor   •  ARPU   Play  raJo   Day,  7  days,   Invites   daily,   •  Featured   30  day   App   •  A/B  tests   •  Facebook   weekly,   • Churn  and   monthly   •  Virality   •  Tutorial   Cohorts   feeds  and   •  Affiliate   •  Session   • SJcky  Fun   requests   •  %  Paying     Links   Time   • Daily  Return   •  GiQing   •  ARPPU   IncenJves   •  Bragging   •  LTV     • NoJficaJons   •  Ticker  
  21. 21. FuNNEL – acquisition •  Ads   •  Facebook  Featured  App  (BONUS)   •  Virality   •  Affiliate  Links  
  22. 22. FuNNEL – Activation •  Install  to  Play  raJo   •  A/B  tests   •  Tutorial   •  Session  Time  
  23. 23. FuNNEL – Retention •  RetenJon  -­‐  2  Day,  7  days,  30  day   •  Churn  and  Cohorts   •  SJcky  Fun   •  Daily  Return  IncenJves   •  NoJficaJons  
  24. 24. FuNNEL – Referral •  Neighbor  Invites   •  Facebook  feeds  and  requests   •  GiQing   •  Bragging   •  Ticker  
  25. 25. revenue •  ARPU  daily,  weekly,  monthly   •  %  Paying     •  ARPPU   •  LTV    
  26. 26. GOING CROSS PLATFORMand survivingA nail bitingtrue story
  27. 27. Casual vs Console •  Ship  as  fast  as  possible   –  Okay  to  ship  incomplete  game!   •  Game  can  evolve  as  per  user  feedback   –  Less  risk,  low  cost  of  failure   –  If  you  fail,  fail  early   •  Low  development  cost   •  Rapid  IteraJons   •  AnalyJcs  Driven.  Driven  by  AB  Tests   •  Freemium  Model  +  Variable  Pricing   •  Larger  Target  Audience  
  28. 28. Facebook •  We  started  promoJng  in  Dec’11   •  Quickly  became  a  hit,  reaching  1M  installs  in   first  3  months   •  Cross  promoJon  through  our  other  Jtles.   •  +  AdverJsement  on  FB  
  29. 29. Facebook Pros   –  You  can  go  Viral   –  Personalize  playing  experience   –  Rapid  iteraJon  with  AB  tesJng   –  App  Insights  from  Facebook   –  Targeted  adverJsing   Cons   –  Virality  is  going  south   –  Cost  of  user  acquisi2on  going  north   –  Facebook  mood  swings  
  30. 30. Going Portable Pros   –  Level  of  engagement  is  higher.   –  People  pay  3x  more  on  mobile  devices     Cons   –  Different  beast   –  Development  cycle  mimics  console  gaming  with   liule  flexibility   –  Difficult  to  fix  bugs  easily   –  No  viral  growth  (spend  lots  of  $$$  in  advt)  
  31. 31. Ipad / iphone •  iPhone  !=  iPad   –  iPhone  is  personal,  iPad  is  shared  by  the  family   –  All  over  the  world,  iPad  is  mostly  used  as  a  living   room  entertainment  device   •  Level  of  engagement  is  much  deeper  in  iPad  due  to   the  screen  size  and  processor  speed   •  People  play  more  on  iPhone,  pay  more  in  iPad  
  32. 32. Android Phones •  Black  Sheep  of  devices,  not  any  more   –  With  Google  Play  and  Kindle  both  supporJng  In-­‐ app  purchases,  opportunity  is  as  great  as  iOS   –  No  app  review  process  à  you  can  iterate  fast!     Cons   •  Screen  sizes   –  More  than  you  can  count  in  ur  fingers   •  Device  CapabiliJes   –  Most  devices  can’t  do  shit!  
  33. 33. Challenges •  It  needs  genius  to  fit  a  complex  game  in  the  screen   size  of  that  of  iPhone.   –  Not  all  the  game  elements  can  be  shown  on   dashboard   •  Very  difficult  to  keep  the  game  play  consistent.   –  PC  and  iPad  users  can  play  with  4  cards,  iPhone   guys  can  afford  max  2   •  Two  (four?)  (six?)  sets  of  graphics  assets   •  Release  cycles.   •  Device  ResoluJons  and  capabiliJes  
  34. 34. SolutionS •  Make  two  apps,  one  for  iPad,  one  for  iPhone   –  Gives  us  flexibility  of  fast  release  cycles   –  Downside:  Two  apps  on  App  Store   •  DifferenJate  iPhone  and  iPad  users  for  few  rooms  so   that  winning  raJo  is  maintained.   –  Fixes  the  4  vs  2  cards  issue   –  Downside:  Chips  last  longer,  economy  is  affected   •  Make  iPhone  Dashboard  minimal   –  Take  advantage  of  portrait  and  landscape  mode.     –  Show  hide  few  dashboard  features  based  on   number  of  cards  played  by  the  user  
  35. 35. SolutionS •  Screen  sizes   –  Start  with  devices  with  same  size  or  aspect  raJo   –  Its  okay  to  leave  out  some  devices   •  Device  CapabiliJes   –  Google  market  allows  you  to  filter  out  devices  you   do  not  support  
  36. 36. Take AwaysNOW With30% more chEese
  37. 37. Tip #0: Work harder after releasing the Game
  38. 38. Experiment – Challenge paradigms •  We  have  avg  session  Jme  of  5  min  on  iPhone   –  More  than  50%  people  play  for  10+  mins  
  39. 39. Experiment – Challenge paradigms •  Appointment  Mechanics   –  20%  people  visit  more  than  5  Jmes  a  day!  
  40. 40. MONETIZATION BASICS •  Profit   –  (life  Jme  value  –  user  acquisiJon  cost)  ×  Scale   •  ARPUs  (for  US  users)   –  Top      above  $1  /month   –  Good    $0.3  –  0.5  /month   •  Sources   –  User  Payments   –  Offers   –  Sponsored  Items   –  Ads   43  
  41. 41. Community or Competition •  Make  it  an  emoJonal  experience   –  Encourage  interacJon   –  Allow  them  to  Show  off  
  42. 42. FOCUS ON THE Viral Loop •  Quality   •  New  user  experience   Visit   •  Game  Mechanics   •  Key  Metric:  DAU/MAU  •  Idea  •  TargeJng  •  Persuasion   Conversion  •  Key  Metrics  –     Click  through  rate   •  Invites,  feeds,  noJficaJons   •  Call  to  AcJon   Infec2on   •  Self  expression   •  Key  Metric:  Infec2on  rate   45  
  43. 43. METRICS – Measure everything –  New  User  flow   –  Age   –  Level  Progression   –  Gender   –  In  Game  acJviJes   –  Country   –  Clicks  on  Call  to  AcJon   –  Level   –  Page  Views   –  User  AcquisiJon  Source   –  Goods  Sold   –  Number  of  friends/allies   –  Viral  Growth   –  User  Age  in  Game   –  GiQs  Sent/Accepted   –  Paying  Users   –  Friends  /  Allies   V/S   –  RetenJon   –  User  Age  in  Game   –  Frequency  of  return   –  Paid  Credits   –  Skill  AllocaJons   –  Achievements  
  44. 44. METRICS – Optimize Everything •  Op2mize  Everything   –  UI  Elements   –  Text  Length,  Text  Language   –  Buuon  placements   –  Call  to  AcJon   –  Game  mechanics   –  New  User  Flow   –  Level  progression   –  Virtual  Goods   –  LocalizaJon   •  Iterate  Daily   47  
  45. 45. Questions?Press any key to exit!To UNLOCK FULL VERSIONwww.bitrhymes.com  
  46. 46. We are hiring...Left and right!we are no.1 . . . remember?hup://bitrhymes.com/jobs  jobs@bitrhymes.com    

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