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
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 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
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
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
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
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
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.
Bingo bash – 100% growth every quarter • Facebook: Nov 2011 • iPad: Apr 2012 • iPhone: Jun 2012 • Android: Sep 2012 / Kindle: Oct 2012
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
THE Game Mechanic Zenand the path to achieve itinner peace
GOING CROSS PLATFORMand survivingA nail bitingtrue story
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
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
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
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)
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
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!
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
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
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
Experiment – Challenge paradigms • We have avg session Jme of 5 min on iPhone – More than 50% people play for 10+ mins
Experiment – Challenge paradigms • Appointment Mechanics – 20% people visit more than 5 Jmes a day!
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
Community or Competition • Make it an emoJonal experience – Encourage interacJon – Allow them to Show oﬀ
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
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
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
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