In this presentation, the Wooga Product Manager Teemu Haila talks in-depth about his experience adapting a +16 million MAU arcade game from Facebook to iOS. He shares insights from the pre-launch evolution of the project, and discusses the most important post-launch improvements made to Wooga’s first iOS title.

1. Going
Mobile
Diamond
Dash
Post
Mortem
25.5.2012
@
NGC

2. Going
Mobile
Diamond
Dash
Post
Mortem
25.5.2012
@
NGC

3. Teemu
Haila
Just
some
guy
@
Wooga

4. +190
people
+25
na>onali>es

5. Diamond Dash iOS trailer

6. Agenda:
★ Pre-­‐Launch
★ Post-­‐Launch
★ Fun
Facts

7. Why
iOS?

8. Project
start
Pre-­‐Launch Post-­‐Launch
June
2011 Today

9. ch
un
La
e-­‐
Pr
5
big
challenges
to
solve

10. ch
un
La
e-­‐
Pr
Challenge
1
Diamond
Dash
feel
on
a
mobile
device.

11. Pr
e-­‐
La
un
ch
?

12. Pr
e-­‐
La
un
ch
?

13. ch
un
La
e-­‐
Pr
Redes ign U I! ?

14. Pr
e-­‐
La
un
ch

15. Pr
e-­‐
La
un
ch

16. ch
un
La
e-­‐
Pr
★ Usable
by
everyone
★ Minimum
amount
of
text
★ Minimum
Ime-­‐Ill-­‐fun
★ Feels
at
home
on
iOS

17. Pr
e-­‐
La
un
ch

18. Pr
e-­‐
La
un
Sketch ch

19. ch
un
Sketch
La
e-­‐
Pr
Mock-­‐up

20. ch
un
Sketch
La
e-­‐
Pr
Mock-­‐up
Test

21. ch
un
Sketch
La
e-­‐
Pr
Mock-­‐up
Test
Implement

22. ch
un
Sketch
La
e-­‐
Pr
Mock-­‐up
Test
Implement
Test
again

24. ch
un
La
e-­‐
Pr
Challenge
2
Tutorial
design.

25. Pr
e-­‐
La
un
ch

26. ch
un
La
e-­‐
Pr
★ Quick
Ime-­‐Ill-­‐fun
★ Just-­‐in-­‐Ime
informaIon
★ Pacing
of
new
features

27. ch
un
La
e-­‐
Pr
★ Quick
Ime-­‐Ill-­‐fun
★ Just-­‐in-­‐Ime
informaIon
★ Pacing
of
new
features

28. ch
un
La
e-­‐
Pr
★ Quick
Ime-­‐Ill-­‐fun
★ Just-­‐in-­‐Ime
informaIon
★ Pacing
of
new
features

29. ch
un
Tutorial
Steps
La
e-­‐
Pr
Track
this

30. ch
un
La
e-­‐
Pr
Challenge
3
Virality
and
traffic
on
iOS.

31. Pr
e-­‐
La
un
ch
?

32. ?
ch
un
La
e-­‐
Pr
Facebook Connect

33. ch
iPhone “ready” -> test
un
La - move to work on iPad
e-­‐
Pr
Project
start
June
2011 Today
1
01
v
2
No

34. ch
iPhone “ready” -> test
un
La - move to work on iPad
e-­‐
Pr
Project
start
SoL
launch
June
2011 Today
1
01
v
2
No

35. ch
un
La
e-­‐
Pr
Challenge
4
iPad
version.

36. Pr
e-­‐
La
un
ch
?

37. ch
un
La
e-­‐
Pr
? gain!
ew UI... A
N

38. ch
un
La
e-­‐
Pr
? gain!
ew UI... A
N

39. ch
un
La
e-­‐
Pr
Challenge
5
20MB
build
size
limit.

40. Pr
e-­‐
La
un
ch
20
MB

41. ch
un
La
e-­‐
Pr
DD iPad menu with guide

42. ch
un
La
e-­‐
Pr
Project
start
SoL
launch
June
2011 Today
1
1
01
01
v
2
c
2
De
No

43. ch
un
La
e-­‐
Pr
Project
start Full
launch
SoL
launch
June
2011 Today
1
1
01
01
v
2
c
2
De
No

44. La
un
ch
New
Users
e-­‐
Pr
300000
225000
150000
75000
0
2.12.2011 5.12.2011 8.12.2011 11.12.2011 14.12.2011 17.12.2011

45. La
un
ch
New
Users
e-­‐
Pr
300000
225000
150000
75000
0
2.12.2011 5.12.2011 8.12.2011 11.12.2011 14.12.2011 17.12.2011

46. Updates:
- not too many
It
shipped!
- meaningful features
...and
then
what?
Pre-­‐Launch Post-­‐Launch

47. h
nc
au
-­‐L
st
Po
Project
start Full
launch
SoL
launch
June
2011 as Today
1
ris 11
01
tm
Ch 0
v
2
c
2
De
No

48. h
nc
au
-­‐L
st
Po
v1.3
Project
start Full
launch
SoL
launch
June
2011 as Today
1
ris 11
01
tm
Ch 0
v
2
c
2
De
No

49. h
nc
Launch was MVP
- validation
au - know our weaknesses
-­‐L
- work on what matters
st
Po
v1.0
Minimum
Viable
Product

50. h
nc
Launch was MVP
- validation
au - know our weaknesses
-­‐L
- work on what matters
st
Po
v1.3
Viable
Product

51. Po
st
-­‐L
au
nc
h

52. h
au
nc
-­‐L
New
Users
st
Po
300000
225000
150000
75000
0
2.12.2011 7.12.2011 12.12.2011 17.12.2011 22.12.2011 27.12.2011 1.1.2012 6.1.2012

53. h
nc
au
-­‐L
st
Po
Position in all games Position in all apps
Source: appannie.com

54. h
nc
au
-­‐L
st
Po
v1.3
Project
start Full
launch
SoL
launch
June
2011 as Today
1
ris 11
12
01
tm
Ch 0
20
v
2
c
2
b
De
No
Fe

55. h
nc
au
-­‐L
st
Po
v1.3
Project
start Full
launch
SoL
launch v2.0
June
2011 as Today
1
ris 11
12
01
tm
Ch 0
20
v
2
c
2
b
De
No
Fe

56. Gameplay video featuring
new magic powers

57. h
nc
Very big new feature
- in-game boosts
au - coin economy
-­‐L
Net working rewrite
st
Po

58. h
nc
au
-­‐L
Daily
AcIve
Users
st
Po

59. h
nc
au
-­‐L
st
Po
Position in all games Position in all apps
Source: appannie.com

60. Po
st
-­‐L
au
nc
h
June
2011
Project
start
No
v
2
01
De 1 SoL
launch
c
2
Ch 0
ris 11
Full
launch
tm
as
v1.3
Fe
b
20
M 12
ar
v2.0
2
01
2
M
ay
2
01
2
Today

61. Po
st
-­‐L
au
nc
h
June
2011
Project
start
No
v
2
01
De 1 SoL
launch
c
2
Ch 0
ris 11
Full
launch
tm
as
v1.3
Fe
b
20
M 12
ar
v2.0
2
01
2
M
v2.0.2
ay
2
01
2
Today

62. Po
st
-­‐L
au
nc
h
June
2011
Project
start
No
v
2
01
De 1 SoL
launch
c
2
Ch 0
ris 11
Full
launch
tm
as
v1.3
Fe
b
20
M 12
ar
v2.0
2
01
2
M
v2.0.2
ay
2
01
2
v2.1
Today

63. h
Added last boost
nc
Finally caught up Flash
au
-­‐L
st
Po

64. h
nc
au
-­‐L
st
Po
Game
Balance

65. h
nc
au
-­‐L
st
Po
Position in all games Position in all apps
Source: appannie.com

66. h
nc
au
-­‐L
st
Po
Position in all games Position in all apps
Source: appannie.com

67. h
nc Daily
AcIve
Users
au
-­‐L
st
Po

68. h
nc Daily
AcIve
Users
au
-­‐L
st
Po
Color
Splash
Magic
Powers
Launch

69. Fun
Facts

70. s
ct
Only 3 people fully
Fa dedicated to iOS...
n
...but many many people
Fu
making that possible by
doing their part.
Fact
1:
Max.
3
dedicated
full
Imers
on
project

71. s
ct
Only 3 people fully
Fa dedicated to iOS...
n
...but many many people
Fu
making that possible by
doing their part.
Fact
1:
Max.
3
dedicated
full
Imers
on
project

72. s
ct
Fa
n
Fu
Fact
2:
No
game
design
document

73. s
ct
Fa
n
Fu
Fact
3:
No
crunch
or
mandatory
overIme

74. Summary

75. Summary
5x
challenges
Pre-­‐Launch

76. Summary
5x
challenges Major
updates
Pre-­‐Launch Post-­‐Launch

77. Summary
5x
challenges Major
updates
Pre-­‐Launch Post-­‐Launch
Small
team

78. Summary
5x
challenges Major
updates
Pre-­‐Launch Post-­‐Launch
Small
team No
GDD

79. Summary
5x
challenges Major
updates
Pre-­‐Launch Post-­‐Launch
Small
team No
GDD No
crunch

80. Summary
o t
d ea d!
s
n updates
5x
challenges ash
iMajor
am on d
D
Di Pre-­‐Launch Post-­‐Launch
Small
team No
GDD No
crunch

81. Mail:
teemu.haila@wooga.net
TwiVer:
@dasinf
Blog:
hZp://dasinf.tumblr.com
wooga.com/jobs