The document outlines strategies and key learnings from Wooga's development of 'Diamond Dash,' a mobile game that achieved significant player engagement. Key aspects include the importance of a native user interface, accessibility for quick play, leveraging social connections for virality, and the impact of post-launch treatment on user retention and monetization. The game has reached 50 million active users, primarily female, with a focus on optimizing for various devices.

1. Diamond Dash
How to Create a Mobile Game That Reaches
Millions of Players
Sebastian Kriese
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6. Wooga:
Games for everyone

7. 50 million active users
70% female, core age 30-50

8. Team of 260 from 37 nations, in Berlin

9. Forecast Tablets Units sold worldwide (in million)
180
Source: Gartner Inc. (2012)
160
140
120
100
80
60
40
20
2011 2012 2013 2014 2011 2012 2013 2014 2011 2012 2013 2014
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iPad Android Windows

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15. Kickoff to become a mobile company
iPhone / iPad
for all
employees
Christmas
2011 15

16. 5 learnings from Diamond
Dash: our first mobile game
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18. 1. Native Feel Redesign UI
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19. 1. Native Feel First Test
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20. 1. Native Feel
Three user tests per week
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21. 1. Native Feel Redesign UI
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22. 1. 2.Accessibility Quick Access
Play after just 1
click!
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23. 1. 2.
3.Social
Facebook Connect
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24. Monetization
8x
Logged in players are 8x
more likely to spend
money
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25. Activity
2x
Logged in players play
twice as long
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26. Virality
1.9mio
1.9mio visitors come
each month from
Facebook
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27. 4.
1. 2. 3.
iPad
Tablet optimized
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28. 4.
1. 2. 3.
iPad Tablet optimized
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29. 4.
1. 2. 3.
iPad
Diamond Dash Versions
56 gems 72 gems 90 gems
smartphones 7” tablets 8.9 and 10” tablets

30. 4.
1. 2. 3.
iPad
Score balancing

31. 1
2. 3. 4.
5.Post-Launch
Treatment
.
Daily Active Users
Dec 2011 Mar 2012 Jul 2012 31

32. 1
2. 3. 4.
5.Post-Launch
Treatment
.
Color
Revenues Splash
Magic
Powers
Dec 2011 Mar 2012 May 2012 Jul 2012 32

33. 5 Key Learnings
1. Native Feel 2. Accessibility 3. Social
Pre- Launch Post-
Launch Launch
4. iPad 5. Post-Launch Treatment
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34. Contact me:
sebastian.kriese@wooga.com

35. Join Wooga
now!
wooga.com/jobs