There are over 1,000 new mobile games released every week, yet only a small percentage of these become profitable, and far fewer become hits. In this talk, Sebastian Kriese, corporate development, details Wooga's approach to developing hit mobile games using the "Hit Filter." The approach sees the company create upwards of 40 prototypes a year, stopping most at various stages of production, and releasing only a handful they deem to have hit potential. Sebastian will talk about what it means to be in the business of killing games and why all projects are important to the company's success, even if they didn't quite have the X-factor.

1. REPEATEDLYCREATING
HITGAMES
Sebastian Kriese
Corporate Development

2. 1,000+
new mobile games
per week

3. 0
0.5
1
1.5
2
millions($)/day
Top 50 games
capture
majority of
the
1
50
75
100
125
150
200
Rank
per day

4. HIT-DRIVEN

6. Game Design at Wooga

7. » THE BEST WAY TO
HAVE A GOOD IDEA IS
TO HAVE A LOT OF
IDEAS «
- some nobel prize winner

8. CREATING
A FUNNEL FOR
IDEAS

9. » Hit Filter «
only work on potential hits
Prototypes
Production
Soft launch
Launch
40
10
7
3
2 Hits

10. POWER
TO THE
PRODUCT
LEAD

12. +

13. Handheld
and
flying
dinosaurs

14. Prototypes40
INTUITION AND
EXPERTS

19. Handheld
and
flying
dinosaurs

20. FAKE DOORS

21. THE
BEST
GAME
EVER!
Playing
this
game
for
a
few
minutes
will
make
your
life
complete.
FREE!
THE
BEST
GAME
EVER!
Playing
this
game
for
a
few
minutes
will
make
your
life
complete.
FREE!
THE
BEST
GAME
EVER!
Playing
this
game
for
a
few
minutes
will
make
your
life
complete.
FREE!
THE
BEST
GAME
EVER!
Playing
this
game
for
a
few
minutes
will
make
your
life
complete.
FREE!
THEME TEST
+20%
Click-through rate

23. Prototypes
Production
40
10
POLISHING

25. Prototypes
Production
40
10
USER TESTS

27. Prototypes
Production
40
10
INTERNAL TESTS

29. Prototypes
Production
40
10
PACKAGING

30. ICON TESTING

32. +10%
Click-through rate

33. WINNER:

34. +

37. Prototypes
Production
Soft launch
40
10
7
7
6
9
8
5
4
32
GET NUMBERS
AS EARLY AS
POSSIBILE
Soft launch

39. 1-Day 3-Days 7-Days
MEASURING RETENTION

41. LET
IDEAS
IN
GAME
REST
PEACE

42. SIX MONTHS

47. Question yourself repeatedly.
Stop projects early.
Power to the product lead.

48. Number of projects stopped
2009 - 2012
3
2013 - 2014
15+

49. Repeatedly creating hits.
Sebastian Kriese
sebastian@wooga.com