Andre Pais, Producer, Miniclip
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The document discusses the development of a soccer game for the 2014 World Cup, which was created in just 3 months. It summarizes improvements made to the game such as dynamic content and AB testing, adding missions and a coach, including team powers, and allowing players to share gifts. Overall, the game saw success with simple soccer gameplay that appealed beyond just fans, the ability to easily change and test content, providing extra value to teams beyond just visuals, and giving players extra goals and incentives to bring others into the game. Areas still being improved include balancing monetization and retention features as well as testing changes in smaller steps.
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Andre Pais, Producer, Miniclip
- 1. The road so far
- 2. 200 M MAU Started in 2001 TOP 5 downloads
- 3. Goal: Make a soccer game for the World Cup 2014 … in 3 months!
- 4. Improving the game: Dynamic Content and AB testing
- 5. Improving the game: Missions and coach Tony Star
- 6. Improving the game: Teams with powers +30% ARPDAU
- 7. Improving the game: Sharing gifts between players
- 8. Overall look on what we did so far: The good and what we are improving We did good We are improving • Simple gameplay for soccer fans but not only • Change and test content easily • Give extra value to teams besides visual • Give extra goals to players and make them bring others to the game • Balance between monetization and retention features • AB test in small steps rather than trying to see all at once
Editor's Notes
- Started in 2001 with dancing bush game on web Became one of the biggest web game portals Has grown since then focusing now on web and mobile, being mobile now a very important area and overal has now 200 M MAU on web and mobile Main products: 8Ball pool, Agar.io and Soccer Stars
- End of february and world cup is almost here (we need to do something – timing is important) , we have 3 months to do a game Based on the success of one of our other games(Pool) we decided to to a real time multiplayer game where real players compete in ‘table soccer’ match ; winner takes all Took advantage of code used in other games for the base, so our focus was mainly in the gameplay and make a great game: 1) Simple drag and release controls, yet with possibility of creating strategies 2) Simple tutorial, taking player to a match almost imediately 3)Balancing the physics was a challenge, game needed to be fast, yet strategic and depth end of May we made a 1 week soft launch and june world launch before the world cup Did it pay off? Yes! Feautred by apple and google ; top 5 download in several countries; 1M DAU on the 1st week Still this was just the start
- After succes a quick win is to put content, but we wanted to add content easily, without the need of binary, once again to allow to take advantage of seasonal events Our focus in terms of dynamic content was: teams and other items, seasonal tiers (like liverpool on example to celebrte new teams) and prices Each feature we try to make it easy to edit form CFG without need of binary Seasonal events is very important and many seasonal promotions have had a very good impact on revenue (example of worldcup teams) ; scarcity effect Also we made the game so that most of the parameters are easily ab testable without binary – focus on prices ,quantities but also features: We had very good resutls with ab test altough some caution is adviced -> this will be approached latter
- We also felt that the game needed more objectives to improve retention So we created missions presented by a coach ‘Tony Star’: 1) missions give more meta-game 2) missions would last 2 to 3 days and have different objectives (all possible to edit form CFG) 3) player could see the progress of their friends Balancing was crucial: to easy and it was no challenge; too hard and players would give up immediately We created funnels to analyze players progression: I the end we decided to make the first 2 objectives easy to achieve We also created the coach character: added fun (inspired on mourinho) ; made easier to communicate and motivate with the player; made it easier to pass to sell some promos
- We really wanted to increase even more revenue, so we needed to make the main purchasable item of the game, more than just ‘visual’ We added powers to the teams: power on shot + turn time + aim + salary (teams would now charge a % of the virtual currency winnings for they victory when the win There was a big concern with the powers, we had to balance the well, we did not want to make the game feel like pay to win; Overall we did a good balance and altough some complains from users, most of them liked and technique still was the main difference in matches (very important in a skill game) Still the main issue was he salary: 1) big change on choices of players, more averse to risk and playeing on lower tiers 2) less retention, progression was now harder (less wins) and some players gave up To prevent this: 1) AB test salary – find sweet spot between revenue and retention + 2) easier missions to motivate players Overall we managed to do this and with this feature we increased our ARPDAU by 30%
- After issues with retention we decided to put a feature tested in pool and also other non miniclip games that had a good impact o retention Gifting: 1) players could send gitfs to each other (even non players of the game); players are curious to see who sent them a gift 2) this creates a social proof effect 3) creates a commitment dynamic between players: when the receive they normally give back and creates a cycle to bring back players This feature had been positive , increasing retention and engament between players; still now that players have more coins ARPDAU slightly decreases. Our goal is that the increase on players compensates this ARPDAU decrease, and that is what we are working on (once again balancing) … besides our new feature ;)
- - Simple game, multiplayer engaging, for every one Change game without need of binary More than 1 year has passed and altough not easy the effort has paid off: users keep increasing and revenue also We are consisttenly in top free games in several countries after more than 1 year and have 8M soccer matches every day This has been al thanks to the effort of a great team and I am very happy to work with them. THANKS