2. Coffee Break !
Coffee Break
Tired? Let’s take a coffee
break! I will share some
stories about how we created
Café life.
3. About the speaker
• Currently - The producer of ZingPlay.
– A pioneer of Tencent Game
international. Gemili
• Previously - The producer of Tencent
QQGame oversea .
– Design and run games in Facebook.
– Used to be project manager and
programmer.
• Always - Addicted to playing games
4. Introductions
Introductions
• A restaurant-management game where you can
bake cakes , make drinks, and decorate the shop.
5. Introductions
Introductions
• Launched on May 2010.
• MAU 2.5M+，Facebook rank reached
#62.
• iPhone version , a simplified Chinese
version ,a Vietnam version and a
Thailand version.
• First game developed by Tencent that
was successful overseas
Accelerated the
internationalization of Tencent's
in-house development capabilities
Established a strong overseas user
base
6. Background – why?
• SNS game is burning hot in
China. Because the heat of
SNS, QQGame suffered .
• Facebook continue to
grow, some Chinese
companies were making
good profit from Facebook
games.
• So we decide to attempt
entering this new market…
7. Theme
• Theme
– Hotel（0） , Pet shop（0）, Restaurant（at least 2）
• Why restaurant?
– Low risk, as we know nothing about Facebook, it suitable for the
first game developed
• What kind of Restaurant?
– Different from Restaurant City and Café world, we can get users..
– More liked by women.
• Why baking?
– Target audience -> 35- 65 housewife.
– Make something different and more accurate marketing position .
8. Competitor & Inspiration
• Three competitors
• Grandma's secret recipe -> Special emotion of
baking.
9. Art
• Art research starting point on how to
understand the housewives in Facebook.
– How much girl-appeal do we need?
– How to make the game more appealing to girls ?
11. Cake & Drinks
• Goal: “OMG! This is soooo cute… Check out
this cupcake!”
– Each cupcake tells a story…
– Each cupcake has a personality…
– Each cake you can buy from the store in your neighborhood.
– Make the cake with the actual steps you do in real life.
13. Develop
• Two Mistakes.
– Failed to make a very strong structure.
– Spend too much time in fine tuning.
14. Users testing
• First rule: You Don’t talk during User Testing
– Let them make mistakes. It’s YOUR fault, not theirs.
– Get the whole team involved .
• Goal: No one gets stuck, everyone makes
progress, knows what they are supposed to do…
and has fun!
• When there is only one right thing players should be
doing…
15. Growth & Acquiring traffic
• Acquisition marketing – Revenue and Reach
– Five Country Tiers (based on ARPU percentiles)
– Separate expenditure associated with Gender, Age buckets
– Internal vs. External Advertisers – Tried everything
– Revenue focused spend: Acquire users where we earn
back the CPA in <3 Months.
• In first month after launch, earn-back was 2 weeks
– Reach focused spend: Most users, least money
• Cross-promotion – Acquisition and Retention
• Above all else – People need to love your game
– Organic/Viral critical to social gaming growth
– Refine the top of the funnel – Conversion matters
16. Virality
• Make something
users can not HELP!!!
refuse !
• Make something
players can get
reward for!
17. Operation
• Fine tuning, lot of fine tuning.
– UI , game play, Art , Data system.
• Season/holiday version.
18. Formula for a successful social game
• Great Game +
• Large Potential Audience +
• Originality (improves virality) +
• Aggressive Marketing and Promotion +
• Constant Data Informed Iteration =
• A chance at success =)
