My Game's A Hit... Now What Do I Do?
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Marianna Polyakova, Director of Product Management, PlayFirst (The Winter Nights: Mobile Games Conference http://www.wnconf.com/en)
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My Game's A Hit... Now What Do I Do?
- 1. My Game’s A Hit…Now What Do I Do? Marianna Polyakova Director of Product Management PlayFirst PlayFirst Confidential
- 2. Product Management Update Who is PlayFirst? Plan and Benchmark Live Operations Finding the Problem(s) Control the Information 2 PlayFirst Confidential
- 3. • Global Leader in Mobile Family Entertainment • 650,000,000 Diner Dash Downloads LTD • Over 40 Games in iTunes • iOS users are over 70% female, highly engaged #2 #2 #8 #15 #13 #16 #4 #1 #13 #22 #9 #4 #8 #15 PlayFirst Confidential
- 4. Carefully Planned Features 3+ Years in the App Store, 200+ Updates for Key Titles UX Optimization V.2.0 Game Center Retina FREE IAP Venues IAP Currency Universal 2010 2011 2012 PlayFirst Confidential
- 5. Plan and Benchmark PlayFirst Confidential
- 6. Map Your Benchmarks and Plan • Gather Data!! • Set Key Performance Indicators (KPIs) • Retention • Monetization • Virality (w/ Social Features) • Map User Experience • Level Ramp • Economic Balance • Feature Interaction PlayFirst Confidential
- 7. Live Operations PlayFirst Confidential
- 8. PlayFirst Metrics Driven Approach Optimized Design, Features, Economic Model Analysis A/B Test Design, Features, Model • Assumptions about • Actual vs. Model • Price Sensitivity • Price Player Behavior • Player Income • Currency Sinks • Time vs Money • Spending • Time Delay • Value Proposition Patterns • Product • New Assumptions • Balances Placement about Player • Pinch Points • Spending Habits Behavior PlayFirst Confidential
- 9. Finding the Problem(s) PlayFirst Confidential
- 10. First User Experience Player Tutorial Retention 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 V1 V2 10 PlayFirst Confidential
- 11. UI/UX Iteration Diner Dash, 2010 Diner Dash, 2012 PlayFirst Confidential
- 12. UI/UX Iteration Monetization: ARPDAU • Top of the Funnel • Conversion Points • Additional Monetization 1 • Venue & Currency Bundles 20% Increase in Revenues Diner Dash Optimized Diner Dash Optimized Level 1 Retention Conversion +68% Level 4 Level 7 +351% +229% Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7 PlayFirst Confidential
- 13. Control the User Experience PlayFirst Confidential
- 14. Economy Tuning Mall Stars ARPU by Level $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $- 10 11 12 13 14 15 Mall Stars Conversion by Level 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% 10 11 12 13 14 15 pre tune post tune PlayFirst Confidential
- 15. A/B Testing Mall Stars AB Test: Currency Sunk/DAU 40 35 30 25 20 15 10 5 0 1 2 3 4 5 6 7 Mall Stars AB Test: Currency Purchased/DAU 200 180 160 140 120 100 80 60 40 20 0 1 2 3 4 5 6 7 variant total population PlayFirst Confidential
- 16. Key Objectives to Sustaining Success • Set Benchmarks • Map user experience • Analyze Data • Test, Tune, and Iterate!! PlayFirst Confidential
- 17. Thank You! Marianna Polyakova Email: mpolyakova@playfirst.com Skype: marianna_polyakova 17 PlayFirst Confidential
Editor's Notes
- Mention iOS 6 Integration
- PURPOSE: Communicate that while new content is important, you cannot have sustained performance without a strong foundation that include a metrics driven approach to live game ops. Components include: Start with a Strong Economic Model that includes assumptions on how players will behaveConstantly analyze performance and create new theories & assumptionsA/B Test New Optimized model and start againContent Can Help Monetization But a Strong Foundation and an Iterative Process is most important to strong Monetization
- NASA Curiosity
- Set benchmarksReview dataZero in on ProblemIterate
- PURPOSE: Communicate how User Experience Optimization can significantly impact monetization. Improvements to ARPDAU impacted by the following: Better Retention at the Top of the FunnelOptimized Conversion Points for the Free version of the gameAdd additional options for players to monetize
- AB Test on Price Tuning for 7 days illustrates how variant group had sunk more existing currency and converted at higher bundlesNote: This was a multivariate A/B Test…which we are finding is much more effective than single A/B tests.