Numbers aren’t exciting to most people. On their own, numbers don’t make a great game experience. Mix in a little heart, though, a dash of emotion, and suddenly the experience comes to life. Combining the two in game development is essential, and having one without the other more often than not results in failure. In this talk, Timo Dries will look at what numbers to pay closer attention to and which ones to ignore, as well as revealing how carefully adding some heart to these numbers can pay dividends.

1. Stealing your heart
Eating your brain

12. = +

14. Ain't
No
Way
to
Treat
A
Lady,
Dark
Lady,
Disco
Lady,
Dude
Looks
Like
a
Lady,
For
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Red
Roses
for
a
Blue
Lady,
She's
a
Lady
and
She's
Mine,
SophisMcated
Lady,
Sweet
Lady,
Sweet
Painted
Lady,
That
Lady,
The
Lady
is
Dancing
With
Me,
The
Lady
Wore
Black,
Three
Times
a
Lady,
To
a
Lady
Asking
Foolish
QuesMons,
Treat
Her
Like
a
Lady,
Why
Lady
Why

15. Ain't
No
Way
to
Treat
A
Lady,
Dark
Lady,
Disco
Lady,
Dude
Looks
Like
a
Lady,
For
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Red
Roses
for
a
Blue
Lady,
She's
a
Lady
and
She's
Mine,
SophisMcated
Lady,
Sweet
Lady,
Sweet
Painted
Lady,
That
Lady,
The
Lady
is
Dancing
With
Me,
The
Lady
Wore
Black,
Three
Times
a
Lady,
To
a
Lady
Asking
Foolish
QuesMons,
Treat
Her
Like
a
Lady,
Why
Lady
Why,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady

16. Ain't
No
Way
to
Treat
A
Lady,
Dark
Lady,
Disco
Lady,
Dude
Looks
Like
a
Lady,
For
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Red
Roses
for
a
Blue
Lady,
She's
a
Lady
and
She's
Mine,
SophisMcated
Lady,
Sweet
Lady,
Sweet
Painted
Lady,
That
Lady,
The
Lady
is
Dancing
With
Me,
The
Lady
Wore
Black,
Three
Times
a
Lady,
To
a
Lady
Asking
Foolish
QuesMons,
Treat
Her
Like
a
Lady,
Why
Lady
Why,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Ain't
No
Way
to
Treat
A
Lady,
Dark
Lady,
Disco
Lady,
Dude
Looks
Like
a
Lady,
For
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Red
Roses
for
a
Blue
Lady,
She's
a
Lady
and
She's
Mine,
SophisMcated
Lady,
Sweet
Lady,
Sweet
Painted
Lady,
That
Lady,
The
Lady
is
Dancing
With
Me,
The
Lady
Wore
Black,
Three
Times
a
Lady,
To
a
Lady
Asking
Foolish
QuesMons,
Treat
Her
Like
a
Lady,
Why
Lady
Why,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Ain't
No
Way
to
Treat
A
Lady,
Dark
Lady,
Disco
Lady,
Dude
Looks
Like
a
Lady,
For
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night,
Lady
Samantha,
Lady
Willpower,
Lay
Lady
Lay,
Linda
Was
A
Lady,
LiKle
Old
Lady
From
Pasadena,
Luck
Be
A
Lady
Tonight,
No
Way
to
Treat
a
Lady,
Oh
My
Lady,
Red
Roses
for
a
Blue
Lady,
She's
a
Lady
and
She's
Mine,
SophisMcated
Lady,
Sweet
Lady,
Sweet
Painted
Lady,
That
Lady,
The
Lady
is
Dancing
With
Me,
The
Lady
Wore
Black,
Three
Times
a
Lady,
To
a
Lady
Asking
Foolish
QuesMons,
Treat
Her
Like
a
Lady,
Why
Lady
Why,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Ain't
No
Way
to
Treat
A
Lady,
Dark
Lady,
Disco
Lady,
Dude
Looks
Like
a
Lady,
For
My
Lady,
Foxy
Lady,
Green
Eyed
Lady,
Ladies
Love
Outlaws,
Lady,
Lady
Be
Good
(or
Oh,
Lady
Be
Good),
Lady
Down
on
Love,
Lady
Evil,
Lady
Godiva,
Lady
in
Red,
Lady
Is
A
Tramp,
Lady
Luck,
Lady
Love
Me
One
More
Time,
Lady
Madonna,
Lady
Marmalade,
Lady
of
the
Night

17. I got 99 problems
and the LADY is one.
I got 99 problems
and the lady is one.

18. = +

20. All-time DAU Monster World
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0

21. New user funnel
Tutorial Steps
New Users last 24 hours 60.000
Step 1 – Flash begins 93 %
Step 2 – Loading complete 70%
Step 3 – First planting complete 61%
Step 4 – First harvest complete 56%
Step 5 – Mr T’s magic applied 55%
Step 6 – Second harvest complete 54%
Step 7 – Level 2 reached 53%
Step 8 – Tutorial complete 50%
Step 9 – Level 3 reached 44%

22. All-time DAU Diamond Dash mobile

23. control_group1
spellbook
spellbook_double_amount

29. f=~ã=~äï~óë=íÜÉ=ä~ëíK=jáãáãáK=iáÑÉ=áë=ëÜáíK=
^åÇ=~ää=íÜÉ=çíÜÉê=Ö~êÇÉåë=äççâ=ëç=ìÖäóK==

30. No inactive friends AB-Test: Daily Active Users
1-­‐day-­‐retenMon
3-­‐day-­‐retenMon
7-­‐day-­‐retenMon

38. = +

39. The
Power
Of
Love

40. Money is not enough!

41. Who is playing our games?
Male
30%
Female
70%

48. A scene from the life of
an Indie-MacBook-Girl

49. The boss is busy,
let´s play some games!

50.
Baby-­‐Monke
y

51. Awwwwww!

52. CAT sells!
-
Sex

53. “Just
so
you
know,
the
people
who
talk
that
way
think
that
monkeys
can
do
this.”

54. Meet the bad guy:
Robert the robot

67. It needs HEART and BRAIN
to create engaging games.

68. = +

69. Timo Dries
timo.dries@wooga.net