Proper feeding of Monsters

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By now you have all heard others suggest that to succeed with your social game service you must first focus all of your energy on understanding, improving, and thoroughly optimizing your game's initlal conversion and retention. This is absolutely correct, and it's importance cannot be overstated. However, once you have done that - the work keeps coming!

Stephanie Kaiser, Lead Product Manager for Monster World at wooga speaks to what happens once you have a solid, effective conversion funnel, and a large number of those lovable active "Monsters" are running about in your game world, voraciously consuming your game's content! It's a great problem to have, but a challenge nonetheless. Get it wrong and your hard-won conversion can rapidly lead to mid- and late-game player churn. Listen to Stephanie speak about her player feedback loop, analyzing player progression, and the establishment and management of a feature/content pipeline that keeps your active users engaged without running too far ahead.

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Proper feeding of Monsters

  1. 1. 1! Proper care and feeding of your MAU MAM (Monthly Active Monsters)! Stephanie Kaiser! Lead Product Manager ! Monster World, wooga !
  2. 2. About wooga! 2About  wooga  Founded  January  2009  Funding:  Founders,  Balderton  Capital,  Holtzbrinck  Ventures  Tenaya,  Highland  Capital  (total  of  $30m+)  InternaKonal  team  of  100  from  20  countries  in  Berlin  Key  stats  5  games  on  Facebook;  35  million  monthly  acKve  users  Biggest  european  social  game  developer  /  #2  on  FB  Only  5%  of  users  from  adverKsing   Stephanie Kaiser! Lead Product Manager !70%  of  users  are  female  (age  20-­‐60)   Monster World! ©  wooga  
  3. 3. Menu of the day ! 3n  Childhood // Virality & Engagement!n  Food // Monetization!n  Adolescence // New features!n  Grown up monsters // Content!n  And besides the metrics?! ©  wooga  
  4. 4. May 2009 // First sketch! 4 ©  wooga  
  5. 5. .. Monsters ?! 5 ©  wooga  
  6. 6. April 2010 // Launch ! 6 ©  wooga  
  7. 7. Childhood ! 7 ©  wooga  
  8. 8. DAU August 2010! 81.800.0001.600.0001.400.0001.200.0001.000.000 800.000 600.000 400.000 300.000 ! 200.000 0 ©  wooga  
  9. 9. Metric driven design // A/B testing! 9 ©  wooga  
  10. 10. Crosslinking! 10 ©  wooga  
  11. 11. Childhood is over ! 11 ©  wooga  
  12. 12. DAU November 2010 ! 121.800.0001.600.0001.400.0001.200.000 1.000.000 !1.000.000 800.000 600.000 400.000 200.000 0 ©  wooga  
  13. 13. Now what?! 13 ©  wooga  
  14. 14. Yesterday // My garden! 14 ©  wooga  
  15. 15. DAU today ! 151.800.0001.600.0001.400.0001.200.0001.000.000 800.000 600.000 400.000 200.000 0 ©  wooga  
  16. 16. Menu of the day ! 16n  Childhood // Virality & Engagement!n  Food // Monetization!n  Adolescence // New features!n  Grown up monsters // Content!n  And besides the metrics?! ©  wooga  
  17. 17. How monsters make money // Products ! 17 ©  wooga  
  18. 18. Products ! 18~2%! ~ 12 %!~ 10 %! ~3%! ©  wooga  
  19. 19. Magic Wands ! 19~ 35 %! ©  wooga  
  20. 20. Magic Wands in action! 20 ©  wooga  
  21. 21. Pricing A/B test ! 21Old!New! ©  wooga  
  22. 22. Pricing A/B test ! 22 Old! New!+ 24 %! ©  wooga  
  23. 23. Add wands button! 23 ©  wooga  
  24. 24. Add wands button! 24 + 23 %! ©  wooga  
  25. 25. Menu of the day ! 25n  Childhood // Virality & Engagement!n  Food // Monetization!n  Adolescence // New features!n  Grown up monsters // Content!n  And besides the metrics?! ©  wooga  
  26. 26. Crafting with woogoo! 26~ 30 %! ©  wooga  
  27. 27. Roberta asking for products ! 27 ©  wooga  
  28. 28. Build factories ! 28 ©  wooga  
  29. 29. 2011-01-17 2011-01-21 2011-01-25 2011-01-29 2011-02-02 2011-02-06 2011-02-10 2011-02-14 2011-02-18 2011-02-22 2011-02-26 2011-03-02 2011-03-06 2011-03-10 2011-03-14 2011-03-18 2011-03-22 2011-03-26 2011-03-30 2011-04-03 2011-04-07 2011-04-11 2011-04-15 2011-04-19 2011-04-23 2011-04-27 2011-05-01 2011-05-05 2011-05-09 2011-05-13 2011-05-17 2011-05-21 2011-05-25 Roberta 100% 2011-05-29 Development of material sales ! 2011-06-02 2011-06-06 2011-06-10 2011-06-14 2011-06-18 2011-06-22 2011-06-26 2011-06-30 2011-07-04 2011-07-08 2011-07-12 29 2011-07-16©  wooga  
  30. 30. New feature // Crafting products ! 30 ©  wooga  
  31. 31. New feature // Crafting products ! 31+ 50%! ©  wooga  
  32. 32. Crafting // Factory No. 3! 32 ©  wooga  
  33. 33. 0 50.000 100.000 150.000 200.000 250.000 300.000 350.000 400.000 450.000 2011-03-07 2011-03-10 2011-03-13 2011-03-16 2011-03-19 2011-03-22 2011-03-25 2011-03-28 2011-03-31 2011-04-03 2011-04-06 2011-04-09 2011-04-12 2011-04-15 2011-04-18 2011-04-21 2011-04-24 2011-04-27 2011-04-30 2011-05-03 2011-05-06 2011-05-09 2011-05-12 2011-05-15 2011-05-18 2011-05-21 2011-05-24 2011-05-27 2011-05-30 2011-06-02 2011-06-05 2011-06-08 Unique users crafting per day ! 2011-06-11 2011-06-14 2011-06-17 2011-06-20 2011-06-23 2011-06-26 2011-06-29 2011-07-02 2011-07-05 2011-07-08 2011-07-11 2011-07-14 33©  wooga   2011-07-17
  34. 34. New feature // Roberta Sales HSL! 34 ©  wooga  
  35. 35. New feature // Roberta Sales HSL! 35 + 6%! ©  wooga  
  36. 36. Menu of the day ! 36n  Childhood // Virality & Engagement!n  Food // Monetization!n  Adolescence // New Features!n  Grown up monsters // Content!n  And besides the metrics?! ©  wooga  
  37. 37. More factories ! 37 ©  wooga  
  38. 38. Factories built ! 381.585.265 692.075 137.609 54.726 8.579 ©  wooga  
  39. 39. 2011-01-17 2011-01-21 2011-01-25 2011-01-29 2011-02-02 2011-02-06 2011-02-10 2011-02-14 2011-02-18 2011-02-22 2011-02-26 2011-03-02 2011-03-06 2011-03-10 2011-03-14 2011-03-18 2011-03-22 2011-03-26 2011-03-30 2011-04-03 2011-04-07 2011-04-11 2011-04-15 2011-04-19 2011-04-23 2011-04-27 2011-05-01 2011-05-05 2011-05-09 2011-05-13 2011-05-17 2011-05-21 2011-05-25 2011-05-29 Development of material sales ! 2011-06-02 2011-06-06 2011-06-10 2011-06-14 2011-06-18 2011-06-22 2011-06-26 2011-06-30 2011-07-04 2011-07-08 2011-07-12 39 2011-07-16©  wooga  
  40. 40. More factories // More products ! 40 ©  wooga  
  41. 41. More products // More woogoo! 41 ©  wooga  
  42. 42. Content // Crafting Missions ! 42 ©  wooga  
  43. 43. Keeping users fed // Users without missions ! 4316.00014.00012.00010.000 8.000 6.000 4.000 2.000 0 ©  wooga  
  44. 44. Emotional engineering // Story! 44 ©  wooga  
  45. 45. Content // Story Missions ! 45 ©  wooga  
  46. 46. Menu of the day ! 46n  Childhood // Virality & Engagement!n  Food // Monetization!n  Adolescence // New Features!n  Grown up monsters // Content!n  And besides all the metrics?! ©  wooga  
  47. 47. How do monsters work?! 47 ©  wooga  
  48. 48. Usability Tests ! 48 ©  wooga  
  49. 49. Rumors ! 49 ©  wooga  
  50. 50. Localization! 50 ©  wooga  
  51. 51. Emotional engineering // Robert to go! 51 ©  wooga  
  52. 52. Roberts new date // Please meet Roberta ! 52 ©  wooga  
  53. 53. Table-tennis ! 53 ©  wooga  
  54. 54. Love is.. Robert and Roberta! 54 ©  wooga  
  55. 55. Fruit weeks ! 55 ©  wooga  
  56. 56. Monsters ! 56 ©  wooga  
  57. 57. Smaller team! 57 ©  wooga  
  58. 58. Have Fun! ! 58 ©  wooga  
  59. 59. 59 = +wooga combines metrics with emotions ! ©  wooga  
  60. 60. Work with us ! 60 ©  wooga  
  61. 61. Thank you! ! 61 ps. wooga.com/jobs stephanie.kaiser@wooga.com @chiefofspace ©  wooga  
  62. 62. 62backupslide ©  wooga  
  63. 63. Happy Birthday Monsters ! 63 ©  wooga  

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