Going	  MobileDiamond	  Dash	  Post	  Mortem         25.5.2012	  @	  NGC
Going	  MobileDiamond	  Dash	  Post	  Mortem         25.5.2012	  @	  NGC
Teemu	  HailaJust	  some	  guy	  @	  Wooga
+190	  people+25	  na>onali>es
Diamond Dash iOS trailer
Agenda:★ Pre-­‐Launch★ Post-­‐Launch★ Fun	  Facts
Why	  iOS?
Project	  start               Pre-­‐Launch   Post-­‐LaunchJune	  2011                                  Today
ch   un Lae-­‐Pr       5	  big	  challenges	  to	  solve
ch   un Lae-­‐Pr          Challenge	  1       Diamond	  Dash	  feel	  on	  a	             mobile	  device.
Pr         e-­‐                La                  un                    ch?
Pr         e-­‐                La                  un                    ch?
ch   un Lae-­‐Pr          Redes ign U I!   ?
Pr     e-­‐            La              un                ch
Pr     e-­‐            La              un                ch
ch   un Lae-­‐Pr          ★ Usable	  by	  everyone          ★ Minimum	  amount	  of	  text          ★ Minimum	  Ime-­‐Ill-...
Pr     e-­‐            La              un                ch
Pr     e-­‐            La              un Sketch         ch
ch   un           Sketch Lae-­‐Pr          Mock-­‐up
ch   un           Sketch Lae-­‐Pr          Mock-­‐up            Test
ch   un           Sketch Lae-­‐Pr          Mock-­‐up            Test          Implement
ch   un            Sketch Lae-­‐Pr          Mock-­‐up             Test          Implement          Test	  again
ch   un Lae-­‐Pr       Challenge	  2       Tutorial	  design.
Pr     e-­‐            La              un                ch
ch   un Lae-­‐Pr          ★ Quick	  Ime-­‐Ill-­‐fun          ★ Just-­‐in-­‐Ime	  informaIon          ★ Pacing	  of	  new	 ...
ch   un Lae-­‐Pr          ★ Quick	  Ime-­‐Ill-­‐fun          ★ Just-­‐in-­‐Ime	  informaIon          ★ Pacing	  of	  new	 ...
ch   un Lae-­‐Pr          ★ Quick	  Ime-­‐Ill-­‐fun          ★ Just-­‐in-­‐Ime	  informaIon          ★ Pacing	  of	  new	 ...
ch   un                       Tutorial	  Steps Lae-­‐Pr       Track	  this
ch   un Lae-­‐Pr          Challenge	  3 Virality	  and	  traffic	  on	  iOS.
Pr     e-­‐            La              un                ch?
?     ch   un Lae-­‐Pr          Facebook Connect
ch                                   iPhone “ready” -> test   un La                                - move to work on iPade...
ch                                     iPhone “ready” -> test   un La                                  - move to work on i...
ch   un Lae-­‐Pr       Challenge	  4          iPad	  version.
Pr     e-­‐            La              un                ch?
ch   un Lae-­‐Pr                  ?   gain!           ew UI... A          N
ch   un Lae-­‐Pr                  ?   gain!           ew UI... A          N
ch   un Lae-­‐Pr        Challenge	  5     20MB	  build	  size	  limit.
Pr           e-­‐                  La                    un                      ch20	  MB
ch   un Lae-­‐Pr          DD iPad menu with guide
ch   un Lae-­‐Pr Project	  start                    SoL	  launchJune	  2011                           Today               ...
ch   un Lae-­‐Pr Project	  start         Full	  launch                  SoL	  launchJune	  2011                           ...
La   un     ch                         New	  Userse-­‐Pr 300000 225000 150000  75000       0     2.12.2011   5.12.2011   8...
La   un     ch                         New	  Userse-­‐Pr 300000 225000 150000  75000       0     2.12.2011   5.12.2011   8...
Updates:                       - not too many  It	  shipped!                       - meaningful features    ...and	  then	...
h       nc     au    -­‐L  stPo   Project	  start         Full	  launch                    SoL	  launch  June	  2011      ...
h       nc     au    -­‐L  stPo                                          v1.3   Project	  start         Full	  launch     ...
h       nc                                    Launch was MVP                                    - validation     au       ...
h       nc                                  Launch was MVP                                  - validation     au           ...
Po  st    -­‐L           au             nc                h
h     au       nc    -­‐L                             New	  Users  stPo   300000   225000   150000    75000        0      ...
h       nc     au    -­‐L  stPo              Position in all games   Position in all apps                                 ...
h       nc     au    -­‐L  stPo                                          v1.3   Project	  start         Full	  launch     ...
h       nc     au    -­‐L  stPo                                          v1.3   Project	  start         Full	  launch     ...
Gameplay video featuringnew magic powers
h       nc              Very big new feature              - in-game boosts     au       - coin economy    -­‐L            ...
h       nc     au    -­‐L              Daily	  AcIve	  Users  stPo
h       nc     au    -­‐L  stPo              Position in all games   Position in all apps                                 ...
Po                                                                         st                                             ...
Po                                                                         st                                             ...
Po                                                                                st                                      ...
h              Added last boost       nc              Finally caught up Flash     au    -­‐L  stPo
h       nc     au    -­‐L  stPo              Game	  Balance
h       nc     au    -­‐L  stPo              Position in all games   Position in all apps                                 ...
h       nc     au    -­‐L  stPo              Position in all games   Position in all apps                                 ...
h       nc     Daily	  AcIve	  Users     au    -­‐L  stPo
h       nc     Daily	  AcIve	  Users     au    -­‐L  stPo                                  Color	  Splash               Ma...
Fun	  Facts
s          ct                                                   Only 3 people fully        Fa                             ...
s          ct                                                   Only 3 people fully        Fa                             ...
s          ct        Fa  n	  Fu                Fact	  2:       No	  game	  design	  document
s          ct        Fa  n	  Fu                Fact	  3:     No	  crunch	  or	  mandatory	  overIme
Summary
Summary5x	  challenges Pre-­‐Launch
Summary5x	  challenges   Major	  updates Pre-­‐Launch        Post-­‐Launch
Summary     5x	  challenges   Major	  updates      Pre-­‐Launch        Post-­‐LaunchSmall	  team
Summary     5x	  challenges        Major	  updates      Pre-­‐Launch               Post-­‐LaunchSmall	  team        No	  GDD
Summary     5x	  challenges        Major	  updates      Pre-­‐Launch               Post-­‐LaunchSmall	  team        No	  G...
Summary                                 o t	  d ea d!                             s	  n updates    5x	  challenges ash	  i...
Mail:	  teemu.haila@wooga.net TwiVer:	  @dasinf Blog:	  hZp://dasinf.tumblr.comwooga.com/jobs
Going Mobile - Diamond Dash (Nordic Game 2012)
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Going Mobile - Diamond Dash (Nordic Game 2012)

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In this presentation, the Wooga Product Manager Teemu Haila talks in-depth about his experience adapting a +16 million MAU arcade game from Facebook to iOS. He shares insights from the pre-launch evolution of the project, and discusses the most important post-launch improvements made to Wooga’s first iOS title.

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Going Mobile - Diamond Dash (Nordic Game 2012)

  1. 1. Going  MobileDiamond  Dash  Post  Mortem 25.5.2012  @  NGC
  2. 2. Going  MobileDiamond  Dash  Post  Mortem 25.5.2012  @  NGC
  3. 3. Teemu  HailaJust  some  guy  @  Wooga
  4. 4. +190  people+25  na>onali>es
  5. 5. Diamond Dash iOS trailer
  6. 6. Agenda:★ Pre-­‐Launch★ Post-­‐Launch★ Fun  Facts
  7. 7. Why  iOS?
  8. 8. Project  start Pre-­‐Launch Post-­‐LaunchJune  2011 Today
  9. 9. ch un Lae-­‐Pr 5  big  challenges  to  solve
  10. 10. ch un Lae-­‐Pr Challenge  1 Diamond  Dash  feel  on  a   mobile  device.
  11. 11. Pr e-­‐ La un ch?
  12. 12. Pr e-­‐ La un ch?
  13. 13. ch un Lae-­‐Pr Redes ign U I! ?
  14. 14. Pr e-­‐ La un ch
  15. 15. Pr e-­‐ La un ch
  16. 16. ch un Lae-­‐Pr ★ Usable  by  everyone ★ Minimum  amount  of  text ★ Minimum  Ime-­‐Ill-­‐fun ★ Feels  at  home  on  iOS
  17. 17. Pr e-­‐ La un ch
  18. 18. Pr e-­‐ La un Sketch ch
  19. 19. ch un Sketch Lae-­‐Pr Mock-­‐up
  20. 20. ch un Sketch Lae-­‐Pr Mock-­‐up Test
  21. 21. ch un Sketch Lae-­‐Pr Mock-­‐up Test Implement
  22. 22. ch un Sketch Lae-­‐Pr Mock-­‐up Test Implement Test  again
  23. 23. ch un Lae-­‐Pr Challenge  2 Tutorial  design.
  24. 24. Pr e-­‐ La un ch
  25. 25. ch un Lae-­‐Pr ★ Quick  Ime-­‐Ill-­‐fun ★ Just-­‐in-­‐Ime  informaIon ★ Pacing  of  new  features
  26. 26. ch un Lae-­‐Pr ★ Quick  Ime-­‐Ill-­‐fun ★ Just-­‐in-­‐Ime  informaIon ★ Pacing  of  new  features
  27. 27. ch un Lae-­‐Pr ★ Quick  Ime-­‐Ill-­‐fun ★ Just-­‐in-­‐Ime  informaIon ★ Pacing  of  new  features
  28. 28. ch un Tutorial  Steps Lae-­‐Pr Track  this
  29. 29. ch un Lae-­‐Pr Challenge  3 Virality  and  traffic  on  iOS.
  30. 30. Pr e-­‐ La un ch?
  31. 31. ? ch un Lae-­‐Pr Facebook Connect
  32. 32. ch iPhone “ready” -> test un La - move to work on iPade-­‐Pr Project  startJune  2011 Today 1 01 v  2 No
  33. 33. ch iPhone “ready” -> test un La - move to work on iPade-­‐Pr Project  start SoL  launchJune  2011 Today 1 01 v  2 No
  34. 34. ch un Lae-­‐Pr Challenge  4 iPad  version.
  35. 35. Pr e-­‐ La un ch?
  36. 36. ch un Lae-­‐Pr ? gain! ew UI... A N
  37. 37. ch un Lae-­‐Pr ? gain! ew UI... A N
  38. 38. ch un Lae-­‐Pr Challenge  5 20MB  build  size  limit.
  39. 39. Pr e-­‐ La un ch20  MB
  40. 40. ch un Lae-­‐Pr DD iPad menu with guide
  41. 41. ch un Lae-­‐Pr Project  start SoL  launchJune  2011 Today 1 1 01 01 v  2 c  2 De No
  42. 42. ch un Lae-­‐Pr Project  start Full  launch SoL  launchJune  2011 Today 1 1 01 01 v  2 c  2 De No
  43. 43. La un ch New  Userse-­‐Pr 300000 225000 150000 75000 0 2.12.2011 5.12.2011 8.12.2011 11.12.2011 14.12.2011 17.12.2011
  44. 44. La un ch New  Userse-­‐Pr 300000 225000 150000 75000 0 2.12.2011 5.12.2011 8.12.2011 11.12.2011 14.12.2011 17.12.2011
  45. 45. Updates: - not too many It  shipped! - meaningful features ...and  then  what?Pre-­‐Launch Post-­‐Launch
  46. 46. h nc au -­‐L stPo Project  start Full  launch SoL  launch June  2011 as Today 1 ris 11 01 tm Ch 0 v  2 c  2 De No
  47. 47. h nc au -­‐L stPo v1.3 Project  start Full  launch SoL  launch June  2011 as Today 1 ris 11 01 tm Ch 0 v  2 c  2 De No
  48. 48. h nc Launch was MVP - validation au - know our weaknesses -­‐L - work on what matters stPo v1.0 Minimum  Viable  Product
  49. 49. h nc Launch was MVP - validation au - know our weaknesses -­‐L - work on what matters stPo v1.3 Viable  Product
  50. 50. Po st -­‐L au nc h
  51. 51. h au nc -­‐L New  Users stPo 300000 225000 150000 75000 0 2.12.2011 7.12.2011 12.12.2011 17.12.2011 22.12.2011 27.12.2011 1.1.2012 6.1.2012
  52. 52. h nc au -­‐L stPo Position in all games Position in all apps Source: appannie.com
  53. 53. h nc au -­‐L stPo v1.3 Project  start Full  launch SoL  launch June  2011 as Today 1 ris 11 12 01 tm Ch 0 20 v  2 c  2 b   De No Fe
  54. 54. h nc au -­‐L stPo v1.3 Project  start Full  launch SoL  launch v2.0 June  2011 as Today 1 ris 11 12 01 tm Ch 0 20 v  2 c  2 b   De No Fe
  55. 55. Gameplay video featuringnew magic powers
  56. 56. h nc Very big new feature - in-game boosts au - coin economy -­‐L Net working rewrite stPo
  57. 57. h nc au -­‐L Daily  AcIve  Users stPo
  58. 58. h nc au -­‐L stPo Position in all games Position in all apps Source: appannie.com
  59. 59. Po st -­‐L au nc h June  2011 Project  startNo v  2 01De 1 SoL  launch c  2Ch 0 ris 11 Full  launch tm as v1.3Fe b   20M 12 ar v2.0  2 01 2M ay  2 01 2 Today
  60. 60. Po st -­‐L au nc h June  2011 Project  startNo v  2 01De 1 SoL  launch c  2Ch 0 ris 11 Full  launch tm as v1.3Fe b   20M 12 ar v2.0  2 01 2M v2.0.2 ay  2 01 2 Today
  61. 61. Po st -­‐L au nc h June  2011 Project  startNo v  2 01De 1 SoL  launch c  2Ch 0 ris 11 Full  launch tm as v1.3Fe b   20M 12 ar v2.0  2 01 2M v2.0.2 ay  2 01 2 v2.1 Today
  62. 62. h Added last boost nc Finally caught up Flash au -­‐L stPo
  63. 63. h nc au -­‐L stPo Game  Balance
  64. 64. h nc au -­‐L stPo Position in all games Position in all apps Source: appannie.com
  65. 65. h nc au -­‐L stPo Position in all games Position in all apps Source: appannie.com
  66. 66. h nc Daily  AcIve  Users au -­‐L stPo
  67. 67. h nc Daily  AcIve  Users au -­‐L stPo Color  Splash Magic   Powers Launch
  68. 68. Fun  Facts
  69. 69. s ct Only 3 people fully Fa dedicated to iOS... n   ...but many many peopleFu making that possible by doing their part. Fact  1: Max.  3  dedicated  full  Imers  on  project
  70. 70. s ct Only 3 people fully Fa dedicated to iOS... n   ...but many many peopleFu making that possible by doing their part. Fact  1: Max.  3  dedicated  full  Imers  on  project
  71. 71. s ct Fa n  Fu Fact  2: No  game  design  document
  72. 72. s ct Fa n  Fu Fact  3: No  crunch  or  mandatory  overIme
  73. 73. Summary
  74. 74. Summary5x  challenges Pre-­‐Launch
  75. 75. Summary5x  challenges Major  updates Pre-­‐Launch Post-­‐Launch
  76. 76. Summary 5x  challenges Major  updates Pre-­‐Launch Post-­‐LaunchSmall  team
  77. 77. Summary 5x  challenges Major  updates Pre-­‐Launch Post-­‐LaunchSmall  team No  GDD
  78. 78. Summary 5x  challenges Major  updates Pre-­‐Launch Post-­‐LaunchSmall  team No  GDD No  crunch
  79. 79. Summary o t  d ea d! s  n updates 5x  challenges ash  iMajor   am on d  DDi Pre-­‐Launch Post-­‐Launch Small  team No  GDD No  crunch
  80. 80. Mail:  teemu.haila@wooga.net TwiVer:  @dasinf Blog:  hZp://dasinf.tumblr.comwooga.com/jobs

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