In it for the long haul - How Wooga boosts long-term retention

1. In It For The Long Haul: How Wooga Boosts Long-Term Retention Sebastian Nußbaum & Adam Telfer Wooga

2. First hit bubble shooter on Facebook Highly engaged fans playing for 5 years 200 million installs across iOS, Android and Facebook >$30 million sales / year Reached #1 free e.g. in the US and top 5 grossing in 54 countries

3. HIT-DRIVEN

4. Our Focus: Repeatedly make hits

5. What is the secret formula for creating the next hit game?

6. Long Term Retention

7. Your game must last for years.

8. How does Wooga boost Long Term Retention?

9. Prototyping for Long Term Retention Adam Telfer Challenges of a Scalable Narrative Sebastian Nußbaum

10. 1. Why Focus on Long Term Retention? 2. Prototyping Long Term Retention Prototyping for Long Term Retention Adam Telfer

12. What is the secret formula for creating the next hit game?

13. 2009

14. 2010

15. 2011

16. 2012

17. Today

18. How do we build the next hit?

19. Let’s go to new genres!

20. Top 100 US: Genre Clusters Clash of Clans Saga Casino Core Builder Resource Management 15% 37% 12% 12%11%

21. What about the “Others”? 87% 13%

22. So let’s just copy!

23. Clones don’t work (3 reasons)

24. #1: Players have invested already

25. #2: This is where their friends are

26. #3: You are targeting the same players.

27. How do we create the next hit?

28. “Just build a great game” “Make it fun, and players will come”

29. The Funnest Games aren’t on top.

30. It’s the games that the Fun lasts.

31. “Just make a game so everyone enjoys it”

32. Market size doesn’t matter if you can’t retain players.

33. Evil Tricks Fail

34. Monetization is nothing without Lasting Retention

35. “The longer a player waits until they pay, the more they will pay over their entire engagement with the game.” - Mark Robinson CEO of Game Analytics

36. Successful games focus on Lasting gameplay for years.

37. 2012

38. YearsMonths

39. 1 day retention

40. 3 day retention

41. 7 day retention

42. 30 day retention

45. Pearl’s Peril lasts for more than a year Jelly Splash does not

46. LTV?

47. 360d LTV

48. How do we create the next hit?

49. Focus on creating a game that lasts for years.

51. How do you create a game that lasts for years?

52. 5 Steps to Long Lasting Gameplay

53. #1: Strong Long Term Goal

56. #2: Longterm Investments Years! x1000 ???

57. #2: Longterm Investments Reward players for making longterm investments into the game

58. #3 Strong Session Design

59. #3 Strong Session Design

60. #3 Strong Session Design Ensure pacing is natural & Drive habits with 6+ sessions per day

61. #4 Create Social Pressure No Social PvP PvE +Social

62. #4 Create Social Pressure

65. #4 Create Social Pressure Create mechanics that force players to rely on each other to play at the highest level.

66. #5: Cost vs Consumption CONTENT!

67. #5: Cost vs Consumption Have a solid plan for how to create years of content for players

68. 5 Steps: #1 Longterm Goal #2 Longterm Investment #3 Session Design #4 Social Pressure #5 Plan for Content

69. How do you know if a prototype will last for years?

70. Prototyping Goal: Is it fun for one month?

71. When you try a Month of Fun…

74. To build the next hit: Focus on creating games that last for years. Stop games that don’t show they can scale to 1 month of fun.

75. Thank You! @adamwtelfer mobilefreetoplay.com

76. Sebastian Nußbaum Head of Studio

77. Challenges of a Scalable Narrative Sebastian Nußbaum Head of Studio

78. Statue Coins Medal Fish FlowerSkull

81. Q1 2013 Q4 2014 RevenueRevenue

82. Q1 2013 Q4 2014 Revenue

83. 5 Challenges! That almost KILLED the game…

84. 5 Challenges! That almost KILLED the game…

85. Challenge#1: Does the STORY scale?

86. Challenge#1: Does the STORY scale?

87. 4-6 weeks

88. A couple of months in to production

89. Main Arc 2 years +

93. Main Arc

94. Main Arc

95. Main Arc Mid Arc 6 weeks 6 weeks 6 weeks

96. Main Arc Mid Arc 6 weeks

97. Main Arc Mid Arc 6 weeks

98. Main Arc Mid Arc Weekly Arcs

99. Main Arc Mid Arc Weekly Arcs

100. Use cliffhangers to make the weekly rhythm work

101. Challenge#2: Does the Protagonist scale?

102. Challenge#2: Does the Protagonist scale?

103. Challenge#3: How do you PRESENT the story?

104. Challenge#3: How do you PRESENT the story?

105. 2 seconds: skipping

106. 2 seconds: skipping 4 seconds: skimming

107. 2 seconds: skipping 4 seconds: skimming 8 seconds: reading

108. 2 seconds: skipping 4 seconds: skimming 8 seconds: reading 20 seconds: went shopping

109. All users Read 60% 30% 45% 0% 15%

110. All users Read Skim 60% 30% 45% 0% 15%

111. All users Read Skim Skip 60% 30% 45% 0% 15%

112. All users Payers Read Skim Skip 60% 30% 45% 0% 15%

113. Challenge#4: How will you PRODUCE all the content?

114. Challenge#4: How will you PRODUCE all the content?

115. Believe in small teams and communcation

116. Internal Team External Teams

117. Murphy’s Law “ If anything can go wrong, it will! “

118. Challenge#5: How do you keep the PLAYER busy?

119. Challenge#5: How do you keep the PLAYER busy?

120. For 1 week of content for a player...

121. 200 Man days...

122. 200 Man days... 3 Hours! ● it takes 75 man days

123. Support the narrative

127. Support the narrative Grind

130. Support the narrative Grind Master it

131. Q1 2013 Q4 2014 Revenue

132. 90 chapters

133. Reset button

134. 80%of the players

135. Focus on creating games that last for years! Adam Telfer

136. Focus on creating games that last for years! Adam Telfer

137. Thank You! sebastian.nussbaum@wooga.com

138. Questions? adam.telfer@wooga.com sebastian.nussbaum@wooga.com

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