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    Making	
  Every	
  Game	
  a	
  Success	
  Story     	
  
                           	
  
       	
  Jens	
  Begemann	
  (Founder	
  &	
  CEO)	
  
wooga	
  –	
  world	
  of	
  gaming	
  
 About	
  wooga	
  
 Founded	
  January	
  2009	
                                                            Jens	
  Begemann	
  
 VC	
  funded	
  (total	
  of	
  $32m)	
                                                 Founder	
  &	
  CEO	
  
 InternaFonal	
  team	
  of	
  100	
  from	
  over	
  
 20	
  countries	
  in	
  Berlin	
  



                                                         Key	
  stats	
  
                                                         5	
  games	
  on	
  Facebook;	
  35	
  million	
  acFve	
  users	
  
                                                         =	
  2nd	
  largest	
  social	
  game	
  developer	
  
                                                         Only	
  5%	
  of	
  users	
  from	
  adverFsing	
  
                                                         70%	
  of	
  users	
  are	
  female	
  (age	
  20-­‐60)	
  




                                                                                                                                2	
  
Typical	
  game	
  product	
  lifecyle:	
  	
  
Brain	
  Buddies	
  by	
  wooga	
  
          DAU	
  
           0,7	
  

                0,6	
  

                0,5	
  
Millionen	
  




                0,4	
  

                0,3	
  

                0,2	
  

                0,1	
  

                   0	
  
                 24.06.2009	
  
                   Jun-­‐09	
  22.09.2009	
   Dec-­‐09	
   21.03.2010	
   Jun-­‐10	
   17.09.2010	
   Dec-­‐10	
   16.03.2011	
   Jun-­‐10	
  
                                        21.12.2009	
                19.06.2010	
                16.12.2010	
                14.06.2011	
  
                                                                                                                                                 3	
  
Typical	
  game	
  product	
  lifecyle:	
  	
  
Social	
  City	
  by	
  Playdom	
  	
  
          DAU	
  
           3,5	
  

                    3	
  

                 2,5	
  
 Millionen	
  




                    2	
  

                 1,5	
  

                    1	
  

                 0,5	
  

                   0	
  
                   Mar-­‐10	
      Jun-­‐10	
    Aug-­‐10	
     Nov-­‐10	
      Feb-­‐11	
    May-­‐11	
  
                 02.03.2010	
   01.06.2010	
   30.08.2010	
   29.11.2010	
   27.02.2011	
   28.05.2011	
  
                                                                                                             4	
  
Typical	
  game	
  product	
  lifecyle:	
  	
  
Millionaire	
  by	
  Digital	
  Chocolate	
  
          DAU	
  
          3,5	
  

                 3	
  

            2,5	
  
Millionen	
  




                 2	
  

            1,5	
  

                 1	
  

            0,5	
  

                 0	
  
                  May-­‐10	
  
                19.05.2010	
      Aug-­‐10	
  
                                 18.08.2010	
      Nov-­‐10	
  
                                                  16.11.2010	
       Feb-­‐11	
  
                                                                   14.02.2011	
      May-­‐11	
  
                                                                                    15.05.2011	
  
                                                                                                     5	
  
Typical	
  game	
  product	
  lifecyle:	
  	
  
Monopoly	
  Millionaires	
  by	
  EA	
  
          DAU	
  
            1	
  
                 0,9	
  
                 0,8	
  
                 0,7	
  
 Millionen	
  




                 0,6	
  
                 0,5	
  
                 0,4	
  
                 0,3	
  
                 0,2	
  
                 0,1	
  
                    0	
  
                     Feb-­‐11	
  
                   01.02.2011	
     03.03.2011	
     02.04.2011	
  
                                                      Apr-­‐11	
      02.05.2011	
     01.06.2011	
  
                                                                                        Jun-­‐11	
      01.07.2011	
  
                                                                                                                         6	
  
Typical	
  game	
  product	
  lifecyle:	
  	
  
Poker	
  Blitz	
  by	
  Zynga	
  
          DAU	
  
                   0,3	
  

                 0,25	
  

                   0,2	
  
 Millionen	
  




                 0,15	
  

                   0,1	
  

                 0,05	
  

                      0	
  
                       15.03.2010	
     14.06.2010	
     12.09.2010	
     11.12.2010	
     11.03.2011	
     10.06.2011	
  
                        Mar-­‐10	
                       Sep-­‐10	
                        Mar-­‐11	
  
                                                                                                                             7	
  
Desired	
  game	
  lifecycle	
  

  DAU	
  




                                   Time	
  
                                              8	
  
Holy	
  Grail:	
  1m	
  DAU	
  

  Only	
  22	
  games	
  	
  
  currently	
  on	
  	
  
  Facebook	
  

                	
  DA U	
  
         1m




                                  9	
  
5	
  Steps	
  to	
  the	
  holy	
  grail	
  



                                      First	
  30	
  
Idea/Theme	
                                                      Content	
  
                                        days	
  

       1	
               2	
              3	
             4	
           5	
  
                  Core	
  Game	
                        Next	
  3	
  
                     Loop	
                             Months	
  

                                                                                10	
  
1	
     2	
     3	
     4	
         5	
  
   DAU	
  
                                       If	
  you	
  get	
  
                                       nothing	
  right...	
  




10k	
  
                                                          Time	
  
                                                                     11	
  
First	
  30	
  
Idea/Theme	
                                         Content	
  
                           days	
  

    1	
         2	
            3	
           4	
           5	
  
            Core	
  Game	
                 Next	
  3	
  
               Loop	
                      Months	
  

                                                                   12	
  
Monster	
  World	
  –	
  First	
  Sketch	
  (May	
  2009)	
  




                                                                13	
  
Human	
  Gardener	
  or	
  ....	
  




                                      14	
  
....	
  Monsters?	
  




                        15	
  
Monsterish	
  Environment	
  




                                16	
  
1	
     2	
     3	
     4	
            5	
  
   DAU	
  
                                       If	
  you	
  get	
  the	
  
                                       theme	
  right...	
  




10k	
  
                                                               Time	
  
                                                                          17	
  
First	
  30	
  
Idea/Theme	
                                         Content	
  
                           days	
  

    1	
         2	
            3	
           4	
            5	
  
            Core	
  Game	
                 First	
  3	
  
               Loop	
                      Months	
  

                                                                    18	
  
Brain	
  Buddies	
  –	
  paper	
  prototype	
     19
Brain	
  Buddies	
  –	
  flash	
  prototype	
  
Brain	
  Buddies	
  –	
  gameplay	
  
AlternaFve:	
  Lego	
  prototype	
  
1	
     2	
     3	
     4	
            5	
  
DAU	
                               If	
  you	
  also	
  get	
  
                                    the	
  core	
  game	
  
                                    loop	
  right...	
  




                                                            Time	
  
                                                                       23	
  
First	
  30	
  
Idea/Theme	
                                         Content	
  
                           days	
  

    1	
         2	
            3	
           4	
            5	
  
            Core	
  Game	
                 First	
  3	
  
               Loop	
                      Months	
  

                                                                    24	
  
1	
                           2	
                     3	
                  4	
             5	
  
Step	
  
New	
  users	
  (last	
  24h)	
                                           38.863	
     Monster	
  World	
  
01	
  -­‐	
  Flash	
  begin	
  (0%)	
                                      93,0%	
     New	
  user	
  funnel	
  
02	
  -­‐	
  Flash	
  complete	
  (100%)	
                                 86,5%	
  
03	
  -­‐	
  Tutorial	
  –	
  first	
  harvest	
  completed	
               82,7%	
  
04	
  -­‐	
  Tutorial	
  –	
  first	
  planFng	
  completed	
               82,5%	
             Example:	
  1.3%	
  
                                                                                               drop	
  is	
  deemed	
  
05	
  -­‐	
  Tutorial	
  –	
  Mr	
  T’s	
  magic	
  applied	
              81,1%	
  
                                                                                               unacceptable	
  and	
  
06	
  -­‐	
  Tutorial	
  –	
  second	
  harvest	
  compl.	
                79,8%	
  
                                                                                               game	
  is	
  opFmized	
  
07	
  -­‐	
  Level	
  2	
  reached	
                                       79,6%	
             accordingly	
  
08	
  -­‐	
  Tutorial	
  completed	
  (plowing)	
                          79,4%	
  
09	
  -­‐	
  Level	
  3	
  reached	
                                       78,8%	
  
10	
  -­‐	
  Level	
  4	
  reached	
                                       77,5%	
  
11	
  –	
  Level	
  5	
  (or	
  higher)	
  reached	
                       77,2%	
  
                                                                                                                            25	
  
1	
     2	
     3	
     4	
            5	
  
DAU	
                               If	
  you	
  also	
  get	
  
                                    the	
  first	
  30	
  
                                    days	
  right...	
  




                                                             Time	
  
                                                                        26	
  
First	
  30	
  
Idea/Theme	
                                         Content	
  
                           days	
  

    1	
         2	
            3	
           4	
           5	
  
            Core	
  Game	
                 Next	
  3	
  
               Loop	
                      Months	
  

                                                                   27	
  
1	
     2	
     3	
           4	
     5	
  
            DAU	
  
            1,2


             1


            0,8
Millionen




            0,6
                                          650.000	
  
            0,4


            0,2


             0


                                                                28	
  
30	
  
31	
  
32	
  
33	
  
34	
  
35	
  
Aker	
  a	
  few	
  weeks	
  of	
  playing:	
  


                   All	
  levels	
  were	
  played	
  
                                    OR	
  
                 Level	
  became	
  too	
  difficult	
  




                                                         36	
  
SoluFon:	
  Level	
  of	
  the	
  week	
  




                                             37	
  
38	
  
39	
  
1	
     2	
     3	
             4	
       5	
  
            DAU	
  
          1,2	
  
                                                Level	
  of	
  
                1	
                             the	
  week	
  
          0,8	
  
Millionen	
  




          0,6	
  

          0,4	
  

          0,2	
  

                0	
  


                                                                          40	
  
1	
     2	
     3	
     4	
             5	
  
DAU	
                                 If	
  you	
  also	
  get	
  
                                      the	
  next	
  30	
  
                                      days	
  right...	
  




                                                             Time	
  
                                                                        41	
  
First	
  30	
  
Idea/Theme	
                                         Content	
  
                           days	
  

    1	
         2	
            3	
           4	
            5	
  
            Core	
  Game	
                 First	
  3	
  
               Loop	
                      Months	
  

                                                                    42	
  
MW	
  Screenshots	
  1	
  




                             43	
  
MW	
  Screenshots	
  1	
  




                             44	
  
MW	
  Screenshots	
  1	
  




                             45	
  
Monster	
  World	
  facts	
  	
  

                    622	
  virtual	
  goods	
  




                                                  46	
  
Monster	
  World	
  facts	
  	
  


                                    230	
  quests	
  




                                                        47	
  
Monster	
  World	
  facts	
  	
  

                14	
  funcFonal	
  items/buildings	
  

                                                  FuncFonal	
  	
  
Factories	
                  Baby	
  items	
        items	
  




                                                                      48	
  
1	
     2	
     3	
     4	
             5	
  
DAU	
  
                                    If	
  you	
  get	
  all	
  
                                    steps	
  right...	
  




                                                                  Time	
  
                                                                             49	
  
5	
  Steps	
  to	
  the	
  holy	
  grail	
  



                                     First	
  30	
  
Idea/Theme	
                                                     Content	
  
                                       days	
  

       1	
              2	
               3	
            4	
            5	
  
                  Core	
  Game	
                       First	
  3	
  
                     Loop	
                            Months	
  
                                                                                50	
  
=	
           +	
  

wooga combines metrics with emotions!

                                        51	
  
1	
                 2	
     3	
     4	
                    5	
  
                 DAU	
  
               1,8	
  

               1,6	
  

               1,4	
  
Millions	
  




               1,2	
  

               1,0	
  

               0,8	
  

               0,6	
  

               0,4	
  

               0,2	
  

               0,0	
  Feb-­‐10	
  
                             0	
             0	
                                  	
                    1	
  
                       eb-­‐1          ay-­‐1                              ar-­‐11               uly-­‐1 52	
  
                                                                         Mar-­‐11	
  
                     F               M                                   M                      J
53	
  
Join	
  the	
  	
  wooga	
  team	
  




                           wooga.com/jobs	
  
                                                54	
  
Work with us
           !




               55	
  
Thank	
  you!	
  
             	
  
   Jens	
  Begemann	
  
Founder	
  &	
  CEO	
  wooga	
  
             	
  
 Twiqer:	
  #begemann	
  
             	
  
  wooga.com/jobs	
  




                                   56	
  

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Making every game a success story

  • 1. + Making  Every  Game  a  Success  Story      Jens  Begemann  (Founder  &  CEO)  
  • 2. wooga  –  world  of  gaming   About  wooga   Founded  January  2009   Jens  Begemann   VC  funded  (total  of  $32m)   Founder  &  CEO   InternaFonal  team  of  100  from  over   20  countries  in  Berlin   Key  stats   5  games  on  Facebook;  35  million  acFve  users   =  2nd  largest  social  game  developer   Only  5%  of  users  from  adverFsing   70%  of  users  are  female  (age  20-­‐60)   2  
  • 3. Typical  game  product  lifecyle:     Brain  Buddies  by  wooga   DAU   0,7   0,6   0,5   Millionen   0,4   0,3   0,2   0,1   0   24.06.2009   Jun-­‐09  22.09.2009   Dec-­‐09   21.03.2010   Jun-­‐10   17.09.2010   Dec-­‐10   16.03.2011   Jun-­‐10   21.12.2009   19.06.2010   16.12.2010   14.06.2011   3  
  • 4. Typical  game  product  lifecyle:     Social  City  by  Playdom     DAU   3,5   3   2,5   Millionen   2   1,5   1   0,5   0   Mar-­‐10   Jun-­‐10   Aug-­‐10   Nov-­‐10   Feb-­‐11   May-­‐11   02.03.2010   01.06.2010   30.08.2010   29.11.2010   27.02.2011   28.05.2011   4  
  • 5. Typical  game  product  lifecyle:     Millionaire  by  Digital  Chocolate   DAU   3,5   3   2,5   Millionen   2   1,5   1   0,5   0   May-­‐10   19.05.2010   Aug-­‐10   18.08.2010   Nov-­‐10   16.11.2010   Feb-­‐11   14.02.2011   May-­‐11   15.05.2011   5  
  • 6. Typical  game  product  lifecyle:     Monopoly  Millionaires  by  EA   DAU   1   0,9   0,8   0,7   Millionen   0,6   0,5   0,4   0,3   0,2   0,1   0   Feb-­‐11   01.02.2011   03.03.2011   02.04.2011   Apr-­‐11   02.05.2011   01.06.2011   Jun-­‐11   01.07.2011   6  
  • 7. Typical  game  product  lifecyle:     Poker  Blitz  by  Zynga   DAU   0,3   0,25   0,2   Millionen   0,15   0,1   0,05   0   15.03.2010   14.06.2010   12.09.2010   11.12.2010   11.03.2011   10.06.2011   Mar-­‐10   Sep-­‐10   Mar-­‐11   7  
  • 8. Desired  game  lifecycle   DAU   Time   8  
  • 9. Holy  Grail:  1m  DAU   Only  22  games     currently  on     Facebook    DA U   1m 9  
  • 10. 5  Steps  to  the  holy  grail   First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   Next  3   Loop   Months   10  
  • 11. 1   2   3   4   5   DAU   If  you  get   nothing  right...   10k   Time   11  
  • 12. First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   Next  3   Loop   Months   12  
  • 13. Monster  World  –  First  Sketch  (May  2009)   13  
  • 14. Human  Gardener  or  ....   14  
  • 17. 1   2   3   4   5   DAU   If  you  get  the   theme  right...   10k   Time   17  
  • 18. First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   18  
  • 19. Brain  Buddies  –  paper  prototype   19
  • 20. Brain  Buddies  –  flash  prototype  
  • 21. Brain  Buddies  –  gameplay  
  • 23. 1   2   3   4   5   DAU   If  you  also  get   the  core  game   loop  right...   Time   23  
  • 24. First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   24  
  • 25. 1   2   3   4   5   Step   New  users  (last  24h)   38.863   Monster  World   01  -­‐  Flash  begin  (0%)   93,0%   New  user  funnel   02  -­‐  Flash  complete  (100%)   86,5%   03  -­‐  Tutorial  –  first  harvest  completed   82,7%   04  -­‐  Tutorial  –  first  planFng  completed   82,5%   Example:  1.3%   drop  is  deemed   05  -­‐  Tutorial  –  Mr  T’s  magic  applied   81,1%   unacceptable  and   06  -­‐  Tutorial  –  second  harvest  compl.   79,8%   game  is  opFmized   07  -­‐  Level  2  reached   79,6%   accordingly   08  -­‐  Tutorial  completed  (plowing)   79,4%   09  -­‐  Level  3  reached   78,8%   10  -­‐  Level  4  reached   77,5%   11  –  Level  5  (or  higher)  reached   77,2%   25  
  • 26. 1   2   3   4   5   DAU   If  you  also  get   the  first  30   days  right...   Time   26  
  • 27. First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   Next  3   Loop   Months   27  
  • 28. 1   2   3   4   5   DAU   1,2 1 0,8 Millionen 0,6 650.000   0,4 0,2 0 28  
  • 29.
  • 30. 30  
  • 31. 31  
  • 32. 32  
  • 33. 33  
  • 34. 34  
  • 35. 35  
  • 36. Aker  a  few  weeks  of  playing:   All  levels  were  played   OR   Level  became  too  difficult   36  
  • 37. SoluFon:  Level  of  the  week   37  
  • 38. 38  
  • 39. 39  
  • 40. 1   2   3   4   5   DAU   1,2   Level  of   1   the  week   0,8   Millionen   0,6   0,4   0,2   0   40  
  • 41. 1   2   3   4   5   DAU   If  you  also  get   the  next  30   days  right...   Time   41  
  • 42. First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   42  
  • 46. Monster  World  facts     622  virtual  goods   46  
  • 47. Monster  World  facts     230  quests   47  
  • 48. Monster  World  facts     14  funcFonal  items/buildings   FuncFonal     Factories   Baby  items   items   48  
  • 49. 1   2   3   4   5   DAU   If  you  get  all   steps  right...   Time   49  
  • 50. 5  Steps  to  the  holy  grail   First  30   Idea/Theme   Content   days   1   2   3   4   5   Core  Game   First  3   Loop   Months   50  
  • 51. =   +   wooga combines metrics with emotions! 51  
  • 52. 1   2   3   4   5   DAU   1,8   1,6   1,4   Millions   1,2   1,0   0,8   0,6   0,4   0,2   0,0  Feb-­‐10   0   0     1   eb-­‐1 ay-­‐1 ar-­‐11 uly-­‐1 52   Mar-­‐11   F M M J
  • 53. 53  
  • 54. Join  the    wooga  team   wooga.com/jobs   54  
  • 55. Work with us ! 55  
  • 56. Thank  you!     Jens  Begemann   Founder  &  CEO  wooga     Twiqer:  #begemann     wooga.com/jobs   56