Making every game a success story
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Presentation by wooga Founder & CEO Jens Begemann at Casual Connect conference, Seattle (July 21st 2011) * Challenging Social Success Conventions: Making Every Game a Success Story * Conventional wisdom in the games industry says a game is either a hit or a flop. wooga's CEO Jens Begemann has a different philosophy: Every single game wooga creates is an enormously valuable asset. Once a game service has run the gauntlet of production and you've brought it to life, commitment to honest evaluation, iteration, and evolution will ensure you recoup your investment and more. Of course, as with effective recruiting and evaluation processes for hiring employees - game ideas must also go through a thorough vetting process before they become live game services. When the going gets tough, remember that there was a reason you committed to the idea in the first place, and abandoning a valuable IP a little too soon costs you much more than sticking with it a little too long. In 2009 Jens founded wooga (world of gaming). With 30 million Monthly Active Users wooga is the 3rd largest social games company on Facebook and the leading developer from Europe. The 5 games wooga has lauched so far (Brain Buddies, Bubble Island, Monster World, Happy Hospital and Diamond Dash) are all hits on Facebook. wooga employs a team of 80 people from 20 nations in the heart of Berlin. Before wooga Jens was Chief Product Officer at Jamba (Jamster, Fox Mobile Entertainment), helping the company to become the world‘s leading provider of mobile entertainment products. -----
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Making every game a success story
- + 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
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- Aker a few weeks of playing: All levels were played OR Level became too difficult 36
- SoluFon: Level of the week 37
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- 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
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- 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