the risks & rewards of innovation in game design

The Rewards & Risks of InnovationDifferentiation in a Crowded Market

1Friday, August 2, 13

a history of innovation in gamesbrief

2Friday, August 2, 13

a history of innovation in games

✤ This is Table Tennis created by Ralph Baer & Magnavox. (Ever hear of them?)

brief

2Friday, August 2, 13

a history of innovation in games

✤ This is Table Tennis created by Ralph Baer & Magnavox. (Ever hear of them?)

brief

✤ This Pong from Nolan Bushnell & Atari. (You heard of them.)

2Friday, August 2, 13

the current state of innovation

3Friday, August 2, 13

✤ tiny wings took the core mechanic of wave spark and polished it.

the current state of innovation

3Friday, August 2, 13

✤ tiny wings took the core mechanic of wave spark and polished it.

✤ same thing with angry birds and crush the castle ... actually they kinda took the whole game.

the current state of innovation

3Friday, August 2, 13

so the point is?

4Friday, August 2, 13

so the point is?

✤ based on case studies of angry birds and tiny wings...

4Friday, August 2, 13

so the point is?

✤ based on case studies of angry birds and tiny wings...

✤ is changing art, setting, production value innovation?

4Friday, August 2, 13

so the point is?

✤ based on case studies of angry birds and tiny wings...

✤ is changing art, setting, production value innovation?

✤ is being inspired by (or stealing) a great game mechanic and doing something different/better/simpler ... innovating?

4Friday, August 2, 13

so the point is?

✤ based on case studies of angry birds and tiny wings...

✤ is changing art, setting, production value innovation?

✤ is being inspired by (or stealing) a great game mechanic and doing something different/better/simpler ... innovating?

✤ who cares.

4Friday, August 2, 13

this is the point.

5Friday, August 2, 13

this is the point.

✤ small incremental steps is the form of innovation that works in the game industry

5Friday, August 2, 13

this is the point.

✤ small incremental steps is the form of innovation that works in the game industry

✤ innovate on 1 or 2 vectors at once. no more.

5Friday, August 2, 13

this is the point.

✤ small incremental steps is the form of innovation that works in the game industry

✤ innovate on 1 or 2 vectors at once. no more.

✤ choosing what to innovate in a casino game ... challenging

5Friday, August 2, 13

this is the point.

✤ small incremental steps is the form of innovation that works in the game industry

✤ innovate on 1 or 2 vectors at once. no more.

✤ choosing what to innovate in a casino game ... challenging

✤ no innovation? shovelware.

5Friday, August 2, 13

this is the point.

✤ small incremental steps is the form of innovation that works in the game industry

✤ innovate on 1 or 2 vectors at once. no more.

✤ choosing what to innovate in a casino game ... challenging

✤ no innovation? shovelware.

✤ too much? shovel is in you hand as you dig your grave.

5Friday, August 2, 13

this is the point.

✤ small incremental steps is the form of innovation that works in the game industry

✤ innovate on 1 or 2 vectors at once. no more.

✤ choosing what to innovate in a casino game ... challenging

✤ no innovation? shovelware.

✤ too much? shovel is in you hand as you dig your grave.

✤ a quantative look at qualitative 5Friday, August 2, 13

this was pokermind-boggling well entrenched incumbents + years of lead time + identical in appearance

6Friday, August 2, 13

What We Tried: Art1st Person POV + High Production Values + Comic Book Chat + Ultra Clean UI

7Friday, August 2, 13

But Everyone Was Still Scared...Forced to Hedge our Bet (which was smart)

8Friday, August 2, 13

Innovation on Art. How’d that work out?

9Friday, August 2, 13

Innovation on Art. How’d that work out?

✤ People love the art.

9Friday, August 2, 13

Innovation on Art. How’d that work out?

✤ People love the art.

✤ Succeeded in differentiation.

9Friday, August 2, 13

Innovation on Art. How’d that work out?

✤ People love the art.

✤ Succeeded in differentiation.

✤ Monetization benefits ... meh.

9Friday, August 2, 13

Innovation on Art. How’d that work out?

✤ People love the art.

✤ Succeeded in differentiation.

✤ Monetization benefits ... meh.

✤ A/B Testing &Vindication ...

9Friday, August 2, 13

Innovation on Art. How’d that work out?

✤ People love the art.

✤ Succeeded in differentiation.

✤ Monetization benefits ... meh.

✤ A/B Testing &Vindication ...

✤ 16% More Hands Played

9Friday, August 2, 13

Innovation on Art. How’d that work out?

✤ People love the art.

✤ Succeeded in differentiation.

✤ Monetization benefits ... meh.

✤ A/B Testing &Vindication ...

✤ 16% More Hands Played

✤ 3% Increase In Revenue

9Friday, August 2, 13

What We Tried: Quality, Quantity & Richness of AnimationsCelebrate The Win + Create Excitement + Make it Not Look Like Crap

10Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

11Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

✤ But ...Convinced avg. Facebook user has a Commodore Amiga.

11Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

✤ But ...Convinced avg. Facebook user has a Commodore Amiga.✤ 25% of Fb Users had < 15fps

11Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

✤ But ...Convinced avg. Facebook user has a Commodore Amiga.✤ 25% of Fb Users had < 15fps✤ 10% of Fb Users had < 7fps

11Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

✤ But ...Convinced avg. Facebook user has a Commodore Amiga.

✤ Questioned Load Times

✤ 25% of Fb Users had < 15fps✤ 10% of Fb Users had < 7fps

11Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

✤ But ...Convinced avg. Facebook user has a Commodore Amiga.

✤ Questioned Load Times✤ Reduced time by 40%

✤ 25% of Fb Users had < 15fps✤ 10% of Fb Users had < 7fps

11Friday, August 2, 13

Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.

✤ But ...Convinced avg. Facebook user has a Commodore Amiga.

✤ Questioned Load Times✤ Reduced time by 40%

✤ 21% Increase in D1*

✤ 25% of Fb Users had < 15fps✤ 10% of Fb Users had < 7fps

11Friday, August 2, 13

What We Tried: True Platform PortablitySingle Pool of Player Liquidity + Seamless Hand Continuation Cross Platform

12Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

✤ Cross Platform Retention

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

✤ Cross Platform Retention

✤ D1 - 239% Increase

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

✤ Cross Platform Retention

✤ D1 - 239% Increase

✤ D7 - 387% Increase

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

✤ Cross Platform Retention

✤ D1 - 239% Increase

✤ D7 - 387% Increase

✤ D30 - 650% Increase

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

✤ Cross Platform Retention

✤ D1 - 239% Increase

✤ D7 - 387% Increase

✤ D30 - 650% Increase

✤ Conversion: 591% Increase

13Friday, August 2, 13

Innovation on Cross Platform How’d that work out?

✤ Shocked at results.

✤ Cross Platform Retention

✤ D1 - 239% Increase

✤ D7 - 387% Increase

✤ D30 - 650% Increase

✤ Conversion: 591% Increase

✤ Causality?

13Friday, August 2, 13

What We Tried: Focus on Ratings & Less ‘Spam’Let’s take the “high road”.

14Friday, August 2, 13

Less ‘Spam. How’d that work out?

15Friday, August 2, 13

Less ‘Spam. How’d that work out?

Retention too high? Making too much money? Stop ‘spamming’!

15Friday, August 2, 13

✤ 21.7% Decrease in D1✤ 17.1% Decrease in D7

Less ‘Spam. How’d that work out?

Retention too high? Making too much money? Stop ‘spamming’!

15Friday, August 2, 13

Less ‘Spam’. How’d that work out?

16Friday, August 2, 13

✤ Frequency & Cadence of In-Game Ads

Less ‘Spam’. How’d that work out?

16Friday, August 2, 13

✤ Frequency & Cadence of In-Game Ads

Less ‘Spam’. How’d that work out?

✤ When we figured out the right balance ...

16Friday, August 2, 13

✤ Frequency & Cadence of In-Game Ads

Less ‘Spam’. How’d that work out?

✤ When we figured out the right balance ...✤ 42.86% Increase Conversion

16Friday, August 2, 13

✤ Frequency & Cadence of In-Game Ads

Less ‘Spam’. How’d that work out?

✤ When we figured out the right balance ...✤ 42.86% Increase Conversion✤ 33.65% Increase Revenue

16Friday, August 2, 13

✤ Frequency & Cadence of In-Game Ads

Less ‘Spam’. How’d that work out?

✤ When we figured out the right balance ...✤ 42.86% Increase Conversion✤ 33.65% Increase Revenue✤ - 0.35% Decrease Retention

16Friday, August 2, 13

What We Tried: Authenticity of Game Play + Real RNG

17Friday, August 2, 13

Why A Certified Random Number Generator

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ won’t feel the same

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ won’t feel the same✤ won’t behave the same

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain✤ won’t monetize

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain✤ won’t monetize✤ at best players try & churn

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Why A Certified Random Number Generator

✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but

✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain✤ won’t monetize✤ at best players try & churn ✤ at worse they are fleeced

✤ “The game is rigged”. 35% of Complaints

18Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

19Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

✤ 63% of players LOSE THE FIRST 3 TIMES they play!

19Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen?

19Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen? ✤ New User Flows Are Designed to PREVENT that!

19Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen? ✤ New User Flows Are Designed to PREVENT that!✤ Imagine this Scenario: Welcome to Candy Crush Saga ...

19Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen? ✤ New User Flows Are Designed to PREVENT that!✤ Imagine this Scenario: Welcome to Candy Crush Saga ...

19Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

20Friday, August 2, 13

Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?

✤ Golden Palace Scratchers✤ 400% Increase In Purchases

20Friday, August 2, 13

Why NOT A Certified Random Number Generator

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention✤ Increased Revenue

✤ How? Well ... In Theory

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention✤ Increased Revenue

✤ Alter Logic of Deals

✤ How? Well ... In Theory

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention✤ Increased Revenue

✤ Alter Logic of Deals✤ Better Starting Hands

✤ How? Well ... In Theory

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention✤ Increased Revenue

✤ Alter Logic of Deals✤ Better Starting Hands

✤ increase action

✤ How? Well ... In Theory

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention✤ Increased Revenue

✤ Alter Logic of Deals✤ Better Starting Hands

✤ increase action ✤ increase amount & # of bets

✤ How? Well ... In Theory

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ “The Game is Rigged”✤ 35% Of Complaints

✤ Increased Retention✤ Increased Revenue

✤ Alter Logic of Deals✤ Better Starting Hands

✤ increase action ✤ increase amount & # of bets✤ increases bust outs

✤ How? Well ... In Theory

21Friday, August 2, 13

Why NOT A Certified Random Number Generator

22Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ Analysis of New Players With “Strong” First Hands.

22Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ Analysis of New Players With “Strong” First Hands.

✤ 100% increase conversion

22Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ Analysis of New Players With “Strong” First Hands.

✤ 100% increase conversion✤ 113% increase in hands played

22Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ Analysis of New Players With “Strong” First Hands.

✤ 100% increase conversion✤ 113% increase in hands played✤ 53% increase in net revenue

22Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ Analysis of New Players With “Strong” First Hands.

✤ 100% increase conversion✤ 113% increase in hands played✤ 53% increase in net revenue✤ 66% increase in retention

22Friday, August 2, 13

Why NOT A Certified Random Number Generator

✤ Analysis of New Players With “Strong” First Hands.

✤ 100% increase conversion✤ 113% increase in hands played✤ 53% increase in net revenue✤ 66% increase in retention

✤ More Fun For the Player

22Friday, August 2, 13

Date

Thank You - Jeff@Idle-Games.com

`

23Friday, August 2, 13