arpu/arppu a/b testing retention bounce rate virality, k-factor install sources lifetime customer...
TRANSCRIPT
“MILLIONAIRE CITY: THE STORY BEHIND
THE NUMBERS”
• ARPU/ARPPU
• A/B Testing
• Retention
• Bounce Rate
• Virality, K-Factor
• Install sources
• Lifetime Customer Value
• Cross-promotion channels
• Content freshness
• Marketing Ad Spend
• CRM programs
• Promotions
• Whale capture
• Funnel waterfall analysis
• Localization
• Monetization channels
• Cohort behavior
• Session/Time to Spend
• Pricing
• Gameplay Velocity
• Fan pages
• Customer Service
• Re-activation
• And on and on
• ARPU/ARPPU
• A/B Testing
• Retention
• Bounce Rate
• Virality
• Install sources
• Lifetime Customer Value
• Cross-promotion channels
• Content freshness
• Marketing Ad Spend
• CRM programs
• Promotions
• Whale capture
• Funnel waterfall analysis
• Localization
• Monetization channels
• Cohort behavior
• Session/Time to Spend
• Pricing
• Gameplay Velocity
• Fan pages
• Customer Service
• Re-activation
• And on and on
THE REAL STORIES BEHIND THEMAKING OF MILLIONAIRE CITY
Digital Chocolate DChoc CEO & Founder Trip Hawkins Top 10 iPhone & Top 5 Mobile game publisher Millionaire City launched May 19, 2010 Launched on iPhone and Android in August ‘10 Became fastest growing game on Facebook Fastest growing FB game publisher in 2010
28 Million Cities created, 840M houses built $5,500 Trillion cumulative wealth (95x World GDP) $10 Trillion of daily commerce 88M Square Miles of real estate (22x size of U.S.) Enough buildings to stack 2.5M miles high (6x moontrips)
Millionaire City Factoids
Chapter 1
“Buy land, they’re not making it anymore.” -Mark Twain
Why real estate?
Track record of sim-building games
Extensive category analysis
Honed product strategy
Focus group research
Gap Analysis
Oh, and the other reason…..
Biggest housing meltdown in history
Financial Credit crisis
Subprime mortgage disaster
Big Bank bailouts
Real Estate had 100% mindshare
Chapter 2
“Real estate is tangible, it’s solid, it’s artistic…” -Donald Trump
Design Team whiteboard
Continuous wealth accumulation
Open canvas of creative self-expression
Lego®-like building blocks
Everyone can be Picasso Everyone can be a Millionaire
From early Mock-up…
Isometric
Horizon-bound
Fixed incomeSimple Cycle
Simple Oblique
Fully scrollable N-S-W-E
Paint by numbers
To Final Design…
Chapter 3“Inflation”
“Inflation is when you pay $15 for a $10 haircut you used to pay $5 when you had hair.” -Sam Ewing
Superheated Money Supply
• Fixed income properties piling up cash
• Cash generation outpacing cost of resources
• Price of new buildings spiraling upwards
Aggh!
Balancing the Money Supply
• Throttles on cash generation added
• Gold became the currency for premium services
• Better Whale attractors and payer options
Chapter 4
“Rotting Lettuce”
Gameplay Stagnation/Imbalance
• Lopsided Build-Invest Ratio
• Too few decision-based outcomes
• Over-reliance on auto-pilot “build & forget”
• No sense of “rotting lettuce” to tend to
Balancing the Gameplay
• “Contracts” mechanic introduced
• Selectable, Variable Tempo/Reward system
• Property deterioration penalty (ala “weeds”)
The dog loves the dogfood!
• Beta testing scores two thumbs up
• Addictive gameplay, daily habit-formation
• Frenzy of building and leveling-up
• City landscapes flourishing
Chapter 5
“Houston, we have a problem.”
“If it doesn’t matter who wins or loses,then why keep score?”
-Vince Lombardi
Net Worth introduced
Leaderboards by $
The Final Chapter
“Ship it!”
Source: AppData
Content is King
330 new banks are opened
A new restaurant is opened
Every Minute
A new coffee shop is opened
Every 2 SecEvery Hour
Appendix:
“Some parting advice”
Parting Words:
Watch for the Butterfly EffectsImpact of Localization
Dynamic DemographicsAccretive Monetization
Social Gaming on Mobile
Thanks!