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Hit Reset: Release is Day One of the Development CycleBen LiuCOO, Pocket Gems
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Pocket Gems●Founded 2009, backed by Sequoia Capital●14 iOS and Android titles●Pioneer in free to play mobile games
● 1st farm game● 1st store game● 1st zoo game● 1st hotel game● 1st exploration simulation game
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Tap Zoo and Tap Pet Hotel#1 and #4 Top Grossing iPhone Apps of 2011
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Longevity
Tap Zoo12 months straight in the top 10 grossing apps
Tap Pet Hotel8 months straight in the top 10 grossing apps
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Live Game PhilosophyHow can we make the game as fresh and new as the day we released it for the first time?
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What It TakesWeekly updates
● 1 new feature every 2 weeks● New content every week
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Technology Infrastructure: Client●Game engine●AB testing
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Technology Infrastructure: Server●DCON●Analytics
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Live Game PhilosophyHow can we make the game as fresh and new as the day we released it for the first time?
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Tap Zoo Backstory
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Tap Zoo EvolutionAnimal
s
Xbreed
Social Achievements
Quests
iPad Retina
Daily Bonus
LTO Zoo Sprout
Smart Side walks
Animal Mixing Sounds
Africa
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Tap Zoo v0 (September 2010)
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Tap Zoo Today (March 2012)
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Tap Zoo Today (March 2012)
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Tap Zoo Today (March 2012)
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Tap Zoo Today (March 2012)
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Tap Zoo EvolutionAnimal
s
Xbreed
Social Achievements
Quests
iPad Retina
Daily Bonus
LTO Zoo Sprout
Smart Side walks
Animal Mixing Sounds
Africa
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Tap Zoo Today (March 2012)
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Live Cycle
Ideation
Release
Measure/ Learn
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Live Game PhilosophyHow can we make the game as fresh and new as the day we released it for the first time?
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Tap Pet Hotel Backstory Ideation
Release
Measure/ Learn
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Ideation Ideation
Release
Measure/ Learn
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Ideation Ideation
Release
Measure/ Learn
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Ideation: Party Rooms Ideation
Release
Measure/ Learn
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Ideation: Party Rooms
+
Ideation
Release
Measure/ Learn
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V1 Release: Party Rooms●Minimum Viable Product
● What is the pure essence of the feature?● What is the minimum amount of work to do in
order to get useful feedback?
Ideation
Release
Measure/ Learn
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V1 Release: Party Rooms●August 2011
Ideation
Release
Measure/ Learn
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V1 Release: Party Rooms●August 2011
Ideation
Release
Measure/ Learn
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V1 Release: Party Rooms●August 2011
Ideation
Release
Measure/ Learn
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Measure/Learn: Party Rooms●Close to 100% users tried the feature●Repeat engagement not so hot (1 and 7 day feature retention)●Ok monetization(feature ARPU)
Ideation
Release
Measure/ Learn
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Ideation: Party Rooms
+
Ideation
Release
Measure/ Learn
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V2 Release: Party Rooms●December 2011
Ideation
Release
Measure/ Learn
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V2 Release: Party Rooms●December 2011
Ideation
Release
Measure/ Learn
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V2 Release: Party Rooms●December 2011
Ideation
Release
Measure/ Learn
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V2 Release: Party Rooms●December 2011
Ideation
Release
Measure/ Learn
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Measure/Learn: Party Rooms●Sky high initial engagement!●1.5x repeat engagement!●2x monetization!
Ideation
Release
Measure/ Learn
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Future●Run loop faster●Machine learning ●Tap Paradise Cove
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Hit Reset: Release is Day One of Development Cycle●Questions?