secrets to social game success

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+ Secrets to Social Game Success Sebastian Nußbaum (Senior Product Manager)

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Page 1: Secrets to Social Game Success

+

Secrets to Social Game Success Sebastian Nußbaum

(Senior Product Manager)

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2

About wooga

Founded January 2009

Funding: Founders, Balderton Capital, Holtzbrinck Ventures Tenaya, Highland Capital (total of $32m+)

International team of 110 from 20 countries in Berlin

Key stats

6 games on Facebook; 41 million monthly active users

Biggest european social game developer / #3 on FB

Only 10%of users from advertising

70% of users are female (age 20-60)

Sebastian Nußbaum

Lead Product

Happy Hospital

Unannounced game

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A hit game is not always a hit from

start

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Brilliant idea!

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CTO & CEO are convinced!

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Skilled Team!

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DAU

Time

Desired game lifecycle

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DAU

Time

You launch…

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DAU

Time

The first days look promising…

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DAU

Time

The first week looks even better …

Hooray!

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DAU

Time

…and all of a sudden

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Lets take a look at typical game

lifecycles

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Typical game product lifecyle: Social City by Playdom

15

0

0,5

1

1,5

2

2,5

3

3,5

02.03.2010 01.06.2010 30.08.2010 29.11.2010 27.02.2011 28.05.2011

Mill

ion

s

DAU

Mar-10 Aug-10 Feb-11 Jun-10 Nov-10 May-11

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Typical game product lifecyle: Millionaire City by Digital Chocolate

16

0

0,5

1

1,5

2

2,5

3

3,5

19.05.2010 18.08.2010 16.11.2010 14.02.2011 15.05.2011

Mill

ion

s

DAU

May-10 Aug-10 Feb-11 Nov-10 May-11

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0

0,1

0,2

0,3

0,4

0,5

0,6

0,7

0,8

0,9

1

01.02.2011 03.03.2011 02.04.2011 02.05.2011 01.06.2011 01.07.2011

Mill

ion

s

17

Typical game product lifecyle: Monopoly Millionaires by EA

DAU

Feb-11 Apr-11 Jun-11

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Typical game product lifecyle: City of Wonder by Playdom

DAU

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Iteration is critical!

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Design Prototype

Usability test

Good?

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Usability testing

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Usability testing

• Do user testing as EARLY as possible

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Usability testing

• Do user testing as EARLY as possible • Test with the right profiles

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Example: Bubble Island

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0

0,2

0,4

0,6

0,8

1

1,2

Mil

lio

ns

DAU

650.000

Example: Bubble Island

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After a few weeks of playing:

All levels were played OR

Level became too difficult

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Solution: Level of the week

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0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

DAU

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0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

DAU

Level of the week

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MW Screenshots 1

44

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Launch Monsterworld in May 2010

Launch

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DAU Monsterworld till August 2010

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DAU Monsterworld till August 2010

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Lets focus on detail and

iterate!

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Iteration: Optimize the Tutorial

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Example: 1.3% drop is deemed unacceptable and game is optimized accordingly

Step

New users (last 24h) 38.863

01 - Flash begin (0%) 93,0%

02 - Flash complete (100%) 86,5%

03 - Tutorial – first harvest completed 82,7%

04 - Tutorial – first planting completed 82,5%

05 - Tutorial – Mr T’s magic applied 81,1%

06 - Tutorial – second harvest compl. 79,8%

07 - Level 2 reached 79,6%

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%

Iteration: Optimize the Tutorial

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Iteration : Balancing

3min 5min

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Iteration : Advance UI

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Iteration: Bugs & performance

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DAU Monsterworld till August 2010

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DAU Monsterworld till November 2010

Iteration & polishing

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Lets focus on monetization!

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Time limited offers

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Time limited offers

Average

TLO‘s

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Details matter!

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Small issues can have a huge impact!

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Small issues can have a huge impact!

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+22%

Small issues can have a huge impact!

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What about the pricing?

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Magic Wands

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Old

Pricing A/B test Magic Wands

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Old

New

Pricing A/B test Magic Wands

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Old

New

+ 24 %

Pricing A/B test Magic Wands

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Consumables are great!

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Woogoo

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Woogoo

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Roberta asking for products

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Woogoo versus Magic Wands

Harvester

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Crafting with woogoo

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Crafting with built factories

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Roberta asking for products

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Woogoo versus Magic Wands

Harvester

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Woogoo versus Magic Wands

Harvester

Crafting

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Woogoo versus Magic Wands

Harvester

Crafting

Crafting

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I NEED MORE!

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woogoo pump

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woogoo pump

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Woogoo versus Magic Wands

Harvester

Crafting

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Woogoo versus Magic Wands

Woogoo pump

Crafting

Harvester

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Woogoo versus Magic Wands

Button added

Crafting

Harvester

Woogoo pump

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Cross…what?

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DAU Monsterworld till June 2011

Focus on monetization

Iteration & polishing

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DAU Monsterworld till September 2011

Focus on monetization

Iteration & polishing

Diamond Dash

Cross promo

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Flow Concept

90

Dif

ficu

lty

Time/ Skill

Too hard

Too easy

Source: Murphy, C.

Future: more in-depth gameplay

?

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Challenge the player But give him all the

tools to win!

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So every game is fixable!

92

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Or?

93

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DAU

Time

I did everything you said and

still…

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Be sure to have the basics right!

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Be sure to have the basics right!

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The theme: Know your target group!

97

Female (70%)

Male (30%)

(age 20-60)

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Use tools: Know whats hot!

98

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What about the core?

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The game core loop

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The game core loop

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Keep it simple/ Few steps (4-6 max)

Fun 1 time – Fun 1000 times

Requests tied to it

Strategic depth

Have your checklist!

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Common loop mistakes: Disappearing rewards

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Core game loop

Common loop mistakes: Adding features wont fix a broken core game loop

Feature1

Feature2

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…iterate the core till it is fun!

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…iterate the core till it is fun!

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Ask yourself!

What does the user expect?

Why is it not working?

How does the user play?

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500.000

1.000.000

1.500.000

2.000.000

2.500.000DAU

And that’s where we are!

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Join the wooga team

wooga.com/jobs

Page 102: Secrets to Social Game Success

Thank you!

Sebastian Nußbaum Senior Product Manager

wooga.com/jobs