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Corentin Raux and Bastien Cazenave, Co-founders
Casual Connect 2013, San Francisco, CA
About us
Pretty Simple was founded in
January 2010
• 3 Games so far
• Team: 45 people
• Top 10 Facebook Games developer
My Shops
Magical Ride
Criminal Case
Our games are available
on…
Great online distribution platform
to launch a new game!
… And soon on iOS
Designing Criminal Case
for
Virality and Retention
Concept
Every week, solve a new
investigation with your friends!
Game Loop
Game Loop
Look for clues
Analyze them
Arrest the killer!
Exceptional Growth
December 2012 June 2012
English
French
German
Spanish
Portuguese
Italian
Turkish
9 Million DAUs
Top Popularity
June 2013
Exceptional Organic
Growth
Organic 98%
Ads 2%
Organic 98%
Ads 2%
How to make this growth
possible?
Obviously, you need a
great game
We can’t explain how to
create a great game
However we can share
our experience
1. We chose a universal and
social theme
Crime Investigation
So do I!
So do I!
Meow!
Poor guy…
I must catch his
killer right now!
So do I!
2. We made it casual
People shouldn’t be afraid of losing because
they get stuck during their investigation
Imagine…
YOU’RE
a LOSER.
You
Failed!
You
didn’t find the
fingerprint that was
hidden in crime #3.
The killer has
escaped!
3. We designed it with
virality and retention
Think it from the beginning and
make them part of the game
Let’s focus on Virality
Players must invite
during the first session
Forget everything else!
Ideal First Play
Session
Invites!
FUN!
FUN!
FUN!
FUN!
Real First Session
Invites!
Confusion
Loading Monster
Loadius Monsterus
Loading screen conversion rate
Game Weight Impact
10 MB
5 MB
3.5 MB
87%
90%
93%
Total weight of Criminal Case: 530 MB
First loading weight: 3.5 MB
Still working to make it 2.5 MB !
Criminal Case Weight
Confusion Monster
Confusius Beastius
fig. 2
Playtest
Playtest
Playtest
How to make sure people
understand the game?
Never help the playtester
PLAYTEST GOLDEN RULE:
Clear green action buttons
100% of play testers completed the
first session without any help
But only 50% of players
said they liked the game!
Tech Issues Monster
Crashius to Desktopius
fig. 3
1. Track every click
2. Observe drops
3. Find the problem
4. Fix it
How to solve tech
issues
Criminal Case Tutorial
60%
80%
100%
Step 1 Step 7 Step 8 Step
16
20% USERS DROP
2
Exit Full Screen Mode
Case Study
60%
80%
100%
Step 1 Step 7 Step 8 Step
16
NO MORE DROP
Criminal Case FTUE
Funnel
35 Steps tracked in the
Criminal Case FTUE
funnel
80%
Step 35
Step 1
100%
Invites!
FUN!
FUN!
FUN!
FUN!
This is Hard Work
30% of dev time focused on tutorial and
First Time User Experience (FTUE).
Approx. 6 months with 25 people
Many devs fail not because they
can’t create a great game but
because most people leave before
seeing it’s a great game!
Remember!
Players must invite during their
first session. <- DONE!
Now people must
send invites to their friends!
1. Good reason
2. Right timing
3. Ease of use
What makes people invite?
Give a Good Reason
RULE NUMBER ONE:
What is the most valuable resource in your game?
In Criminal Case it is Energy.
We promise more Energy
Choose the Right Timing
RULE NUMBER TWO:
Step 1: desire to continue
Step 2: frustration
Step 3: Free Energy Opportunity
Make it Easy to Invite
RULE NUMBER THREE:
Pre-selected friends // Green Button // Progress Bar
Now People Send
Invites
!
That’s not enough!
In Criminal Case, invites only
account for 50% of total installs
In Criminal Case,
we used another channel
Open Graph Stories
What is an Open Graph story?
1. Posted automatically
2. Show up in the news feed
3. Aggregated by Facebook
What’s an Open Graph Story?
What is an Open Graph story?
In Criminal Case,
Open Graph Stories
performed amazingly
OG impact on early installs
December 2012 February 2013
5 times more installs from
OG stories than invites
Close to 100k installs/day
from OG stories aloneOG stories Invites
Installs from
What is a cool OG story?
• Visually appealing
• Triggers curiosity
Criminal Case OG Stories
• INVESTIGATE a crime scene
• WORK ON a murder case
• AUTOPSY a victim
• Etc.
How to create performing
Open Graph Stories?
Visuals A/B Testing
Which one works best?
+18% clicks
Which story title performs better?
Titles A/B Testing
+9% clicks
In Criminal Case,
we A/B tested more than
500 images and titles
for Open Graph Stories
660k installs per day!
Virality Results
So much for virality.
Now it’s time to
take care of retention!
What Makes People
Come Back?
They come back because they get a request or
a notification from the game.
Forget everything else!
Retention Channels
• Requests
• Feed posts
• App-to-user notifications
Requests – Send Free Energy
Avoid Spamming!
People send free energy only to
their friends who are already
playing the game
When you accept +2
You send back +1
Receiving Energy
MUTUAL RE-ENGAGEMENT
Feed Posts
2
Feed Posts
Focus on receiver when
using feed posts!
Feed Posts
Feed Posts
MUTUAL RE-ENGAGEMENT
App to User Notifications
Approx. 500k clicks/day
29% CTR
Retention Metrics
In Criminal Case
Day 1 retention is approx. 52%
Day 7 retention is approx. 39%
Conclusion
Retention Virality
Players come back
on Day 1 because they
receive free gifts from the
friends they invited
the day before.
Fact:
Virality
Retention
There’s no
RETENTION
without
VIRALITY
Designing Criminal Case for Retention and Virality

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