Read the accompanying blog post here: http://bit.ly/blockitdissection Block It is one of the 57 games published by Ketchapp Studio. It seems like Ketchapp always has at least one game on the Top Free list on App Store. Block It is a super simple short term game similar to Breakout but without the blocks. The mission is to keep the ball over the lower level floor that the player can activate for a few milliseconds when the ball approaches. The game quickly went up the charts to the Top 100 Free apps in the US, but are now it’s on its way down again. It’s probably a combination of a short term popular game, heavy cross-promotion within existing portfolio and virality that makes this game quickly move up the charts. Block It has been doing really well for a few weeks, so we got curious to learn more about their game and decided to dig deeper and see how they grow their player base from within the games.

1. THE DISSECTION OF
Block It

2. DISCOVERY ONBOARDING GROWTH

3. DISCOVERY ONBOARDING GROWTH

5. Of course Ketchapp have a
game on the Top Chart.
Let’s check it out

7. Looks really basic and like
those one-hit-wonder
games

8. Looks really basic and like
those one-hit-wonder
games
Let’s try it out!

9. DISCOVERY ONBOARDING GROWTH

11. Clean and simple loading
screen.

13. Couldn’t be simpler. Let’s
touch the screen

15. Oh wait. We have to be
interrupted by an ad first…

16. Oh wait. We have to be
interrupted by an ad first…
The definition of bad
user experience

17. Oh wait. We have to be
interrupted by an ad first…
This looks like cross-
promotion for another
portfolio game
The definition of bad
user experience

18. Oh wait. We have to be
interrupted by an ad first…
This looks like cross-
promotion for another
portfolio game
Another time maybe
The definition of bad
user experience

20. Alright let’s try again

22. The ball starts bouncing
around

23. The ball starts bouncing
around

24. The ball starts bouncing
around
I’m supposed to touch and
create a temporary wall
when the ball approaches

26. Never been a fan of banner
ads. Can’t imagine who
would press it

27. Never been a fan of banner
ads. Can’t imagine who
would press it
A tweet I recently read:

28. Never been a fan of banner
ads. Can’t imagine who
would press it
- @mims
“I bet 50% of clicks on mobile ads
are by children just
trying to get to the next screen”
A tweet I recently read:

29. Never been a fan of banner
ads. Can’t imagine who
would press it
- @mims
“I bet 50% of clicks on mobile ads
are by children just
trying to get to the next screen”
A tweet I recently read:
I would say the other 50%
are by adults :p

31. Oh no! Only 7 points

32. DISCOVERY ONBOARDING GROWTH

34. Let’s check this out

35. Let’s check this out
Great takeaway: This is a
non-intrusive way to grow
the game by giving options
to share or retry

38. Opens the Facebook app.
Easy to like the page.

39. Opens the Facebook app.
Easy to like the page.
Let’s get back to the game

40. 😁

41. Oops. That was the News Feed.
Well I have to go back to the game
“manually”
😁

43. Let’s check this out

45. AirDrop huh? Is that
necessary to show?

46. AirDrop huh? Is that
necessary to show?
Great takeaway: Nice to let
player choose channel for
sharing

47. AirDrop huh? Is that
necessary to show?
I’ll share this in a message Great takeaway: Nice to let
player choose channel for
sharing

49. Great takeaway: I like the
pre-defined text. Feels real
and personal.

50. Great takeaway: I like the
pre-defined text. Feels real
and personal.
Suggestion: Except the
hashtag might be overkill in
a text message

51. Great takeaway: I like the
pre-defined text. Feels real
and personal.
Suggestion: Except the
hashtag might be overkill in
a text message
This link would be nice to
track. Why not use a
custom domain?

52. Great takeaway: I like the
pre-defined text. Feels real
and personal.
Suggestion: Except the
hashtag might be overkill in
a text message
This link would be nice to
track. Why not use a
custom domain?
Not sure about the photo.
Doesn’t say much. Would be
awesome with a GIF that shows
how I lost!

53. Great takeaway: I like the
pre-defined text. Feels real
and personal.
Suggestion: Except the
hashtag might be overkill in
a text message
This link would be nice to
track. Why not use a
custom domain?
Let’s go back
Not sure about the photo.
Doesn’t say much. Would be
awesome with a GIF that shows
how I lost!

55. One more time

57. Let’s tweet this

59. Same text as the message

60. Same text as the message
Tweeting it!

61. Same text as the message
Tweeting it!
Would be nice with some
pre-defined text variations

63. That’s it. Now let’s try to
improve the score :D

64. Thanks for Reading!
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