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    Secrets to Social Game Success
            Sebastian Nußbaum
         (Senior Product Manager)
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            Sebastian Nußbaum
developer / #3 on FB                    Lead Product
                                         Happy Hospital
Only 10%of users from advertising        Unannounced game
70% of users are female (age 20-60)

                                                             2
3
4
A hit game is not
always a hit from
       start

                    5
Brilliant idea!




                  6
CTO & CEO are convinced!




                           7
Skilled Team!




                8
Desired game lifecycle

 DAU




                         Time
                                9
You launch…

 DAU




              Time
                     10
The first days look promising…

 DAU




                                 Time
                                        11
The first week looks even better …

 DAU
                                Hooray!




                                          Time
                                                 12
…and all of a sudden

 DAU




                       Time
                              13
Lets take a look
at typical game
    lifecycles

                   14
Typical game product lifecyle:
Social City by Playdom
      DAU
       3,5

            3

           2,5
Millions




            2

           1,5

            1

           0,5

             0
             Mar-10      Jun-10    Aug-10     Nov-10      Feb-11    May-11
           02.03.2010 01.06.2010 30.08.2010 29.11.2010 27.02.2011 28.05.2011
                                                                               15
Typical game product lifecyle:
Millionaire City by Digital Chocolate
      DAU
      3,5

            3

           2,5
Millions




            2

           1,5

            1

           0,5

            0
             May-10
           19.05.2010    Aug-10
                        18.08.2010    Nov-10
                                     16.11.2010     Feb-11
                                                  14.02.2011    May-11
                                                               15.05.2011
                                                                            16
Typical game product lifecyle:
Monopoly Millionaires by EA
     DAU
       1
           0,9
           0,8
           0,7
Millions




           0,6
           0,5
           0,4
           0,3
           0,2
           0,1
            0
              Feb-11
            01.02.2011   03.03.2011   02.04.2011
                                       Apr-11      02.05.2011   01.06.2011
                                                                 Jun-11      01.07.2011
                                                                                          17
Typical game product lifecyle:
City of Wonder by Playdom

 DAU
Iteration is
  critical!


               19
Design               Prototype




         Usability
           test




          Good?

                                 20
Usability testing




                    21
Usability testing




    • Do user testing as EARLY as possible




                                             22
Usability testing




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




                                             23
Usability testing



    • Do user testing as EARLY as possible
    • Test with the right profiles
    • Only 3-5 users are needed to find the
      major usability issues




                                              24
Example: Bubble Island




                         31
Example: Bubble Island
           DAU
           1,2


            1


           0,8
Millions




           0,6
                         650.000
           0,4


           0,2


            0


                                   32
34
35
36
37
After a few weeks of playing:


            All levels were played
                       OR
          Level became too difficult




                                       38
Solution: Level of the week




                              39
40
41
DAU
2.500.000




2.000.000




1.500.000




1.000.000




 500.000




       0
DAU
2.500.000




2.000.000




1.500.000   Level of
            the week
1.000.000




 500.000




       0
MW Screenshots 1




                   44
Launch Monsterworld in May 2010




       Launch




                                  45
DAU Monsterworld till August 2010




                                    46
DAU Monsterworld till August 2010




                                    47
Lets focus on
 detail and
   iterate!
Iteration: Optimize the Tutorial




                                   49
Iteration: Optimize the Tutorial

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%    Example: 1.3%
                                                    drop is deemed
05 - Tutorial – Mr T’s magic applied       81,1%
                                                    unacceptable and
06 - Tutorial – second harvest compl.      79,8%
                                                    game is optimized
07 - Level 2 reached                       79,6%    accordingly
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%
                                                                        50
Iteration : Balancing




                        5min   3min



                                      51
Iteration : Advance UI




                         52
Iteration: Bugs & performance




                                53
DAU Monsterworld till August 2010




                                    54
DAU Monsterworld till November 2010



          Iteration & polishing




                                      55
Lets focus on
monetization!


                56
Time limited offers




                      57
Time limited offers




   TLO‘s




Average

                      58
Details matter!
Small issues can have a huge impact!




                                       60
Small issues can have a huge impact!




                                       61
Small issues can have a huge impact!




              +22%

                                       62
What about the
  pricing?


                 63
Magic Wands




              64
Pricing A/B test Magic Wands



  Old




                               65
Pricing A/B test Magic Wands



  Old




  New




                               66
Pricing A/B test Magic Wands



  Old




  New

 + 24 %

                               67
Consumables
 are great!


              68
Woogoo




         69
Woogoo




         70
Roberta asking for products




                              71
Woogoo versus Magic Wands




       Harvester
Crafting with woogoo




                       73
Crafting with built factories




                                74
Roberta asking for products




                              75
Woogoo versus Magic Wands




       Harvester
Woogoo versus Magic Wands




                       Crafting

       Harvester
Woogoo versus Magic Wands




                                  Crafting
                       Crafting

       Harvester
I NEED MORE!



               81
woogoo pump




              82
woogoo pump




              83
Woogoo versus Magic Wands




                       Crafting

       Harvester
Woogoo versus Magic Wands




                                  Woogoo pump



                       Crafting

       Harvester
Woogoo versus Magic Wands
                                  Button added




                                        Woogoo pump



                       Crafting

       Harvester
Cross…what?



              87
DAU Monsterworld till June 2011
                                   Focus on monetization



           Iteration & polishing




                                                           88
DAU Monsterworld till September 2011
                                   Focus on monetization



           Iteration & polishing




                                                  Diamond Dash
                                                   Cross promo




                                                                 89
Flow Concept
                                    Future: more
                                      in-depth
                     Too hard        gameplay
  Difficulty




                                ?


                                       Too easy


Source: Murphy, C.                  Time/ Skill    90
Challenge the player
But give him all the
   tools to win!



                       91
So every game is
    fixable!


                   92
Or?


      93
DAU   I did everything
        you said and
            still…




                         Time
                                94
Be sure to have
the basics right!


                    95
Be sure to have
the basics right!


                    96
The theme: Know your target group!




                              Female (70%)
                              Male (30%)


              (age 20-60)




                                             97
Use tools: Know whats hot!




                             98
What about the
    core?


                 99
The game core loop
The game core loop
Have your checklist!


 Keep   it simple/ Few steps (4-6 max)
 Fun 1 time –   Fun 1000 times
 Requests tied to it

 Strategic depth
Common loop mistakes: Disappearing rewards
Common loop mistakes:
Adding features wont fix a broken core game loop


                           Feature2
           Feature1




                 Core game loop
…iterate the core
   till it is fun!
…iterate the core
   till it is fun!
Ask yourself!
What does the    user expect?
Why is it   not working?
How does the user play?




                                 108
And that’s where we are!
      2.500.000
DAU


      2.000.000




      1.500.000




      1.000.000




       500.000




             0
Join the wooga team




              wooga.com/jobs
                               110
Thank you!

  Sebastian Nußbaum
Senior Product Manager


   wooga.com/jobs

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