my game's a hit... now what do i do?

PlayFirst Confidential

My Game’s A Hit…Now What Do I Do?

Marianna PolyakovaDirector of Product Management

PlayFirst

PlayFirst Confidential

Product Management Update

Who is PlayFirst?

Plan and Benchmark

Live Operations

Finding the Problem(s)

Control the Information

2

PlayFirst Confidential

• Global Leader in Mobile Family Entertainment

• 650,000,000 Diner Dash Downloads LTD

• Over 40 Games in iTunes

• iOS users are over 70% female, highly engaged

#2 #8 #15

#13 #22

#2 #16#13

#9

#1

#15#8#4

#4

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Carefully Planned Features

201220112010

IAP Venues

V.2.0

IAP Currency

Retina

Universal

FREE

UX Optimizatio

n

3+ Years in the App Store, 200+ Updates for Key Titles

Game Center

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Plan and Benchmark

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Map Your Benchmarks and Plan

• Gather Data!!

• Set Key Performance Indicators (KPIs)• Retention

• Monetization

• Virality (w/ Social Features)

• Map User Experience• Level Ramp

• Economic Balance

• Feature Interaction

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Live Operations

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Design, Features, Economic Model

• Assumptions about Player Behavior

Analysis

• Actual vs. Model• Player Income• Spending

Patterns• Balances• Pinch Points

A/B Test

• Price Sensitivity• Currency Sinks • Time Delay• Product

Placement• Spending Habits

Optimized Design, Features,

Model• Price • Time vs Money• Value Proposition• New Assumptions

about Player Behavior

PlayFirst Metrics Driven Approach

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Finding the Problem(s)

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First User Experience

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32

Player Tutorial Retention

V1 V2

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UI/UX Iteration

Diner Dash, 2012Diner Dash, 2010

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1

Monetization: ARPDAU

UI/UX Iteration

20% Increase in Revenues

Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7

Level 7 +229%

Level 4 +351%

• Top of the Funnel

• Conversion Points

• Additional Monetization• Venue & Currency Bundles

Level 1 +68%

Diner Dash Optimized Retention

Diner Dash Optimized Conversion

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Control the User Experience

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Economy Tuning

10 11 12 13 14 15 $-

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

$0.80

Mall Stars ARPU by Level

10 11 12 13 14 150.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

Mall Stars Conversion by Level

pre tune post tune

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A/B Testing

1 2 3 4 5 6 70

5

10

15

20

25

30

35

40

Mall Stars AB Test: Currency Sunk/DAU

1 2 3 4 5 6 70

20

40

60

80

100

120

140

160

180

200

Mall Stars AB Test: Currency Purchased/DAU

variant total population

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Key Objectives to Sustaining Success

• Set Benchmarks

• Map user experience

• Analyze Data

• Test, Tune, and Iterate!!

PlayFirst Confidential

Thank You!

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Marianna PolyakovaEmail: mpolyakova@playfirst.comSkype: marianna_polyakova