growing “out” of europe: wooga postmortem (gdc 2012)
DESCRIPTION
Jens Begemann, CEO and founder of Wooga, will reveal how he and his team put Wooga and Berlin on the social gaming map and became the third largest social games developer worldwide. Wooga's strong and constant growth is based on sustainability, a core belief which has taught Jens and those at Wooga valuable lessons in the last three years. Condensed and from a European perspective, Jens will retrace Wooga's fast race to the top and offer an outlook for 2012, illustrating how the company will continue to expand into the emerging social mobile universe.TRANSCRIPT
![Page 1: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/1.jpg)
Growing “out” of Europe -‐Postmortem of 3 years Wooga-‐
Jens Begemann (Founder & CEO)
![Page 2: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/2.jpg)
50 million ac:ve users, 70% female (age 20-‐60)
![Page 3: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/3.jpg)
Team of 160 from >25 na:ons, in Berlin
![Page 4: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/4.jpg)
0
5
10
15
20
25
30
35
40
45
50
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan
Million
2009 2010 2011
![Page 5: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/5.jpg)
2008
![Page 6: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/6.jpg)
Vision:
Games for everyone
![Page 7: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/7.jpg)
Typical cliché gamers
![Page 8: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/8.jpg)
We start playing as kids
![Page 9: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/9.jpg)
And con:nue playing our whole life
![Page 10: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/10.jpg)
But computer games are quite male
![Page 11: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/11.jpg)
and young (or do you believe this is real?)
![Page 12: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/12.jpg)
![Page 13: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/13.jpg)
They don’t play computer games
![Page 14: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/14.jpg)
She doesn’t play tradi:onal games
![Page 15: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/15.jpg)
7 key learning to share
![Page 16: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/16.jpg)
![Page 17: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/17.jpg)
2009
![Page 18: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/18.jpg)
Brain Buddies
![Page 19: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/19.jpg)
Started with paper drawing…
![Page 20: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/20.jpg)
…and simple prototypes
![Page 21: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/21.jpg)
Final Mini-‐Game – it’s only great because of all the detail
![Page 22: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/22.jpg)
User tes:ng Every week/ 2 people -‐ Tons of insights leading to detailed changes
![Page 23: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/23.jpg)
1st Learning:
DEDICATION TO DETAIL
![Page 24: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/24.jpg)
VS.
Local Social Networks Facebook
Ini:al plan: only address social networks as 2 years behind Zynga, Playdom & Playfish
![Page 25: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/25.jpg)
…then applied Frank Sinatra strategy:
“If we can make it there, we’ll make it anywhere” à Focusing fully on Facebook
![Page 26: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/26.jpg)
July 2009: Brain Buddies Launch @FB
![Page 27: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/27.jpg)
We tracked user growth on the the wall:
![Page 28: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/28.jpg)
Every Morning upda:ng…
![Page 29: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/29.jpg)
… in 4 months we ran out of wall
![Page 30: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/30.jpg)
0
1
2
3
4
5
6
Jul Aug Sep Oct Nov Dec Jan
Millions
2009
Series A 2nd Learning:
FOCUS ON ONE THING
![Page 31: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/31.jpg)
2010
![Page 32: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/32.jpg)
0
1
2
3
4
5
6
Jul Oct Jan
Million
2009
End of virality as we know it
![Page 33: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/33.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009 2010
![Page 34: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/34.jpg)
![Page 35: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/35.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009
February 2010: Launch Bubble Island – Adventure Mode
![Page 36: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/36.jpg)
Engage the player with highly polished gameplay & racoon reloads
![Page 37: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/37.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009 2010
3rd Learning:
ENGAGEMENT IS THE KEY
Strong growth, because of focus on engagement, not virality
![Page 38: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/38.jpg)
![Page 39: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/39.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009 2010
Farming game with a twist
![Page 40: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/40.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009 2010
Some growth, but flahened aier 4 months We con:nued to improve: weekly releases
![Page 41: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/41.jpg)
111
100
104
A/B test: Invite BuZon
![Page 42: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/42.jpg)
Introduc[on of missions
![Page 43: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/43.jpg)
Garden @ Launch Garden Today
![Page 44: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/44.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009 2010
4th Learning:
DON’T FOLLOW THE HIPPO*
(*Highest Paid Person’s Opinion)
![Page 45: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/45.jpg)
0
2
4
6
8
10
12
14
Jul Oct Jan Apr Jul Oct
Million
2009 2010
Series A
![Page 46: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/46.jpg)
2011
![Page 47: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/47.jpg)
0
5
10
15
20
25
30
35
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct
Million
2009 2010 2011
![Page 48: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/48.jpg)
0
5
10
15
20
25
30
35
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct
Million
2009 2010 2011
2011: Slow start
![Page 49: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/49.jpg)
We were working on a new game with a cruise ship theme…
![Page 50: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/50.jpg)
.. and quickly had a name (trademark) etc.
![Page 51: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/51.jpg)
Fast prototyping, e.g. with Lego
Completely in love and thought it would become a big hit!
![Page 52: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/52.jpg)
![Page 53: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/53.jpg)
Issues in the core game loop
Work @ a ship
vs
Relaxing
![Page 54: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/54.jpg)
Issues in the core game loop
Managing a ship Exploring places
vs
![Page 55: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/55.jpg)
Adding features wont fix a broken core game loop
Core game loop
Feature1 Feature2
![Page 56: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/56.jpg)
0
5
10
15
20
25
30
35
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct
Million
2009 2010 2011
5th Learning:
GET THE BASICS RIGHT
![Page 57: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/57.jpg)
How to con:nue to grow
![Page 58: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/58.jpg)
TYPICAL game product lifecycle
MAU
Time
![Page 59: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/59.jpg)
MAU
Time
DESIRED game product lifecycle
![Page 60: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/60.jpg)
0
2
4
6
8
10
12
Jan-‐10 Apr-‐10 Jul-‐10 Oct-‐10 Jan-‐11 Apr-‐11 Jul-‐11 Oct-‐11
Million
![Page 61: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/61.jpg)
5%
55%
40% Paid Ads
Crosslinking
Virality
![Page 62: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/62.jpg)
0
5
10
15
20
25
30
35
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct
Million
2009 2010 2011
6th Learning:
SUSTAINABLE GROWTH
![Page 63: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/63.jpg)
0
5
10
15
20
25
30
35
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct
Million
2009 2010 2011
Series A
Series B
![Page 64: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/64.jpg)
2012
![Page 65: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/65.jpg)
0
5
10
15
20
25
30
35
40
45
50
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan
Million
2009 2010 2011
![Page 66: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/66.jpg)
![Page 67: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/67.jpg)
Core fanbase wanted to have it –brought us to the top posi:on
![Page 68: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/68.jpg)
Virality cycle + Synchroniza:on across devices
![Page 69: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/69.jpg)
Development in the smartphone industry
Carriers Pay/Download
Freemium
Single
Social App Store
![Page 70: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/70.jpg)
0
5
10
15
20
25
30
35
40
45
50
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan
Million
2009 2010 2011
7th Learning:
SOCIAL MOBILE IS THE FUTURE
![Page 71: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/71.jpg)
0
5
10
15
20
25
30
35
40
45
50
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan
Million
2009 2010 2011
SOCIAL mobile is the future 7
SUSTAINABLE growth 6
Get the BASICS right 5FOCUS on one thing 2
Dedica:on to DETAIL 1
ENGAGEMENT is the key 3
Don’t follow the HIPPO 4
![Page 72: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/72.jpg)
![Page 73: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/73.jpg)
Want to be part of this?
![Page 74: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/74.jpg)
Career booth #1726 @Moscone West
![Page 75: Growing “out” of Europe: Wooga Postmortem (GDC 2012)](https://reader034.vdocuments.us/reader034/viewer/2022051609/54656919af7959c04e8b4e08/html5/thumbnails/75.jpg)
Jens Begemann Founder & CEO Wooga
TwiZer: @begemann
wooga.com/jobs GDC booth #1726