MAKING A HIT GAME THROUGH METRICS

Rina Onur

Chief Strategy Officer

November 2011

DAU: 850kMAU: 3MLaunch Date: July 1st, 2011

السعيدة (Happy Farm) المزرعة

السعيدة Video (Happy Farm) المزرعة

Games Do Not Become Hits Over-Night

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Daily Active Users

How did we get this?Continuous polish & weekly deployments

Every week we target to introduce at least:

– 1 new asset– 1 viral event– 1 engagement feature

Means to an end

Strong, dedicated teamRelevant Content

UpkeepData Intelligence

Well-Defined Targets

Get UsersKeep Users

Monetize Users

How to Make Hits out of Games

1. Getting the Users • Virality

Users will post things that are relevant or worth sharing (i.e. achievements, level-ups etc.) Touch their ego!

• Playing with FriendsAsking for vital parts to finish building certain structures in the game or finishing up quests

• Win-Win HelpingIf a user clicks the wall post of another gamer and enters the game, the involved parties gain 20 coins

1. Getting the Users (Cont’d)

2. Engaging & Retaining the Users • Tutorial

• 3 Click Rule

2. Engaging & Retaining the Users (Cont’d)• Smart Game Design

Clear game mechanics & easy-to-follow parameters– Gold, Credits, XP, Energy

– How do these parameters affect user experience and level-ups? (i.e. Production Line in Happy Farm

2. Engaging & Retaining the Users (Cont’d)• Relevant Content

• Asset Introductions• Quests• Connecting with the User

- Ramadan- Eid al fiter- Sacrificial Eid

Virality In Effect

• Authorization Page

Virality In Effect (Cont’d)

• Viral GrowthSuch deployments brought the level to 1:5 ratio. Every user brought to the game through paid advertising brings 5 friends to the game through our viral channels.

3. Monetization

• Metric Driven Approach

– Highest monetizing demographic– Highest monetizing countries & cities– “Whales”- biggest spenders in games Take care of them!– Highest selling items Shape new asset additions accordingly– Timed promotions– Limited time offer assets/products for sale in the game– Limited time offer discounts & promotions

• Observed Trends

– 1-2% of DAUs are paying customers depending on the game– 50% of our paying customers are repeat customers

Touching people through cultural relevance

THANK YOU