the wooga way to create successful games_sbgames brazil 2012_thiago apella
TRANSCRIPT
The Wooga way to create successful games
Thiago Appella
FOUNDED IN 2009 BY JENS BEGEMANN AND PHILIPP MOESER FACEBOOK AND MOBILE GAMES ONE OF THE WORLDWIDE LEADERS
50 MILLION MAU
TEAM OF 250, 35 DIFFERENT NATIONS – IN BERLIN
GAMES FOR EVERYONE
GAMES FOR EVERYONE
HOW DO WE DEVELOP GAMES?
NEW GAME
TEAM
COMPLETELY INDEPENDENT TEAMS
TEAM COMPOSITION
1. PRODUCT MANAGERS 2. ENGINEERS 3. ARTISTS 4. GAME DESIGNERS
INDEPENDENT TEAM
1. NO SHARED RESOURCES 2. TECHNOLOGY 3. METHODOLOGY 4. DECISION MAKING
DON’T FOLLOW THE HIPPO
HIPPO
HIGHEST PAID PERSON’S OPINION
PROTOTYPE PRODUCTION LIVE GAME DESIGN GAME DESIGN GAME DESIGN
1 -‐ 5 MONTHS 6 -‐ 12 MONTHS 6 MONTHS TO YEARS
1 -‐ 3 7 -‐ 20 10 -‐ 25
USER TESTING USER TESTING A/B TESTING
PROTOTYPE PRODUCTION LIVE GAME DESIGN GAME DESIGN GAME DESIGN
1 -‐ 5 MONTHS 6 -‐ 12 MONTHS 6 MONTHS TO YEARS
1 -‐ 3 7 -‐ 20 10 -‐ 25
USER TESTING USER TESTING A/B TESTING
80%
Do a thing
Get a thing
Expand your things
= +
LET THE SCIENCE BEGIN
1. DAU, MAU, CPI, LIFE TIME VALUE 2. BOOKINGS 3. CROSS LINKING 4. USER TESTING
1. DAU, MAU, CPI, LIFE TIME VALUE 2. BOOKINGS 3. CROSS LINKING 4. USER TESTING 5. A/B TEST
A/B TEST
FEATURE A VS FEATURE B
LIVE
GAME DESIGN USER TESTING
A/B TEST
DAU
TIME
DAU
TIME
DAU
TIME
1,2
0,2
02/2010 05/2010 08/2010 05/2011 06/2011 TIME
DAU (millions)
WHAT WE FOUND
ALL LEVELS WERE PLAYED OR
LEVELS BECAME TOO DIFFICULT
1
0,5
04/2010 08/2010 TIME
DAU (millions)
1,5
2
1
0,5
04/2010 08/2010 10/2011 TIME
DAU (millions)
1,5
2
LEVEL OF THE WEEK
+ 90% BOOKINGS
FIREBALL INTRODUCTION
ITERATION & POLISHING
GARDEN @ LAUNCH GARDEN TODAY
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 planTng completed 82,5%
05 -‐ Tutorial – Mr T’s magic applied 81,1%
06 -‐ Tutorial – second harvest compl. 79,8%
07 -‐ Level 2 reached 79,6%
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%
1.3% DROP
3min 5min
INVITE BUTTON
111
100
104
ITERATION & POLISHING
FOCUS ON MONETIZATION
+ 22% BOOKINGS
DIFFICULTY
TIME / SKIL
TOO HARD
TOO EASY
CRAFTING WITH WOOGOO
CRAFTING WITH WOOGOO
CRAFTING WITH WOOGOO
WOOGO VS MAGIC WANDS
CRAFTING WOOGO PUMP
BUTTON + ADDED
FOCUS ON MONETIZATION
CROSS LINKING
CROSS LINKING
WRAPPING UP
HOW TO SUCCEED?
ITERATION IS CRUTIAL!
DESIGN PROTOTYPE
USER TESTING
GOOD?
HOW TO SUCCEED?
A HIT GAME IS NOT ALWAYS A HIT FROM START
HOW TO SUCCEED?
TEST, TEST, TEST
HOW TO SUCCEED?
GAME IS ALSO ABOUT SCIENCE
WE ARE HIRING!
VISIT US AT THE BOOTH B-‐03 WWW.WOOGA.COM/JOBS
ANY QUESTIONS? CONTACT: [email protected]