View
958
Download
1
Category
Tags:
Preview:
DESCRIPTION
Citation preview
MAKING A HIT GAME THROUGH METRICS
Rina Onur
Chief Strategy Officer
November 2011
DAU: 850kMAU: 3MLaunch Date: July 1st, 2011
السعيدة (Happy Farm) المزرعة
Games Do Not Become Hits Over-Night
7/1/11
7/5/11
7/9/11
7/13/11
7/17/11
7/21/1
1
7/25/1
1
7/29/1
1
8/2/11
8/6/11
8/10/11
8/14/11
8/18/1
1
8/22/1
1
8/26/1
1
8/30/1
1
9/3/11
9/7/11
9/11/1
1
9/15/1
1
9/19/1
1
9/23/1
1
9/27/1
1
10/1/11
10/5/11
10/9/11
10/13/11
10/17/11
10/21/11
10/25/11
10/29/11
11/2/11
11/6/11
11/10/11
11/14/11
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
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
Recommended