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Presentation by wooga Founder & CEO Jens Begemann at Casual Connect conference, Seattle (July 21st 2011) * Challenging Social Success Conventions: Making Every Game a Success Story * Conventional wisdom in the games industry says a game is either a hit or a flop. wooga's CEO Jens Begemann has a different philosophy: Every single game wooga creates is an enormously valuable asset. Once a game service has run the gauntlet of production and you've brought it to life, commitment to honest evaluation, iteration, and evolution will ensure you recoup your investment and more. Of course, as with effective recruiting and evaluation processes for hiring employees - game ideas must also go through a thorough vetting process before they become live game services. When the going gets tough, remember that there was a reason you committed to the idea in the first place, and abandoning a valuable IP a little too soon costs you much more than sticking with it a little too long. In 2009 Jens founded wooga (world of gaming). With 30 million Monthly Active Users wooga is the 3rd largest social games company on Facebook and the leading developer from Europe. The 5 games wooga has lauched so far (Brain Buddies, Bubble Island, Monster World, Happy Hospital and Diamond Dash) are all hits on Facebook. wooga employs a team of 80 people from 20 nations in the heart of Berlin. Before wooga Jens was Chief Product Officer at Jamba (Jamster, Fox Mobile Entertainment), helping the company to become the world‘s leading provider of mobile entertainment products. -----
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Making Every Game a Success Story
Jens Begemann (Founder & CEO)
wooga – world of gaming
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Key stats
5 games on Facebook; 35 million acFve users = 2nd largest social game developer
Only 5% of users from adverFsing
70% of users are female (age 20-‐60)
About wooga
Founded January 2009
VC funded (total of $32m)
InternaFonal team of 100 from over 20 countries in Berlin
Jens Begemann Founder & CEO
Typical game product lifecyle: Brain Buddies by wooga
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0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
24.06.2009 22.09.2009 21.12.2009 21.03.2010 19.06.2010 17.09.2010 16.12.2010 16.03.2011 14.06.2011
Millione
n
DAU
Jun-‐09 Dec-‐09 Dec-‐10 Jun-‐10 Jun-‐10
Typical game product lifecyle: Social City by Playdom
4
0
0,5
1
1,5
2
2,5
3
3,5
02.03.2010 01.06.2010 30.08.2010 29.11.2010 27.02.2011 28.05.2011
Millione
n
DAU
Mar-‐10 Aug-‐10 Feb-‐11 Jun-‐10 Nov-‐10 May-‐11
Typical game product lifecyle: Millionaire by Digital Chocolate
5
0
0,5
1
1,5
2
2,5
3
3,5
19.05.2010 18.08.2010 16.11.2010 14.02.2011 15.05.2011
Millione
n
DAU
May-‐10 Aug-‐10 Feb-‐11 Nov-‐10 May-‐11
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
0,9
1
01.02.2011 03.03.2011 02.04.2011 02.05.2011 01.06.2011 01.07.2011
Millione
n
6
Typical game product lifecyle: Monopoly Millionaires by EA
DAU
Feb-‐11 Apr-‐11 Jun-‐11
7
Typical game product lifecyle: Poker Blitz by Zynga
0
0,05
0,1
0,15
0,2
0,25
0,3
15.03.2010 14.06.2010 12.09.2010 11.12.2010 11.03.2011 10.06.2011
Millione
n
DAU
Mar-‐10 Sep-‐10 Mar-‐11
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DAU
Time
Desired game lifecycle
Holy Grail: 1m DAU
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1m DAU
Only 22 games currently on Facebook
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1 2 3 4 5
5 Steps to the holy grail
Idea/Theme First 30 days Content
Core Game Loop
Next 3 Months
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DAU
Time 10k
If you get nothing right...
1 2 3 4 5
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1 2 3 4 5
Idea/Theme First 30 days Content
Core Game Loop
Next 3 Months
Monster World – First Sketch (May 2009)
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14
Human Gardener or ....
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.... Monsters?
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Monsterish Environment
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If you get the theme right...
DAU
Time 10k
1 2 3 4 5
18
1 2 3 4 5
Idea/Theme First 30 days Content
Core Game Loop
First 3 Months
19 Brain Buddies – paper prototype
Brain Buddies – flash prototype
Brain Buddies – gameplay
AlternaFve: Lego prototype
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1 2 3 4 5
If you also get the core game loop right...
DAU
Time
24
1 2 3 4 5
Idea/Theme First 30 days Content
Core Game Loop
First 3 Months
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Example: 1.3% drop is deemed unacceptable and game is opFmized accordingly
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 planFng 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%
Monster World New user funnel
1 2 3 4 5
1 2 3 4 5
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If you also get the first 30 days right...
DAU
Time
27
1 2 3 4 5
Idea/Theme First 30 days Content
Core Game Loop
Next 3 Months
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0
0,2
0,4
0,6
0,8
1
1,2
Mil
lion
en
DAU
650.000
1 2 3 4 5
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31
32
33
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35
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Aker a few weeks of playing:
All levels were played OR
Level became too difficult
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SoluFon: Level of the week
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40
0
0,2
0,4
0,6
0,8
1
1,2
Millione
n 1 2 3 4 5
Level of the week
DAU
1 2 3 4 5
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If you also get the next 30 days right...
DAU
Time
42
1 2 3 4 5
Idea/Theme First 30 days Content
Core Game Loop
First 3 Months
MW Screenshots 1
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MW Screenshots 1
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MW Screenshots 1
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622 virtual goods
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Monster World facts
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230 quests
Monster World facts
FuncFonal items
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Factories Baby items
14 funcFonal items/buildings
Monster World facts
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DAU
Time
1 2 3 4 5
If you get all steps right...
50
1 2 3 4 5
Idea/Theme First 30 days Content
Core Game Loop
First 3 Months
5 Steps to the holy grail
wooga combines metrics with emotions!
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= +
0,0
0,2
0,4
0,6
0,8
1,0
1,2
1,4
1,6
1,8
Feb-‐10 Mar-‐11
52
1 2 3 4 5
Feb-‐10
Mar-‐11
May-‐10
July-‐11
DAU
Millions
53
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Join the wooga team
wooga.com/jobs
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Work with us!
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Thank you!
Jens Begemann Founder & CEO wooga
Twiqer: #begemann
wooga.com/jobs
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