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Building successful games: six key learnings
Vision:
Games for everyone
50 million ac+ve user, 70% female (age 20-‐60)
Team of 200 from 30 na+ons, in Berlin
6 Lessons Learned
GET THE BASICS RIGHT 1
Issues in the core game loop
Work @ a ship
vs
Relaxing
Issues in the core game loop
Managing a ship Exploring places
vs
Adding features won’t fix a broken core game loop
Core game loop
Feature1 Feature2
DON’T FOLLOW THE HIPPO 2
HIPPO =
Highest Paid Person’s Opinion
Sketching
Internal TesPng
Prototyping
User tesPng
USE METRICS 3
A/B test: Invite BuTon
111
110
100
A/B test: Invite BuTon
111
110
100 +6%
IntroducPon of missions
Garden @ Launch Garden Today
ENGAGEMENT IS KEY 4
TYPICAL game product lifecycle
Monthly Ac+ve Users
Time
Time
DESIRED game product lifecycle
Monthly Ac+ve Users
Adventure Mode
FOCUS 5
Don‘t ask...
Is this a good idea?
But...
Is this idea beTer than other ideas?
VS.
Local Social Networks Facebook
SOCIAL MOBILE IS THE FUTURE 6
0
200
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600
800
1000
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2000
Consoles Tablets PC TV Mobile Phone
Units sold 2011 (in million)
Notebooks
30% Smartphones
Forecast Tablets
2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 2013 2013 2014 2014 2014 2014 -‐
20
40
60
80
100
120
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iOS Android Microsoa QNX
Units sold worldwide (in million)
Today
1 iOS game live
3x Mobile players spend 3x more money
MonePzaPon
2x Logged in players play twice as long
AcPvity
1.9mn 1.9mn visitors come each month from Facebook
Virality
Coming Up...
1. Get basics right 2. Don’t follow HIPPO 3. Use metrics
4. Engagement is key 5. Focus 6. Future = Social Mobile
