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Making Every Game a Success Story
Jens Begemann (Founder & CEO)
wooga – world of gaming
2
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
8
DAU
Time
Desired game lifecycle
Holy Grail: 1m DAU
9
1m DAU
Only 22 games currently on Facebook
10
1 2 3 4 5
5 Steps to the holy grail
Idea/Theme First 30 days Content
Core Game Loop
Next 3 Months
11
DAU
Time 10k
If you get nothing right...
1 2 3 4 5
12
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
23
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
25
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
28
0
0,2
0,4
0,6
0,8
1
1,2
Mil
lion
en
DAU
650.000
1 2 3 4 5
30
31
32
33
34
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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39
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
41
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
44
MW Screenshots 1
45
622 virtual goods
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Monster World facts
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230 quests
Monster World facts
FuncFonal items
48
Factories Baby items
14 funcFonal items/buildings
Monster World facts
49
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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