The Risks & Rewards of Innovation in Game Design

The Rewards & Risks of InnovationDifferentiation in a Crowded Market

1Friday, August 2, 13

a history of innovation in gamesbrief


a history of innovation in games

✤ This is Table Tennis created by Ralph Baer & Magnavox. (Ever hear of them?)

brief


a history of innovation in games

✤ This is Table Tennis created by Ralph Baer & Magnavox. (Ever hear of them?)

brief

✤ This Pong from Nolan Bushnell & Atari. (You heard of them.)


the current state of innovation


✤ tiny wings took the core mechanic of wave spark and polished it.



✤ tiny wings took the core mechanic of wave spark and polished it.

✤ same thing with angry birds and crush the castle ... actually they kinda took the whole game.



so the point is?


so the point is?

✤ based on case studies of angry birds and tiny wings...


so the point is?


✤ is changing art, setting, production value innovation?


so the point is?



✤ is being inspired by (or stealing) a great game mechanic and doing something different/better/simpler ... innovating?


so the point is?



✤ is being inspired by (or stealing) a great game mechanic and doing something different/better/simpler ... innovating?

✤ who cares.


this is the point.


this is the point.

✤ small incremental steps is the form of innovation that works in the game industry


this is the point.


✤ innovate on 1 or 2 vectors at once. no more.


this is the point.



✤ choosing what to innovate in a casino game ... challenging


this is the point.




✤ no innovation? shovelware.


this is the point.





✤ too much? shovel is in you hand as you dig your grave.


this is the point.





✤ too much? shovel is in you hand as you dig your grave.

✤ a quantative look at qualitative 5Friday, August 2, 13

this was pokermind-boggling well entrenched incumbents + years of lead time + identical in appearance


What We Tried: Art1st Person POV + High Production Values + Comic Book Chat + Ultra Clean UI


But Everyone Was Still Scared...Forced to Hedge our Bet (which was smart)


Innovation on Art. How’d that work out?



✤ People love the art.




✤ Succeeded in differentiation.





✤ Monetization benefits ... meh.






✤ A/B Testing &Vindication ...







✤ 16% More Hands Played







✤ 16% More Hands Played

✤ 3% Increase In Revenue


What We Tried: Quality, Quantity & Richness of AnimationsCelebrate The Win + Create Excitement + Make it Not Look Like Crap


Innovation on Animation. How’d that work out?

✤ Looked Beautiful & Received Positive Feedback.




✤ But ...Convinced avg. Facebook user has a Commodore Amiga.




✤ But ...Convinced avg. Facebook user has a Commodore Amiga.✤ 25% of Fb Users had < 15fps




✤ But ...Convinced avg. Facebook user has a Commodore Amiga.✤ 25% of Fb Users had < 15fps✤ 10% of Fb Users had < 7fps





✤ Questioned Load Times

✤ 25% of Fb Users had < 15fps✤ 10% of Fb Users had < 7fps





✤ Questioned Load Times✤ Reduced time by 40%






✤ Questioned Load Times✤ Reduced time by 40%

✤ 21% Increase in D1*



What We Tried: True Platform PortablitySingle Pool of Player Liquidity + Seamless Hand Continuation Cross Platform


Innovation on Cross Platform How’d that work out?



✤ Shocked at results.




✤ Cross Platform Retention





✤ D1 - 239% Increase





















✤ Conversion: 591% Increase








✤ Conversion: 591% Increase

✤ Causality?


What We Tried: Focus on Ratings & Less ‘Spam’Let’s take the “high road”.


Less ‘Spam. How’d that work out?



Retention too high? Making too much money? Stop ‘spamming’!


✤ 21.7% Decrease in D1✤ 17.1% Decrease in D7


Retention too high? Making too much money? Stop ‘spamming’!


Less ‘Spam’. How’d that work out?


✤ Frequency & Cadence of In-Game Ads





✤ When we figured out the right balance ...




✤ When we figured out the right balance ...✤ 42.86% Increase Conversion




✤ When we figured out the right balance ...✤ 42.86% Increase Conversion✤ 33.65% Increase Revenue




✤ When we figured out the right balance ...✤ 42.86% Increase Conversion✤ 33.65% Increase Revenue✤ - 0.35% Decrease Retention


What We Tried: Authenticity of Game Play + Real RNG


Why A Certified Random Number Generator



✤ “The game is rigged”. 35% of Complaints



✤ Is Poker without a RNG still Poker?




✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.




✤ Is Poker without a RNG still Poker?✤ Customer migration to RMG.✤ I DO think F2P will convert ...but





✤ won’t feel the same





✤ won’t feel the same✤ won’t behave the same





✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain





✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain✤ won’t monetize





✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain✤ won’t monetize✤ at best players try & churn





✤ won’t feel the same✤ won’t behave the same✤ therefore. won’t retain✤ won’t monetize✤ at best players try & churn ✤ at worse they are fleeced



Are the Rules of Poker (and regulated casino games) antithetical to the best practices of F2P Game Design?



✤ 63% of players LOSE THE FIRST 3 TIMES they play!



✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen?



✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen? ✤ New User Flows Are Designed to PREVENT that!



✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen? ✤ New User Flows Are Designed to PREVENT that!✤ Imagine this Scenario: Welcome to Candy Crush Saga ...



✤ 63% of players LOSE THE FIRST 3 TIMES they play!✤ What modern F2P mobile/social game lets that happen? ✤ New User Flows Are Designed to PREVENT that!✤ Imagine this Scenario: Welcome to Candy Crush Saga ...





✤ Golden Palace Scratchers✤ 400% Increase In Purchases


Why NOT A Certified Random Number Generator



✤ “The Game is Rigged”✤ 35% Of Complaints




✤ Increased Retention




✤ Increased Retention✤ Increased Revenue

✤ How? Well ... In Theory





✤ Alter Logic of Deals






✤ Alter Logic of Deals✤ Better Starting Hands







✤ increase action







✤ increase action ✤ increase amount & # of bets







✤ increase action ✤ increase amount & # of bets✤ increases bust outs






✤ Analysis of New Players With “Strong” First Hands.




✤ 100% increase conversion




✤ 100% increase conversion✤ 113% increase in hands played




✤ 100% increase conversion✤ 113% increase in hands played✤ 53% increase in net revenue




✤ 100% increase conversion✤ 113% increase in hands played✤ 53% increase in net revenue✤ 66% increase in retention




✤ 100% increase conversion✤ 113% increase in hands played✤ 53% increase in net revenue✤ 66% increase in retention

✤ More Fun For the Player


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The Risks & Rewards of Innovation in Game Design