ARPU/ARPPU A/B Testing Retention Bounce Rate Virality, K-Factor Install sources Lifetime Customer...

“MILLIONAIRE CITY: THE STORY BEHIND

THE NUMBERS”

• ARPU/ARPPU

• A/B Testing

• Retention

• Bounce Rate

• Virality, K-Factor

• Install sources

• Lifetime Customer Value

• Cross-promotion channels

• Content freshness

• Marketing Ad Spend

• CRM programs

• Promotions

• Whale capture

• Funnel waterfall analysis

• Localization

• Monetization channels

• Cohort behavior

• Session/Time to Spend

• Pricing

• Gameplay Velocity

• Fan pages

• Customer Service

• Re-activation

• And on and on

• ARPU/ARPPU

• A/B Testing

• Retention

• Bounce Rate

• Virality

• Install sources

• Lifetime Customer Value

• Cross-promotion channels

• Content freshness

• Marketing Ad Spend

• CRM programs

• Promotions

• Whale capture

• Funnel waterfall analysis

• Localization

• Monetization channels

• Cohort behavior

• Session/Time to Spend

• Pricing

• Gameplay Velocity

• Fan pages

• Customer Service

• Re-activation

• And on and on

THE REAL STORIES BEHIND THEMAKING OF MILLIONAIRE CITY

Digital Chocolate DChoc CEO & Founder Trip Hawkins Top 10 iPhone & Top 5 Mobile game publisher Millionaire City launched May 19, 2010 Launched on iPhone and Android in August ‘10 Became fastest growing game on Facebook Fastest growing FB game publisher in 2010

28 Million Cities created, 840M houses built $5,500 Trillion cumulative wealth (95x World GDP) $10 Trillion of daily commerce 88M Square Miles of real estate (22x size of U.S.) Enough buildings to stack 2.5M miles high (6x moontrips)

Millionaire City Factoids

Chapter 1

“Buy land, they’re not making it anymore.” -Mark Twain

Why real estate?

Track record of sim-building games

Extensive category analysis

Honed product strategy

Focus group research

Gap Analysis

Oh, and the other reason…..

Biggest housing meltdown in history

Financial Credit crisis

Subprime mortgage disaster

Big Bank bailouts

Real Estate had 100% mindshare

Chapter 2

“Real estate is tangible, it’s solid, it’s artistic…” -Donald Trump

Design Team whiteboard

Continuous wealth accumulation

Open canvas of creative self-expression

Lego®-like building blocks

Everyone can be Picasso Everyone can be a Millionaire

From early Mock-up…

Isometric

Horizon-bound

Fixed incomeSimple Cycle

Simple Oblique

Fully scrollable N-S-W-E

Paint by numbers

To Final Design…

Chapter 3“Inflation”

“Inflation is when you pay $15 for a $10 haircut you used to pay $5 when you had hair.” -Sam Ewing

Superheated Money Supply

• Fixed income properties piling up cash

• Cash generation outpacing cost of resources

• Price of new buildings spiraling upwards

Aggh!

Balancing the Money Supply

• Throttles on cash generation added

• Gold became the currency for premium services

• Better Whale attractors and payer options

Chapter 4

“Rotting Lettuce”

Gameplay Stagnation/Imbalance

• Lopsided Build-Invest Ratio

• Too few decision-based outcomes

• Over-reliance on auto-pilot “build & forget”

• No sense of “rotting lettuce” to tend to

Balancing the Gameplay

• “Contracts” mechanic introduced

• Selectable, Variable Tempo/Reward system

• Property deterioration penalty (ala “weeds”)

The dog loves the dogfood!

• Beta testing scores two thumbs up

• Addictive gameplay, daily habit-formation

• Frenzy of building and leveling-up

• City landscapes flourishing

Chapter 5

“Houston, we have a problem.”

“If it doesn’t matter who wins or loses,then why keep score?”

-Vince Lombardi

Net Worth introduced

Leaderboards by $

The Final Chapter

“Ship it!”

Source: AppData

Content is King

330 new banks are opened

A new restaurant is opened

Every Minute

A new coffee shop is opened

Every 2 SecEvery Hour

Appendix:

“Some parting advice”

Parting Words:

Watch for the Butterfly EffectsImpact of Localization

Dynamic DemographicsAccretive Monetization

Social Gaming on Mobile

Thanks!