Customers

13-17 18-24 25-34 35-54 55+

Age Gender

Female Male

Perfect Tablet Game

•  Bright & cute graphics •  Brief storyline with emotion •  Instantly understandable •  Appeal to young & old, men & women •  One game is about 1-3 minutes •  Very simple controls => 1 tap or 1 slide •  Depth/content to be interesting for hours

Bright & Cute - but with attitude

Emotion

One Slide – Or – One Tap

Broad Appeal Games

Bright and Cute but with Attitude

Emotional Appeal

1 Tap or 1 Slide

Top Grossing = Freemium

NOT Freemium

Strategy Part 2

•  Build a prototype

•  Iterate and measure until it works!

A/B Testing

1.0 1.1 B

1.1 A

1.2 A

1.2 B

1.3 B

1.3 A

1.4 C

1.4 B

1.4 A

Original Vision

Graphics Iteration

Rising Player Engagement

1.0 1.1

1.2

1.3

1.4

1.5

Version  /  Game  

1.1   1.2   1.3   1.4   1.5  

1   33%     64%   65%   69%   77%  

5   7%   24%   33%   48%   45%  

10   5%   17%   23%   41%   37%  

15   3%   14%   18%   37%   33%  

25   2%   10%   12%   32%   26%  

50   0.5%   6%   7%   21%   17%  

100   0.5%   2%   3%   11%   9%  

Percentage still with us – Real world retention tracking (20 days)

1.5    non-­‐Tapjoy  

96%  

77%  

67%  

58%  

48%  

33%  

21%  

Tested but Rejected

•  Cloud •  Croc •  Commenting Girlfriend •  Lightning Strike •  Geysers

Measuring Emotions

Character Testing

Heat Map

Launch 25.2