Big fish, small pond: Strategies for surviving in a maturing market Ed Biden Wooga
5 hits to date
Bubble Island
Monster World
Diamond Dash
Pearl’s Peril
Jelly Splash
Transitioned from Facebook to mobile
Aim for 2 hits a year
We stop 95% of our games
1. Stopping projects
2. Why is this so difficult?
3. How can we succeed?
1. Stopping projects
2. Why is this so difficult?
3. How can we succeed?
Progress was slow
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Nov Jan
How far through production are we?
2014
14 Very different from Prototype
Production wasn’t a straight line...
Production starts
Prototyping starts
Core gameplay rebooted
Nov ‘13 May ‘13 May ‘14 Nov ‘14
Meta game redesigned
Move to synchronous PvP
iPhone first
Multiple risks
Session length Brand compatibility Critical mass
CPI < LTV Novel gameplay Synchronous PvP
Market size Community Building Session intensity
Eventually stopped project
Extensive post mortem
1. Stopping projects
2. Why is this so difficult?
3. How can we succeed?
• Project specific issues
• Market context
2. Why is this so difficult?
We started with a great idea
Did not build on Wooga strengths
Let vision evolve
Tablet first Linear upgrades Building based Asynchronous
Phone first CCG meta Unit based Synchronous
Biggest risks not tested until launch
Session length Brand compatibility Critical mass
CPI < LTV Novel gameplay Synchronous PvP
Market size Community Building Session intensity
Soft Launch Launch Launch
Launch Prototyping Soft Launch
Prototyping Soft launch Soft Launch
• Project specific issues
• Market context
2. Why is this so difficult?
Number of apps has increased hugely
The top grossing charts are static
Production values are rising
Advertising budgets are increasing
More games build on existing IPs
Biggest companies extending their leads
SUPERCELL KING
Game
FAIL
Companies invest in their assets
Audience
Game design expertise
Marketing expertise
Genres get locked down
Looks like console market…
Where games can dominate for a decade
1. How do we fail?
2. Why is this so difficult?
3. How can we succeed?
Female audience on Facebook
Hidden Object a natural extension
Build on genre in meaningful ways
Developed new expertise
32 million players
Launch: March 2013
Still growing revenue
Impressive Results
Smart constraints
Identify your strengths
• Fanbase / audience? • Previous game? • Technical expertise? • Low cost base? • Niche interests?
Find your pond
• Browser based
• 2D graphics
• Permadeath
Manage the risks
What: Critical Mass
Proof point: Waiting times are acceptable in Divinity Hours Theoretical numbers needed low
Timing: Soft Launch
References: World of Tanks, Hearthstone, Super Battle Tactics
Size: Large
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Stick to the plan
Nov Jan
It’s still going to be tough
Smart constraints
• Know your strengths
• Find your pond
• Manage the risks
• Stick to the plan
Thank You!
[email protected] mobilefreetoplay.com