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Big fish, small pond: Strategies for surviving in a maturing market Ed Biden Wooga

Bid Fish, small pond - strategies for surviving in a maturing market

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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?

Fun prototype

Skilled team

Progress was slow

0 1 2 3 4 5 6 7 8 9

10

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?

Back in 2011…

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

Main take aways

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

0 1 2 3 4 5 6 7 8 9

10

0 1 2 3 4 5 6 7 8 9

10

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