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Long Face, Long Tail - Struan Robertson, F2P Summit 2012
- 1. Long Face, Long Tail What we learned about mobile games from My Horse (C) NaturalMotion Games 2012
- 2. State of Play Design and Monetization Analysis (C) NaturalMotion Games 2012
- 3. NaturalMotion Games Premium Games Console quality Addictive Play Polish and retention (C) NaturalMotion Games 2012
- 4. Bigges t sports I new P on iOS Oct  2009 Dec  2010 Dec  2010 April  2011 Sep  2011 Backbreaker Backbreaker  2 Jenga  Icebreaker  NFL  Rivals  US  App  Store US  App  Store US  App  Store US  App  Store US  App  Store Top  10  Hit Top  10  Hit Top  10  Hit Top  10  Hit Top  10  Hit Over  20  million  downloads 2011 saw opportunities with freemium... (C) NaturalMotion Games 2012
- 5. My Horse - iOS âą F2P - launched September 2011 âą Realistic visuals - important! âą Nurture + games âą 8m downloads âą 500k DAU (C) NaturalMotion Games 2012
- 6. Point 1 Think differently (C) NaturalMotion Games 2012
- 7. brave new world (C) NaturalMotion Games 2012
- 8. Mobile Market GAMES ARE new SUPER FUN. players current market (C) NaturalMotion Games 2012
- 9. Overall presentation Stand out visuals time to be unique! Clarity of purpose Novel gameplay (!) (C) NaturalMotion Games 2012
- 10. Believable Horse (C) NaturalMotion Games 2012
- 11. = Magic Moment (C) NaturalMotion Games 2012
- 12. Being unique helped us... (C) NaturalMotion Games 2012
- 13. but beware! (C) NaturalMotion Games 2012
- 14. Being featured = LOTS of users That was kind of neat. I might go back and play aga...OOOH LOOK ANGRY BIRDS IN SPACE!! There are a lot of other apps out there... (C) NaturalMotion Games 2012
- 15. make sure yours is sticky (C) NaturalMotion Games 2012
- 16. Point 2 Product Design (C) NaturalMotion Games 2012
- 17. Product Design simplicity quality balance designing for your audience (C) NaturalMotion Games 2012
- 18. obvious but often forgotten... console Mobile different usage different design Donât build a console game on a mobile! You know this but you keep doing it! (C) NaturalMotion Games 2012
- 19. different play styles and times undirected play tending focussed play call backs and timers (C) NaturalMotion Games 2012
- 20. Core Loop Do A Thing Expand Get A Your Things Thing (C) NaturalMotion Games 2012
- 21. Cadence Do A Thing Measure out progress with Oh I need more difïŹculty + entry money! requirements Expand Get A Your Things Thing Collecting feels great! (C) NaturalMotion Games 2012
- 22. Play Sessions and Cadence maybe several of these, depends on your game play session Do A Do A Do A Thing Thing Thing Expand Expand Expand Your Get A Your Get A Your Get A Thing Thing Thing Things Things Things put down with call back possible monetization point (C) NaturalMotion Games 2012
- 23. core loop determines engagement (C) NaturalMotion Games 2012
- 24. engaged users matter a lot (C) NaturalMotion Games 2012
- 25. some engaged users Man, I am so well Yes. I am also well engaged in this game. engaged. grinders socialites payers DAU viral $ (C) NaturalMotion Games 2012
- 26. look after your core loop, look after engagement (C) NaturalMotion Games 2012
- 27. My Horse Example Enter a competition Do A Thing Buy a new Win some Coins saddle Expand Get A Your Things Thing (C) NaturalMotion Games 2012
- 28. Start Simple and Expand Play Enter Dress Competitions Nurture Groom Share Feed (C) NaturalMotion Games 2012
- 29. Layered Gameplay/Discoverability layered depth discoverability different competition types hidden animations and play mode (C) NaturalMotion Games 2012
- 30. Roaring the Gospel team immersion key words cohesive narrative (C) NaturalMotion Games 2012
- 31. Design product solutions within the narrative Must be rewarding How do we get people to visit other peopleâs horses? Must be real Lending help - matches the main narrative (C) NaturalMotion Games 2012
- 32. Point 3 Monetization (C) NaturalMotion Games 2012
- 33. What are you going to monetize? Energy/Consumables (C) NaturalMotion Games 2012
- 34. What are you going to monetize? Customisation/Visual (C) NaturalMotion Games 2012
- 35. What are you going to monetize? Power Ups/Boosts (C) NaturalMotion Games 2012
- 36. What are you going to monetize? Shortcuts Lots more... (C) NaturalMotion Games 2012
- 37. You must understand your game What are your carrots? âąWhat do users want? âąOne step removed? âąEnergy... core loop critical (C) NaturalMotion Games 2012
- 38. Understand your customers, understand sales Present your shop well The most important button in the game I REALLY WANT TO PRESS THAT BUTTON (C) NaturalMotion Games 2012
- 39. Lovely Wrapping Messaging Images Rewards (C) NaturalMotion Games 2012
- 40. First Purchase Crucial to encourage spending! New users (funnel) Non Spenders (sales) (C) NaturalMotion Games 2012
- 41. Point 4 Post Game Analysis (C) NaturalMotion Games 2012
- 42. Continued Development New features Engineering Analytics New content Balancing Product Manager Seasonal Art/Design Stakeholders (C) NaturalMotion Games 2012
- 43. Basic Dashboard of stats ARPU â Average Revenue Per User ARPPU â Average Revenue Per Paying User % of Paying Users ARPDAU â Average Revenue Per Daily Active User Jan Feb March Apr May June Retention (7-Day & 30-Day) delve into this data to drive questions (C) NaturalMotion Games 2012
- 44. Questions Example: data says we donât sell many energy biscuits... Hey Number Dude, what happens to ARPDAU if we halve the cost of the energy biscuits? Your mother. Sounds great! Run the tests then! Product Manager Analytics Sigh. (C) NaturalMotion Games 2012
- 45. A/B Tests New user comes in Bucket A Bucket B âBucket Câ 1/2 Price Normal Price Everyone else Biscuits Biscuits Fill in parallel! (C) NaturalMotion Games 2012
- 46. Simplifying Tutorial 38.5% 44% 1-Day Retention (C) NaturalMotion Games 2012
- 47. Shop Layout Testing 14% increase in purchases (C) NaturalMotion Games 2012
- 48. A/B Test Pitfalls Push data Which needle? Time and country - makes a difference Test other options Ignoring creativity (C) NaturalMotion Games 2012
- 49. In conclusion... (C) NaturalMotion Games 2012
- 50. time to be unique! make sure yours is sticky Donât build a console game on a mobile! know your core loop look after your core loop, look after your engaged users monetize your carrots understand sales techniques ask questions of your data (C) NaturalMotion Games 2012
- 51. Weâre Hiring! www.naturalmotiongames.com Engineers Product Managers Designers Artists Oxford | London | SF Thanks! @StruManchu (C) NaturalMotion Games 2012
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- Use cadence to look for pinch points\n\nDecide how you want to use these.\n- Rewarding\n- Holding the player up\n
- Use cadence to look for pinch points\n\nDecide how you want to use these.\n- Rewarding\n- Holding the player up\n
- Use cadence to look for pinch points\n\nDecide how you want to use these.\n- Rewarding\n- Holding the player up\n
- Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
- Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
- Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
- Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
- Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
- Play Session\n- Session length (about 5 - 10 minutes)\n- How many times through the loop?\n- Different ways of spending your energy\n- How frequently\n- What happens when they’re away?\n
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- One example of a thing people do in My Horse\n\nVirtuous circle -> buying a better saddle = better competition results\n
- One example of a thing people do in My Horse\n\nVirtuous circle -> buying a better saddle = better competition results\n
- One example of a thing people do in My Horse\n\nVirtuous circle -> buying a better saddle = better competition results\n
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- Once you understand your carrots, you need to understand how to present them\n
- Once you understand your carrots, you need to understand how to present them\n
- Once you understand your carrots, you need to understand how to present them\n
- Once you understand your carrots, you need to understand how to present them\n
- Once you understand your carrots, you need to understand how to present them\n
- Once you understand your carrots, you need to understand how to present them\n
- Once you understand your carrots, you need to understand how to present them\n
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