By now you have all heard others suggest that to succeed with your social game service you must first focus all of your energy on understanding, improving, and thoroughly optimizing your game's initlal conversion and retention. This is absolutely correct, and it's importance cannot be overstated. However, once you have done that - the work keeps coming! Stephanie Kaiser, Lead Product Manager for Monster World at wooga speaks to what happens once you have a solid, effective conversion funnel, and a large number of those lovable active "Monsters" are running about in your game world, voraciously consuming your game's content! It's a great problem to have, but a challenge nonetheless. Get it wrong and your hard-won conversion can rapidly lead to mid- and late-game player churn. Listen to Stephanie speak about her player feedback loop, analyzing player progression, and the establishment and management of a feature/content pipeline that keeps your active users engaged without running too far ahead.

1. 1
! Proper care and feeding of your MAU MAM (Monthly Active Monsters)!
Stephanie Kaiser!
Lead Product Manager !
Monster World, wooga !

2. About wooga! 2
About
wooga
Founded
January
2009
Funding:
Founders,
Balderton
Capital,
Holtzbrinck
Ventures
Tenaya,
Highland
Capital
(total
of
$30m+)
InternaKonal
team
of
100
from
20
countries
in
Berlin
Key
stats
5
games
on
Facebook;
35
million
monthly
acKve
users
Biggest
european
social
game
developer
/
#2
on
FB
Only
5%
of
users
from
adverKsing
Stephanie Kaiser!
Lead Product Manager !
70%
of
users
are
female
(age
20-­‐60)
Monster World!
©
wooga

3. Menu of the day
! 3
n Childhood // Virality & Engagement!
n Food // Monetization!
n Adolescence // New features!
n Grown up monsters // Content!
n And besides the metrics?!
©
wooga

4. May 2009 // First sketch! 4
©
wooga

5. .. Monsters ?! 5
©
wooga

6. April 2010 // Launch
! 6
©
wooga

7. Childhood
! 7
©
wooga

8. DAU August 2010! 8
1.800.000
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
300.000
!
200.000
0
©
wooga

9. Metric driven design // A/B testing! 9
©
wooga

10. Crosslinking! 10
©
wooga

11. Childhood is over
! 11
©
wooga

12. DAU November 2010
! 12
1.800.000
1.600.000
1.400.000
1.200.000
1.000.000
!
1.000.000
800.000
600.000
400.000
200.000
0
©
wooga

13. Now what?! 13
©
wooga

14. Yesterday // My garden! 14
©
wooga

15. DAU today
! 15
1.800.000
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0
©
wooga

16. Menu of the day
! 16
n Childhood // Virality & Engagement!
n Food // Monetization!
n Adolescence // New features!
n Grown up monsters // Content!
n And besides the metrics?!
©
wooga

17. How monsters make money // Products
! 17
©
wooga

18. Products
! 18
~2%!
~ 12 %!
~ 10 %! ~3%! ©
wooga

19. Magic Wands
! 19
~ 35 %! ©
wooga

20. Magic Wands in action! 20
©
wooga

21. Pricing A/B test
! 21
Old!
New!
©
wooga

22. Pricing A/B test
! 22
Old!
New!
+ 24 %!
©
wooga

23. Add wands button! 23
©
wooga

24. Add wands button! 24
+ 23 %!
©
wooga

25. Menu of the day
! 25
n Childhood // Virality & Engagement!
n Food // Monetization!
n Adolescence // New features!
n Grown up monsters // Content!
n And besides the metrics?!
©
wooga

26. Crafting with woogoo! 26
~ 30 %! ©
wooga

27. Roberta asking for products
! 27
©
wooga

28. Build factories
! 28
©
wooga

29. '2011-01-17'
'2011-01-21'
'2011-01-25'
'2011-01-29'
'2011-02-02'
'2011-02-06'
'2011-02-10'
'2011-02-14'
'2011-02-18'
'2011-02-22'
'2011-02-26'
'2011-03-02'
'2011-03-06'
'2011-03-10'
'2011-03-14'
'2011-03-18'
'2011-03-22'
'2011-03-26'
'2011-03-30'
'2011-04-03'
'2011-04-07'
'2011-04-11'
'2011-04-15'
'2011-04-19'
'2011-04-23'
'2011-04-27'
'2011-05-01'
'2011-05-05'
'2011-05-09'
'2011-05-13'
'2011-05-17'
'2011-05-21'
'2011-05-25'
Roberta 100%
'2011-05-29'
Development of material sales
!
'2011-06-02'
'2011-06-06'
'2011-06-10'
'2011-06-14'
'2011-06-18'
'2011-06-22'
'2011-06-26'
'2011-06-30'
'2011-07-04'
'2011-07-08'
'2011-07-12'
29
'2011-07-16'
©
wooga

30. New feature // Crafting products
! 30
©
wooga

31. New feature // Crafting products
! 31
+ 50%!
©
wooga

32. Crafting // Factory No. 3! 32
©
wooga

33. 0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
450.000
'2011-03-07'
'2011-03-10'
'2011-03-13'
'2011-03-16'
'2011-03-19'
'2011-03-22'
'2011-03-25'
'2011-03-28'
'2011-03-31'
'2011-04-03'
'2011-04-06'
'2011-04-09'
'2011-04-12'
'2011-04-15'
2011-04-18'
'2011-04-21'
'2011-04-24'
'2011-04-27'
'2011-04-30'
'2011-05-03'
'2011-05-06'
'2011-05-09'
'2011-05-12'
'2011-05-15'
'2011-05-18'
'2011-05-21'
'2011-05-24'
'2011-05-27'
'2011-05-30'
'2011-06-02'
'2011-06-05'
'2011-06-08'
Unique users crafting per day
!
'2011-06-11'
'2011-06-14'
'2011-06-17'
'2011-06-20'
'2011-06-23'
'2011-06-26'
'2011-06-29'
'2011-07-02'
'2011-07-05'
'2011-07-08'
'2011-07-11'
'2011-07-14'
33
©
wooga
'2011-07-17'

34. New feature // Roberta Sales HSL! 34
©
wooga

35. New feature // Roberta Sales HSL! 35
+ 6%!
©
wooga

36. Menu of the day
! 36
n Childhood // Virality & Engagement!
n Food // Monetization!
n Adolescence // New Features!
n Grown up monsters // Content!
n And besides the metrics?!
©
wooga

37. More factories
! 37
©
wooga

38. Factories built
! 38
1.585.265 692.075 137.609 54.726
8.579
©
wooga

39. '2011-01-17'
'2011-01-21'
'2011-01-25'
'2011-01-29'
'2011-02-02'
'2011-02-06'
'2011-02-10'
'2011-02-14'
'2011-02-18'
'2011-02-22'
'2011-02-26'
'2011-03-02'
'2011-03-06'
'2011-03-10'
'2011-03-14'
'2011-03-18'
'2011-03-22'
'2011-03-26'
'2011-03-30'
'2011-04-03'
'2011-04-07'
'2011-04-11'
'2011-04-15'
'2011-04-19'
'2011-04-23'
'2011-04-27'
'2011-05-01'
'2011-05-05'
'2011-05-09'
'2011-05-13'
'2011-05-17'
'2011-05-21'
'2011-05-25'
'2011-05-29'
Development of material sales
!
'2011-06-02'
'2011-06-06'
'2011-06-10'
'2011-06-14'
'2011-06-18'
'2011-06-22'
'2011-06-26'
'2011-06-30'
'2011-07-04'
'2011-07-08'
'2011-07-12'
39
'2011-07-16'
©
wooga

40. More factories // More products
! 40
©
wooga

41. More products // More woogoo! 41
©
wooga

42. Content // Crafting Missions
! 42
©
wooga

43. Keeping users fed // Users without missions
! 43
16.000
14.000
12.000
10.000
8.000
6.000
4.000
2.000
0
©
wooga

44. Emotional engineering // Story! 44
©
wooga

45. Content // Story Missions
! 45
©
wooga

46. Menu of the day
! 46
n Childhood // Virality & Engagement!
n Food // Monetization!
n Adolescence // New Features!
n Grown up monsters // Content!
n And besides all the metrics?!
©
wooga

47. How do monsters work?! 47
©
wooga

48. Usability Tests
! 48
©
wooga

49. Rumors
! 49
©
wooga

50. Localization! 50
©
wooga

51. Emotional engineering // Robert to go! 51
©
wooga

52. Roberts new date // Please meet Roberta
! 52
©
wooga

53. Table-tennis
! 53
©
wooga

54. Love is.. Robert and Roberta! 54
©
wooga

55. Fruit weeks
! 55
©
wooga

56. Monsters
! 56
©
wooga

57. Smaller team! 57
©
wooga

58. Have Fun!
! 58
©
wooga

59. 59
= +
wooga combines metrics with emotions
!
©
wooga

60. Work with us
! 60
©
wooga

61. Thank you!
! 61
ps.
wooga.com/jobs
stephanie.kaiser@wooga.com
@chiefofspace
©
wooga

62. 62
backupslide
©
wooga

63. Happy Birthday Monsters
! 63
©
wooga