This document discusses strategies for game studios to succeed in a maturing mobile game market. It summarizes the challenges of stopping an unsuccessful project and provides tips for continued success. Specifically, it recommends that studios identify their strengths, target niche audiences and genres, thoroughly test risks before launch, and maintain focus on the core plan. While the market has become more competitive, following these smart constraints can help studios maximize their chances of success.

1.
Big
fish,
small
pond:
Strategies
for
surviving
in
a
maturing
market
Ed Biden Wooga

3. 5 hits to date
Bubble
Island
Monster
World
Diamond
Dash
Pearl’s
Peril
Jelly
Splash

4. Transitioned from Facebook to mobile

5. Aim for 2 hits a year

6. We stop 95% of our games

8. 1. Stopping projects
2. Why is this so difficult?
3. How can we succeed?

9. 1. Stopping projects
2. Why is this so difficult?
3. How can we succeed?

11. Fun prototype

12. Skilled team

13. Progress was slow
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NovJan
How far through production are we?
2014

14. 14
Very different from Prototype

15. Production wasn’t a straight line...
Production
starts
Prototyping
starts
Core gameplay
rebooted
Nov ‘13May ‘13 May ‘14 Nov ‘14
Meta game
redesigned
Move to
synchronous PvP
iPhone
first

16. Multiple risks
Session length
Brand
compatibility
Critical mass
CPI < LTV Novel gameplay Synchronous PvP
Market size
Community
Building
Session intensity

17. Eventually stopped project

18. Extensive post mortem

19. 1. Stopping projects
2. Why is this so difficult?
3. How can we succeed?

20. • Project specific issues
• Market context
2. Why is this so difficult?

21. We started with a great idea

22. Did not build on Wooga strengths

24. Let vision evolve
Tablet first
Linear upgrades
Building based
Asynchronous
Phone first
CCG meta
Unit based
Synchronous

25. 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

26. • Project specific issues
• Market context
2. Why is this so difficult?

27. Number of apps has increased hugely

28. The top grossing charts are static

29. Production values are rising

30. Advertising budgets are increasing

31. More games build on existing IPs

32. Biggest companies
extending their leads

33. SUPERCELL
KING
Game
FAIL
Companies invest in their assets
Audience
Game design expertise
Marketing expertise

34. Genres get locked down

35. Looks like console market…

36. Where games can dominate for a decade

37. 1. How do we fail?
2. Why is this so difficult?
3. How can we succeed?

38. Back in 2011…

39. Female audience on Facebook

40. Hidden Object a natural extension

41. Build on genre in meaningful ways

42. Developed new expertise

43. 32 million players
Launch: March 2013
Still growing revenue
Impressive Results

44. Main take aways

45. Smart constraints

46. Identify your strengths
• Fanbase / audience?
• Previous game?
• Technical expertise?
• Low cost base?
• Niche interests?

47. Find your pond
• Browser based
• 2D graphics
• Permadeath

48. 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

49. 0
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Stick to the plan
NovJan

50. It’s still going to be tough

51. Smart constraints

52. • Know your strengths
• Find your pond
• Manage the risks
• Stick to the plan

53. Thank
You!
ed.biden@wooga.com
mobilefreetoplay.com