In it for the long haul - How Wooga boosts long-term retention
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GDC San Francisco 2015 Presentation by Sebastian Nussbaum and Adam Telfer Today's mobile games market is tough. With thousands of new titles being available to download every week and CPIs rising high, new game concepts need to stand out. But even more importantly, they need to stay relevant for a long time. Long-term retention is the key for having a realistic shot at the top-grossing ranks of the app stores. In the first part of this talk, attendees will learn how mobile game developer Wooga evaluates new IP to ensure a long-lasting gameplay experience. The second half will show one example of how storytelling and episodic content can drive long-term retention. Sebastian will share insights and learnings from Wooga's projects in episodic content production and how to best set up your team for the ride.
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In it for the long haul - How Wooga boosts long-term retention
- 1. In It For The Long Haul: How Wooga Boosts Long-Term Retention Sebastian Nußbaum & Adam Telfer Wooga
- 3. First hit bubble shooter on Facebook Highly engaged fans playing for 5 years 200 million installs across iOS, Android and Facebook >$30 million sales / year Reached #1 free e.g. in the US and top 5 grossing in 54 countries
- 5. HIT-DRIVEN
- 6. Our Focus: Repeatedly make hits
- 7. What is the secret formula for creating the next hit game?
- 9. Your game must last for years.
- 10. How does Wooga boost Long Term Retention?
- 11. Prototyping for Long Term Retention Adam Telfer Challenges of a Scalable Narrative Sebastian Nußbaum
- 12. 1. Why Focus on Long Term Retention? 2. Prototyping Long Term Retention Prototyping for Long Term Retention Adam Telfer
- 13. 1. Why Focus on Long Term Retention? 2. Prototyping Long Term Retention Prototyping for Long Term Retention Adam Telfer
- 14. What is the secret formula for creating the next hit game?
- 16. 2009
- 17. 2010
- 18. 2011
- 19. 2012
- 22. Today
- 23. How do we build the next hit?
- 24. Let’s go to new genres!
- 25. Top 100 US: Genre Clusters Clash of Clans Saga Casino Core Builder Resource Management 15% 37% 12% 12%11%
- 26. What about the “Others”? 87% 13%
- 27. So let’s just copy!
- 28. Clones don’t work (3 reasons)
- 29. #1: Players have invested already
- 30. #2: This is where their friends are
- 31. #3: You are targeting the same players.
- 32. How do we create the next hit?
- 33. “Just build a great game” “Make it fun, and players will come”
- 34. The Funnest Games aren’t on top.
- 35. It’s the games that the Fun lasts.
- 36. “Just make a game so everyone enjoys it”
- 37. Market size doesn’t matter if you can’t retain players.
- 38. Evil Tricks Fail
- 39. Monetization is nothing without Lasting Retention
- 40. “The longer a player waits until they pay, the more they will pay over their entire engagement with the game.” - Mark Robinson CEO of Game Analytics
- 41. Successful games focus on Lasting gameplay for years.
- 42. 2012
- 45. YearsMonths
- 48. 1 day retention
- 49. 3 day retention
- 50. 7 day retention
- 51. 30 day retention
- 52. 90 day retention
- 54. Pearl’s Peril lasts for more than a year Jelly Splash does not
- 55. LTV?
- 56. 360d LTV
- 57. How do we create the next hit?
- 58. Focus on creating a game that lasts for years.
- 59. 1. Why Focus on Long Term Retention? 2. Prototyping Long Term Retention Prototyping for Long Term Retention Adam Telfer
- 60. How do you create a game that lasts for years?
- 61. 5 Steps to Long Lasting Gameplay
- 62. #1: Strong Long Term Goal
- 63. #1: Strong Long Term Goal
- 64. #1: Strong Long Term Goal
- 67. #2: Longterm Investments Reward players for making longterm investments into the game
- 68. #3 Strong Session Design
- 69. #3 Strong Session Design
- 70. #3 Strong Session Design Ensure pacing is natural & Drive habits with 6+ sessions per day
- 71. #4 Create Social Pressure No Social PvP PvE +Social
- 72. #4 Create Social Pressure
- 73. #4 Create Social Pressure
- 74. #4 Create Social Pressure
- 75. #4 Create Social Pressure Create mechanics that force players to rely on each other to play at the highest level.
- 76. #5: Cost vs Consumption CONTENT!
- 77. #5: Cost vs Consumption Have a solid plan for how to create years of content for players
- 78. 5 Steps: #1 Longterm Goal #2 Longterm Investment #3 Session Design #4 Social Pressure #5 Plan for Content
- 79. How do you know if a prototype will last for years?
- 81. Prototyping Goal: Is it fun for one month?
- 82. When you try a Month of Fun…
- 83. When you try a Month of Fun…
- 84. When you try a Month of Fun…
- 87. To build the next hit: Focus on creating games that last for years. Stop games that don’t show they can scale to 1 month of fun.
- 89. Sebastian Nußbaum Head of Studio
- 90. Challenges of a Scalable Narrative Sebastian Nußbaum Head of Studio
- 103. Q1 2013 Q4 2014 RevenueRevenue
- 104. Q1 2013 Q4 2014 Revenue
- 105. 5 Challenges! That almost KILLED the game…
- 106. 5 Challenges! That almost KILLED the game…
- 107. Challenge#1: Does the STORY scale?
- 108. Challenge#1: Does the STORY scale?
- 113. 4-6 weeks
- 114. A couple of months in to production
- 115. Main Arc 2 years +
- 116. Main Arc 2 years +
- 117. Main Arc 2 years +
- 118. Main Arc 2 years +
- 119. Main Arc
- 120. Main Arc
- 121. Main Arc Mid Arc 6 weeks 6 weeks 6 weeks
- 122. Main Arc Mid Arc 6 weeks
- 123. Main Arc Mid Arc 6 weeks
- 125. Main Arc Mid Arc Weekly Arcs
- 126. Main Arc Mid Arc Weekly Arcs
- 127. Use cliffhangers to make the weekly rhythm work
- 129. Challenge#2: Does the Protagonist scale?
- 130. Challenge#2: Does the Protagonist scale?
- 144. Challenge#3: How do you PRESENT the story?
- 145. Challenge#3: How do you PRESENT the story?
- 149. 2 seconds: skipping
- 150. 2 seconds: skipping 4 seconds: skimming
- 151. 2 seconds: skipping 4 seconds: skimming 8 seconds: reading
- 152. 2 seconds: skipping 4 seconds: skimming 8 seconds: reading 20 seconds: went shopping
- 155. All users Read Skim Skip 60% 30% 45% 0% 15%
- 156. All users Payers Read Skim Skip 60% 30% 45% 0% 15%
- 157. Challenge#4: How will you PRODUCE all the content?
- 158. Challenge#4: How will you PRODUCE all the content?
- 159. Believe in small teams and communcation
- 168. Murphy’s Law “ If anything can go wrong, it will! “
- 172. Challenge#5: How do you keep the PLAYER busy?
- 173. Challenge#5: How do you keep the PLAYER busy?
- 174. For 1 week of content for a player...
- 175. 200 Man days...
- 176. 200 Man days... 3 Hours! ● it takes 75 man days
- 186. Q1 2013 Q4 2014 Revenue
- 187. 90 chapters
- 195. Reset button
- 197. 80%of the players
- 199. Focus on creating games that last for years! Adam Telfer
- 200. Focus on creating games that last for years! Adam Telfer