How we analysed and assessed our existing RPG and what measures we took to improve retention and engagement.

1. Warheads Medieval Tales – optimising an
iOS/Android game based on analytics data and
user feedback
Kevin Corti, Head of Studio, Sept 2012

2. Warheads Medieval Tales table top war game licensed by
DNA from Urban Mammoth
Released on Apple AppStore and Android Markets by DNA
Interactive in April 2012. Flurry, Tapjoy, GameCentre &
OpenFeint integration.
 33,000 installs in 1st week on AppStore
 #14 in ‘Adventure’ category
 #20 in ‘Action’ category
 #63 overall in ‘Games’

3. ★★★★ –148 Apps – “Simple and cute…ideal for the casual RPG fan”
★★★★ – appSational – “Simple and beautiful”
GoozerNation – “The visual style is beautiful and cartoony”
Inside Mobile Apps – “crisp, clean art and smooth animation”
AppAdvice – “good old fashioned RPG action”

4. The good & the bad
 100,000 daily sessions (May 2012)
 47% of sessions >3mins
 Median session lengths very close to Flurry benchmarks
for ‘Adventure’ category
 Poor retention
 Low monetisation

5. Post-mortem / external review
New Head of Studio performed analysis…
 Overt and VERY long tutorial
 No ‘magic moments’ / pizzazz
 No incentive to replay levels (to improve)
 Proliferation of dull brown colour scheme
 Childish art style on ‘home’ screen
 Key screens badly laid-out
 Gameplay far too hard
 Gameplay didn’t evolve/change
 Geared to sell to players who weren’t invested yet
 Real money pricing very arbitrary

6. Product improvement roadmap
V1.3 - “first impressions count!”
 4 week sprint focussed on improving 1-day retention
 Released 3rd Sept with immediate improvements
1.2 (1st March to 30th 1.3 (Since 4th Sept)
June)
Day 1 retention 28.6% 49.9%
Day 7 retention 11.8% 26.8%
Day 14 retention 7.55% 17.6%
Median session length 2.8mins 4mins
Freq of use 1.8 session/day 1.9 session/day
1.9 session/week 2.4 session/week

7. Product improvement roadmap
V1.4 - “more fun please!”
 4 week sprint focussed on improving 7 day retention
 Awaiting AppStore approval
V1.5 - “it’s more fun with friends!”
 4 week sprint focussed on improving organic user growth
 Target public release 10th Nov 2012

8. Major changes – kill the tutorial
 Tutorial cut from circa 100(!) user actions to just 14
 Players now go straight into battle after loading screen

9. Major changes – make gameplay more varied/fun
 New enemy introduced (archers with ranged attack)
 Makes combat choices more consequential

10. Major changes – challenges and rewards
 Time-based challenge added to battles (missions)
 Star-based achievements (with different rewards)

11. Major changes – bright, new ‘home’ screen
 Childish/confusing village hub UI replaced with crisp
imagery and icons

12. Major changes – improve first (visual) impressions
 Two bland splash/loading screens combined
 New clean & bright art style

13. Major changes – leverage social graph
 Email registration & Social (Facebook/Twitter)
integration….with incentives to share

14. Other changes…
 Renamed ‘Warheads: Battle” (shorter, punchier)
 Early gameplay significantly improved (made easier)
 Elder gameplay enhanced with new enemy types
 Enhanced visual FX to emphasize in-game effect
 ‘Moments of joy’ – celebrate success (e.g. level ups)
 UI appearance and flow vastly improved
 Improved character animation
 ‘Test drive’ premium characters – ‘try before you buy’
 Shop items only revealed as you need them
 Premium currency rewards to encourage purchases
 True F2P… players can grind silver and gold if they wish

15. Future plans
 GREE integration
 GameCentre asynchronous multiplayer – true social
multiplayer gaming
 Significant variations to combat mechanic – add variety,
new challenges and rewards.
 Major character and level art improvements

16. www.dnadynamics.net
info@dnadynamics.net
@dna_dynamics