Big Fish, small pond - strategies for surviving in a maturing market - Ed Biden

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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.

Technologie

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

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

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

Progress was slow
0
1
2
3
4
5
6
7
8
9
10
NovJan
How far through production are we?
2014

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

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

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

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

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

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

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

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

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

0
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3
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9
10
0
1
2
3
4
5
6
7
8
9
10
Stick to the plan
NovJan

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

Thank
You!

ed.biden@wooga.com
mobilefreetoplay.com

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Big Fish, small pond - strategies for surviving in a maturing market - Ed Biden

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?

10.

11. Fun prototype

12. Skilled team

13. Progress was slow 0 1 2 3 4 5 6 7 8 9 10 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

23.

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 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 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