1. Christopher Parschat
Lead Product Manager

2. In
October
2010…

3. What’s
next ?

8. Our
prototype

12. Game Concept

13. Historical Timeline
2010 2011 2012
Oct Nov-Feb Mar Jun-Nov Dec Jan-Mar
Concept Development Launch Development Launch Optimization

14. Historical Timeline
2010 2011 2012
March
Oct Nov-Feb Jun-Nov Dec Jan-Mar
Concept Development Development Launch Optimization
Launch

15. Daily Active Users
1.5
In May,
1mio daily
active users
1.0
millions
0.5
Released in
March
0.0
14-Mar 29-Mar 13-Apr 28-Apr 13-May

18. Historical Timeline
2010 2011 2012
Oct Nov-Feb March Jun-Nov Dec Jan-Mar
Concept Development Launch Launch Optimization
Development
for iOS

19. Why?
● Successful game
● Made for touch
● Optimize for few devices
● Seamless payment flows

20. One • Top 10 grossing
year
game in 34 countries
• >20mn downloads
later… • 4.5 rating

21. 5 Key Learnings

22. 1. Native Feel Redesign UI

23. 1. Native Feel Redesign UI

24. 1. Native Feel Redesign UI

25. 1. Native Feel First Test

26. 1. Native Feel Tweaking
● Timing
● Scoring
● Balancing
● Number of gems

27. 1. Native Feel Redesign UI

28. 1. 2.Accessibility First loading screens
Argh, when
can I play?

29. 1. 2.Accessibility Quick Access
Play after
just 1 click!

30. 1. 2.Accessibility Funnel Tracking
Users entering Tutorial 100%
Start Game 1
End Game 1
Start Game 2
End Game 2
…
Tutorial Finished x%

31. 1. 2.Accessibility Tutorial

32. 1. 2.Accessibility Tutorial
● Just-in-time
information
● Pacing of new features

33. 1. 2.
3.Social
Facebook Connect

34. Player sends request to friend

35. Friend receives request

40. Monetization
8x
Logged in players
are 8x more likely
to spend money

41. Activity
2x
Logged in players
play twice as long

42. Virality
1.9mio
1.9mio visitors
come each month
from Facebook

43. 1. 2.
3.Social Why FB connect?
64%
8x 2x 1.9 mio
Monetization Activity Visitors per month

44. 1. 2.
3.Social Challenges
● Networking
● Login rate

45. 1. 2.
3.Social Improving Login Rate

46. 1. 2.
3.Social Challenges
● Networking
● Login rate
● Keep up with flash
version
● Score balancing

47. 1. 2.
3.Social Score balancing

48. 1. 2.
3.Social Score balancing

49. 1. 2. 3.
4. iPad Redesign UI

50. 1. 2. 3.
4. iPad Redesign UI

51. 1. 2. 3.
4. iPad Redesign UI

52. 1. 2. 3.
4. iPad Redesign UI

53. 1. 2. 3.
4. iPad Build Limit
>20mb

54. 1. 2. 3.
4. iPad Build Limit
20mb

55. 1. 2. 3.
4. iPad Re-use Assets

56. 1. 2. 3. 4.
5.Post-Launch
Treatment
Daily Active Users
Dec 2011 Mar 2012 Jul 2012

57. 1. 2. 3. 4.
5.Post-Launch
Treatment
1 update per month
• Magic Powers • Color Splash
• Better networking • Better balancing
• iPad (retina) • Deeper FB integration
Pre-Launch Launch Post-Launch

58. 1. 2. 3. 4.
5.Post-Launch
Treatment
Bookings Color
Splash
Magic
Powers
Dec 2011 Mar 2012 May 2012 Jul 2012

59. 5 Key Learnings
1. Native Feel 2. Accessibility 3. Social
Pre- Launch Post-
Launch Launch
4. iPad 5. Post-Launch Treatment

60. Today…

62. What’s
next ?

63. 2010 2011
?
…
2012

64. wooga.com/jobs

65. Christopher Paschat
Lead Product Manager
twitter.com/curisu
Any
questions ?