Mgf london14_How to build a classic
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How to build a classic. MegaZebra at MGF London 2014
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Mgf london14_How to build a classic
- 1. How to build a Classic The Mahjong Trails Story
- 2. “This session is shark-free”
- 3. The Facts…so far • 5 Billion Game Sessions • 30 Million Users • 3 Million MAU
- 4. Memory Lane Top Games Nov. 2010 FarmVille CaféWorld Happy Aquarium FishVille Texas Hold’Em MafiaWars Pet Society PetVille ZooWorld Mahjong Trails Nov. 2013 - 89% closed down - 95% closed down - 10% - 97% - 94% closed down - 85% + 130%
- 6. The Rise (I) • We already had the first Mahjong on Facebook • Launched Mahjong Trails with state-of-theart social mechanisms around the proven core
- 7. The Rise (II) • First of our games with in-game monetization • Great KPIs and nice growth, without marketing
- 8. The First Peak • Competitors joined the party and also launched Mahjong games on Facebook • Among them: King, Arkadium, Social Point, IsCool, Telaxo, Qublix and Ganymede
- 9. Going got Tough • Users bombarded with similar game play, hence less likely to pay, when hitting “obstacles” • Started marketing, but CPIs rose quickly
- 10. The Fall • We shifted resources and focus to new games • Users where hitting the end of the game and had no more content to play (game was built around a world-trip, which had a finite end) • Social mechanisms changed in the market
- 11. The End
- 12. …or not…
- 13. The Relaunch • Shifted resources back to the game • Completely re-worked the social mechanisms to make them state-of-the-art again
- 14. The Relaunch • Eliminated the finite nature of the game, by switching from continents as areas to cities • Re-balanced the game to fit endless journey
- 15. The Result • Record DAU • Record DARPU • Extremely profitable game • Having outlived most of the competition
- 16. Up Next? • More content on a regular basis, with great tools • Constantly improving mechanisms • Going truly cross-platform this year
- 17. Goal • become a category leader on mobile, too • whatever platforms the future holds, we’ll be there
- 18. The other Path • Build great core game-mechanics • Stay lean and smart • Don’t give up too early • Decide if you are in it for a quick-flip or the long haul • Gaming is a hit-driven business, not hit&run
- 19. “You don’t have to win the sprint, winning the marathon will give you a gold medal, too”