The document discusses how seasonal events and updates in mobile games help boost their popularity and revenue. It analyzes three games - Clash of Clans, Hay Day, and The Simpsons: Tapped Out - and how their Halloween and winter-themed events in 2012-2013 led to increased downloads, player retention, and higher rankings on grossing charts. These seasonal events featured new character skins, environments, items, and limited-time rewards that generated excitement among players and encouraged additional spending.

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Seasonal Trends

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Seasonal Updates and Events bring excitement to the players. The start of these updates have also helped games raise and
maintain their positions on the Grossing Charts.
Western markets spend a lot of money during the Christmas and Halloween seasons.
Over the decades, consumers spend money on costumes and decorations for Halloween.
Consumers also spend money on decorations and gifts for friends during
the Holiday season.
This presentation will focus on three successful games where
Seasonal Updates/Events helped propel and maintain their
titles position in the Grossing Charts in the Western Markets.
Seasonal Trends

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Clash of Clans, released by SuperCell in 2012, quickly jumped in the Top 10 Grossing Chart.
To maintain player happiness, and make sure the game remained “fresh,” the developers
introduced Halloween and Winter events in 2013. During these events Clash of Clans
remained in the Top 3 ranking on the Grossing Chart. Clash of Clans since then has
remained as one of the most popular game in Western Markets.

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Loading Screens
Top games change their Loading Screens to get the players excited
and to create the feeling of urgency of to play this limited updated.
Original Loading Screen
Halloween Loading Screen
Winter Season Loading Screen

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Additional Loading Screens
Original Loading Screen
Halloween Loading Screen
Winter Season Loading Screen

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Halloween Environment Units
Winter Environment Units
Regular Items updated for Season
Regular Environment Units
Updating regular items to fit in with the new seasonal event,
gives the player a sense of an exclusive limited time offer.

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Additional Winter Units
Dec. 25 Exclusive
Winter Unit
Winter Unit
Winter Unit
To maintain user retention, Clash of Clans created a December 25 exclusive item.

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Hay Day was released by SuperCell in 2012. Their first seasonal event, Halloween, released
on October 2013. In 2012, the game slowly climbed the charts, but barely passed into
the Top 50 on the Grossing chart. In October 2013, the game was able to remain
in the Top 5 Grossing chart for the majority of the Halloween event.

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Hay Day Halloween 2013 Update
New limited time character skins were created for the Halloween Update.
The skins were free to the user, but did not remain when the event was over.

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New purchasable decorations were introduced in the
Halloween event.
The fishing river was ‘haunted’ with a new mini-game feature (tap to remove the Ghosts), and seasonal themed decorations were added to the rest of the game including fog, swamps, and bats.

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Downloads
Grossing
2012 October
Hay Day was first introduced in Mid-2012. Having no event, but great gameplay, the game
slowly rose in the Downloads & Grossing charts.

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Downloads
Grossing
2013 October
In 2013, Hay Day’s Halloween themed update was released in Late September. The event
helped the game maintained a position in the top 10 Grossing chart. Near the end of the
event, the game fell a few positions.

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The Simpsons: Tapped Out (based on the popular television show, The Simpsons)
was introduced in 2012, and has provided seasonal content for their title.

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Updated event screen for 2012.
New character skins created.
Additional Freemium items.
New Premium Characters.

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The Simpsons: Tapped Out Treehouse of Horror 2012 (Halloween) Update
In 2012, a mixture of Gifts, Prize Giveaways, Freemium and Premium Currency content was
created for the event. The following year, 2013, these items became available again with Premium Currency.
Prize
Freemium
Prize
Premium
Gift
Gift

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Updated event screen for 2013.
New character skins created.
New Freemium Character.
New Premium Characters.
New tap to rid of ghosts feature.

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The Simpsons: Tapped Out Treehouse of Horror 2013 (Halloween) Update
In 2013, a new set of Freemium and Premium Currency content was created for the event. The items were a mix of Gifts, Freemium, Premium Currency, and Prize Giveaways. The Prize
Giveaway items kept retention high, with a combination of grinding for experience, or
spending Premium Currency to receive the prize immediately.
Gift
Freemium
Prize
Prize
Prize
Premium

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Downloads
2012 October
Grossing
The Simpsons Tapped Out’s Halloween event went live on October 4th. Good user retention
of the game and app happens when the update is first introduced. Eventually, as the month
and event continues, retention drops off.

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Downloads
Grossing
2013 October
In 2013, The Simpsons: Tapped Out released the Halloween event on October 5th.
The same user behavior for retention, downloads, and grossing was found the next year.

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To keep player retention up for the Halloween Event 2014, Simpsons Tapped Out
staggered the prizes and items, and limited their availability to 12 days.

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In conclusion, creating new assets is exciting for the users and profitable,
but isn’t the only tool developers use to create excitement. Game icons
are updated to reflect the new event taking place. The player is aware of the
normal icon, and when a seasonal or event icon appears, the player will
recognize a limited time event is taking place.
Hay Day
Clash of Clans
The Simpsons
Tapped Out
2012
2012 Winter
2014
2013 Summer
2013 Winter
2012
Winter 2013
2013
2012
2012 Winter
2013 Halloween
2013 Winter
2014 Halloween
Conclusion