Diamond Dash iOS - Post Mortem_GDC Europe 2012

•

6 j'aime•1,841 vues

Wooga

Technologie Design

Christopher Parschat
Lead Product Manager

Historical Timeline

2010 2011 2012
Oct Nov-Feb Mar Jun-Nov Dec Jan-Mar

Concept Development Launch Development Launch Optimization

Historical Timeline

2010 2011 2012
March
Oct Nov-Feb Jun-Nov Dec Jan-Mar

Concept Development Development Launch Optimization

Launch

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

Historical Timeline

2010 2011 2012
Oct Nov-Feb March Jun-Nov Dec Jan-Mar

Concept Development Launch Launch Optimization

Development
for iOS

Why?

●  Successful game
●  Made for touch
●  Optimize for few devices
●  Seamless payment flows

One •  Top 10 grossing

year
game in 34 countries
•  >20mn downloads
later… •  4.5 rating

1. Native Feel Tweaking

●  Timing
●  Scoring
●  Balancing
●  Number of gems

1. 2.Accessibility First loading screens

Argh, when
can I play?

1. 2.Accessibility Quick Access

Play after
just 1 click!

1. 2.Accessibility Funnel Tracking

Users entering Tutorial 100%
Start Game 1
End Game 1
Start Game 2
End Game 2
…
Tutorial Finished x%

1. 2.Accessibility Tutorial

●  Just-in-time
information

●  Pacing of new features

Monetization

8x
Logged in players
are 8x more likely
to spend money

Activity

2x
Logged in players
play twice as long

Virality

1.9mio
1.9mio visitors
come each month
from Facebook

1. 2.
3.Social Why FB connect?

64%

8x 2x 1.9 mio
Monetization Activity Visitors per month

1. 2.
3.Social Challenges

●  Networking

●  Login rate

1. 2.
3.Social Challenges

●  Networking

●  Login rate
●  Keep up with flash
version
●  Score balancing

1. 2. 3. 4.
5.Post-Launch
Treatment

Daily Active Users

Dec 2011 Mar 2012 Jul 2012

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

1. 2. 3. 4.
5.Post-Launch
Treatment

Bookings Color
Splash

Magic
Powers

Dec 2011 Mar 2012 May 2012 Jul 2012

5 Key Learnings

1. Native Feel 2. Accessibility 3. Social

Pre- Launch Post-
Launch Launch

4. iPad 5. Post-Launch Treatment

Christopher Paschat
Lead Product Manager
twitter.com/curisu

Any
questions ?

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Diamond Dash iOS - Post Mortem_GDC Europe 2012

1. Christopher Parschat Lead Product Manager

2. In October 2010…

3. What’s next ?

8. Our prototype

10.

11.

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

16.

17.

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

36.

37.

38.

39.

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…

61.

62. What’s next ?

63. 2010 2011 ? … 2012

64. wooga.com/jobs

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

Diamond Dash iOS - Post Mortem_GDC Europe 2012

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Diamond Dash iOS - Post Mortem_GDC Europe 2012