Jens Begemann, CEO and founder of Wooga, will reveal how he and his team put Wooga and Berlin on the social gaming map and became the third largest social games developer worldwide. Wooga's strong and constant growth is based on sustainability, a core belief which has taught Jens and those at Wooga valuable lessons in the last three years. Condensed and from a European perspective, Jens will retrace Wooga's fast race to the top and offer an outlook for 2012, illustrating how the company will continue to expand into the emerging social mobile universe.

1. Growing
“out”
of
Europe
-­‐Postmortem
of
3
years
Wooga-­‐
Jens
Begemann
(Founder
&
CEO)

2. 50
million
ac:ve
users,
70%
female
(age
20-­‐60)

3. Team
of
160
from
>25
na:ons,
in
Berlin

4. Million
50
45
40
35
30
25
20
15
10
5
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
Jan
2009
2010
2011

5. 2008

6. Vision:
Games
for
everyone

7. Typical
cliché
gamers

8. We
start
playing
as
kids

9. And
con:nue
playing
our
whole
life

10. But
computer
games
are
quite
male

11. and
young
(or
do
you
believe
this
is
real?)

13. They
don’t
play
computer
games

14. She
doesn’t
play
tradi:onal
games

15. 7
key
learning
to
share

17. 2009

18. Brain
Buddies

19. Started
with
paper
drawing…

20. …and
simple
prototypes

21. Final
Mini-­‐Game
–
it’s
only
great
because
of
all
the
detail

22. User
tes:ng
Every
week/
2
people
-­‐
Tons
of
insights
leading
to
detailed
changes

23. 1st
Learning:
DEDICATION
TO
DETAIL

24. Ini:al
plan:
only
address
social
networks
as
2
years
behind
Zynga,
Playdom
&
Playfish
Local
Social
Networks
Facebook
VS.

25. …then
applied
Frank
Sinatra
strategy:
“If
we
can
make
it
there,
we’ll
make
it
anywhere”
à
Focusing
fully
on
Facebook

26. July
2009:
Brain
Buddies
Launch
@FB

27. We
tracked
user
growth
on
the
the
wall:

28. Every
Morning
upda:ng…

29. …
in
4
months
we
ran
out
of
wall

30. 6
Millions
5
4
3
2nd
Learning:
A
Series
FOCUS
ON
ONE
THING
2
1
0
Jul
Aug
Sep
Oct
Nov
Dec
Jan
2009

31. 2010

32. 6
Million
5
4
3
2
End
of
virality
as
we
know
it
1
0
Jul
Oct
Jan
2009

33. 14
Million
12
10
8
6
4
2
0
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010

35. 14
Million
12
10
8
6
4
2
February
2010:
Launch
Bubble
Island
0
Jul
Oct
Jan
–
Adventure
MJul
Apr
ode
Oct
2009

36. Engage
the
player
with
highly
polished
gameplay
&
racoon
reloads

37. Million
14
Strong
growth,
because
of
focus
on
engagement,
not
12
virality
3rd
Learning:
10
8
ENGAGEMENT
IS
THE
6
4
KEY
2
0
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010

39. 14
Million
Farming
game
with
a
twist
12
10
8
6
4
2
0
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010

40. Some
growth,
but
flahened
aier
4
months
14
Million
We
con:nued
to
improve:
weekly
releases
12
10
8
6
4
2
0
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010

41. A/B
test:
Invite
BuZon
111
100
104

42. Introduc[on
of
missions

43. Garden
@
Launch
Garden
Today

44. 14
Million
12
10
4th
Learning:
8
DON’T
FOLLOW
THE
6
HIPPO*
4
2
(*Highest
Paid
Person’s
Opinion)
0
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010

45. 14
Million
12
10
8
6
4
2
Series
A
0
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010

46. 2011

47. 35
Million
30
25
20
15
10
5
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010
2011

48. 35
Million
30
25
2011:
20
15
Slow
start
10
5
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010
2011

49. We
were
working
on
a
new
game
with
a
cruise
ship
theme…

50. ..
and
quickly
had
a
name
(trademark)
etc.

51. Fast
prototyping,
e.g.
with
Lego
Completely
in
love
and
thought
it
would
become
a
big
hit!

53. Issues
in
the
core
game
loop
Relaxing
Work
@
a
ship
vs

54. Issues
in
the
core
game
loop
Exploring
places
Managing
a
ship
vs

55. Adding
features
wont
fix
a
broken
core
game
loop
Feature2
Feature1
Core
game
loop

56. 35
Million
30
25
20
5th
Learning:
15
10
GET
THE
BASICS
RIGHT
5
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010
2011

57. How
to
con:nue
to
grow

58. MAU
TYPICAL
game
product
lifecycle
Time

59. MAU
DESIRED
game
product
lifecycle
Time

60. Million
12
10
8
6
4
2
0
Jan-­‐10
Apr-­‐10
Jul-­‐10
Oct-­‐10
Jan-­‐11
Apr-­‐11
Jul-­‐11
Oct-­‐11

61. 5%
Paid
Ads
40%
Crosslinking
55%
Virality

62. 35
Million
30
25
20
6th
Learning:
15
10
SUSTAINABLE
GROWTH
5
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010
2011

63. 35
Million
30
25
20
Series
B
15
10
5
Series
A
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
2009
2010
2011

64. 2012

65. Million
50
45
40
35
30
25
20
15
10
5
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
Jan
2009
2010
2011

67. Core
fanbase
wanted
to
have
it
–brought
us
to
the
top
posi:on

68. Virality
cycle
+
Synchroniza:on
across
devices

69. Development
in
the
smartphone
industry
Carriers
Pay/Download
Single
App
Store
Freemium
Social

70. Million
50
45
40
35
30
7th
Learning:
25
20
15
SOCIAL
MOBILE
IS
THE
10
5
FUTURE
0
Jul
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
Jan
2009
2010
2011

71. 50
Million
7 SOCIAL
mobile
is
the
future
45
40
35
6 SUSTAINABLE
growth
30
25
20
3 ENGAGEMENT
is
the
key
5 Get
the
BASICS
right
15
2 FOCUS
on
one
thing
10
5
4 Don’t
follow
the
HIPPO
0
1 Jul
Dedica:on
to
DETAIL
Oct
Jan
Apr
Jul
Oct
Jan
Apr
Jul
Oct
Jan
2009
2010
2011

73. Want
to
be
part
of
this?

74. Career
booth
#1726
@Moscone
West

75. Jens
Begemann
Founder
&
CEO
Wooga
TwiZer:
@begemann
wooga.com/jobs
GDC
booth
#1726