Post on 28-Jan-2021
How to Bring your Game to 2 Million DAUs 1How to Bring your Game to 2 Million DAUs 1 Week* of Launch
David StewartSenior Director of Product Marketing, Playdomds@playdom.com
Steve MeretzkyVP f G D i Pl dVP of Game Design, Playdomsteve@playdom.com
“a social version of classic single player city-building games such as SimCity”
Zoning … instead, simple building placementOngoing money drainsNegatives (traffic, crime, etc.)
Social features◦ Gifting◦ Hiring friends◦ Collections◦ CollectionsRe-engagement features◦ Missions◦ Factories (timed re-engagement)Monetization features
L d k◦ Landmarks
SimCity (classic) SimCity 2000
Oh, boy! I can walk to k f h !
#%$^& … They builtwork from here! a garbage dump
next door!
Main gameplay loop unclearAverage session time too short
First user experience:◦ More money◦ More buildings in starting city“Neighbor nags” as a V1 featureNeighbor nags as a V1 featureCleaning leisure buildings
1. Load testingg2. Determine Player Values3. Acquire at scale◦ Cross-promotion◦ Paid acquisition
It t4. Iterate
Goal to segment users and determine lifetime gvalue (LTV) for each segment
LTV Total sessions (DAUs) per install ARPDAUXX==
== Sessions from acquired XX Viral multiplier (Sessions from players that acq user XX Direct Monet. ++ Xpromo valueLTV ( ( ))player that acq. user brings in)LTV ( ( ))
E t D ilEst. Daily Spend
Effective CPI
User Value &User Value & UserUserUser Value & Load TestingUser Value & Load Testing
User Acquisition
User Acquisition
Acquire via cross-promotion
Twitter, YouTube
SEM, Off-Facebook ads
Make the LTV higher!
== Sessions from acquired player XX Viral multiplier (sessions from players that user brings in) XX Direct Monet. ++ Xpromo valueLTV ( ( ))( ( ))Retention Virality Monetization Cross-Promo
Making tech faster and smoother
Content versus features
David StewartSenior Director of Product Marketing, Playdomds@playdom.com
Steve MeretzkyVP f G D i Pl dVP of Game Design, Playdomsteve@playdom.com