Sequels in the App Store

The trends & strategies for building a successful sequel to your game.

Casual Connect Singapore May 2013

I am a co-founder at ReignDesign.

We are a mobile game dev company based in Shanghai.

We are a mobile game dev company based in Shanghai.

Pig Rush is a infinite runner game first launched in 2009.

PigRush has been steadily pretty successful.

255000 active users monthly.

PigRush has been steadily pretty successful.

255000 active users monthly.

Over 4 million downloads.

PigRush has been steadily pretty successful.

255000 active users monthly.

Over 4 million downloads.

Featured on the App Store in many countries.

255000 active users monthly.

Over 4 million downloads.

Featured on the App Store in many countries.

And still in the top 500 without much marketing.

We’re in the midst of making a sequel to our game PigRush.

What I’ll Cover:1. Sequel distribution & Trends 2. Types of Sequels & which is right for your game?3. What we’ll do.

Types of sequels

Sequels in the top 100 Games: Paid

Types of sequels

Types of Sequels in the top 100 Games: Paid

Sequels in the top 100 Games: Free

Types of Sequels in the top 100 Games: Free.

Types of Sequels in the top 100 Games: Free (minus Freemiums)

Sequel distribution & Trends

Free - Top 100 Games

Paid - Top 100 Games

#2 Sequels

#2 New games

#2 originals

#2 New games

#2 originals

#2 Sequels

What I’ll Cover:1. Sequel distribution & Trends 2. Types of Sequels & which is right for your game?3. What we’ll do.

Types of sequels.

Don’t sequel,Update.1.

To release incremental changesonly as updates to the original game.

Types of sequels.

Don’t sequel,Update.1. Sequelized

Mechanics.2.

To brand the game mechanics &re-release them as different games.

Don’t sequel,Update.1. Sequelized

Mechanics.2. ActualSequel.3.

Types of sequels.Types of sequels.To create a actual

sequel to the existing game.

Types of sequels.

Don’t sequel,Update.

Sequelized Mechanics.

ActualSequel.

ThemedSequel.1. 2. 3. 4.

To release themed versions of your game, or collaborative versions with brands.

Types of sequels.

Don’t sequel,Update.

Sequelized Mechanics.

ActualSequel.

ThemedSequel.1. 2. 3. 4.

Don’t sequel, Update.1.Subwa

y

Free Paid

Don’t sequel, Update.1.Subwa

y

Free Paid

1. Don’t sequel, Update.

Free 2 play model

Games that are not consumable.

Community: Games that are viral. A sequel would split up the user-base, which is bad for when players benefit from a community.

Focus lies on user-retention:Retain users by creating updates in the original game.

1. Don’t sequel, Update.

Free 2 play model

“Never release a sequel forFree 2 Play games. “

- Simon Moller, creator of Subway surfers

Subway

Don’t sequel, Update.1.Subwa

y

Free Paid

Don’t sequel, Update.1.Subwa

y

Free Paid

2009 dec 2010aug 2010

Jan 2010

2009 2009 2009

2009

1. Don’t sequel, Update.

Games that have a accumulated big user-base Keep this user-base happy with updates to the game.

Episodical Word-of-mouth marketing:Instead of releasing all at once, do many incremental updates over time.

With this strategy it is possible to sustain a steady rank over a longer time.

Appstore ranking algorithms: Might favor old-time hits.

Early launched Premium Casual Games

1. Don’t sequel, Update.

“What you see now is pretty much Doodle Jump 3 already, but it's been fit into the single product. “

- Igor Pusenjak, creator of Doodle Jump

Premium Casual Games

Sequelized Mechanics.2.Free Paid

2. Sequelized Mechanics.

Free 2 play model

Creating a brand out of your game mechanics: Using same names, visual style, and branded icons.

User retention on a brand level.

Cross-promotion before the user exits your game.

Games that don’t have in-build viral features.

Games with strong game mechanics - less strong character,story.

Actual Sequels.3.Free Paid

Game that want to change their monetization strategy and update their game mechanics, or their visual style.

Games that have been acquired by a new company.

To create buzz: New releases are more likely to be covered in the media, or featured on the App Store.

This strategy works if you want to create a new momentum for a game.

3. Actual Sequels.

Premium Casual Games

Themed Sequels 4.Free Paid

4.Free Paid

Themed Sequels

4. Sequelized Mechanics.

Games that are popular enough to be approached by possible partners.

This approach can benefit both parties & can give you access to a new user base.

Games whose mechanics lend themselves for branding.

Seek a brand that you want to associate your game with - you will get pull from the brand’s own fans.

Premium Casual Games

Themed Sequels & Mods.4.Free Paid

4. Sequelized Mechanics.

Mostly games are less complex than original.

Premium Casual Games

They are often released around times of the year that where app sales spike.

New chance to be featured.

There is a critical launch window for themed sequels.

They have the same character in a new world.

Themed sequels create momentum & strengthen the IP.

What I’ll Cover:1. Sequel distribution & Trends 2. Types of Sequels & which is right for your game?3. What we’ll do.

We want to update the game mechanics & visual style.

Pig Rush has a accumulated user-base.

We plan to create a #3 Actual sequel, with #1 don’t sequel conditions:To release it under the same app id, keeping the original userbase.

What we’ll do: Pig Rush

Pig Rush is a premium casual game.

What Else?

PlatForms!

What Else?

Platforms!

What Else?

Platforms! Merchandise!

What Else?

What Else?

What Else?

What Else?

What Else?

What Else?

What Else?

Thanks a lot!

Get in touch:www.reigndesign.comwww.reigngames.com

agrueter@reigndesign.com