d180

Aaron LoebVP, Group GM

EA All Play

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Who Am I?

WHAT IS THE MOST IMPORTANT METRIC?

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Daily RevenueDARPUWeekly RevenueDAUMAUStickinessD2 RetentionD7 RetentionD30 RetentionQuarterly RevenueQuarterly Profit

Annual ProfitChurnConversion RateARPSD90 RetentionD180 RetentionNet Promoter ScoreAvg. Customer LTVK FactorLifetime RevenueInstallsUptime (99.99995)

Based on Your Stated Goals and Incentive SystemsYou Will Build Different Games

Things We Learned From Gracie…

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• Creative Leads Business• Treat Everyone The Same• Make it Great or Don’t Do It• Remain True to the Show

Translation For PMs:• Give Stuff Away. A Lot.• No Visible Testing• Take a Long Time• Work with People You Can’t Control

So What Happened?

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Some Player Metrics From Last Q:•Over 1 Billion quests completed

•6 Billion minutes played•Hundreds of billions of coins spent a month

The Secret Ingredient…

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• Orange Line: Builder 1• Blue Line: TSTO• Red Line: Builder 2

Best DARPU: Builder 2Best D2-5: Builder 1Best ARPS: Builder 2Best Installs: Builder 1 & TSTO

Best D90-D180: TSTO (2x)TSTO: Top 5 GloballyBuilder 1: Solid HitBuilder 2: Meh

What Does “Creative Leads…” Look Like?

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• Content Plan 12 Months in Advance• Working on Content 6 Months Ahead• Multiple Passes on Script with Writers• Very few sales, muted merchandizing• Writing and design co-developed with

show writers• Fun-driven, not data-driven

The Game is “Simpsons Quality”

Players Reward us by Coming Back

Example #2: The Sims Freeplay

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• Long-Lead Update Strategy• Each Update Introduces Major New

Functionality• Updates build on core game BUT do

not “complexify” basic game

• Over 18 months, no drop in retention

• Game remains relevant to all cohorts

THE RESULT

Longterm Retention Enables Community

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• Launched with 10,000 “likes” on Facebook• Game Team took over the Page• Grown to over 1MM by the Game Team• Team regularly engages with players through Facebook

Retention and Community Enable Growth

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Audience continues to grow after 18 months!

And Now… Some Lessons Learned…

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Build a Longterm Engagement with Players

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Listen. But Know What Matters.

Little Mistakes Have Big Impacts

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Quantify Service. Be Ready to Respond.

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TRACK SERVICE ISSUES. HAVE THE MEANS TO RESPOND.

Get Your Whole Team Involved!

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WATCH THIS:

OR GOOGLE:Dan Pink Drive RSA Animate

45 year old appliance worker to Jack Welch:"For twenty-five years, you paid for my

hands when you could have had my brain as well - for nothing.”

When Your Team Knows The Data,They Can Give You Their Brains

In Conclusion

• Steering by short-term measures will not generate long-term success.

• The most powerful services create long-term, quality engagements with their players

• Quality matters!– Fun– Service– Responsiveness– Community

• Get Your Whole Team Involved!

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THANK YOU!

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