HowHow to Bring your Game to 2 Million DAUs 1 to Bring your … · 2010. 9. 7. · HowHow to Bring...
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How to Bring your Game to 2 Million DAUs 1 How to Bring your Game to 2 Million DAUs 1 Week* of Launch
Transcript of HowHow to Bring your Game to 2 Million DAUs 1 to Bring your … · 2010. 9. 7. · HowHow to Bring...
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How to Bring your Game to 2 Million DAUs 1How to Bring your Game to 2 Million DAUs 1 Week* of Launch
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David StewartSenior Director of Product Marketing, [email protected]
Steve MeretzkyVP f G D i Pl dVP of Game Design, [email protected]
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“a social version of classic single player city-building games such as SimCity”
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Zoning … instead, simple building placementOngoing money drainsNegatives (traffic, crime, etc.)
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Social features◦ Gifting◦ Hiring friends◦ Collections◦ CollectionsRe-engagement features◦ Missions◦ Factories (timed re-engagement)Monetization features
L d k◦ Landmarks
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SimCity (classic) SimCity 2000
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Oh, boy! I can walk to k f h !
#%$^& … They builtwork from here! a garbage dump
next door!
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Main gameplay loop unclearAverage session time too short
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First user experience:◦ More money◦ More buildings in starting city“Neighbor nags” as a V1 featureNeighbor nags as a V1 featureCleaning leisure buildings
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1. Load testingg2. Determine Player Values3. Acquire at scale◦ Cross-promotion◦ Paid acquisition
It t4. Iterate
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Goal to segment users and determine lifetime gvalue (LTV) for each segment
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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 ( ( ))
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E t D ilEst. Daily Spend
Effective CPI
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User Value &User Value & UserUserUser Value & Load TestingUser Value & Load Testing
User Acquisition
User Acquisition
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Acquire via cross-promotion
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Twitter, YouTube
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SEM, Off-Facebook ads
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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
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Making tech faster and smoother
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Content versus features
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David StewartSenior Director of Product Marketing, [email protected]
Steve MeretzkyVP f G D i Pl dVP of Game Design, [email protected]
