Living the iDream: Opportunities and Challenges in the Children's App Market (Kidscreen 2014)
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Transcript of Living the iDream: Opportunities and Challenges in the Children's App Market (Kidscreen 2014)
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In Pursuit of the iDream
Opportunities and challenges in the children's
app market
Dr. Carla FisherNo Crusts Interactive
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A Gamer’s Guide to Parenting
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1. Take shelter and wait it out
8. Ambush
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http://www.slideshare.net/thulme/ideo-workshop-for-techstars
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The Challenges• Differentiation• Discovery• Money Money Money
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How will you differentiate
your product?
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The Problem: Everyone Does
the Obvious
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Numbers Colors
Shapes
Puzzles
MatchingLetters
Animals
Coloring Memory
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Opportunities?
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Do one thing really, really,
really, really, really well.
Indispensably well.
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Oh No Fractions!
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Dinorama
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DragonBox Algebra
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Jack and the Beanstalk by
Nosy Crow
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Augment common activities with
technology
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Big Bird’s Words
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Little Zebra Shopper
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Folidify
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Storybots
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Solve a problem
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Have you ever played a YouTube video for your kid only to end up with a list of "recommended" videos which aren't really appropriate? This happens all the time with me and my daughter, so we created FirstVideo.
FirstVideo
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Monster Meter
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Add a new spin to a familiar and
common mechanic
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Tiny Terrorsat Christmas
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Chicken Cha Cha Cha
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Make a great game mechanic
kid friendly
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Point and Click Adventures
Myst
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Mystery Lighthouse
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Mystery Math
Museum
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Endless Runners
Canabalt
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Stride & Prejudice
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Hidden Object Games
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Where’s Waldo? In Hollywood
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Little Things Forever
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Look and Find Elmo
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Be stupidly difficult to play*
* But not so ridiculously difficult that you drive users away
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Super Hexagon
Top 100 in 88 countries
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Flappy Bird (iOS)
#1 in 116 countries
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Hardest Game Ever 2
#1 in 35 countriesTop 100 in 111
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Be humorous or irreverent
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Hipster’s ABC
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My Little Alphabutts
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3 Simple* Steps to Differentiation1. Research the market exhaustively– Play the top 200 games in your target categories– Use an RSS feed to review new content– Keyword searches (on all platforms) and ask around
2. Identify the trends, gaps, and opportunities (educational, theme, mechanics, etc)
3. Produce amazing product* Sarcasm
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How will people
find your product?
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“Apple will feature us!”
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How do parents find educational media?Come across it while browsing
50%
Recommendations from teacher
40%
Suggestions from friends or family
35%
Child comes across it 20%
Child hears about it from friend
20%
Results from Learning at Home Study (Cooney Center)
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Parents’ Media Sources • Parent watches or plays the content first 56%• Recommendations from friends 34%• Reputation of the company or network 33%• Child finds it his/herself 25%• Website reviews 13%• Newspaper or magazine reviews 5%
Source: Parenting in the Age of Digital Technology
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Word of mouth matters.
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Make content that can be easily shared on mobile devices
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Source: http://blog.sharethis.com/
iPhone vs iPad Content Sharing
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Make things people want to share
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Humans share items that cause emotion, especially positive feelings.
Interest Amusement Surprise
emotionwisegroup.org
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Timely + Funny
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My Little Alphabutts
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3 Simple* Steps to Discovery1. Work your connections at the app markets
and press2. Make sure you have sharable, mobile friendly
materials3. Focus on messaging that triggers emotions,
particularly amusement, interest, or surprise* More sarcasm
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How will you make
money?
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How do you define success?
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Success Metrics• Revenue• Downloads• Daily/monthly
average users• Time on task• Email sign ups
• User Ratings• Press stories• Facebook Likes• License requests• Tweets
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Success metrics need timelines and plenty of room to
grow
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Once the game launches, the real work begins
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Give yourself plenty of runway
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Measure metrics methodically
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Set goals and hold yourself to them
Sell 10% more apps each week.
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Aspire to growth hacker
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Become a Growth Hacker• Pick 1 or 2 metrics• Live or die by those metrics• Set a goal for each week• Experiment to raise the metrics. Abandon those that don’t
work. Iterate on those that do.
Growth hackers increase a metric through methodical and measurable tests.
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A/B Tests
Pick this one! Pick this one!
Which one is more successful?
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A/B Tests
Please rate us! Please rate us!
Which one is more successful?
No thanks
Rate now
No thanks
Rate 5 Stars
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A/B Testing1.Create two options, nearly
identical, but with one key difference.
2.Release both to users. 3.Measure which one is
more successful. 4. Iterate.
Winner!
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Smashing Magazine: Ultimate Guide to A/B Testing
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QuickSprout: Definitive Guide to Growth Hacking
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3 Simple* Steps to Defining and Achieving Success
1. Clearly define a small number of metrics2. Set appropriate goals and timelines3. Growth hack your way to success with
measurable experiments
* Still sarcasm
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The Challenges• Differentiation• Discovery• Money Money Money • Success Metrics
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