Long Face, Long Tail - Struan Robertson, F2P Summit 2012
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Transcript of Long Face, Long Tail - Struan Robertson, F2P Summit 2012
(C) NaturalMotion Games 2012
NaturalMotion Games
Polish and retentionAddictive PlayConsole quality
Premium Games
(C) NaturalMotion Games 2012
Oct 2009Backbreaker
Dec 2010Backbreaker 2
Dec 2010Jenga
April 2011Icebreaker
Sep 2011NFL Rivals
Top 10 Hit Top 10 HitTop 10 HitTop 10 HitTop 10 Hit
Over 20 million downloads
Biggest new sports IP on iOS
US App Store US App Store US App Store US App Store US App Store
2011 saw opportunities with freemium...
(C) NaturalMotion Games 2012
My Horse - iOS
• F2P - launched September 2011
• Realistic visuals - important!
• Nurture + games
• 8m downloads
• 500k DAU
(C) NaturalMotion Games 2012
time to be unique!
Overall presentation Stand out visuals
Novel gameplay (!)Clarity of purpose
(C) NaturalMotion Games 2012
Being featured = LOTS of users
There are a lot of other apps out there...
That was kind of neat. I might go back and play aga...OOOH LOOK
ANGRY BIRDS IN SPACE!!
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different usage
different design
obvious but often forgotten...
Don’t build a console game on a mobile!
console Mobile
You know this but you keep doing it!
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different play styles and times
undirected play tending
focussed play call backs and timers
(C) NaturalMotion Games 2012
Expand Your Things
Get A Thing
Do A Thing
Cadence
Measure out progress with
difficulty + entry requirements
Collecting feels great!
Oh I need more money!
(C) NaturalMotion Games 2012
Play Sessions and Cadence
play session
put down with call back
possible monetization point
Do A Thing
Get A Thing
Expand Your
Things
Do A Thing
Get A Thing
Expand Your
Things
maybe several of these, depends on your game
Do A Thing
Get A Thing
Expand Your
Things
(C) NaturalMotion Games 2012
Man, I am so well engaged in this game.
Yes. I am also well engaged.
grinders socialites payers
some engaged users
DAU viral $
(C) NaturalMotion Games 2012
Expand Your Things
Get A Thing
Do A Thing
My Horse Example
Enter a competition
Win some CoinsBuy a new saddle
(C) NaturalMotion Games 2012
Start Simple and Expand
Nurture
Feed
Groom
Enter Competitions
Play
Share
Dress
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Layered Gameplay/Discoverability
layered depth discoverability
different competition types hidden animations and play mode
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Design product solutions within the narrative
How do we get people to visit other people’s horses?
Must be rewarding
Must be real
Lending help - matches the main narrative
(C) NaturalMotion Games 2012
You must understand your game
What are your carrots?
•What do users want?
•One step removed?
•Energy...
core loop critical
(C) NaturalMotion Games 2012
Understand your customers, understand sales
Present your shop well
The most important button in the gameI REALLY WANT TO
PRESS THAT BUTTON
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First Purchase
Crucial to encourage spending!
New users (funnel) Non Spenders (sales)
(C) NaturalMotion Games 2012
Product Manager
AnalyticsEngineering
Art/Design Stakeholders
New features
New content
Balancing
Seasonal
Continued Development
(C) NaturalMotion Games 2012
Basic Dashboard of stats
ARPU – Average Revenue Per User
ARPPU – Average Revenue Per Paying User
% of Paying Users
ARPDAU – Average Revenue Per Daily Active User
Retention (7-Day & 30-Day)
delve into this data to drive questions
Jan Feb March Apr May June
(C) NaturalMotion Games 2012
Questions
Product Manager Analytics
Hey Number Dude, what happens to ARPDAU if we halve the cost of the energy biscuits?
Your mother.
Sounds great! Run the tests then!
Sigh.
Example: data says we don’t sell many energy biscuits...
(C) NaturalMotion Games 2012
A/B Tests
“Bucket C”Everyone else
New user comes in
Bucket BNormal Price
Biscuits
Bucket A1/2 Price Biscuits
Fill in parallel!
(C) NaturalMotion Games 2012
A/B Test Pitfalls
Which needle?
Time and country - makes a difference
Test other options
Ignoring creativity
Push data
(C) NaturalMotion Games 2012
time to be unique!make sure yours is sticky
Don’t build a console game on a mobile!
know your core loop
look after your core loop, look after your engaged users
monetize your carrotsunderstand sales techniques
ask questions of your data
(C) NaturalMotion Games 2012
Thanks!@StruManchu
We’re Hiring!www.naturalmotiongames.com
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