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Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing postmortem
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Eric Seufert's GDC 2014 presentation: Profitably launching Jelly Splash to #1, a marketing postmortem
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Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing postmortem
- Profitably Launching Jelly Splash to #1: A Marketing Postmortem Eric Benjamin Seufert Head of Marketing, Wooga
- Who am I?
- Who am I? Head of Marketing at Wooga
- Who am I? Head of Marketing at Wooga Freemium Economics
- Presentation Structure
- Development @ Wooga
- Prototype Development @ Wooga
- Prototype Production Begins Development @ Wooga
- Prototype Production Begins First Playable Development @ Wooga
- Prototype Production Begins First Playable Soft Launch Development @ Wooga
- Prototype Production Begins First Playable Soft Launch Launch Development @ Wooga
- Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
- Development @ Wooga
- Development @ Wooga ● Inverted pyramid product pipeline
- Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes
- Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes ● Stop projects early
- Development @ Wooga ● Inverted pyramid product pipeline ● Small teams developing many prototypes ● Stop projects early ● 2 hits per year
- What is Jelly Splash?
- What is Jelly Splash? ● Match-3 style puzzle game
- What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013
- What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013 ● Launched globally Wednesday, August 21, 2013
- What is Jelly Splash? ● Match-3 style puzzle game ● Soft-launched in Canada June 14, 2013 ● Launched globally Wednesday, August 21, 2013 ● Peaked at #1 most downloaded (iPhone) in US, FR, DE, BR, NL, IS, ES, NO & others
- Presentation Structure
- Marketing for Mobile Games
- Marketing for Mobile Games “I don’t need to run mobile user acquisition. If I make a great game, it will grow on its own.”
- Marketing for Mobile Games “I need mobile user acquisition because lots of great games are competing for attention from users.”
- Marketing for Mobile Games Goals of Marketing Team:
- Marketing for Mobile Games Goals of Marketing Team: 1. Scale
- Marketing for Mobile Games Goals of Marketing Team: 1. Scale 2. Profit
- Marketing for Mobile Games CPI = / CTR / IRCPM 1000
- Marketing for Mobile Games CPI = Market-based / CTR / IRCPM 1000
- Marketing for Mobile Games CPI = Market-based Game dependent CPM 1000 / CTR / IR
- Marketing for Mobile Games CPITAM
- Marketing for Mobile Games How to maximize TAM?
- Marketing Starts Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
- Marketing Starts Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
- Marketing for Mobile Games “I don’t need to run mobile user acquisition. If I make a great game, it will grow on its own.”
- Marketing for Mobile Games Who defines great?
- Marketing for Mobile Games Who defines great?
- Marketing for Mobile Games or Who defines great?
- Marketing for Mobile Games Maximizing TAM:
- Marketing for Mobile Games Maximizing TAM: (for a given game mechanic)
- Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment
- Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment • Demographic fit
- Marketing for Mobile Games Maximizing TAM: (for a given game mechanic) • Market size assessment • Demographic fit • Targeting
- Presentation Structure
- Data-Driven Development Analytics
- Data-Driven Development Analytics Experimentation
- Data-Driven Development Analytics Experimentation Iteration
- Analytics at Wooga BI Product GameTeam1 GameTeam2 GameTeam3 Analyst Analyst Analyst } }DataInfrastructure
- Presentation Structure
- Prototype Production Begins First Playable Soft Launch Launch Hit Development @ Wooga
- Soft Launch?
- Soft Launch? ● Player feedback
- Soft Launch? ● Player feedback ● Market feedback
- Soft Launch? ● Player feedback ● Market feedback ● Iteration Cycles
- Soft Launch? ● Player feedback ● Market feedback ● Iteration Cycles ● Scalability
- Length of Soft Launch
- Length of Soft Launch ● Metrics targets
- Length of Soft Launch ● Metrics targets ● Completeness of game
- Clash of Clans 2 Months CA: June 14, 2012 (Th) US: August 2, 2012 (Th) *iPhone / Downloaded
- Pet Rescue Saga 1 Month CA: May 16, 2013 (Th) US: June 12, 2013 (Wed) *iPhone / Downloaded
- The Hobbit: KoME <1 Month CA: Oct 18, 2012 (Th) US: Nov 8, 2012 (Th) *iPhone / Downloaded
- Boom Beach Ongoing (5+ mths) CA: Nov 8, 2013 (Fr) AU: Jan 17, 2014 (Fr) *iPhone / Downloaded
- Soft Launch Focus
- Soft Launch Focus ● Retention
- Soft Launch Focus ● Retention ● Virality
- Soft Launch Focus ● Retention ● Virality
- What is Retention?
- Retention is the most important metric
- Retention is the most important metric ● Delight
- Retention is the most important metric ● Delight ● Player Lifetime
- The Retention Curve 50% Day 1: 37 day total lifetime
- The Retention Curve 40% Day 1: 30 day total lifetime
- Retention is the most important metric ● Delight ● P