Hit Reset: Release is Day One of the Development Cycle Ben Liu COO, Pocket Gems.

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Presentation transcript:

Hit Reset: Release is Day One of the Development Cycle Ben Liu COO, Pocket Gems

Pocket Gems ● Founded 2009, backed by Sequoia Capital ● 14 iOS and Android titles ● Pioneer in free to play mobile games ● 1 st farm game ● 1 st store game ● 1 st zoo game ● 1 st hotel game ● 1 st exploration simulation game

Tap Zoo and Tap Pet Hotel #1 and #4 Top Grossing iPhone Apps of 2011

Longevity Tap Zoo 12 months straight in the top 10 grossing apps Tap Pet Hotel 8 months straight in the top 10 grossing apps

Live Game Philosophy How can we make the game as fresh and new as the day we released it for the first time?

What It Takes Weekly updates ● 1 new feature every 2 weeks ● New content every week

Technology Infrastructure: Client ● Game engine ● AB testing

Technology Infrastructure: Server ● DCON ● Analytics

Live Game Philosophy How can we make the game as fresh and new as the day we released it for the first time?

Tap Zoo Backstory

Tap Zoo Evolution Animals XbreedSocial Achieve ments QuestsiPadRetina Daily Bonus LTO Zoo Sprout Smart Side walks Animal Mixing Sounds Africa

Tap Zoo v0 (September 2010)

Tap Zoo Today (March 2012)

Tap Zoo Evolution Animals XbreedSocial Achieve ments QuestsiPadRetina Daily Bonus LTO Zoo Sprout Smart Side walks Animal Mixing Sounds Africa

Tap Zoo Today (March 2012)

Live Cycle

Live Game Philosophy How can we make the game as fresh and new as the day we released it for the first time?

Tap Pet Hotel Backstory

Ideation

Ideation: Party Rooms

+

V1 Release: Party Rooms ● Minimum Viable Product ● What is the pure essence of the feature? ● What is the minimum amount of work to do in order to get useful feedback?

V1 Release: Party Rooms ● August 2011

V1 Release: Party Rooms ● August 2011

V1 Release: Party Rooms ● August 2011

Measure/Learn: Party Rooms ● Close to 100% users tried the feature ● Repeat engagement not so hot (1 and 7 day feature retention) ● Ok monetization (feature ARPU)

Ideation: Party Rooms +

V2 Release: Party Rooms ● December 2011

V2 Release: Party Rooms ● December 2011

V2 Release: Party Rooms ● December 2011

V2 Release: Party Rooms ● December 2011

Measure/Learn: Party Rooms ● Sky high initial engagement! ● 1.5x repeat engagement! ● 2x monetization!

Future ● Run loop faster ● Machine learning ● Tap Paradise Cove

Hit Reset: Release is Day One of Development Cycle ● Questions?