1. My Game’s A Hit…Now What Do I Do?
Becky Ann Hughes
VP of Product Management, PlayFirst

2. Global Leader in Mobile Family Entertainment
Large catalogue of proven games IP
650M Diner Dash Downloads LTD
iOS users are over 70% female, highly engaged #2 #2 #8
#15
#13
#16 #4 #1
#13
#22 #9 #4 #8
#15

3. Active Unique Users by Month
Purpose: Show the growth in MAUs due to high retention and focus on top of the funnel
Shoe PFs ability to significantly grow user base in the best year,…

4. Keys to Sustaining Success
Commitment to Native Quality
Metrics Driven Live OPS Team
Distribution & Cross Promotion
Building Customer Relationships

5. Carefully Planned Features
3+ Years in the App Store and over 100 Updates
UX Optimization
Game Center
Mention iOS 6 Integration
IAP Venues
V.2.0
IAP Currency
Retina
Universal
FREE
2012
2011
2010

6. FUE & Population Management

7. UI/UX Iteration
Diner Dash, 2012
Diner Dash, 2010

8. Fresh Content

9. Keys to Sustaining Success
Commitment to Native Quality
Metrics Driven Live OPS Team
Distribution & Cross Promotion
Building Customer Relationships

10. PlayFirst Metrics Driven Approach
Design, Features, Economic Model
Assumptions about Player Behavior
Analysis
Actual vs. Model
Player Income
Spending Patterns
Balances
Pinch Points
A/B Test
Price Sensitivity
Currency Sinks
Time Delay
Product Placement
Spending Habits
Optimized Design, Features, Model
Price
Time vs Money
Value Proposition
New Assumptions about Player Behavior
PlayFirst Metrics Driven Approach
PURPOSE: Communicate that while new content is important, you cannot have sustained performance without a strong foundation that include a metrics driven approach to live game ops. Components include:
Start with a Strong Economic Model that includes assumptions on how players will behave
Constantly analyze performance and create new theories & assumptions
A/B Test
New Optimized model and start again
Content Can Help Monetization But a Strong Foundation and an Iterative Process is most important to strong Monetization

11. Funnel & Conversion Optimization
Top of the Funnel
Conversion Points
Additional Monetization
Venue & Currency Bundles
20% Increase in Revenues
Diner Dash Optimized Retention
Diner Dash Optimized Conversion
PURPOSE: Communicate how User Experience Optimization can significantly impact monetization. Improvements to ARPDAU impacted by the following:
Better Retention at the Top of the Funnel
Optimized Conversion Points for the Free version of the game
Add additional options for players to monetize
Level 1 +68%
Level %
Level %

12. Economy Tuning

13. A/B Testing
AB Test on Price Tuning for 7 days illustrates how variant group had sunk more existing currency and converted at higher bundles
Note: This was a multivariate A/B Test…which we are finding is much more effective than single A/B tests.

14. Keys to Sustaining Success
Commitment to Native Quality
Metrics Driven Live OPS Team
Distribution & Cross Promotion
Building Customer Relationships

15. Focus Marketing Efforts for Maximum Impact
PlayFirst Promotion & Publishing Network P3N
App Store Optimization
Monitor chart rankings and installs daily

16. Keys to Sustaining Success
Commitment to Native Quality
Metrics Driven Live OPS Team
Distribution & Cross Promotion
Building Customer Relationships

17. Build Strong Customer Relationships
Establish a direct line of communication
Ongoing focus tests and surveys
Rapid customer support response times
Create and manage a community hub

18. Keep players engaged over the long run
40% older than 120 days
73% older than 31 days
Purpose: Show our ability to maximize player population with limited influx of new users.
This is DT Zoo Population Age

19. Keys to Sustaining Success
Maintain a backlog and carefully plan features
Closely monitor customer behavior
Keep a live ops team focused and motivated
Focus marketing efforts for maximum impact
Nurture a lasting customer relationship