story behind the numbers ARPUARPPU AB Testing Retention Bounce Rate Virality KFactor Install sources Lifetime Customer Value Crosspromotion channels Content freshness ID: 748952
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Slide1
“
Millionaire City: The story behind the numbers”Slide2
ARPU/ARPPU
A/B TestingRetentionBounce Rate
Virality
, K-Factor
Install sourcesLifetime Customer ValueCross-promotion channelsContent freshnessMarketing Ad SpendCRM programsPromotions
Whale capture
Funnel
waterfall analysis
Localization
Monetization channels
Cohort behavior
Session/
Time to Spend
Pricing
Gameplay
Velocity
Fan pages
Customer Service
Re-activation
And
on and onSlide3
ARPU/ARPPU
A/B TestingRetentionBounce Rate
Virality
Install
sourcesLifetime Customer ValueCross-promotion channelsContent freshnessMarketing Ad SpendCRM programsPromotions
Whale capture
Funnel
waterfall analysis
LocalizationMonetization channelsCohort behaviorSession/Time to SpendPricing Gameplay VelocityFan pagesCustomer ServiceRe-activationAnd on and on
ThE
REAL
Stories
behind
the
making
of
Millionaire
CitySlide4
4
Digital ChocolateDChoc CEO & Founder Trip Hawkins
Top 10
iPhone
& Top 5 Mobile game publisherMillionaire City launched May 19, 2010Launched on iPhone and Android in August ‘10Became fastest growing game on Facebook
Fastest growing FB game publisher in 2010
Slide5
28 Million Cities created, 840M houses built
$5,500 Trillion cumulative wealth (95x World GDP)
$10 Trillion of daily commerce
88M Square Miles of real estate (22x size of U.S.)
Enough buildings to stack 2.5M miles high (6x moontrips) Millionaire City FactoidsSlide6
Chapter
1“Buy land, they’re not making it anymore.” -
Mark TwainSlide7
Why
real estate? Track record of sim
-building games
Extensive category analysis
Honed product strategyFocus group researchGap AnalysisSlide8
Oh, and
the other reason…..Slide9
Biggest housing meltdown in history
Financial Credit crisisSubprime mortgage disasterBig Bank bailoutsReal Estate had
100%
mindshare
Slide10
Chapter
2“Real estate is tangible, it’s solid, it’s artistic…”
-
Donald TrumpSlide11
Design
Team whiteboardContinuous wealth accumulationOpen canvas of creative self-expressionLego®-like building blocks
Everyone can be Picasso
Everyone can be a MillionaireSlide12
From
early Mock-up…
Isometric
Horizon-bound
Fixed incomeSimple CycleSlide13
Simple Oblique
Fully scrollable N-S-W-E
Paint by numbers
To
Final Design…Slide14
Chapter
3“Inflation”
“Inflation is when you pay $15 for a $10 haircut you used to pay $5 when you had hair.”
-Sam EwingSlide15
Superheated
Money Supply Fixed income properties piling up cash Cash generation outpacing cost of resources Price of new buildings spiraling upwards
Aggh
!Slide16
Balancing
the Money Supply Throttles on cash generation added Gold became the currency for premium services Better Whale attractors and payer optionsSlide17
Chapter
4
“
Rotting
Lettuce”Slide18
Gameplay
Stagnation/Imbalance Lopsided Build-Invest Ratio Too few decision-based outcomes Over-reliance on auto-pilot “build & forget” No sense of “rotting lettuce” to tend toSlide19
Balancing
the Gameplay “Contracts” mechanic introduced Selectable, Variable Tempo/Reward system Property deterioration penalty (ala “weeds”)Slide20
The
dog loves the dogfood! Beta testing scores two thumbs up Addictive gameplay, daily habit-formation Frenzy of building and leveling-up
City landscapes flourishingSlide21
Chapter
5“Houston,
we
have a problem.” Slide22
“If it doesn’t matter who wins or loses,
then why keep score?” -Vince LombardiSlide23
Net Worth introduced
Leaderboards
by $Slide24
The
Final Chapter
“
Ship
it!” Slide25
Source:
AppDataSlide26
Content
is KingSlide27
Source:
AppData330 new banks are openedA new restaurant is opened
Every
Minute
A new coffee shop is openedEvery 2 SecEvery HourSlide28
Appendix
:
“
Some
parting advice”Slide29
Parting
Words:
Watch
for the Butterfly EffectsImpact of Localization Dynamic Demographics
Accretive
Monetization
Social Gaming on Mobile Slide30
Thanks
!