20130720 case study of candy crush saga
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Update of the 20130713 file.TRANSCRIPT
Case Study of <Candy Crush Saga>
What We Taiwan App Developers Can
Learn
Christina Hsu
About Me
• ID: Christina Hsu ( 徐志瀟 ) • HP: 17 Years Old (Since 1996)• Guilds: UserJoy 、 Dreamforce 、 Lager 、 Gamania 、 FunTown, Gigamedia • Attributes: Game Designer (assistant of
ADM and CS ) 、 Marketing Manager 、 Product Manager 、 Biz Dev. Manager 、 Market Intelligence Researcher 、 Producer
Agenda Basic Data of <Candy Crush Saga> Post Mortem of <Candy Crush Saga> Best Practices for Creating and
Distributing Games Cross Platform Breaking the Success Formula of <Candy
Crush Saga> What We Taiwan App Developers Can
Learn Q&A
Basic Data of <Candy Crush Saga>
History Release:
Facebook : April 2012 Mobile (iOS & Android) : November 2012
Records: Over 10 million downloads in 1st month Number 1 game on Facebook (January 2013) 10+ million DAU, 45+ million MAU (March
2013) The highest-grossing app in the Apple and
Google app stores (April 2013)
Developer / Publisher
About King.comWelcome to King.com, the largest skill gaming site in the world, where you can play free games online in competitive tournaments in categories such as puzzle, strategy, word, action, card and sports games.
King.com was founded in 2003 with the goal of becoming the premiere destination for skill gaming on the internet. We currently have more than 150 addicting games in our portfolio and we are constantly developing new and exciting on line games.
Levels
Total Levels FB: 425 Mobile: 365 New levels to be
announced in July 2013
Post Mortem of of <Candy Crush Saga>
Game Developer Conference, March 2013
Session &. Speaker Session
Candy Crush Saga Postmortem: Luck in the Right Places
25-minute session of <Free to Play Design & Business Summit>
Speaker Tommy Palm Games Guru, King.com 20 + years experience
The Formula of Success ?
Chances
Before Candy
<Diamond Digger>
Pre-Candy in 2011
Game Play of Pre-Candy
Basic & Combo
#1 Game on Facebook
The Formula of Success = A*
Accessibility
<2005 vs. 2013> 1st time gamers
More Accessibilities
75% of those who completed all
levels do not payShort sessions for you to play and kill time
The Formula of Success = A*N
Never Ending
<lots of levels> A very long game
More Never Ending
Against your ideas of casual games, it’s difficult!
The Formula of Success = A*N*C
The index shows how social it is
Campfire Index
The Aisle Effect
The True Definition of Social is
Hashtag on Instagram
Qiotes from the team
Next Challenge
The Formula of Success !
Best Practices for Creating and Distributing Games Cross Platform
Casual Connect Europe, February 2013
10 M
20 M
2011
Now
Daily active users (FB)
3 platforms are shaping the future
1. Facebook
http://jmak.tumblr.com/
2. Smart phones
3. Tablets
A portable future
http://www.businessinsider.com/the-future-of-mobile-deck-2012-3?op=1
Play everywhere
Game State-Progress
Game State-Progress
?
Game creation
Hit driven
Risk elimination
150+ casual games
On Facebook: the ‘Saga'
“Saga Framework”Proven Game
FB connected users are MUCH more valuable
* Retention * Engagement * Likelihood to pay
My five cents
1. Small multi talented teams working agile
2. Rapid prototyping/testing3. No tutorials4. Respect data5. Intuitive game controls
Intuitive Controls
YouTube: Bullfrog playing Ant Smasher
Mouse
Touch Screen
Joypad
MARKETING & BRANDING
PRPR Word of mouth
Word of mouth
Feature by AppleFeature by Apple
Facebook traffic
Facebook traffic
AdsAds Cross promotion
Cross promotion
PC: Facebook App discovery mainly viral
(AppData 2012)
43%
19%
18%
10%
6%
4%
Friend Invite
Advertisement
Don’t Remember
Word of Mouth
Newsfeed
Other
0 0.1 0.2 0.3 0.4 0.5
Column1
Mobile: App discovery driven by App Stores
(Nielsen Q3 2011)
Over 50% of smart phone users are connected to Facebook
More than 500m of Facebook’s monthly users use mobile
Facebook enables cross-platform
viral user acquisition
Desktop to
mobile
Mobile to app / app
store
App to desktop
Facebook enables discoverability both on
canvas and mobile
Notifications
News feed and
Timeline
Bookmark
Ads
Social
Light social layer
Facebook is great tool for game developers
51
Recap
Casual Games
Cross platform
Truly Social
These games will be the dominating brand creator of this decade!
Breaking the Success Formula of <Candy Crush Saga>
King made Candy Crush Viral
-Candy Crush merges virality with mobile
-It lets you see the progress of your friends.
Goal-oriented play encourages player retention
It keeps players hooked through its goal-oriented level structure.
-Its level system gives players solid attainable goals
-Taking the old match-three formula and adding enough twists (such as unique tile grids, level goals, etc.)
-Big-fish-little-pond effect
Organic & Endless Monetization
-Candy Crush’s virality and compelling goal-oriented gameplay make it built for monetization. Its players are too busy trying to outdo their friends and/or finish every level. So to them, throwing down a few dollars here or there isn’t that big of a deal. This is organic monetization and it works.-King.com has created a win-win situation: either players boost King’s profits by spending 99 cents to replenish their spent credits, or they drive Candy Crush’s customer engagement and retention metrics by requesting lives from their Facebook friends while waiting for a refill.
Candy Crush syncs across platforms
Christopher Foley:-a data analyst and game analytics expert at Kontagent-founded two video game companies and was a lead programmer at Sony Computer Entertainment America-a Caltech engineering and applied science graduate and holds a master’s degree in complex adaptive systems and an MBA. -Contact him at Linkedin.com/foleyfoleyfoley.
What We Taiwan App Developers Can Learn
Easy to Pick-up
IF YOU NEED A TUTORIAL TO EXPLAIN YOUR GAME, THEN PERHAPS IT’S NOT REALLY CASUAL AND ACCESSIBLE TO THE MASS MARKET.
Think Differently
Jump Out from Comfort Zone
THIS BUSINESS IS ALL ABOUT RESHAPING AND CHALLENGING THE WAYS WE WORK. NO ONE CAN AFFORD TO STAY IN THEIR COMFORT ZONE FOR LONG.
Design to Monetize
As More Platforms as Possible
Paradigm Shift in Taiwan
Thank You
Q &. AFind Me at: www.facebook.com/christina.hsu.37 ( 徐志瀟 ) (Christina Hsu)
Chris_9801
Chris_9801 ( 貓奴 Chris 鍋貼 )
Christina Hsu