going mobile - diamond dash (nordic game 2012)

Diamond  Dash  Post  Mortem

25.5.2012  @  NGC

Going  Mobile

Diamond  Dash  Post  Mortem

25.5.2012  @  NGC

Going  Mobile

Teemu  HailaJust  some  guy  @  Wooga

+190  people+25  na>onali>es

Diamond Dash iOS trailer

Agenda:★ Pre-­‐Launch★ Post-­‐Launch★ Fun  Facts

Why  iOS?

June  2011

Project  start

Today

Pre-­‐Launch Post-­‐Launch

5  big  challenges  to  solve

Pre-­‐Launch

Diamond  Dash  feel  on  a  mobile  device.

Challenge  1

Pre-­‐Launch

?Pre-­‐Launch

?Pre-­‐Launch

?Redesign UI!

Pre-­‐Launch

Pre-­‐Launch

Pre-­‐Launch

★Usable  by  everyone★Minimum  amount  of  text★Minimum  Ime-­‐Ill-­‐fun★Feels  at  home  on  iOS

Pre-­‐Launch

Pre-­‐Launch

SketchPre-­‐Launch

Sketch

Mock-­‐up

Pre-­‐Launch

Sketch

Mock-­‐up

Test

Pre-­‐Launch

Sketch

Mock-­‐up

Test

Implement

Pre-­‐Launch

Sketch

Mock-­‐up

Test

Implement

Test  again

Pre-­‐Launch

Tutorial  design.

Challenge  2

Pre-­‐Launch

Pre-­‐Launch

★Quick  Ime-­‐Ill-­‐fun★Just-­‐in-­‐Ime  informaIon★Pacing  of  new  features

Pre-­‐Launch

★Quick  Ime-­‐Ill-­‐fun★Just-­‐in-­‐Ime  informaIon★Pacing  of  new  features

Pre-­‐Launch

★Quick  Ime-­‐Ill-­‐fun★Just-­‐in-­‐Ime  informaIon★Pacing  of  new  features

Pre-­‐Launch

Pre-­‐Launch

Tutorial  Steps

Track  this

Virality  and  traffic  on  iOS.

Challenge  3

Pre-­‐Launch

?Pre-­‐Launch

?Facebook Connect

Pre-­‐Launch

TodayJune  2011

Project  start

Nov  2011

iPhone “ready” -> test- move to work on iPad

Pre-­‐Launch

TodayJune  2011

Project  start

Nov  2011

SoL  launch

iPhone “ready” -> test- move to work on iPad

Pre-­‐Launch

iPad  version.

Challenge  4

Pre-­‐Launch

?Pre-­‐Launch

?Pre-­‐Launch

New UI... Again!

?Pre-­‐Launch

New UI... Again!

20MB  build  size  limit.

Challenge  5

Pre-­‐Launch

20  MBPre-­‐Launch

DD iPad menu with guide

Pre-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launch

Pre-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Pre-­‐Launch

0

75000

150000

225000

300000

2.12.2011 5.12.2011 8.12.2011 11.12.2011 14.12.2011 17.12.2011

New  UsersPre-­‐Launch

0

75000

150000

225000

300000

2.12.2011 5.12.2011 8.12.2011 11.12.2011 14.12.2011 17.12.2011

New  UsersPre-­‐Launch

It  shipped!...and  then  what?

Updates:- not too many- meaningful features

Post-­‐LaunchPre-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

Post-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

v1.3

Post-­‐Launch

Minimum  Viable  Product

Launch was MVP- validation- know our weaknesses- work on what matters

Post-­‐Launch

v1.0

Launch was MVP- validation- know our weaknesses- work on what matters

Post-­‐Launch

v1.3Viable  Product

Post-­‐Launch

0

75000

150000

225000

300000

2.12.2011 7.12.2011 12.12.2011 17.12.2011 22.12.2011 27.12.2011 1.1.2012 6.1.2012

New  UsersPost-­‐Launch

Source: appannie.com

Position in all games Position in all apps

Post-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

v1.3

Feb  2012

Post-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

v1.3

Feb  2012

v2.0

Post-­‐Launch

Gameplay video featuringnew magic powers

Very big new feature- in-game boosts- coin economy

Networking rewrite

Post-­‐Launch

Daily  AcIve  UsersPost-­‐Launch

Source: appannie.com

Position in all games Position in all apps

Post-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

v1.3

Feb  2012

v2.0

Mar  2012

May  2012

Post-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

v1.3

Feb  2012

v2.0v2.0.2

Mar  2012

May  2012

Post-­‐Launch

TodayJune  2011

Project  start

Nov  2011

Dec  2011

SoL  launchFull  launch

Christmas

v1.3

Feb  2012

v2.0v2.0.2

Mar  2012

May  2012

v2.1

Post-­‐Launch

Added last boostFinally caught up Flash

Post-­‐Launch

Game  Balance

Post-­‐Launch

Source: appannie.com

Position in all games Position in all apps

Post-­‐Launch

Source: appannie.com

Position in all games Position in all apps

Post-­‐Launch

Daily  AcIve  UsersPost-­‐Launch

Launch

Magic  Powers

Color  Splash

Daily  AcIve  UsersPost-­‐Launch

Fun  Facts

Fact  1:Fun  Facts

Max.  3  dedicated  full  Imers  on  project

Only 3 people fully dedicated to iOS...

...but many many people making that possible by doing their part.

Fact  1:Fun  Facts

Max.  3  dedicated  full  Imers  on  project

Only 3 people fully dedicated to iOS...

...but many many people making that possible by doing their part.

Fact  2:

Fun  Facts

No  game  design  document

Fact  3:

Fun  Facts

No  crunch  or  mandatory  overIme

Summary

Summary

Pre-­‐Launch

5x  challenges

Summary

Pre-­‐Launch Post-­‐Launch

5x  challenges Major  updates

Summary

Pre-­‐Launch Post-­‐Launch

Small  team

5x  challenges Major  updates

Summary

Pre-­‐Launch Post-­‐Launch

Small  team No  GDD

5x  challenges Major  updates

Summary

Pre-­‐Launch Post-­‐Launch

Small  team No  GDD No  crunch

5x  challenges Major  updates

Summary

Pre-­‐Launch Post-­‐Launch

Small  team No  GDD No  crunch

5x  challenges Major  updates

Diamond  Dash  is  not  d

ead!

Mail:  teemu.haila@wooga.netTwiVer:  @dasinfBlog:  hZp://dasinf.tumblr.com

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