seasonal events

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Seasonal Trends

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Seasonal Updates and Events bring excitement to the players. The start of these updates have also helped games raise and

maintain their positions on the Grossing Charts.

Western markets spend a lot of money during the Christmas and Halloween seasons. Over the decades, consumers spend money on costumes and decorations for Halloween.

Consumers also spend money on decorations and gifts for friends during the Holiday season.

This presentation will focus on three successful games where Seasonal Updates/Events helped propel and maintain their

titles position in the Grossing Charts in the Western Markets.

Seasonal Trends

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Clash of Clans, released by SuperCell in 2012, quickly jumped in the Top 10 Grossing Chart. To maintain player happiness, and make sure the game remained “fresh,” the developers

introduced Halloween and Winter events in 2013. During these events Clash of Clans remained in the Top 3 ranking on the Grossing Chart. Clash of Clans since then has

remained as one of the most popular game in Western Markets.

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Loading Screens

Top games change their Loading Screens to get the players excited and to create the feeling of urgency of to play this limited updated.

Original Loading Screen

Halloween Loading Screen Winter Season Loading Screen

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Additional Loading Screens Original Loading Screen

Halloween Loading Screen Winter Season Loading Screen

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Halloween Environment Units

Winter Environment Units

Regular Items updated for Season

Regular Environment Units

Updating regular items to fit in with the new seasonal event, gives the player a sense of an exclusive limited time offer.

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Additional Winter Units

Dec. 25 Exclusive Winter Unit Winter Unit Winter Unit

To maintain user retention, Clash of Clans created a December 25 exclusive item.

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Hay Day was released by SuperCell in 2012. Their first seasonal event, Halloween, released on October 2013. In 2012, the game slowly climbed the charts, but barely passed into

the Top 50 on the Grossing chart. In October 2013, the game was able to remain in the Top 5 Grossing chart for the majority of the Halloween event.

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Hay Day Halloween 2013 Update

New limited time character skins were created for the Halloween Update. The skins were free to the user, but did not remain when the event was over.

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New purchasable decorations were introduced in the Halloween event. The fishing river was ‘haunted’ with a new mini-game feature (tap to remove the Ghosts), and seasonal themed decorations were added to the rest of the game including fog, swamps, and bats.

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Downloads

Grossing

2012 October Hay Day was first introduced in Mid-2012. Having no event, but great gameplay, the game slowly rose in the Downloads & Grossing charts.

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Downloads

Grossing

2013 October In 2013, Hay Day’s Halloween themed update was released in Late September. The event helped the game maintained a position in the top 10 Grossing chart. Near the end of the event, the game fell a few positions.

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The Simpsons: Tapped Out (based on the popular television show, The Simpsons) was introduced in 2012, and has provided seasonal content for their title.

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Updated event screen for 2012. New character skins created. Additional Freemium items. New Premium Characters.

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The Simpsons: Tapped Out Treehouse of Horror 2012 (Halloween) Update

In 2012, a mixture of Gifts, Prize Giveaways, Freemium and Premium Currency content was created for the event. The following year, 2013, these items became available again with Premium Currency.

Prize Freemium Prize

Premium Gift Gift

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Updated event screen for 2013. New character skins created. New Freemium Character. New Premium Characters. New tap to rid of ghosts feature.

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The Simpsons: Tapped Out Treehouse of Horror 2013 (Halloween) Update In 2013, a new set of Freemium and Premium Currency content was created for the event. The items were a mix of Gifts, Freemium, Premium Currency, and Prize Giveaways. The Prize Giveaway items kept retention high, with a combination of grinding for experience, or spending Premium Currency to receive the prize immediately.

Gift Freemium

Prize Prize Prize

Premium

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Downloads

2012 October

Grossing

The Simpsons Tapped Out’s Halloween event went live on October 4th. Good user retention of the game and app happens when the update is first introduced. Eventually, as the month and event continues, retention drops off.

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Downloads

Grossing

2013 October In 2013, The Simpsons: Tapped Out released the Halloween event on October 5th. The same user behavior for retention, downloads, and grossing was found the next year.

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To keep player retention up for the Halloween Event 2014, Simpsons Tapped Out staggered the prizes and items, and limited their availability to 12 days.

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In conclusion, creating new assets is exciting for the users and profitable, but isn’t the only tool developers use to create excitement. Game icons are updated to reflect the new event taking place. The player is aware of the normal icon, and when a seasonal or event icon appears, the player will recognize a limited time event is taking place.

Hay Day

Clash of Clans

The Simpsons Tapped Out

2012 2012 Winter 2014 2013 Summer 2013 Winter

2012 Winter 2013 2013

2012 2012 Winter 2013 Halloween 2013 Winter 2014 Halloween

Conclusion