survive in iphone app store@gdc china 2010
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Survive in iPhone App Store--A Chinese Indie Story
Wesley BaoCoconut Island Studio
1Tuesday, December 13, 11
Background
2Tuesday, December 13, 11
Background
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Independent game studio
Background
2Tuesday, December 13, 11
Independent game studioFounded in July of 2009
Background
2Tuesday, December 13, 11
Independent game studioFounded in July of 2009Gamer & dreamer
Background
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Facts
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Facts
Shipped on: 2009-7-13
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Facts
Shipped on: 2009-7-13Total downloads: 10 million
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Facts
Shipped on: 2009-7-13Total downloads: 10 millionPeak downloads: 290,000/day
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Facts
Shipped on: 2009-7-13Total downloads: 10 millionPeak downloads: 290,000/dayRanked No.1 on top overall free apps
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Facts
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FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HK
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FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HKFree version
6Tuesday, December 13, 11
FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HKFree version
6Tuesday, December 13, 11
FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HKFree version
Total Downloads: 2.8 million
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Agenda
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Agenda
Development
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Agenda
Development Marketing
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Agenda
Development Marketing
The hit formula7Tuesday, December 13, 11
DevelopmentInnovation
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Shipped on: 2009-12-05Featured on “Hot New Games”Total revenue: $3,000
Band Band Jump
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Copy doesn’t work
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Copy doesn’t workSimply copied Doodle Jump
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Copy doesn’t workSimply copied Doodle Jump
App Store is full of ideas
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Copy doesn’t workSimply copied Doodle Jump
App Store is full of ideasClones have no future
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Copy doesn’t workSimply copied Doodle Jump
App Store is full of ideasClones have no futureFabulous artwork won’t save you
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Innovation To The Rescue
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Innovation To The Rescue
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On App Store “Featured”
Innovation To The Rescue
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On App Store “Featured”Original gameplay
Innovation To The Rescue
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On App Store “Featured”Original gameplayUnique art style
Innovation To The Rescue
12Tuesday, December 13, 11
On App Store “Featured”Original gameplayUnique art style
Top 10 on U.S. chart
Innovation To The Rescue
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On App Store “Featured”Original gameplayUnique art style
Top 10 on U.S. chartIn less than 48 hrs
Innovation To The Rescue
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The Importance of Innovation
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The Importance of Innovation
Apple wants innovation
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The Importance of Innovation
Apple wants innovation
Users want innovation
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DevelopmentInnovationPolishing
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Polishing
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Polishing
Demo version
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Polishing
Demo versionProgrammer arts
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Polishing
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Polishing
First version, metal style
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Polishing
First version, metal style
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Polishing
First version, metal styleDisposed completely
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Polishing
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Polishing
Preview version for press
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Polishing
Preview version for press
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Polishing
Preview version for press
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Polishing
Preview version for pressRetro style
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Polishing
Preview version for pressRetro style18 levels
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Polishing
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Polishing
1.0 Release on 2010-08-05
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Polishing
1.0 Release on 2010-08-0530 Levels
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Result
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Result
Sales - 3 days after release
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Inflection Point
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Inflection Point
Sales - 14 days after release
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Inflection Point
Sales - 14 days after releaseThe reason
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DevelopmentInnovationPolishingFeedback-driven development
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Voices From Customers
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Voices From Customers
Average rating = 2.5
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Voices From Customers
Average rating = 2.5Take care of 1 star rating
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Voices From Customers
Average rating = 2.5Take care of 1 star rating
“I was enjoying this app for about 6 minutes, then it jumped to a ridiculous hard level...”
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Voices From Customers
Average rating = 2.5Take care of 1 star rating
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Voices From Customers
Average rating = 2.5Take care of 1 star ratingSteep learning curve
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Feedback-driven development
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Feedback-driven development
Update
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Feedback-driven development
UpdateCasual mode -- for light users
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Feedback-driven development
UpdateCasual mode -- for light users
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Feedback-driven development
UpdateCasual mode -- for light users
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcores
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcores
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcores
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcoresLevels ×3
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Result
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Result
Average rating from 2.5 to 4
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DevelopmentInnovationPolishingFeedback-driven development
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Marketing
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MarketingFree version
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Free Version
Promotion for paid version
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Free Version
Promotion for paid version
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Before After
Free Version
Promotion for paid version
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Free Version
Promotion for paid versionIncoming from ads
Stable revenue
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Free Version
Promotion for paid versionIncoming from ads
Stable revenue
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Free Version
Promotion for paid versionIncoming from adsLarge amount of users
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MarketingFree versionAd Campaign
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Ad Campaign
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Ad Campaign
Invest mobile adDon’t invest website ad
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Ad Campaign
Invest mobile adDon’t invest website ad
Ad for free versionNot for paid version.
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Ad Campaign
Invest mobile adDon’t invest website ad
Ad for free versionNot for paid version.
Burst campaignDon’t run the campaign periodically
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Burst Campaign
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Burst Campaign
Buying clicks or downloadsIn a large amountIn a short period
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Burst Campaign
Buying clicks or downloadsIn a large amountIn a short period
TargetNo.1 top overall free appBoost paid version to top 25
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Burst Campaign
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Burst Campaign
Ad sourceHouse adsHouse ads exchangePurchase
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Campaign for Finger Balance4 days300k clicks
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Campaign for Finger Balance
48%
24%
28%
Self House AdsExchange House AdsPurchase
4 days300k clicks
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Result
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ResultRanked No.1 in UK, DE, HK
Free version
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ResultRanked No.1 in UK, DE, HK
Free version
Ranked top 10 in UK, DE,HKPaid version
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Key point
Wrong
Right
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MarketingFree versionAd campaignUser community
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User Community
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User Community
Social methodsFacebookTwitterYoutubeEmail
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User Community
Social methodsFacebookTwitterYoutubeEmail
Export from game
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User community
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User community
Closer to users
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User community
Closer to usersCommunity events
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User community
Closer to usersCommunity eventsAccumulate users for new games
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Development Marketing
Summary
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Development Marketing Innovation Polishing Feedback-driven
Summary
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Development Marketing Innovation Polishing Feedback-driven
Free version Ad campaign User community
Summary
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= ×
The hit formula
MarketingSales
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= ×
The hit formula
MarketingSales Product
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= ×
The hit formula
(Innovation × Polishing - Average)
MarketingSales Product||
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Takeaway
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Takeaway
Tips for Chinese developers
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Takeaway
Tips for Chinese developersEmbrace western culture
44Tuesday, December 13, 11
Takeaway
Tips for Chinese developersEmbrace western cultureLong term strategy
44Tuesday, December 13, 11
Takeaway
Tips for Chinese developersEmbrace western cultureLong term strategy
“如果我在另一個比較輕鬆的環境，可能會變懶，或是成為一個不那麼完整的電影人。” ---杨德昌(Edward Yang, Movie Director)
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Takeaway
Tips for Chinese developersEmbrace western cultureLong term strategy
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Thank You
wesley.bao@CoconutIslandStudio.comtwitter.com/Coconut_Islandwww.coconutislandstudio.com/blog@椰岛微风 (weibo.com/CoconutIsland)
Next game: One Tap Hero
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