going mobile - diamond dash (nordic game 2012)
DESCRIPTION
In this presentation, the Wooga Product Manager Teemu Haila talks in-depth about his experience adapting a +16 million MAU arcade game from Facebook to iOS. He shares insights from the pre-launch evolution of the project, and discusses the most important post-launch improvements made to Wooga’s first iOS title.TRANSCRIPT
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!
