survive in iphone app store@gdc china 2010

Survive in iPhone App Store--A Chinese Indie Story

Wesley BaoCoconut Island Studio

1Tuesday, December 13, 11

Background


Independent game studio

Background


Independent game studioFounded in July of 2009

Background


Independent game studioFounded in July of 2009Gamer & dreamer

Background


Facts


Facts

Shipped on: 2009-7-13


Facts

Shipped on: 2009-7-13Total downloads: 10 million


Facts

Shipped on: 2009-7-13Total downloads: 10 millionPeak downloads: 290,000/day


Facts

Shipped on: 2009-7-13Total downloads: 10 millionPeak downloads: 290,000/dayRanked No.1 on top overall free apps


Facts


FactsRanked top 10 in US, UK and DE

Paid version

Ranked No.1 in UK, DE, HK



Paid version

Ranked No.1 in UK, DE, HKFree version



Paid version

Ranked No.1 in UK, DE, HKFree version

Total Downloads: 2.8 million


Agenda


Agenda

Development


Agenda

Development Marketing


Agenda


The hit formula7Tuesday, December 13, 11

DevelopmentInnovation


Shipped on: 2009-12-05Featured on “Hot New Games”Total revenue: $3,000

Band Band Jump


Copy doesn’t work


Copy doesn’t workSimply copied Doodle Jump



App Store is full of ideas



App Store is full of ideasClones have no future



App Store is full of ideasClones have no futureFabulous artwork won’t save you


Innovation To The Rescue


On App Store “Featured”



On App Store “Featured”Original gameplay



On App Store “Featured”Original gameplayUnique art style




Top 10 on U.S. chart




Top 10 on U.S. chartIn less than 48 hrs



The Importance of Innovation



Apple wants innovation



Apple wants innovation

Users want innovation


DevelopmentInnovationPolishing


Polishing


Polishing

Demo version


Polishing

Demo versionProgrammer arts


Polishing


Polishing

First version, metal style


Polishing

First version, metal styleDisposed completely


Polishing


Polishing

Preview version for press


Polishing

Preview version for pressRetro style


Polishing

Preview version for pressRetro style18 levels


Polishing


Polishing

1.0 Release on 2010-08-05


Polishing

1.0 Release on 2010-08-0530 Levels


Result


Result

Sales - 3 days after release


Inflection Point


Inflection Point

Sales - 14 days after release


Inflection Point

Sales - 14 days after releaseThe reason


DevelopmentInnovationPolishingFeedback-driven development


Voices From Customers



Average rating = 2.5



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...”



Average rating = 2.5Take care of 1 star ratingSteep learning curve


Feedback-driven development



Update



UpdateCasual mode -- for light users



UpdateCasual mode -- for light usersReverse mode -- for hardcores



UpdateCasual mode -- for light usersReverse mode -- for hardcoresLevels ×3


Result


Result

Average rating from 2.5 to 4


DevelopmentInnovationPolishingFeedback-driven development


Marketing


MarketingFree version


Free Version

Promotion for paid version


Before After

Free Version

Promotion for paid version


Free Version

Promotion for paid versionIncoming from ads

Stable revenue


Free Version

Promotion for paid versionIncoming from adsLarge amount of users


MarketingFree versionAd Campaign


Ad Campaign


Ad Campaign

Invest mobile adDon’t invest website ad


Ad Campaign


Ad for free versionNot for paid version.


Ad Campaign


Ad for free versionNot for paid version.

Burst campaignDon’t run the campaign periodically


Burst Campaign


Burst Campaign

Buying clicks or downloadsIn a large amountIn a short period


Burst Campaign

Buying clicks or downloadsIn a large amountIn a short period

TargetNo.1 top overall free appBoost paid version to top 25


Burst Campaign


Burst Campaign

Ad sourceHouse adsHouse ads exchangePurchase


Campaign for Finger Balance4 days300k clicks


Campaign for Finger Balance

48%

24%

28%

Self House AdsExchange House AdsPurchase

4 days300k clicks


Result


ResultRanked No.1 in UK, DE, HK

Free version


ResultRanked No.1 in UK, DE, HK

Free version

Ranked top 10 in UK, DE,HKPaid version


Key point

Wrong

Right


MarketingFree versionAd campaignUser community


User Community


User Community

Social methodsFacebookTwitterYoutubeEmail


User Community

Social methodsFacebookTwitterYoutubeEmail

Export from game


User community


User community

Closer to users


User community

Closer to usersCommunity events


User community

Closer to usersCommunity eventsAccumulate users for new games



Summary


Development Marketing Innovation Polishing Feedback-driven

Summary


Development Marketing Innovation Polishing Feedback-driven

Free version Ad campaign User community

Summary


= ×

The hit formula

MarketingSales


= ×

The hit formula

MarketingSales Product


= ×

The hit formula

(Innovation × Polishing - Average)

MarketingSales Product||


Takeaway


Takeaway

Tips for Chinese developers


Takeaway

Tips for Chinese developersEmbrace western culture


Takeaway

Tips for Chinese developersEmbrace western cultureLong term strategy


Takeaway


“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)


Takeaway



Thank You

[email protected]/Coconut_Islandwww.coconutislandstudio.com/blog@椰岛微风 (weibo.com/CoconutIsland)

Next game: One Tap Hero


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http://www.coconutislandstudio.com/blog

http://www.coconutislandstudio.com/blog

survive in iphone app store@gdc china 2010

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