Date post: | 12-Nov-2014 |
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Entertainment & Humor |
Upload: | miriam-consoli |
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How to build a ClassicThe Mahjong Trails Story
“This session is shark-free”
The Facts…so far
• 5 Billion Game Sessions
• 30 Million Users
• 3 Million MAU
Memory Lane
Top Games Nov. 2010 Nov. 2013FarmVille - 89%CaféWorld closed down
Happy Aquarium - 95%FishVille closed down
Texas Hold’Em - 10%MafiaWars - 97%Pet Society - 94%
PetVille closed downZooWorld - 85%
Mahjong Trails + 130%
DAU Development
0 100.000 200.000 300.000 400.000 500.000 600.000 700.000
7/9/2010 7/9/2011 7/9/2012 7/9/2013
The Rise (I)
• We already had the first Mahjong on Facebook
• Launched Mahjong Trails with state-of-the-art social mechanisms around the proven core
The Rise (II)
• First of our games with in-game monetization
• Great KPIs and nice growth, without marketing
The First Peak
• Competitors joined the party and also launched Mahjong games on Facebook
• Among them: King, Arkadium, Social Point, IsCool, Telaxo, Qublix and Ganymede
Going got Tough
• Users bombarded with similar game play, hence less likely to pay, when hitting “obstacles”
• Started marketing, but CPIs rose quickly
The Fall
• We shifted resources and focus to new games
• Users where hitting the end of the game and had no more content to play (game was built around a world-trip, which had a finite end)
• Social mechanisms changed in the market
The End
…or not…
The Relaunch
• Shifted resources back to the game
• Completely re-worked the social mechanisms to make them state-of-the-art again
The Relaunch
• Eliminated the finite nature of the game, by switching from continents as areas to cities
• Re-balanced the game to fit endless journey
The Result
• Record DAU
• Record DARPU
• Extremely profitable game
• Having outlived most of the competition
Up Next?
• More content on a regular basis, with great tools
• Constantly improving mechanisms
• Going truly cross-platform this year
Goal
• become a category leader on mobile, too
• whatever platforms the future holds, we’ll be there
The other Path
• Build great core game-mechanics
• Stay lean and smart
• Don’t give up too early
• Decide if you are in it for a quick-flip or the long haul
• Gaming is a hit-driven business, not hit&run
“You don’t have to win the sprint, winning the marathon will give you a
gold medal, too”