Hit Reset: Release is Day One of the Development Cycle Ben Liu COO, Pocket Gems
Hit Reset: Release is Day One of the Development Cycle Ben Liu COO, Pocket Gems.
Jan 04, 2016
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Hit Reset: Release is Day One of the Development Cycle
Ben LiuCOO, Pocket Gems
Pocket Gems●Founded 2009, backed by Sequoia Capital●14 iOS and Android titles●Pioneer in free to play mobile games
● 1st farm game● 1st store game● 1st zoo game● 1st hotel game● 1st exploration simulation game
Tap Zoo and Tap Pet Hotel
#1 and #4 Top Grossing iPhone Apps of 2011
Longevity
Tap Zoo12 months straight in the top 10 grossing apps
Tap Pet Hotel8 months straight in the top 10 grossing apps
Live Game Philosophy
How can we make the game as fresh and new as the day we released it for the first time?
What It Takes
Weekly updates● 1 new feature every 2 weeks● New content every week
Technology Infrastructure: Client●Game engine●AB testing
Technology Infrastructure: Server●DCON●Analytics
Live Game Philosophy
How can we make the game as fresh and new as the day we released it for the first time?
Tap Zoo Backstory
Tap Zoo EvolutionAnimal
s
Xbreed
Social Achievements
Quests
iPad Retina
Daily Bonus
LTO Zoo Sprout
Smart Side walks
Animal Mixing Sounds
Africa
Tap Zoo v0 (September 2010)
Tap Zoo Today (March 2012)
Tap Zoo Today (March 2012)
Tap Zoo Today (March 2012)
Tap Zoo Today (March 2012)
Tap Zoo EvolutionAnimal
s
Xbreed
Social Achievements
Quests
iPad Retina
Daily Bonus
LTO Zoo Sprout
Smart Side walks
Animal Mixing Sounds
Africa
Tap Zoo Today (March 2012)
Live Cycle
Ideation
Release
Measure/ Learn
Live Game Philosophy
How can we make the game as fresh and new as the day we released it for the first time?
Tap Pet Hotel BackstoryIdeation
Release
Measure/ Learn
IdeationIdeation
Release
Measure/ Learn
IdeationIdeation
Release
Measure/ Learn
Ideation: Party RoomsIdeation
Release
Measure/ Learn
Ideation: Party Rooms
+
Ideation
Release
Measure/ Learn
V1 Release: Party Rooms
●Minimum Viable Product● What is the pure essence of the feature?● What is the minimum amount of work to do in
order to get useful feedback?
Ideation
Release
Measure/ Learn
V1 Release: Party Rooms
●August 2011
Ideation
Release
Measure/ Learn
V1 Release: Party Rooms
●August 2011
Ideation
Release
Measure/ Learn
V1 Release: Party Rooms
●August 2011
Ideation
Release
Measure/ Learn
Measure/Learn: Party Rooms
●Close to 100% users tried the feature●Repeat engagement not so hot (1 and 7 day feature retention)●Ok monetization(feature ARPU)
Ideation
Release
Measure/ Learn
Ideation: Party Rooms
+
Ideation
Release
Measure/ Learn
V2 Release: Party Rooms
●December 2011
Ideation
Release
Measure/ Learn
V2 Release: Party Rooms
●December 2011
Ideation
Release
Measure/ Learn
V2 Release: Party Rooms
●December 2011
Ideation
Release
Measure/ Learn
V2 Release: Party Rooms
●December 2011
Ideation
Release
Measure/ Learn
Measure/Learn: Party Rooms
●Sky high initial engagement!●1.5x repeat engagement!●2x monetization!
Ideation
Release
Measure/ Learn
Future
●Run loop faster●Machine learning ●Tap Paradise Cove
Hit Reset: Release is Day One of Development Cycle●Questions?
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