Post on 14-Aug-2015
Two Brothers
One game
Installs in first year
How we started
2011 CTR: Experiments Om Nom series MAU reached 35 MLN
ZeptoLab DNA
InnovaEon
Cut the Rope
EducaEon Licensing, Hollywood, Pop culture
Original games
Popular genres
First new IP – Pudding Monsters
2013 CTR: Time Travel 50 MLN installs at first year
Most promising idea based on game play
EnEre company resources to 1 game
Released on Christmas as 0,99$ -‐ 500% ROI
Idea generaEon Free creaEve days
Regular pitches and brainstorms
Seminars, workshops, etc
2013 Cut the Rope 2 0,99-‐4,99$ app, Top 50 Grossing in 77 countries
InnovaEon process Team = product + project + game designer
Prototype = gameplay + meta Funneling system
2014 100% of U.S. ad inventory is sold direct
Big changes: how it works
1 game out of 50 released
50 ideas out of 120 go to prototype stage
5 projects out of 50 go to so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
King of Thieves so^ launch
King of Thieves so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
60% of users haven’t found mulEplayer
King of Thieves so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
60% of users haven’t found mulEplayer
© 2015 Zeptolab UK Limited. All rights reserved.
King of Thieves so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
Leagues system New tutorial
Big “Find a match” budon
King of Thieves so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
Traps upgrade Death of thieves
Custom PVP adacks
King of Thieves so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
Oufits Cra^ Guilds
Friends gems retrieve
King of Thieves so^ launch
SoG 1 SoG 2 SoG 3 SoG 4 Global
LTV (%%)
RetenMon 7d
RetenMon 1d
MoneEzaEon tuning
LocalizaEon Bug fixing
King of Thieves iOS release World and China Feb 12th on iOS Local publisher Yodo1
World China
1st week
King of Thieves iOS release World and China in one day on iOS Local publisher Yodo1
World China
1st week
© 2015 Zeptolab UK Limited. All rights reserved.
King of Thieves Android 2 weeks delay 10 MLN total installs
Top countries
Russia Spain
Brazil
Mexico
USA
Data -‐ not possible on a limited launch
30+ Unofficial communiEes
75K+ Reviews in Stores
Community
Release = new so^ launch
Release = new so^ launch
Bugs that became features
Exploits
Release = new so^ launch
First (April) – features based on users’ feedback
Six months of features -‐ One update per month
Increasing long term retenEon & LTV
Second (May) – Guild Badles
Ads in original IP
ZeptoLab transformaEon Generate and test ideas
SoG-‐launch as soon as possible
Learn and educate @mishalyalin