PopCap: Setting Bejeweled Free
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Transcript of PopCap: Setting Bejeweled Free
Setting Bejeweled Blitz free Lessons learned moving from premium to freemium on iOS
Giordano Bruno Contestabile, PopCap Games
March 5th, 2011
Twitter: @giordanobc
My job: managing the business…
…even though I suck at it!
My excuse: half of those people work at PopCap
• But so do I
• Oh dear!
• I suck!
Some quick facts Launched in late 2000
History: Bejeweled, Bejeweled 2, Bejeweled Twist, Bejeweled Blitz, Bejeweled 3
Key platforms: PC/Mac, Facebook, iPhone, XBox360, DS
Units: > 55 million
Installs: > 200 million
MAUs: > 25 million
Users: 500 million+
One Very Long Minute History of Bejeweled Blitz on Facebook & iOS
Bejeweled 2 iOS Client launched 2 days after iTunes app store opened (Summer 2008)
Bejeweled Blitz on Facebook launched in November 2009
Blitz mode and FB Connect added to Bejeweled 2 iOS client (April 2010)
Major Feature Launches: Rare Gems; Daily Spin; Keystones Tutorial
One of the first games to be fully integrated FB and iOS
2+ years from launch, still consistently popular:
• Facebook: top 10 games by DAU (3M+)
• iPhone: top 10 top grossing games
Doubling Down on Bejeweled
Why Change?
From mode in a paid game to freemium game
• Reach much wider audience
• Update more nimbly; follow Facebook closely
A new iteration of a great premium game
• Feature set and game rules from Bejeweled 3
• Lose the version number: an evergreen product that continues to evolve over time
The Great Maneuvers
Launch Timeline Soft launch of Bejeweled Blitz in Canada iTunes app store (12/1) Worldwide launch of Bejeweled and Bejeweled Blitz (12/8) Retirement of Bejeweled 2 + Blitz (12/8)
Products One of few titles with Premium and Freemium business model Bejeweled Blitz (Freemium) Bejeweled (Premium $0.99 download)
Launch Goals Top 10 Premium Title Top 10 Freemium Title Rating of 4.5 stars or more 6M Freemium downloads in 1 month
Downloads Highest App Store
Rankings Current App Store
Rating
Bejeweled Blitz Well over 10M 2nd Free / 3rd Grossing ½
Bejeweled Premium Well over 1M 1st Paid
Retiring one game, launching two new ones
Change in metrics from premium to freemium
Key Metrics Change
Downloads Daily Average Downloads 9X
Daily Active Users Weekly Average 5X
Revenue Daily Average 5X
Did It Work?
… and still growing (every week has been bigger than previous one)
Comparing iOS to Facebook
Key Metrics iOS (FB = 100)
Daily Active Users Weekly Average 33%
ARPU DARPU 196%
Engagement Games played / day 208% (52!)
Retention 7-day retention 200%
Monetization % of paying users 205%
Learnings – behavior iOS vs FB On most metrics, iOS users are 2x higher than Facebook users
Contributing factors:
• “Always on, always with me” nature of mobile
• Bejeweled Blitz strongly suited to bite-sized gaming
• Efficient Apple ecosystem, in particular for billing
We see significant FB / iOS cross-over in user base
• New FB users discovering the game through iOS first
The Power of Free
Premium Vs. Freemium: Downloads
Freemium client has 9x as many downloads per day vs. premium
Bejeweled Blitz
Bejeweled
Many Play For Free…
As expected, ARPPU declined when switching from paid to free
• Higher percentage of free players
ARPPU still higher, but closer, to Facebook
…But Enough of Them Pay!
Increased user base driving much higher revenues
Facebook Connect: A High Barrier
Approximately 20% of Blitz iOS downloads have activated
Facebook Connect, unlocking full game content
FB Connect required to unlock full features
Ongoing campaigns to incentivize users to connect
Facebook Connect: A High Barrier Benefits of full integration FB / iOS:
• Opportunity to leverage the same social graph
• Cross-promotion and higher awareness
• Big part of what makes the game fun
Drawbacks:
• Only 20% of iOS users connect with Facebook
• Extremely complex to maintain and operate
Conclusions:
• Worth it if it improves the game
• Try to make FB Connect optional on mobile
Reacting to feedback
App Store Ratings & Customer Feedback
Initial Rating
½ Action Taken
Results
½
• Game speed was intentionally slowed to match that of Facebook app
• Initial app store ratings were impacted by customer complaints about speed
• Rating reached a low of 2 ½ stars
• Directly responded to customer comments with the message: “we are listening to you and making changes”
• Stopped requiring players on old Bej2+Blitz app to transition to new app
• Able to resubmit and launch new version with faster speed within three days
Results of Customer Response
Ratings of new version significantly higher, and buoyed overall rating of app
Stabilized App Store ranking
Additional updates planned to address remaining and ongoing feedback
Updated app (with faster speed & iPad
support) released Source: Distimo Monitor Source: Distimo Monitor
Lessons Learned
Don’t mess with everyone’s favorite game!
Listen to feedback and address it
• Make sure the team is ready!
Make sure that updating the game is easy
• Anything that can be server-side, should be!
Lessons Learned
Be proactive
• Happy users are less likely to rate your app
• A “rate our game” interstitial works well • Don’t try to force them
• Be honest in your messaging (“if you like us...”)
Business Model
Boosts
Low-priced in-game effects meant to be used regularly
Balanced not to grant excessive advantages
• The better player will still score higher on average
Rare Gems
Higher-impact bonuses
Can be activated every few games, appearing randomly
Require skill to be fully taken advantage of
Entertainment value as important as effect
Daily Spins
Slot machine mechanic granting in-game currency
1 free “daily spin” every day
Additional “daily spin” can be purchased
Key tenets
“Play forever”: no pay walls or limitations for non-paying users
Game is fun and balanced also without paying
Pay to have fun, not because the games forces or punishes you
Server-side code to tweak economy in real time
Events really important: busy marketing calendar
Our secret? Science!
mF =↑eng + ↑ret + ↑mon
…that I just made up!
More fun = more engagement, retention and monetization
A simple equation…
If players are having fun they will play, stay and pay
Marketing Efforts
Marketing Mix
Ads on Bejeweled Blitz Facebook
“Free App Of The Day” programs Mobile Ads
“Apple Love”
Result analysis Vast majority of downloads from:
• “Apple love”
• Chart position
• Organic searches
• Existing Blitz players
Free app programs didn’t drive significant installs
Encouraging conversion from paid advertising • Very high CPI in December ($0.50 / $1)
Organic growth more valuable than paid growth
Sustained efforts more effective than “burst” actions
What’s Next?
Next Steps for Bejeweled on Mobile
Bejeweled Premium
• Updates every 2-3 months with additional game modes and content
• iPad
Bejeweled Blitz (Freemium)
• Monthly updates
• Add new features close to FB updates
• Continue to address customer feedback
• Encourage and incent players to unlock full features by activating FB Connect
• Android
The Challenge of Android
5 (key resolutions)
4 (2.2, 2.3, 3, 4)
100+
25%
250M
10+
Fragmented
Open (?)
Screen resolutions
Supported OS versions
Phone models
ARPU as % of iOS
Active user base*
Distribution Channels
Ecosystem
Platform
*Estimated
3
2 (iOS 4, iOS 5)
10
100%
250M
1
Integrated
Closed
A Billion New Players!
★ iOS
★ Android
★Gree
★ DeNA
★…
★Google+
★Vkontakte
★…
Thanks!
Questions?
@giordanobc