Survive in iPhone App Store@GDC China 2010
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Survive in iPhone App Store--A Chinese Indie Story
Wesley BaoCoconut Island Studio
1Tuesday, December 13, 11
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Background
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Background
2Tuesday, December 13, 11
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Independent game studio
Background
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Independent game studioFounded in July of 2009
Background
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Independent game studioFounded in July of 2009Gamer & dreamer
Background
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Facts
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Facts
Shipped on: 2009-7-13
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Facts
Shipped on: 2009-7-13Total downloads: 10 million
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Facts
Shipped on: 2009-7-13Total downloads: 10 millionPeak downloads: 290,000/day
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Facts
Shipped on: 2009-7-13Total downloads: 10 millionPeak downloads: 290,000/dayRanked No.1 on top overall free apps
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Facts
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FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HK
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FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HKFree version
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FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HKFree version
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FactsRanked top 10 in US, UK and DE
Paid version
Ranked No.1 in UK, DE, HKFree version
Total Downloads: 2.8 million
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Agenda
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Agenda
Development
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Agenda
Development Marketing
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Agenda
Development Marketing
The hit formula7Tuesday, December 13, 11
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DevelopmentInnovation
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Shipped on: 2009-12-05Featured on “Hot New Games”Total revenue: $3,000
Band Band Jump
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Copy doesn’t work
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Copy doesn’t workSimply copied Doodle Jump
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Copy doesn’t workSimply copied Doodle Jump
App Store is full of ideas
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Copy doesn’t workSimply copied Doodle Jump
App Store is full of ideasClones have no future
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Copy doesn’t workSimply copied Doodle Jump
App Store is full of ideasClones have no futureFabulous artwork won’t save you
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Innovation To The Rescue
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Innovation To The Rescue
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On App Store “Featured”
Innovation To The Rescue
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On App Store “Featured”Original gameplay
Innovation To The Rescue
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On App Store “Featured”Original gameplayUnique art style
Innovation To The Rescue
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On App Store “Featured”Original gameplayUnique art style
Top 10 on U.S. chart
Innovation To The Rescue
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On App Store “Featured”Original gameplayUnique art style
Top 10 on U.S. chartIn less than 48 hrs
Innovation To The Rescue
12Tuesday, December 13, 11
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The Importance of Innovation
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The Importance of Innovation
Apple wants innovation
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The Importance of Innovation
Apple wants innovation
Users want innovation
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DevelopmentInnovationPolishing
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Polishing
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Polishing
Demo version
15Tuesday, December 13, 11
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Polishing
Demo versionProgrammer arts
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Polishing
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Polishing
First version, metal style
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Polishing
First version, metal style
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Polishing
First version, metal styleDisposed completely
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Polishing
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Polishing
Preview version for press
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Polishing
Preview version for press
18Tuesday, December 13, 11
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Polishing
Preview version for press
19Tuesday, December 13, 11
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Polishing
Preview version for pressRetro style
19Tuesday, December 13, 11
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Polishing
Preview version for pressRetro style18 levels
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Polishing
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Polishing
1.0 Release on 2010-08-05
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Polishing
1.0 Release on 2010-08-0530 Levels
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Result
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Result
Sales - 3 days after release
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Inflection Point
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Inflection Point
Sales - 14 days after release
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Inflection Point
Sales - 14 days after releaseThe reason
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DevelopmentInnovationPolishingFeedback-driven development
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Voices From Customers
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Voices From Customers
Average rating = 2.5
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Voices From Customers
Average rating = 2.5Take care of 1 star rating
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Voices From Customers
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...”
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Voices From Customers
Average rating = 2.5Take care of 1 star rating
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Voices From Customers
Average rating = 2.5Take care of 1 star ratingSteep learning curve
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Feedback-driven development
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Feedback-driven development
Update
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Feedback-driven development
UpdateCasual mode -- for light users
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Feedback-driven development
UpdateCasual mode -- for light users
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Feedback-driven development
UpdateCasual mode -- for light users
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcores
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcores
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcores
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Feedback-driven development
UpdateCasual mode -- for light usersReverse mode -- for hardcoresLevels ×3
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Result
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Result
Average rating from 2.5 to 4
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DevelopmentInnovationPolishingFeedback-driven development
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Marketing
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MarketingFree version
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Free Version
Promotion for paid version
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Free Version
Promotion for paid version
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Before After
Free Version
Promotion for paid version
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Free Version
Promotion for paid versionIncoming from ads
Stable revenue
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Free Version
Promotion for paid versionIncoming from ads
Stable revenue
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Free Version
Promotion for paid versionIncoming from adsLarge amount of users
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MarketingFree versionAd Campaign
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Ad Campaign
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Ad Campaign
Invest mobile adDon’t invest website ad
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Ad Campaign
Invest mobile adDon’t invest website ad
Ad for free versionNot for paid version.
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Ad Campaign
Invest mobile adDon’t invest website ad
Ad for free versionNot for paid version.
Burst campaignDon’t run the campaign periodically
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Burst Campaign
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Burst Campaign
Buying clicks or downloadsIn a large amountIn a short period
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Burst Campaign
Buying clicks or downloadsIn a large amountIn a short period
TargetNo.1 top overall free appBoost paid version to top 25
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Burst Campaign
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Burst Campaign
Ad sourceHouse adsHouse ads exchangePurchase
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Campaign for Finger Balance4 days300k clicks
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Campaign for Finger Balance
48%
24%
28%
Self House AdsExchange House AdsPurchase
4 days300k clicks
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Result
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ResultRanked No.1 in UK, DE, HK
Free version
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ResultRanked No.1 in UK, DE, HK
Free version
Ranked top 10 in UK, DE,HKPaid version
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Key point
Wrong
Right
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MarketingFree versionAd campaignUser community
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User Community
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User Community
Social methodsFacebookTwitterYoutubeEmail
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User Community
Social methodsFacebookTwitterYoutubeEmail
Export from game
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User community
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User community
Closer to users
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User community
Closer to usersCommunity events
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User community
Closer to usersCommunity eventsAccumulate users for new games
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Development Marketing
Summary
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Development Marketing Innovation Polishing Feedback-driven
Summary
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Development Marketing Innovation Polishing Feedback-driven
Free version Ad campaign User community
Summary
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= ×
The hit formula
MarketingSales
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= ×
The hit formula
MarketingSales Product
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= ×
The hit formula
(Innovation × Polishing - Average)
MarketingSales Product||
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Takeaway
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Takeaway
Tips for Chinese developers
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Takeaway
Tips for Chinese developersEmbrace western culture
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Takeaway
Tips for Chinese developersEmbrace western cultureLong term strategy
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Takeaway
Tips for Chinese developersEmbrace western cultureLong term strategy
“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)
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Takeaway
Tips for Chinese developersEmbrace western cultureLong term strategy
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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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