Tips for Success as an Indie iPhone Developer

Keith ShepherdNatalia Luckyanova

FoundersImangi Studios

www.imangi.com

Overview

• About us• Tips for making games• Tips for marketing and selling games

• Husband and Wife Team• Based in Washington, DC• Founded June 2008• No game industry background• Focused on Low Cost High Quality

Casual Games• Five Apps in the Store

The Idea

• Notebook of Ideas• Games WE Enjoy Playing• Concepts with a Wide Appeal• Intuitive Mechanic• Pickup and Play• Make use of unique iPhone features

Prototyping• Focus on FUN!• Focus on the Mechanic

• Quick and Dirty• Get Feedback!

PolishChoosing an Art Direction / Theme

• Have a theme and style in mind before you start working with an artist• Don’t be afraid to iterate!

PolishMenus, Level Design, Fine Tuning, Music, and Sound

Icon Design

App Store Mockups

• Does it stand out in the Top 25?• Does it stand out on the device?• Does it stand out next to similar apps?

Beta Testing

• Start small• Feature-complete• First impressions• Iterate rapidly• Diverse group (hard-core gamers, your mom)• Watch them play – What’s intuitive?– What’s frustrating?

• Respond to ALL feedback and ideas!

Development Summary

• Quick release cycle• Rapid prototype that focuses on fun• Polish!

Marketing

Average Sales Curve

Release Goals

• Buzz• Listed in New Releases• Top 100 Placement• Positive Reviews• Get Featured

Buzz - Pre-release Marketing

• Engage the community

• Engage the press• Cross-promotion

Engaging the Community

• Know your audience• Pictures > Words • Respond to feedback• Be part of the community• Be nice• Promo Codes

Engaging the press

• Influence• Timing– Pre-release– Launch Day– Updates

• Press Release tips– Think like a reviewer

New Releases

Release Date Trick

• Submitted Sept 1• App Approved on Sept 15• Release Date == Sept 1 WTF!?

Top 100

• Hopefully the buzz will get you there• Biggest exposure • Best chance to make a profit• Stickiness – long tail• US #100 App - >1,000 copies / day• US #1 App – 10,000-30,000 copies / day

Top 100 – Price

0.99 1.99 2.99 3.99 4.99 5.99 6.990

10

20

30

40

50

60

App Price Distribution in Top 100

Getting Featured

Getting Featured

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2000

4000

6000

8000

10000

12000

Harbor Master July Sales

Date

Units

Sol

d

Long Tail – Keeping Sales Up

• Keep up the buzz• Sales• Localization

• Lite version• Price• Updates

Short Tail

-Might still get lucky-Play with price-Move on

Be Realistic

• Be realistic about the market. No more:– Match 3 (>1000 search results)– Slide puzzles (>1000)– Fart apps (489)– Sudoku (364)

• If a project is not working, let it go• Building a reputation is tough• Keep on keepin’ on!

Be Creative/Adaptive

• Experiment with new game play mechanics• Try to stand out from the pack• Learn - how are other achieving success?• Use your unique indie assets– We can experiment– We’re agile and in control– We can interact with the players

Thank you!

Keith Shepherdkshep@imangistudios.comTwitter: @kshepherd

Natalia Luckyanovanatalia@imangistudios.comTwitter: @nattylux