How to Keep Your Game on Top of The Charts
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- Antony Townsend
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1 How to Keep Your Game on Top of The Charts The story (mostly) of Doodle Jump Igor Pušenjak Lima Sky
2 Overview Keeping a great game alive, interesting and on top of the charts takes: frequent updates communication with players social networking promotion
3 Intro Doodle Jump had: 21 downloads on day one Almost 80,000 on Christmas day Over 3 million today
4 New Game sales curve Release day Eat, Bunny, Eat! sales data: Launch - 1st update. August/September 2008
5 Doodle Jump sales curve Gizmodo post Apple feature Update/weekend Blog coverage Doodle Jump sales data: First 3 months. March - June 2009
6 What did we do?
7 Doodle Jump 2
8 We were not ready to give up on Doodle Jump just yet so we:
9 Updated Communicated with players Integrated social networking Reached out to media Cross-promoted Tried advertising new section
10 Updates Why update your game? What to release in an update? When and how often to release updates?
11 Why update your game? People LOVE updates Updates increase sales Updates allow you to minimize risks Updates keep the game alive Updates give you flexibility Updates give you promo codes Updates let you communicate with players
12 Why People LOVE updates? Updates are FREE Updates add new content Updates create excitement around what will be added next Updates get people to suggest what should be added next
13 AniMatch
14 AniMatch updates Kids were excited to see what animal will be added next
15 Updates increase sales Release day Second update First update Eat, Bunny, Eat! sales data: Launch - 3rd update. August/October 2008
16 Updates increase sales Sales after 2/23 update Projected sales without update M T W T F S S M T W T F S S M T W T F S S M T W T Doodle Jump sales data & top grossing position: February 2010
17 Updates increase sales Doodle Jump top grossing chary position: February 2010 Doodle Jump top grossing chart position: March 2010
18 Updates minimize risk The game can be released faster Interest for the game can be gauged with minimal time investment Content can be added gradually
19 Updates keep the game alive and fresh New content creates new interest People are likely to play the game again when they see there is a new update available Media write about updates
20 Promo codes & flexibility You get 50 new promo codes with each update Game content can be adjusted based on player feedback
21 Updates let you communicate with players Missed opportunity
22 What should be in an update? New level(s), new enemies, new world(s), new power-ups... Not too little, not too much Players start expecting the same amount of new content in each update
23 When to update As often as you can weekly, bi-weekly, monthly Players will expect you to keep up with your update frequency Around big holidays Christmas, Halloween, Valentines...
24 Doodle Jump Winter Christmas Snow update
25 new sec Doodle Jump winter Christmas snow update Dec. 1 - update approved Doodle Jump sales data: Nov Dec
26 Communication with players Use all the available channels Listen to suggestions Communicate directly Monitor and react
27 Communication channels App Store description page Message boards / Forums Facebook Twitter Blog/web site
28 Description page Get your icon to stand out Have a catchy game name Choose appealing screenshots Write a fun description List player reviews Have media quotes Keep updating the info!
29 Gaming forums Participate Post information about your game Seek opinions and reply to comments
30 Facebook Create a facebook fan page Tell people to become fans Give them a reason to become fans
31 Doodle Jump facebook page Doodle Jump facebook page fans Feb 23-60,000 fans Feb 16-50,000 fans Jul 22-1,000 fans Nov 18-10,000 fans
32 Twitter Have a Twitter account Get followers Follow others
33 tweets
34 Blog / web site Create a blog or web site Maintain and update Build in social elements
35 Listen to suggestions itunes reviews forums Twitter facebook
36
37 Direct communication Kids love hearing from YOU, the developer Try to answer every Be yourself
38 Monitor and... Monitor what people are saying Twitter, itunes reviews, forums, blogs, media...
39 ... react Reply, retweet, post...
40 Monitor and react Text new section An article in the Summer issue of Popstar! mentioning that Jonas brothers play Doodle Jump Doodle Jump ad in the Fall issue of Popstar!
41 Social networking in-game integration Twitter facebook Leaderboards iphone social networks
42 Doodle Jump social networking integration Submit score to Twitter or facebook In-game score markers
43 Twitter Score tweets Achievements tweets Doodle Jump Twitter score submission
44 facebook connect Let players post their score on facebook for their friends to see
45 facebook connect Clicks on links in Doodle Jump facebook connect post new section
46 Promotion Media outreach Cross-promotion Advertising
47 Media outreach Tell EVERYONE about your game Media, personal blogs, game forums, YouTube reviewers, friends... Be excited about your game Send promo code, screenshots, and gameplay video Be persistent, but not annoying
48 Cross-promotion Consider a lite version Have a more games section Promote in other apps Consider crossovers
49 Doodle Jump/Pocket God crossover
50 Doodle Jump Pocket God easter egg update May 22 - update approved M T W T F S S M T W T F S S M T W T F S S Doodle Jump sales data: May Dec
51 Advertising Very difficult to measure effectiveness CPA is often 2-3 times the price of the game Can be effective depending on: the price of your game your goal how you define success
52 Conversions + Word of mouth sales + Rise on Top Paid chart sales = (maybe) positive ROI
53 Advertising channels iphone gaming blogs Ad networks Big blogs Print Facebook Twitter
54 What worked for us Gizmodo recap
55 Recap To keep your great game alive, interesting, and on top of the charts you will need to: frequently update communicate with players integrate social networking tools PROMOTE THE HELL OUT OF IT!
56 Thank you Questions?
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