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One Year in the Life of a Top-Grossing Game: Operating and Growing Bejeweled Blitz

One Year in the Life of a Top-Grossing Game: Operating and Growing Bejeweled Blitz. Giordano Bruno Contestabile Executive Producer – Bejeweled, PopCap Games November 17 th , 2012 Twitter: @ giordanobc. Some quick facts. Launched in late 2000

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One Year in the Life of a Top-Grossing Game: Operating and Growing Bejeweled Blitz

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  1. One Year in the Life of a Top-Grossing Game: Operating and Growing Bejeweled Blitz Giordano Bruno Contestabile Executive Producer – Bejeweled, PopCap Games November 17th, 2012 Twitter: @giordanobc

  2. Some quick facts • Launched in late 2000 • History: Bejeweled, Bejeweled 2, Bejeweled Twist, Bejeweled Blitz, Bejeweled 3 • Key platforms: Facebook, iOS, PC/Mac • Units sold: > 55 million • Installs: > 200 million • MAUs: > 25 million • Total users: 500 million+

  3. OneVery Long Minute • History of Bejeweled Blitz on Facebook & iOS • December 2008: Bejeweled Blitz launches on Facebook • November 2009: Blitz mode and FB Connect added to Bejeweled 2 iOS client • December 2011: Bejeweled Blitz iOS launches as a freemium title • 3+ years from launch, still consistently popular: • Facebook: top 10 games by DAU (3M+) • iPhone: top 10 highest-grossing games • One of the first games to be fully integrated across FB and iOS

  4. Traditional PopCap model 3. Profit!!! 1. Make game 2. Wait (years) for game to be made 3 YEARS

  5. Live service model 7. Open beta 3. Production! 5. MVP 1. Prototype 9. Keep going! 8. Launch 6. Closed Beta 2. It’s fun! 4. Telemetry first MONTH 4-9 MONTH 1-3 MONTH 9-12 YEARS 2-10

  6. Why We Changed • Every game we make is a service • Needs to be updated and improved over time • Every game we make is free to play • Reach 10x the audience, need regular events to keep engaged • The distinction between product and business has disappeared • One interdisciplinary team • Product innovation drives business innovation, and vice versa

  7. How Does Our Business Model Work?

  8. 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

  9. 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

  10. Daily Spins • Slot machine mechanic granting in-game currency • 1 free “daily spin” every day • Additional “daily spin” can be purchased

  11. 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

  12. Marketing Efforts

  13. Marketing Mix “Free App Of The Day” programs “Apple Love” Mobile Ads Ads on Bejeweled Blitz Facebook

  14. 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 on iOS ($1 to $4) • Organic growth more valuable than paid growth • Sustained efforts more effective than “burst” actions

  15. What Did We Learn?

  16. “Casual” gamers? • 86% of active players play every day

  17. iOS: A Very Efficient Platform But iOS players have multiple, shorter, sessions iOS performs 2x Facebook in several key metrics

  18. Not all mobile players want to be social Approximately 18% of Blitz iOS downloads have activated Facebook Connect… …but over 40% of DAU use FB Connect • FB Connect was required to unlock full features • Launched “Universal Mode” in June 2012 • FB-connected users tend to spend more

  19. UI matters. A lot Snazzier presentation! To this: Clearer payouts! Satisfying lever pulling! • Average revenue from Daily Spin increased 131% From this:

  20. UI matters. A lot 2X

  21. Key Lessons

  22. Be metrics-informed, don’t be metrics-driven

  23. Specialize, but share knowledge

  24. Huge features are dangerous: go for small sprints when you can

  25. Cross-platform is hard, but can be worth it

  26. Don’t underestimate players’ willingness to spend (but give them fun in exchange)

  27. Thanks! Questions? @giordanobc

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