Learning from the Game Industry
CANDIDATE LIST
What could be tried in other industries as well?
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BENJI BANANAS ON ANDROID
Freemium
A/B testing
Rewarding e.g. based on activity
Efficient usage of different forums for information sharing
and crowd-sourcing (e.g. Facebook, Twitter, wikis and
user forums)
Social attraction built inside the application
Utilizing data collected by the application
Enforced upgrades
Stimulating user creativity
Login decoys
User experience, e.g. user interface, design,
flow effect
Distribution channels
Business ecosystems (e.g. in-game advertising)
APPROACHES
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~20M downloads
Topped at 1.3M DAU
Down to 350k DAU
~45k new users / day
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Personal gaming experiences
Interviews of players
Interviews of game industry
Data analysis
A/B Testing
DAU = Daily active users ARPDAU = Average Revenue Per Daily Active User
1.
0
1.
1
A
1.
1
B
1.
2
A
1.
2
B
1.
3
A
1.
3
B
1.
4
A
1.
4
B
1.
4
C
Original
Vision
Top Grossing = Freemium
Percentage still with us –
Real world retention tracking (20 days)
Version /
Game
1.1
1.2
1.3
1.4
1.5
1.5
non-Tapjoy
1
33%
64%
65%
69%
77%
96%
5
7%
24%
33%
48%
45%
77%
10
5%
17%
23%
41%
37%
67%
15
3%
14%
18%
37%
33%
58%
25
2%
10%
12%
32%
26%
48%
50
0.5%
6%
7%
21%
17%
33%
100
0.5%
2%
3%
11%
9%
21%
NOT
Freemium