Presentation for the Causal Connect Singapore May 2013

1. Sequels in the
App Store
The trends & strategies for building a successful sequel to your game.
Casual Connect Singapore
May 2013

2. I am a co-founder at ReignDesign.

3. We are a mobile game dev company based in Shanghai.

4. We are a mobile game dev company based in Shanghai.

5. Pig Rush is a infinite runner game first launched in 2009.

6. PigRush has been steadily pretty successful.
255000 active users monthly.

7. PigRush has been steadily pretty successful.
255000 active users monthly.
Over 4 million downloads.

8. PigRush has been steadily pretty successful.
255000 active users monthly.
Over 4 million downloads.
Featured on the App Store in many countries.

9. 255000 active users monthly.
Over 4 million downloads.
Featured on the App Store in many countries.
And still in the top 500 without much marketing.
We’re in the midst of making a sequel to our game PigRush.

10. What I’ll Cover:
1. Sequel distribution & Trends
2. Types of Sequels & which is right for your game?
3. What we’ll do.

11. Types of sequels
Sequels in the top 100 Games: Paid

12. Types of sequels
Types of Sequels in the top 100 Games: Paid

13. Sequels in the top 100 Games: Free

14. Types of Sequels in the top 100 Games: Free.

15. Types of Sequels in the top 100 Games: Free (minus Freemiums)

16. Sequel distribution & Trends
Free - Top 100 Games
Paid - Top 100 Games
#2 Sequels
#2 New games
#2 originals
#2 New games
#2 originals
#2 Sequels

17. What I’ll Cover:
1. Sequel distribution & Trends
2. Types of Sequels & which is right for your game?
3. What we’ll do.

18. Types of sequels.
Don’t sequel,
Update.1.
To release incremental changes
only as updates to the original game.

19. Types of sequels.
Don’t sequel,
Update.1. Sequelized
Mechanics.2.
To brand the game mechanics &
re-release them as different games.

20. Don’t sequel,
Update.1. Sequelized
Mechanics.2. Actual
Sequel.3.
Types of sequels.Types of sequels.
To create a actual
sequel to the existing game.

21. Types of sequels.
Don’t sequel,
Update.
Sequelized
Mechanics.
Actual
Sequel.
Themed
Sequel.1. 2. 3. 4.
To release themed versions of your game,
or collaborative versions with brands.

22. Types of sequels.
Don’t sequel,
Update.
Sequelized
Mechanics.
Actual
Sequel.
Themed
Sequel.1. 2. 3. 4.

23. Don’t sequel, Update.1.
Subwa
y
Free Paid

24. Don’t sequel, Update.1.
Subwa
y
Free Paid

25. 1. Don’t sequel, Update.
Free 2 play model
Games that are not consumable.
Community: Games that are viral.
A sequel would split up the user-base, which is bad for when players
benefit from a community.
Focus lies on user-retention:
Retain users by creating updates in the original game.

26. 1. Don’t sequel, Update.
Free 2 play model
“Never release a sequel for
Free 2 Play games. “
- Simon Moller, creator of Subway surfers
Subwa
y

27. Don’t sequel, Update.1.
Subwa
y
Free Paid

28. Don’t sequel, Update.1.
Subwa
y
Free Paid
2009 dec 2010aug 2010
Jan 2010
2009 2009 2009
2009

29. 1. Don’t sequel, Update.
Games that have a accumulated big user-base
Keep this user-base happy with updates to the game.
Episodical Word-of-mouth marketing:
Instead of releasing all at once, do many incremental updates over
time.
With this strategy it is possible
to sustain a steady rank over a longer time.
Appstore ranking algorithms: Might favor old-time hits.
Early launched Premium Casual Games

30. 1. Don’t sequel, Update.
“What you see now is pretty much
Doodle Jump 3 already, but it's
been fit into the single product. “
- Igor Pusenjak, creator of Doodle Jump
Premium Casual Games

31. Sequelized Mechanics.2.Free Paid

32. 2. Sequelized Mechanics.
Free 2 play model
Creating a brand out of your game mechanics: Using same
names, visual style, and branded icons.
User retention on a brand level.
Cross-promotion before the user exits your game.
Games that don’t have in-build viral features.
Games with strong game mechanics - less strong
character,story.

33. Actual Sequels.3.Free Paid

34. Game that want to change their monetization strategy and
update their game mechanics, or their visual style.
Games that have been acquired by a new company.
To create buzz: New releases are more likely to be covered in
the media, or featured on the App Store.
This strategy works if you want to create
a new momentum for a game.
3. Actual Sequels.
Premium Casual Games

35. Themed Sequels4.Free Paid

36. 4.Free Paid
Themed Sequels

37. 4. Sequelized Mechanics.
Games that are popular enough to be approached by possible
partners.
This approach can benefit both parties &
can give you access to a new user base.
Games whose mechanics lend themselves for branding.
Seek a brand that you want to associate your game with - you
will get pull from the brand’s own fans.
Premium Casual Games

38. Themed Sequels & Mods.4.Free Paid

39. 4. Sequelized Mechanics.
Mostly games are less complex than original.
Premium Casual Games
They are often released around times of the year that where
app sales spike.
New chance to be featured.
There is a critical launch window for themed sequels.
They have the same character in a new world.
Themed sequels create momentum
& strengthen the IP.

40. What I’ll Cover:
1. Sequel distribution & Trends
2. Types of Sequels & which is right for your game?
3. What we’ll do.

41. We want to update the game mechanics & visual style.
Pig Rush has a accumulated user-base.
We plan to create a #3 Actual sequel, with #1 don’t sequel conditions:
To release it under the same app id, keeping the original userbase.
What we’ll do: Pig Rush
Pig Rush is a premium casual game.

42. What Else?
PlatForms!

43. What Else?
Platforms!

44. What Else?
Platforms! Merchandise!

45. What Else?

46. What Else?

47. What Else?

48. What Else?

49. What Else?

50. What Else?

51. What Else?

52. Thanks a lot!

53. Get in touch:
www.reigndesign.com
www.reigngames.com
agrueter@reigndesign.com