Read the accompanying blog post here: http://bit.ly/ab2dissection Angry Birds 2 has been a viral success, but what features have been put into the game to help spread the word? Or was it only brand awareness that drove the downloads? We took a closer look at the game to learn more about the in-game growth aspects implemented to increase the k-factor, as well as suggesting a few of our own. Grab a bird, smash a pig and follow us through a dissection of Angry Birds 2.

1. THE DISSECTION OF

2. DISCOVERY ONBOARDING GROWTH

3. DISCOVERY ONBOARDING GROWTH

5. First result when searching.
No surprise

6. Great stamp of approvalFirst result when searching.
No surprise

7. Great stamp of approval
Full screen video - Looks like
really polished graphics
First result when searching.
No surprise

9. Ooo customized App Store
page!

10. Ooo customized App Store
page! Downloading

11. Ooo customized App Store
page!
Let’s check out the
screenshots while waiting
Downloading

13. Is this a new bird?

14. Where are all the birds to
choose from?
Is this a new bird?

15. Where are all the birds to
choose from?
Is this a new bird?
Observation: If the concept of
Angry Birds wasn't familiar to
most, choice of graphics and
text should be better
explained

17. Didn’t say me much. Where
are the levels?

18. Didn’t say me much. Where
are the levels?
What is this? The levels
maybe?

20. Ducks? A lot of ducks?
Probably the spells

22. Well hello there Candy Crush!
We meet again

23. Cool, but where are they?
Well hello there Candy Crush!
We meet again

24. Cool, but where are they?
Well hello there Candy Crush!
We meet again
Awesome award!

26. Awesome - Just like [insert
game title here that also have
boss fight]!

28. Wall of text: I wonder if
anyone ever reads all of that!

30. 91.6MB! That’s a big app!

31. 91.6MB! That’s a big app!
Let’s do this!

32. DISCOVERY ONBOARDING GROWTH

34. I’m looking forward to
“throw them birds”!

36. Whops. Why do I want push
notifications from
Angry Birds 2 (literally)?

37. Whops. Why do I want push
notifications from
Angry Birds 2 (literally)?
Can’t think of a reason so
no thanks.

38. Whops. Why do I want push
notifications from
Angry Birds 2 (literally)?
Can’t think of a reason so
no thanks.
Suggestion: Wait until
player understand the value
from receiving notifications
to increase opt-in

40. Fancy loading!

41. Fancy loading!
What? In addition to
those 91MB?

43. Nice trailer! Had to turn
down the volume so
nobody at the office
would notice I’m playing;)

44. Nice trailer! Had to turn
down the volume so
nobody at the office
would notice I’m playing;)
1 min long intro video!
That’s why the size was
91.6MB…

46. Yey, birds! Loads of birds!

47. Yey, birds! Loads of birds!
New loading scene…

48. Yey, birds! Loads of birds!
New loading scene…

49. Oh Game Center! Nice to not
have to log in, but wonder why
I need to have an account?
Yey, birds! Loads of birds!
New loading scene…

50. Takes forever to log in… I
wanna play!
Oh Game Center! Nice to not
have to log in, but wonder why
I need to have an account?
Yey, birds! Loads of birds!
New loading scene…

52. And 2 minutes later …
Finally in!

53. And 2 minutes later …
Finally in!
But 5 lives? Guess it’s like
Candy Crush.
And road looks like Candy
Crush too

54. And 2 minutes later …
Finally in!
What is this?
But 5 lives? Guess it’s like
Candy Crush.
And road looks like Candy
Crush too

55. And 2 minutes later …
Finally in!
What is this?
Flashy and jumpy animations
that draw my attention
But 5 lives? Guess it’s like
Candy Crush.
And road looks like Candy
Crush too

56. Let’s get started! Guess I’ll
press here.
And 2 minutes later …
Finally in!
What is this?
Flashy and jumpy animations
that draw my attention
But 5 lives? Guess it’s like
Candy Crush.
And road looks like Candy
Crush too

58. Looking forward to play with
friends - but no awards? And
how does it work?

59. Looking forward to play with
friends - but no awards? And
how does it work?
Suggestion: Wait with introducing the
Leaderboard and Facebook connect until the
player understands the benefit of using it.

60. Looking forward to play with
friends - but no awards? And
how does it work?
Suggestion: Wait with introducing the
Leaderboard and Facebook connect until the
player understands the benefit of using it.
Or use place holder friends
like Soda Saga to fill up the
blank space.

61. And what’s this arena?
Looking forward to play with
friends - but no awards? And
how does it work?
Suggestion: Wait with introducing the
Leaderboard and Facebook connect until the
player understands the benefit of using it.
Or use place holder friends
like Soda Saga to fill up the
blank space.

62. And what’s this arena?
Clear what to do: PLAY!
Let’s play first
Looking forward to play with
friends - but no awards? And
how does it work?
Suggestion: Wait with introducing the
Leaderboard and Facebook connect until the
player understands the benefit of using it.
Or use place holder friends
like Soda Saga to fill up the
blank space.

64. Loading again!

66. Aaaand it’s game!

67. Tutorial mode. It’s been 3
min since I downloaded
the game…
Aaaand it’s game!

68. This is new!
Tutorial mode. It’s been 3
min since I downloaded
the game…
Aaaand it’s game!

69. This is new!
Tutorial mode. It’s been 3
min since I downloaded
the game…
Aaaand it’s game!
And this is new!

70. This is new!
Tutorial mode. It’s been 3
min since I downloaded
the game…
Aaaand it’s game!
And this is new!
And this is new!

72. Red has ability now! Fancy!

74. Yay, next game plz!

75. 8 levels later..
.. Which is pretty much a long
tutorial nicely introduced through
gameplay

76. DISCOVERY ONBOARDING GROWTH

78. Say whaaaat!?

79. Say whaaaat!?
Alright, I can give a gift
to a friend!

80. Say whaaaat!?
But what friend to
give it too?
Alright, I can give a gift
to a friend!

81. Say whaaaat!?
But what friend to
give it too?
Alright, I can give a gift
to a friend!
Great take-away: Gifting is an
extremely powerful engagement
feature. A good way to incentivize
Facebook log-in.

82. Say whaaaat!?
But what friend to
give it too?
Alright, I can give a gift
to a friend!
Great take-away: Gifting is an
extremely powerful engagement
feature. A good way to incentivize
Facebook log-in.
Connecting!

84. Not sure what happened. The
game restarted instead of
starting Facebook

86. Apparently still not connected

87. Apparently still not connected
Smart move to tease about
something that’s to come, and far
enough away for players to really
get the hang of the game

88. Apparently still not connected
Smart move to tease about
something that’s to come, and far
enough away for players to really
get the hang of the game
Let’s play!

89. Playing level 9…

91. Finished up level 9 and this
popped up!

92. Finished up level 9 and this
popped up!
I finally see why I should do it

93. Finished up level 9 and this
popped up!
I finally see why I should do it Again, this is really good, but could
have appeared sooner to help
explain the benefit of connecting?

94. 😁

96. I’m rich!

98. I’m going to beat that score!

99. I’m going to beat that score!
Let’s invite some more friends
to play with me.

101. Why show me the friends that
have already installed the
game first? Would make more
sense to invite new players?

102. Why show me the friends that
have already installed the
game first? Would make more
sense to invite new players?
Isn’t this the old version of
Facebook App Invites?

103. Why show me the friends that
have already installed the
game first? Would make more
sense to invite new players?
Isn’t this the old version of
Facebook App Invites?
Would be nice to invite
friends through other
platforms like Messenger
and SMS

104. Why show me the friends that
have already installed the
game first? Would make more
sense to invite new players?
Isn’t this the old version of
Facebook App Invites?
Would be nice to invite
friends through other
platforms like Messenger
and SMS
Facebook invites ends up as a
notification and is easy to forget
or ignore. Should be possible to
make it personal with a message.

105. Why show me the friends that
have already installed the
game first? Would make more
sense to invite new players?
Isn’t this the old version of
Facebook App Invites?
Would be nice to invite
friends through other
platforms like Messenger
and SMS
Facebook invites ends up as a
notification and is easy to forget
or ignore. Should be possible to
make it personal with a message.
I’ll send one invite

107. Nothing really happened when
I invited someone :/

108. Nothing really happened when
I invited someone :/
Suggestion: Would have
been nice with some
feedback on my sent invite.

109. Playing level 10…

110. 😁

112. Cool, I can see where my best
friend is :)

113. Thanks for Reading!
Hit us up on Twitter: @BeMegacool - it's fun to chat!
Also, if you are interested in learning more about ways to
increase k-factor for mobile games, visit our website here:
megacool.co