Talk by Stephanie Kaiser on the Development of Monster World and how to retain users and keep them happy @ Deu

1. Why monsters matter.

2. About
Stephanie Kaiser
wooga Product Lead @ wooga
>> Founded January 2009
>> Total Funding of $30m
>> Based in Berlin
>> Team of 180 // > 25 nations
>> 6 games on Facebook // 45m MAU
>> 70% female // 20-60 years
>> Only 5% from advertising

3. >> From scratch to 1 million
>> From 1 to 2,3 million
>> The wooga way

8. DAU
1,200,000
1,000,000
800,000
600,000
400,000
300.000
200,000
0
4/21/10 5/21/10 6/21/10 7/21/10 8/21/10 9/21/10 10/21/10 11/21/10

10. Lightbox vs. free

11. 7 day ret
3 day ret
1 day ret
Reached lvl 4
Reached lvl 3 3 min
5 min
0% 10% 20% 30% 40% 50% 60%

12. Grey vs. beautiful

13. Grey vs. beautiful
Lvl 2 >> Lvl 2 >>
73,2 73,0
Lvl 3 >> Lvl 3 >>
53,8 53,3

18. 100,000
150,000
250,000
50,000
200,000
0
'2010-09-13'
'2010-09-14'
'2010-09-15'
'2010-09-16'
'2010-09-17'
'2010-09-18'
Launch
'2010-09-19'
Posts sent
'2010-09-20'
'2010-09-21'
'2010-09-22'
'2010-09-23'
'2010-09-24'
'2010-09-25'
'2010-09-26'
'2010-09-27'
'2010-09-28'
'2010-09-29'
'2010-09-30'
'2010-10-01'
2nd Toy
'2010-10-02'
'2010-10-03'
'2010-10-04'
'2010-10-05'
'2010-10-06'
'2010-10-07'
'2010-10-08'
'2010-10-09'
'2010-10-10'
'2010-10-11'
'2010-10-12'
'2010-10-13'
'2010-10-14'
'2010-10-15'
'2010-10-16'
'2010-10-17'
'2010-10-18'
'2010-10-19'
'2010-10-20'

20. DAU
1,200,000
16/11/2010
1,000,000
800,000
600,000
400,000
200,000
0
4/21/10 5/21/10 6/21/10 7/21/10 8/21/10 9/21/10 10/21/10 11/21/10

22. ~2%

23. ~2%
~ 10 %

24. ~2%
~ 12 %
~ 10 %

25. ~2%
~ 12 %
~ 10 % ~3%

28. Old
New

29. Old
New
+ 24 %

32. + 23 %

35. DAU
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0

40. Material sales
Roberta 100%

43. Material sales
More
Factories

46. + 50 %

47. 0
150,000
50,000
100,000
200,000
250,000
300,000
350,000
400,000
450,000
'2011-03-07'
'2011-03-11'
'2011-03-15'
'2011-03-19'
'2011-03-23'
'2011-03-27'
'2011-03-31'
'2011-04-04'
'2011-04-08'
'2011-04-12'
'2011-04-16'
'2011-04-20'
'2011-04-24'
'2011-04-28'
'2011-05-02'
'2011-05-06'
'2011-05-10'
Unique users crafting / day
'2011-05-14'
'2011-05-18'
'2011-05-22'
'2011-05-26'
'2011-05-30'
'2011-06-03'
'2011-06-07'
'2011-06-11'
'2011-06-15'
'2011-06-19'
'2011-06-23'
'2011-06-27'
'2011-07-01'
'2011-07-05'
'2011-07-09'
'2011-07-13'
'2011-07-17'

49. 5,000
15,000
20,000
25,000
10,000
30,000
0
8/30/2011
9/6/2011
9/13/2011
9/20/2011
9/27/2011
10/4/2011
10/11/2011
10/18/2011
10/25/2011
11/1/2011
11/8/2011
11/15/2011
11/22/2011
Users without missions
12/28/2011
1/4/2012
1/11/2012
1/18/2012
1/25/2012
2/1/2012
2/8/2012
2/15/2012
2/22/2012
2/29/2012
3/7/2012
3/14/2012
3/21/2012
3/28/2012
4/4/2012
4/11/2012
4/18/2012

63. = +

65. ps.
wooga.com/jobs
stephanie.kaiser@wooga.com
@chiefofspace