Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Q2

Q2

Ratings: (0)|Views: 113|Likes:
Published by Ruogu Qin

More info:

Published by: Ruogu Qin on Aug 09, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

08/09/2011

pdf

text

original

 
In response to the interview questions by S
OME
C
OMPANY
Inc.
August 8, 2011
Contents
3.1 Survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43.1.1 Sample survey questionnaire. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43.1.2 Customer demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53.1.3 Estimate and predict customer behavior using linear model. . . . . . . . . . . . . . 63.2 Real-time data analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.2.1 Data collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.2.2 Purpose of collecting data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93.2.3 Data modeling. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
1
 
In response to the interview questions by S
OME
C
OMPANY
Inc.
1 Introduction
This document is dedicated to analysis S
OME
P
RODUCT
in terms of three R metrics:1. R
EACH
: how to acquire customers;2. R
ETENTION
: how to keep customers;3. R
EVENUE
I will structure the analysis in the following two aspects:1. Summary available features that match the metrics, make some discussion.2. Suggest some data collection methods and data analysis techniques.I will also make up some mockup data to demonstrate data that I wish to collect and some statistical methodfor data analysis.
2 Features
A great game is a game that is innovative and always centers around players. S
OME
P
RODUCT
is amazingand addictive. As a computer gamer who has played many simulation/management games, I would like todiscuss a bit about current features and make some personal suggestions. You can treat this part as a reviewfrom a customer. The data analysis is in the next section which is the main body of this essay.
(Jump to:Section3)
1.
It is Fun to play S
OME
P
RODUCT
[5]The gameplay is fun and addicting. The graphic is stunning and cute. The sound and BGM are quiteinteresting. Avatars, profiles, state machines, tech trees, collections, sliders and interface toys aredesigned quite well in the game.[1] This is actual core metric that reach and retain users in the game.2.
Easy to lean, hard to master
[5,7] The game is easy to get hands on, even for five-year-old kids. The intuitive tutorial after launchingthe game for the first time guides users through almost all the necessary steps to operate a zoo. How-ever, within a tiny space, some micromanagement skills are requires. For example, how to fit morebuildings into the zoo? Whether to spend zoo bucks for instant finish or not? Adequate advanced,more involved techniques is especially important for retaining advanced users from whom might therevenue come.Talking about players’ skill levels, I am not sure about player demographics(I will discuss this inthe next section). For me, the game is a bit simple and I would like to see more advanced features.For example, one obnoxious problem is building path. So far, path is totally redundant in the gamebecause "tourists" run around. Even if I insist on building a path regardless whether it is useful or not.I have to go to store -> decoration -> scroll pages until I can find the path. And I also need to digthrough this hierarchy again if I need a corner or I accidentally hit cancel. I would suggest:(a) Add some shortcut slots somewhere at the corner of the screen where players can drag whatso-ever they want to it;2
 
In response to the interview questions by S
OME
C
OMPANY
Inc.(b) Add options in store interface, allowing players to sort animals based on price, alphabetics,popularity. Also, add a fast way for customer to request animals they want.(c) Add bonus factors for building path. For example, animals built next to a path enjoy slightlymore frequent income rate.(d) While I was playing Roller Coaster Tycoon
1
several years ago. I found it was visually rewardingto see "tourists" streaming on the street or waiting a long line at a particular roller coaster or"laughing". S
OME
P
RODUCT
does have these details like "tourists" sometimes stop and takephotos. But it is still not enough and the "tourists" models are too identical.(e) It is also enjoyable to see the number of "tourists" increasing steady after introducing some newstuff. For S
OME
P
RODUCT
, besides coin and XP, would it be better if we can add some jumping"zoo statistic" numbers including: current tourist numbers, today’s income, etc.(f) Is it possible to rotate the view angle? Make the buildings more "three dimentional?" Pleaserefer to Paradise Island
2
.3.
Gameplay Depth
[5]Currently, players can already do a lot in the game. There are free stuff, as well as fancy expensivestuff. As a player had spent sizable amount of time in game, he/she must have accumulated largequantity of game currency. Adding new content, especially expensive animals, advanced shops, atweekly basis will help suck up these money. If there is always new things to explore on a regularbasis, there is more chance that users will check back from time to time, so called “engagement” or“retention”[7].4.
Viral channel
[6]The customer base development pattern is viral increase. Several common strategies, such as crosspromotion, i.e. rewarding zoo bucks for installing another game can expose users to more games,especially when there is a large user base at an existing game while a new game is just launched.Therefore, keep “More Awesome Games” at the noticeable location is definitely a good idea. Splashimages after launching the game is another good idea, but keep these images at a reasonable number isimportant. However, discoverability issue, as stated in [6], i.e. how to get noticed and grow customerbase, remain a challenge, especially in this competitive marketAlso, it might be possible to explore other market other than iOS or Android. For example, althoughwindows phone 7 only has 1% market share, there is not a single social game available and windowsphone has its momentum. With the advent of "Mango" update due in fall 2011, windows phone willhavein-apppurchasefunction. Itisdefinitelyapromisingmarketbecause(1)therearefewcompetitorsand (2) people are crazy for alternative high standard games other than pricey Xbox Live games.5.
Promotion, sale and income source
When I was playing, I have seen several promotion methods, such as limited edition collection, pop-ping up banner saying “you’ve earned and EXCLUSIVE 50% off zoo Bucks RIGHT NOW! 4.99 for125”. It was really attempting to make purchase because it is really affordable and 125 zoo buckscan do a lot. Constant promotions that target all strata of players, i.e. exclusive animals for advancedusers, discount stuff for average users. As for income, Reference[4] suggested 40% income fromin-app purchase, the rest from advertisement and other source. I will discuss promotion, revenue inthe next section.
1
2
3

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->