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Mastering Retention Podcast

Ep.65: Tips for creating a new game

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https://www.youtube.com/watch?v=2G2bfcf-53A⁠

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🎙️ Mastering Retention Podcast: Developing Switchcraft and Embracing Diversity with Anali Biernat

Host: Tom Hammond, Co-founder of UserWise

Guest: Anali Biernat, Game Director at Wooga

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Introduction

👋 About Anali Biernat:

Game Director at Wooga, leading the development of Switchcraft.

Started at Wooga in 2013 as a Game Analyst.

Worked her way up from a playtester to Game Director.

Has been working on Switchcraft since 2019.

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Journey into the Gaming Industry

🎮 Early Passion for Gaming:

Began programming on a Commodore 64, creating simple games.

Developed adventure games using the GameMaker engine as a teenager.

Organized LAN parties with friends, often being the planner and host.

Initially didn't consider gaming as a viable career path.

💼 Career Before Gaming:

Worked in banks and consulting agencies but found the environment unfulfilling.

Studied renewable energies, but industry shifts limited opportunities in Germany.

Discovered a playtesting opportunity at Wooga while caring for her young son.

🚀 Entry into Wooga:

Started as a playtester and was impressed by the company culture.

Applied for a Game Analyst position and joined the team working on Pearl's Peril.

Progressed through various roles, eventually becoming Game Director.

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The Development of Switchcraft

🧪 Conceptualization and Inspiration:

The team conducted design sprints, drawing inspiration from various media.

Settled on a magical school theme after being inspired by an artist's work.

Focused on creating strong emotions and lasting interest within the team.

👥 Understanding the Audience:

Developed an early prototype in about six weeks.

Used surveys and player interviews to gather qualitative data.

Created player personas to identify and understand the target audience.

🔄 Iterative Process:

Recognized that audience understanding is an ongoing process.

Adjusted game features, themes, and flow based on audience feedback.

Continuously refined the game's direction to better suit player needs.

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Soft Launch Challenges and Solutions

🚀 Soft Launch Phases:

Began technical soft launch in July 2020 in the Philippines.

Faced challenges with early funnel metrics and user retention.

Expanded soft launch to India and Canada for broader data.

🔍 Identifying Issues:

Noted discrepancies in feedback between male and female colleagues.

Conducted extensive playtesting and emotion mapping.

Analyzed data to pinpoint where players were disengaging.

🛠️ Revamping the First-Time User Experience (FTUE):

Added a "Chapter Zero" to better introduce characters and build emotional connections.

Improved the narrative flow and pacing to reduce cognitive load.

Enhanced visual quality and match-3 gameplay mechanics.

🤝 Team Collaboration:

Emphasized patience and thorough analysis over rushing solutions.

Fostered open communication within the team to address challenges.

Leveraged the team's diverse skills to execute major updates effectively.

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The Importance of Emotions in Gaming

😊 Creating Emotional Engagement:

Aimed to elicit strong emotions to make the game memorable.

Used player reactions to refine storytelling and gameplay elements.

Recognized that both positive and negative emotions can enhance player retention.

🎯 Second-by-Second Emotion Analysis:

Conducted detailed studies to map player emotions during gameplay.

Identified key moments that triggered engagement and adjusted accordingly.

Focused on making the narrative impactful and relatable.

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Team Diversity and Its Impact on the Game

🌍 Embracing Diversity:

The team comprised over 12 nationalities and various backgrounds.

Included representation across genders, ethnicities, and abilities.

Fostered an environment where different perspectives were valued.

🧑‍🤝‍🧑 Influence on Game Content:

Diverse team led to naturally diverse characters and storylines.

Addressed topics like mental health, inclusivity, and representation.

Ensured characters were relatable and reflective of a broad audience.

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Entering the Match-3 Market

🌊 Tackling a Competitive Genre:

Despite the saturated market, saw an opportunity to offer a unique experience.

Chose match-3 due to its large audience and proven monetization model.

Aimed to capture a niche by focusing on storytelling and relaxation.

🧙‍♀️ About Switchcraft:

A story-driven match-3 game set in a mysterious school for witches.

Combines match-3 gameplay with an interactive narrative.

Themes include magic, self-discovery, and personal agency.

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Player Feedback and Iteration

📝 Gathering and Utilizing Feedback:

Employed surveys with open-ended questions to gain unbiased insights.

Tested different content versions to understand player preferences.

Validated findings across multiple channels and adjusted the game accordingly.

👥 Expanding Audience Understanding:

Discovered that the game appealed to both female and male players.

Adjusted content based on feedback regarding language and tone.

Aimed to create an inclusive experience that resonates with a diverse audience.

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Embracing Diversity and Representation in Gaming

💖 Positive Impact on Players:

Received feedback from players who felt represented and included.

Noted the lack of diversity in top casual puzzle games.

Strived to start a conversation about diversity and inclusion in the industry.

🎨 Authentic Representation:

Characters were created organically based on the team's diverse backgrounds.

Addressed challenges in game development to include diverse character features.

Focused on normalizing diversity rather than highlighting it as an exception.

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Conclusion and Retention Strategies

🔑 Key to Retention:

Emphasized creating emotional connections to keep players engaged.

Encouraged patience and thorough analysis in overcoming challenges.

Highlighted the importance of team diversity and open communication.

📞 Connecting with Anali:

Available on LinkedIn for further questions and networking opportunities.

Wooga has open positions for those interested in joining the team.

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