🎙️ Mastering Retention Podcast: Exploring Voodoo's Transition to Hybrid Casual Games with Alvaro Duarte
Host: Tom Hammond, Co-founder of UserWise
Guest: Alvaro Duarte, Head of Hybrid-Casual at Voodoo
Introduction
Formerly at King, contributed significantly to their growth. Currently leading the hybrid casual initiative at Voodoo. 🎯 Focus: Diving deep into Voodoo's evolution from hyper-casual to hybrid casual games and their strategies for success in the current gaming landscape. Voodoo's Shift to Hybrid Casual Games
🏃♂️ Moving Beyond Hyper-Casual: Hyper-Casual is Dead: Voodoo's Alexander Shea declared hyper-casual games no longer viable due to rising CPIs and market saturation. All-In on Hybrid Casual: The entire company has pivoted to focus on hybrid casual games. A blend of hyper-casual and classic casual games. Games are released earlier in development and improved over time. Smaller initial team sizes, growing as the game scales. Balanced monetization between ads and in-app purchases. Faster return on ad spend (ROAS) compared to traditional casual games. Prototyping and Development Process
🧪 Massive Prototyping Funnel: Testing around 1,500 prototypes annually. Aim to release four successful games per year. Emphasis on rapid iteration and innovation. Targeting CPI around $1, not exceeding $2. Games should have potential for long-term engagement. Desired metrics include a Day 30 retention rate of about 10%. Core Team: Focuses on creating and testing prototypes. Live Team: Takes promising prototypes and develops them into full-fledged games. Company Culture and Team Dynamics
Recognizing that not everyone excels at both prototyping and live operations. Teams are structured to leverage individual strengths. 🌍 Flexibility in Work Environment: Open to remote work and distributed teams. Studios can be established in various locations based on talent availability. 🚀 High-Performance Focus: Voodoo seeks "A-players" who thrive in a performance-driven culture. Offers autonomy, accountability, and rewards based on game performance. Quick to identify and address underperformance to maintain team excellence. Strategies for Success in a Competitive Market
📈 Navigating Market Challenges: Acknowledges the difficulty of launching new games in the saturated mobile market. Leverages extensive testing and data to inform decisions. 💡 Innovation through Meta Layers: Enhancing games with engaging meta-features to boost retention and monetization. Continuously testing new features to find what resonates with players. 📊 Balancing Monetization Models: Transitioning from ad-heavy hyper-casual models to a balanced approach. Emphasizing rewarded videos and strategic ad placements to enhance player experience. 🛍️ Mergers and Acquisitions: Acquiring studios with specialized expertise, such as Beach Bum for board games. Integrating new talent and knowledge to diversify and strengthen their portfolio. Adapting to Industry Changes
🔄 Impact of Apple's ATT Policies: Recognizes the significant effect on user acquisition and monetization. Shifted focus to hybrid casual games to adapt to the new landscape. 💪 Resilience During Economic Downturns: Mobile gaming remains relatively robust despite economic challenges. Continues to attract players seeking affordable entertainment options. Player Experience and Retention
🎮 Enhancing Player Engagement: Prioritizing player enjoyment by reducing ad frequency compared to hyper-casual games. Implementing segmentation to tailor experiences for different player types. 🤝 Building Relationships with Players: Learning from companies like Playtika to provide personalized experiences for VIP players. Investing in understanding player needs to foster loyalty and increase lifetime value. Closing Insights
📝 Key Takeaways for Aspiring Talent: Voodoo offers a unique environment akin to building your own company with support. Ideal for entrepreneurial individuals seeking autonomy and impactful roles. 💡 Alvaro's Tip for Boosting Retention: Discipline in Roadmapping: Focus on solving one or two real problems at a time. Set clear, quantifiable targets and persist until they are achieved. Avoid scattering efforts across too many initiatives. Conclusion
Interested individuals can reach out to Alvaro on LinkedIn. Voodoo's transition to hybrid casual games demonstrates adaptability and innovation. Their unique approach combines rigorous testing, a performance-driven culture, and a focus on player experience to navigate the challenges of today's mobile gaming market. 
