What does it take to build a globally successful mobile game? Here are 10 tips from 99Games, a super Indie mobile studio and part of Robosoft Technologies. 99Games is a Developer and Producer of games with 15 game titles to its credit. 99Games is the producer of award winning titles like ‘Dhoom:3 The Game’, ‘WordsWorth’ and ‘Jim & Frank Mysteries’. 99Games' latest hit is Star Chef is a lovingly crafted cooking and restaurant management game on iOS.

1. 99Games
10 TIPS TO BUILD A GLOBALLY SUCCESSFUL GAME
SUPER INDIE STUDIO
A presentation made at the MobileSparks 2014 event

2. • Developer and Producer of games of international
standards for Global & Indian consumers
• Published 15 game titles since launch in 2009. Has
transitioned completely to Freemium games now
• Over 20 Mil game downloads till date
• Over 500K paid downloads till date
• Producer of award winning titles like ‘Dhoom:3The Game’,
‘WordsWorth’ and ‘Jim & Frank Mysteries’
• 100% subsidiary of RobosoftTechnologies
ABOUT 99GAMES
STAR CHEF DHOOM:3 THE GAME
JIM & FRANK
MYSTERIES
WORDSWORTH

3. CASE STUDY WITH
STAR CHEF
• 500,000 Downloads
• 34,000 DAU
• >70% Organic Installs
• 4.6 Star Rating
• >11,000 Reviews

4. FocusYour Soft Launch on
Engagement and Retention
1

5. 120
90
60
30
0
Jan-14 Feb-14
MonthlyActiveUsers(in‘000)
Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14
MAU (in '000) Sessions (in ‘000)
No.ofSessions('000)
5,000
3,750
2,500
1,250
0
Sept-14
130 6,000
Oct -14
MAU and Sessions in Star Chef
Phased Launch in Jan ‘14
App Store Rating of 4.6
Day 1 Retention: 37%
Day 3 Retention: 24%
Day 7 Retention: 18%

6. Track your Tutorial Funnel2

7. Funnel Tracking
Tutorial Start
Step 2
Step 3
Step 4
End
100%
x %

8. Introduce something New
at the Right Time
3

9. Goals in Star Chef

10. Tailor your Messaging4

11. NON-PAYING
USER
NON-ENGAGED
USER
ENGAGED USER
User Segmentation
PAYING USER
WHALE DOLPHIN MINNOW

12. Get your users to invest in your
app Early
5

13. Star Chef Offer

14. Make it easy to use your app
with Friends
6

15. Playing with Friends in Star Chef
14
10.5
7
3.5
0
ARPU ARPPU
1x1x1x1x 1x
>10x
13x
Single Social
Social games monetize 10 times more than single player games

16. Keep Content Updates coming7

17. Star Chef Content Updates

18. Get Creative with the Holidays
and Current Events
8

19. Holiday Updates in Star Chef

20. Evaluate Revenue Metrics9

21. © 99GAMES 2014 – Confidential Document
Revenue KPI
ARPPUARPDAU
FARMING GAMES
$0.08
ARCADE GAMES
$0.05
AD GAMES
$0.02
CASINO GAMES
$0.14

22. Have awesome
Customer Service
10

23. © 99GAMES 2014
Customer Service in Star Chef
Dear the makers of Star Chef
I would like to say how much I like the new festive touch you've
put on the game. I like how lots of the decors are now festive
and that you've now included Christmas meals.This is by far the
best game and customer support I've played on my iPad for a
very long time.
Thank you
All seems fine, thank you so much yet again! I really appreciate
you getting back to me and fixing the problem.
Thank you for all of your time and help, honestly I am really
grateful to you guys for fixing issues. 😃

24. THANKYOU
© 99GAMES 2014
Robosoft Technologies
www.robosoftin.com
@Robosoft
99Games
www.99games.in
@99Games