Voodoo Block Jam 3D Hybrid casual story: Is Voodoo a Rising Phoenix? (#89)

Name: Voodoo Block Jam 3D Hybrid casual story: Is Voodoo a Rising Phoenix? (#89)
Uploaded: 2023-12-11T06:03:59.000Z
Duration: 2 h 6 min 1 s

Introduction and Discussion on Hyper Casual Studio

The hosts discuss the importance of having designers with experience in match-free games to build hyper casual puzzle games. They mention that the success of these games is based on the retention curve.

Building hyper casual puzzle games requires designers with experience in match-free games.

The success of these games is based on the retention curve.

Introduction to the Podcast and Hosts

The hosts introduce themselves as Matel Anich and Felix Brer, who are consultants on user acquisition, ad monetization, and game design. They offer their help to anyone needing assistance in growing their game.

The hosts introduce themselves as Matel Anich and Felix Brer.

They are consultants on user acquisition, ad monetization, and game design.

They offer their help to anyone needing assistance in growing their game.

Discussion on Previous Episode and Niche Games

The hosts reflect on a previous episode about a niche game called Zess On Zero. They discuss its low cultural impact compared to other popular gaming companies. They also mention that they had thoughts about it after recording the episode.

The hosts reflect on a previous episode about a niche game called Zess On Zero.

They discuss its low cultural impact compared to other popular gaming companies.

They had thoughts about it after recording the episode.

Revenue Comparison of Niche Games

The hosts compare the revenue generated by niche games like Zess On Zero with larger gaming companies. They highlight that while 4.5 million players may seem significant, it is relatively small in the context of gaming revenue.

Revenue generated by niche games like Zess On Zero is relatively small compared to larger gaming companies.

The hosts emphasize that 4.5 million players may seem significant, but it is relatively small in the context of gaming revenue.

Introduction to Block Gem Frey Game

The hosts introduce a game called Block Gem Frey, which has been growing since its global launch. They mention that it was developed by Party Up and published under Voodoo's account. They also discuss the presence of internal Voodoo Studios and their distribution of templates to external developers.

Introduction to the game Block Gem Frey.

The game was developed by Party Up and published under Voodoo's account.

Discussion on the presence of internal Voodoo Studios and their distribution of templates to external developers.

Overview of Party Up Games

The hosts provide an overview of Party Up Games, mentioning that they have nine games with over 100 million downloads. They highlight some recent games such as Blog Gem 3D, Golf Guys, and Cooking Craft. They also mention the founding team behind Party Up Games.

Party Up Games has nine games with over 100 million downloads.

Recent games include Blog Gem 3D, Golf Guys, and Cooking Craft.

Mention of the founding team behind Party Up Games.

Discussion on Voodoo's Mission and Anniversary

The hosts discuss Voodoo's mission to entertain the world with low CPIs (Cost Per Install). They mention that Voodoo recently celebrated its 10-year anniversary and express a more positive view towards the company based on portfolio changes.

Discussion on Voodoo's mission to entertain the world with low CPIs.

Mention of Voodoo's 10-year anniversary and a more positive view towards the company based on portfolio changes.

The Journey of Voodoo Games

This section discusses the journey of Voodoo Games, highlighting the years 2013 and 2023 as significant milestones. It also mentions the revenue breakdown between hyper casual and hybrid casual games.

The Adventurous Journey

Voodoo Games' journey has been filled with hard work, fun, mistakes, breakthroughs, failures, and interesting experiences.

The thumbnail for their journey shows the years 2013 and 2023, indicating two different phases of game development.

In 2013 to 2016, they were experimenting with various ideas and doing "stupid stuff."

The context of this podcast is focused on the years 2022 and 2023, which are referred to as a rebirth for Voodoo Games.

Currently, 25% of their revenue comes from hyper casual games.

Evolution towards Hybrid Casual Games

This section highlights the strategic iterations that led to the development of hybrid casual games at Voodoo. It also mentions their forecasted revenue for this year.

Strategic Iterations and Hockey Stick Growth

Voodoo Games went through three years of strategic iterations called Mob Control Collect Them All.

These iterations included games like Block Gem, V Blitz, and others.

They are shaping a new generation of casual midcore games that contribute to their growth curve resembling a hockey stick.

The main point is that only 25% of their revenue comes from hyper casual games while the rest is from hybrid casual games.

They are forecasted to reach $600 million in revenue this year.

Hyper Casual vs Hybrid Casual

This section discusses the transition from hyper casual to hybrid casual games at Voodoo Games. It emphasizes the importance of evolving and adapting in the gaming industry.

The Rise of Hybrid Casual Games

Hyper casual games served as the foundation for Voodoo Games' transition to hybrid casual games.

The speaker mentions that hybrid casual was already present in games like Archero before it had a name.

Moving from hyper casual to hybrid casual was necessary for growth and adaptation in the industry.

Block Jam 3D - An Interesting Puzzle Game

This section provides an overview of Block Jam 3D, a puzzle game developed by Voodoo Games. It discusses the gameplay mechanics and unique features of the game.

Core Gameplay Mechanics

Block Jam 3D is a puzzle game that offers an interesting and challenging experience.

The game requires focus and progress is dependent on maintaining concentration.

The gameplay introduces a sorting bar mechanic, which limits players' moves to the bottom bar only.

Unlike traditional match-three or tile-busting games, Block Jam 3D focuses on matching tokens on the bottom bar.

The dynamic nature of the game keeps players engaged as they navigate through different levels.

Sorting Bar Mechanic in Puzzle Games

This section explores the sorting bar mechanic used in puzzle games like Block Jam 3D. It compares this mechanic with other popular puzzle games and highlights its impact on gameplay.

Unique Sorting Bar Mechanic

The sorting bar mechanic adds an interesting twist to puzzle games by limiting players' moves to the bottom bar.

Unlike other match-three or tile-busting games, where players search for matches within a cluttered board, this mechanic simplifies gameplay by focusing on matching tokens only on the bottom bar.

The sorting bar enhances readability and makes it more suitable for hyper casual gaming experiences.

These are some key points from the transcript.

The Impact of Wrong Decisions and Powerups

The speaker discusses the negative consequences of making wrong decisions in games and the importance of powerups to avoid losing progress.

Making wrong decisions can result in losing progress and wasting money.

Powerups are essential for preventing loss of progress.

Players want to avoid losing their invested time and effort.

Three-Segment Levels with Random Variations

The speaker explains the structure of three-segment levels in the game, where each level consists of three segments. These levels have random variations, ensuring a different experience each time they are replayed.

Each level is divided into three segments.

The randomness of these levels provides variety during replays.

While the shape remains consistent, the colors change.

Dynamic Difficulty Adjustment and Level Design

The speaker discusses dynamic difficulty adjustment (DDA) and its role in puzzle games. They also mention how level design affects player retention rates.

DDA adjusts the difficulty based on player performance.

Replaying a level multiple times makes it easier due to DDA.

Puzzle game development involves complex calculations and AB testing for optimal mechanics and churn index ratio.

Hidden Complexity in Match-Free Games

The speaker highlights the hidden complexity involved in developing match-free games. They emphasize that despite appearing simple, there is a lot happening beneath the surface.

Match-free games may seem easy to code but involve intricate mechanics.

Developers often copy successful game concepts but implement them differently.

Building similar games requires understanding systems, calculations, and Excel sheets.

Differentiating Similar Games

The speaker explains how game developers can create similar games with their experience and knowledge. They emphasize that seemingly identical games can have significant differences.

Experienced developers can create similar games due to their understanding of mechanics.

Building similar games involves utilizing previous experience, numbers, and calculations.

Games may appear the same but have unique elements and underlying complexities.

AB Testing and New Mechanics

The speaker discusses the importance of AB testing in puzzle games and the continuous addition of new mechanics to keep players engaged.

Levels are extensively AB tested for optimal player experience.

Puzzle games introduce new mechanics continuously to enhance gameplay.

Examples include adding new obstacles or hiding necessary items in tunnels.

Designers' Expertise in Match-Free Games

The speaker emphasizes the need for designers with expertise in match-free games to develop successful casual puzzle games.

Casual puzzle game development requires designers experienced in match-free mechanics.

Retention curve reflects level design quality and puzzle setup.

Voodoo's success lies in tapping into casual to midcore expertise.

Soft Launch and Revenue Streams

The speaker mentions the soft launch period of the game from April 2020 and discusses revenue streams, including rewarded ads, interstitials, banners, and more.

Soft launch started in April 2020 before scaling up later.

Rewarded ads contribute significantly to revenue alongside interstitials.

Banners also generate revenue but at a smaller scale compared to rewarded ads.

Watching Rewarded Ads for Progression

The speaker shares their personal experience of watching rewarded ads after each level to progress faster in the game.

Initially, no rewarded ads were watched for the first 10 levels.

Interstitials started appearing later, showcasing ads from other games.

Rewarded videos were watched after every level for double rewards and quicker progression.

Revenue Distribution and Ad Placements

The speaker discusses the revenue distribution of the game, highlighting that interstitials contribute significantly while banners and rewarded ads also play a role.

Interstitials account for approximately half or two-thirds of the game's revenue.

Banners and rewarded ads also contribute to revenue but to a lesser extent.

Voodoo games have fewer ad placements due to lower download curves.

Similarities with Mob Control and Transition of Templates

The speaker draws similarities between the game being discussed and Mob Control, suggesting a transition of templates or ideas between teams.

Visual progression in the game resembles that of Mob Control.

The presence of similar elements suggests an exchange of ideas between teams.

It is unclear why certain features are included in the game without clear purpose or differentiation.

Templates and Questions about Game Design

The speaker raises questions about template usage in game design, specifically regarding similarities with Mob Control.

The speaker asks if certain elements are templates or intentional design choices.

They mention seeing signs of transitioning templates in the game's development process.

The Importance of Quick Time Streak Events

The speaker discusses the significance of quick time streak events in driving long-term retention for players. These events are similar to a more intense version of Monopoly Go, where players compete against each other within a limited time frame.

Quick time streak events provide a sense of urgency and competition among players.

Losing in these events can result in losing one's streak, which is highly valued by players.

The speaker mentions the different in-app purchases available, with hard level purchase being the third best option.

Ads are not annoying in this game, as they have been rebranded as part of the VIP experience.

Focus on Streaks and In-App Purchases

This section highlights the importance of maintaining streaks and explores the various in-app purchases available to players.

The game heavily emphasizes maintaining winning streaks.

In-app purchases include small coins, medium coins, hard level offer ($4.99), large coins, Piggy bank, and finally, the no ads bundle (rebranded as VIP experience).

The speaker suggests breaking down the Wheel of Fortune rewards into smaller increments that increase with level progress.

Rebranding No Ads Option to VIP Experience

The speaker discusses how rebranding the no ads option to VIP experience led to a significant increase in purchases.

The messaging around the no ads option was changed to VIP experience.

This rebranding resulted in a 1,000% increase in purchases.

By offering a more appealing name and framing it as an enhanced experience rather than just removing ads, more users were inclined to make this purchase.

Game Features and Monetization

This section focuses on the game's features, monetization strategies, and overall user experience.

The game is described as "ultra light" with a hyper-casual feel.

The in-game shop offers very few items, including no free rewards.

The game is stingy in terms of providing freebies to players.

The Wheel of Fortune consists of 16 levels over two weeks but offers minimal rewards (only five gold coins).

The speaker suggests scaling the Wheel of Fortune rewards based on level progress.

Continuous Events and Competition

This section discusses the frequent occurrence of events in the game and the competitive aspect they bring.

Events pop up regularly, often every third or fourth level.

Players are encouraged to compete against each other within a three-hour time frame.

The speaker expresses interest in learning more about a specific event related to buses.

Market Testing and Scaling Phases

This section delves into market testing during soft launch and subsequent scaling phases.

The speaker mentions spikes in downloads during different phases: initial release (US only), expansion to other countries, market testing, resuming user acquisition (UA), and global launch.

There is evidence of development during soft launch, where puzzle mechanics were added based on positive retention results.

Visual progression was introduced later through updates and UA bumps aligned with specific dates.

Summary of Development During Soft Launch

This section summarizes the development process during soft launch based on available data.

Initially, there was no progression or power-ups in the game's early stages.

After market testing, power-ups were added to improve segmentation and player experience.

Visual progression was introduced through updates, as seen in a seven-month-old YouTube video.

UA bumps aligned with specific dates indicate scaling phases.

Scaling Phase and Global Launch

This section discusses the current scaling phase after the global launch of the game.

The game is currently in a scaling phase after its global launch in March.

IP revenue shows steady growth, reaching around 85k per day.

The speaker mentions that downloads indicate changes but not necessarily scaling efforts.

The transcript provided does not include timestamps for all sections.

Casual Puzzle Game with New Features

The speaker discusses a casual puzzle game that has undergone updates and added new features. They mention spikes in user acquisition (UA) and how the game's mechanics have helped with scaling. The speaker also mentions two gems, the "bus gem" and the "block gem," which are related to the game's theme.

Updates and Scaling

The game has released a new version with different features.

Spike in UA led to scaling down, then adding new features, and scaling again.

The "bus gem" had good Play Time values, so games with a bus theme were sought after.

Another game called B Sorting was added into the main game as a daily event due to its success in UA.

Building Games within Games

The speaker talks about incorporating different gameplay modes within a core game, using examples like AFK Arena. They mention Voodoo transitioning into midcore and casual games.

Building Multiple Gameplay Modes

Incorporating different gameplay modes within a core game is common in midcore or casual games.

Examples include AFK Arena, which has multiple modes such as level mode, PVP mode, and glide mode.

Studio Progression and Future Games

The speaker praises the studio for its recent progress and mentions upcoming games from their portfolio. They highlight Monster Survivors and Final Survivor as interesting titles.

Studio Progression

The studio has been making significant progress in recent months.

Monster Survivors and Final Survivor are two upcoming games that caught the speaker's attention.

There are other potential games in their portfolio, including a beach volleyball game and a racing game.

Different Approach to Game Development

The speaker discusses Voodoo's approach to game development, which involves starting from scratch and adding elements based on their understanding of day one retention and player behavior.

Unique Approach

Voodoo starts with a blank slate and adds elements based on their understanding of day one retention.

They differ from other studios that start with templates and pre-determined game mechanics.

Ad Monetization and Privacy Settings

The speaker talks about ad monetization in Voodoo games, specifically mentioning the CMP (Consent Management Platform) settings. They also discuss the list of ad networks used by Block Jam 3D.

Ad Monetization Setup

Properly setting up the CMP makes analysis easier for ad monetization.

Block Jam 3D lists various ad networks in its privacy settings, including Vungle, Unity Ads, Amazon Publisher Service, TikTok Bid Machine, Chartboost, Google AdMob, IronSource, Line Integral Tempo Platform.

The broken link to Tempo Platform's privacy page needs fixing.

Audio Ads and Network Integration

The speaker mentions Voodoo's plan to integrate audio ads into their games. They also discuss the significance of audio ads in generating revenue.

Audio Ads Integration

Voodoo has included audio in their games and plans to integrate audio ads.

Audio ads typically generate less than 10% of a game's revenue but can be beneficial when scaling a game.

Unlisted Network and Mediation

The speaker points out an unlisted network in Block Jam 3D's ad network list. They speculate that it might be used through mediation and discuss the importance of including networks in the list.

Unlisted Network and Mediation

A network is missing from Block Jam 3D's ad network list.

The speaker suggests that it could be used through mediation, which requires listing the network.

Not including a network in the list may lead to issues with partners or regulators.

Ad Monetization Strategy

This section discusses the ad monetization strategy of Block Jams 3D, focusing on interstitial ads and their frequency.

Ad Placement Strategy

Block Jams 3D heavily relies on interstitial ads rather than rewarded ads.

Intertial ads are shown frequently throughout the game, such as when losing a game or beating a level.

The game even shows an intertial ad after completing a level, making it difficult for players to escape them.

The average ad view rate is 70%, indicating that intertial ads make up the majority of the ad revenue.

Banners are also shown but with less frequency compared to intertial ads.

Rewarded Ads and Retention Mechanics

This section discusses the utilization of rewarded ads in Block Jams 3D and the focus on retention mechanics.

Underutilized Rewarded Ads

Block Jams 3D does not heavily utilize rewarded ads except for one placement after beating a level.

The rewarded impressions are relatively small, around two to two and a half maximum.

Focus on Retention Mechanics

The game has shifted its focus towards retention mechanics instead of relying heavily on rewarded ads.

Sensor Tower data shows that Block Jams 3D earns about 37% of its revenue from ads, while the majority comes from in-app purchases (IAPs).

Revenue Breakdown and Rankings

This section provides insights into the revenue breakdown and player rankings in Block Jams 3D.

Revenue Breakdown

In the last four weeks, Block Jams 3D earned an average of $28,000 and a total of $854,000 in ad revenue.

According to Sensor Tower, the game earned $2.3 million from in-app purchases (IAPs) during the same period.

The revenue breakdown shows that ads contribute around 37% of the total revenue.

Player Rankings

The transcript mentions an interesting observation about player rankings in Block Jams 3D.

There is a player with an extremely high level count (123,000 levels), which seems unlikely and possibly fake.

Hooks and UA Strategy

This section discusses the hooks and user acquisition (UA) strategy of Block Jams 3D.

Hooks

The discussion highlights that hooks are not emphasized in hybrid casual games like Block Jams 3D.

It is mentioned that everything should revolve around a hook, but this game does not follow that approach.

User Acquisition Strategy

No specific details or insights are provided regarding the user acquisition strategy for Block Jams 3D.

New Section

In this section, the speaker discusses the growth of a game since its global launch and the market testing strategy employed.

Game Growth and Market Testing

The game has experienced significant growth since its global launch.

Revenues started coming in from different countries after the global launch.

Market testing was conducted by releasing the game in the US only initially.

After gathering data and making adjustments, the game was scaled down and launched in different countries for further testing.

The process of scaling up and down based on data analysis is referred to as market testing.

The success of one game can lead to better numbers in other games, leading to further scaling.

Smaller teams may receive funding from companies like Voodoo due to their potential for success in hyper-casual gaming.

New Section

In this section, the speaker discusses how scaling strategies are connected to previous discussions on hybrid games and long-term development.

Scaling Strategies and Hybrid Games

Scaling strategies are interconnected with discussions on hybrid games and long-term development.

Games are scaled up or down based on performance metrics such as KPIs (Key Performance Indicators).

Soft launches allow for initial testing before expanding to more countries.

Opening up to more countries indicates positive results and leads to further scaling.

Traditional approaches of quickly developing, testing, and killing games no longer apply.

Successful hyper-casual studios have an advantage in creating fun core gameplay due to their experience.

New Section

In this section, the speaker discusses the timeline of market testing and scaling efforts for a specific period.

Timeline of Market Testing and Scaling

From May 2022 to November 2022, there was a period of market testing combined with a soft launch.

Different creative strategies were employed during this period, including using different characters and blocks.

Hyper-casual tactics such as reaching the pink color to indicate skill were utilized in creatives.

The use of emojis and hand gestures in creatives was also observed.

Japanese influences were present in some creatives, indicating a global approach to user acquisition.

New Section

In this section, the speaker discusses the use of various creative elements and their effectiveness in user acquisition.

Creative Elements for User Acquisition

Various creative elements such as different characters, sound effects, emojis, and hand gestures were used for user acquisition.

Some creative elements had higher conversion rates than others.

The use of fake or different elements in creatives was questioned for its necessity.

New Section

In this section, the speaker continues discussing the use of creative elements and their impact on user acquisition.

Continued Discussion on Creative Elements

The discussion focuses on the presence of Japanese influences in creatives through the use of emojis and other visual elements.

Hand gestures were iterated upon to improve user engagement.

The importance of understanding hyper-casual tactics and utilizing them effectively in creatives is emphasized.

Understanding the Focus of the Discussion

The discussion revolves around the focus on the Iron Source app in Unity and a little bit of Google. The concept of retention is also mentioned, referred to as the "happiness multiplier."

Iron Source App and Unity

The discussion primarily centers around the Iron Source app in Unity.

There is some mention of Google as well.

Retention and Happiness Multiplier

Retention is referred to as the "happiness multiplier."

Day 147 shows good retention, but by day 90 it drops to 3%.

This retention data is specific to iOS.

It is noted that Royal Match wants to have one or two Royal matches in their portfolio, while these guys want to have 20 block gems that generate significant revenue per month.

Differences in Tactics and User Acquisition (UA)

This section discusses the differences in tactics between different game portfolios, particularly focusing on user acquisition (UA).

Different Game Portfolios

Royal Match aims for one or two Royal matches in their portfolio.

These guys aim for 20 block gems generating significant revenue per month.

User Acquisition (UA) Strategies

The discussion highlights how UA strategies differ between game portfolios.

It is mentioned that having an app as a network can lead to higher average cost per mille (ACPM).

Using a network for UA can be advantageous compared to doing UA without a network.

Analyzing Recent Trends and Creative Approaches

This section focuses on analyzing recent trends and creative approaches used by game developers.

Recent Trends

Recent trends show an increase in certain creative approaches over the last three months.

Different creative concepts are being implemented, leading to increased popularity.

Creative Approaches

The discussion mentions the use of a "bus theme" in creatives.

It is noted that the bus theme is not fake but also not real, falling somewhere in between.

The game with the bus theme has shown good playtime metrics, leading to its repeated use in creatives.

Hyper casual games are now adopting similar creative approaches to decrease cost per install (CPI).

Importance of Playables and Hybrid Casual Games

This section emphasizes the importance of playables and hybrid casual games in user acquisition strategies.

Playables and Their Significance

Playables are highlighted as an important aspect of game development.

The discussion mentions having multiple playables for effective user acquisition.

Hybrid Casual Games

Hybrid casual games are discussed as a category that combines elements of hyper casual and casual puzzle games.

It is noted that using hyper casual mechanics in hybrid casual games can lead to successful user acquisition.

Scaling Strategies and Future Trends

This section explores scaling strategies and future trends in game development.

Scaling Outside Facebook

The discussion focuses on scaling outside of Facebook for user acquisition.

Different ad networks are mentioned, such as Google Iron Source.

Future Trends

Roller coasters are mentioned as a potential future trend after buses.

Copying successful concepts from other games and adapting them to one's own game is seen as a winning strategy for user acquisition.

Adapting Creative Concepts for Success

This section discusses the importance of adapting creative concepts for success in user acquisition.

Adapting Creative Concepts

Adapting creative concepts from successful games is emphasized as a strategy for success.

The discussion mentions the use of different creative concepts, such as roller coasters, in user acquisition.

Analyzing Facebook and Instagram Ads

This section analyzes the use of Facebook and Instagram ads in user acquisition strategies.

Facebook and Instagram Ads

The discussion highlights the similarity between Facebook and Instagram ads.

It is noted that these platforms are using an old build for their ads.

Reasons for Using Old Build

The use of an old build is attributed to the effectiveness of these creatives over time.

Despite being an older approach, it still generates good results.

Conclusion and Final Thoughts

This section concludes the discussion with final thoughts on scaling strategies and creative adaptation.

Scaling Strategies

Scaling outside of Facebook is seen as a crucial strategy for success in user acquisition.

Adapting successful creative concepts from other games can lead to positive outcomes.

Future Trends

The importance of incorporating hyper casual mechanics into hybrid casual games is highlighted.

Copying successful concepts and adapting them to one's own game can contribute to long-term success.

How Hybrid Casual Games Work

In this section, the speakers discuss how hybrid casual games work and their impressions of them.

Understanding Hybrid Casual Games

Hybrid casual games involve matching colors and creating a 3D look.

The speakers are impressed by the ability to match free in these games.

These games have their own unique mechanics and collectibles.

Impressions of Hybrid Casual Games

The speakers are positively surprised by the quick adoption of hybrid casual games.

They consider these games to be in an experimental phase compared to more established genres like hobby games.

Voodoo, a game company, experienced significant growth after releasing a hybrid casual game.

Innovation in the Gaming Industry

Despite claims that certain game elements are dead, such as interstitial ads, innovation is necessary for survival in the industry.

The speakers emphasize the importance of continuous innovation during challenging times like the COVID-19 pandemic.

Conclusion and Farewell

In this final section, the speakers conclude their discussion on hybrid casual games and express gratitude to listeners.

Final Thoughts on Hybrid Casual Games

The speakers express interest in exploring more hybrid casual games in the future.

They acknowledge Voodoo's success and commend their efforts in user acquisition and game design.

Closing Remarks

The hosts thank listeners for tuning into the podcast episode.

They encourage sharing the podcast with others in the gaming industry, including hybrid casual game enthusiasts.

The episode concludes with a farewell message and invitation to join future episodes.

Timestamps were not provided for some parts of the transcript.