Warcraft Rumble: Deep dive into game's complexity, spend depth, systems, vectors, UA, creatives(#84)

Name: Warcraft Rumble: Deep dive into game's complexity, spend depth, systems, vectors, UA, creatives(#84)
Uploaded: 2023-11-06T22:30:15.000Z
Duration: 2 h 22 min 12 s

Introduction and Unique Progression

The hosts discuss the unique progression system in the game, which combines elements from Clash Royale, Marvel Snap, and Star level progression.

The game's progression system is a combination of Clash Royale, Marvel Snap, and Star level progression.

The hosts are curious to see how this unique progression will work and if it will be successful.

They mention that the biggest gripe for them is the lack of gaming podcast content in the discussion.

Reviewing the Soft Launch and Global Launch

The hosts discuss their experience with the soft launch and global launch of the game.

They talk about their presentation at a recent conference on unlocking success in hybrid casual games.

People gave positive feedback on their presentation, describing it as a mix of stand-up comedy and knowledge sharing.

They mention upcoming events like Berlin happening that week and their plans to go to South Korea next week.

Initial Impressions on Warcraft Rumble & Global Launch

The hosts share their initial impressions on Warcraft Rumble after its global launch.

One host mentions that Blizzard is not a mobile-first UA company like Supercell.

They discuss how Blizzard may have missed out on potential revenue due to not being mobile-first.

Another host disagrees and believes that Blizzard has done well in terms of monetization with some minor issues like long loading screens.

Gameplay Overview - PVE Focus & Custom Gacha System

The hosts provide an overview of the gameplay mechanics in Warcraft Rumble.

Warcraft Rumble focuses more on player versus environment (PVE) gameplay rather than player versus player (PVP) battles.

The game features pre-designed levels, raids, and dungeons that are mainly played against computer-controlled opponents.

They mention a custom gacha system in the game where players can collect sigils and participate in PVE matches.

Soft Launch and Global Launch Details

The hosts discuss the details of the soft launch and global launch of Warcraft Rumble.

Warcraft Rumble had a soft launch on August 9th, followed by its global release on November 2nd.

There were some technical issues during the soft launch, including long loading screens and font-related problems.

They mention that the game started gaining downloads even before its official global release date.

Pre-registration Experience

The hosts talk about their experience with pre-registration for Warcraft Rumble.

One host mentions not receiving push notifications for pre-registration but seeing the game in the store on November 2nd.

They discuss how pre-registration can sometimes be misleading or confusing for users.

Due to the length of this transcript, only a portion has been summarized.

Downloads and Traction

The discussion focuses on the traction and downloads of a Blizzard game, with uncertainty about the exact numbers. The game has gained significant attention due to a large announcement at a Blizzard event.

The game is gaining traction rapidly, with an estimated 500k to 600k downloads per day.

There are varying reports on the exact number of daily downloads, ranging from 300k to 600k or even a million.

It is expected that the download rate will stabilize around 400,000 per day.

Revenue Estimates

The conversation shifts to revenue estimates for the game, which are less accurate than the download numbers. Different sources provide conflicting information about the revenue generated by the game.

Revenue estimates range from 250,000 to 400,000 dollars per day.

The monetization strategy of the game is enticing and could potentially lead to higher revenues.

Despite uncertainties in revenue figures, it is considered a good start for the game.

Importance of User Acquisition (UA)

The importance of user acquisition and its impact on growth and success in mobile free-to-play games is discussed. Without a proper UA strategy, it becomes challenging to sustain growth and reach top rankings.

A significant UA push is missing in Blizzard's arsenal compared to other successful mobile free-to-play companies.

Without UA efforts, downloads will eventually decline after an initial surge.

Retention becomes crucial once downloads start declining, but without UA support, stagnation may occur.

Comparisons and Potential Revenue

A comparison is made between the current game's performance and other successful titles, highlighting the potential revenue and questioning if it is enough for Blizzard.

The game's current download rate could potentially generate up to 20 million dollars per month.

However, it is unlikely to reach the revenue levels of Clash Royale's launch month, which was around 65 million dollars.

Revenue primarily comes from the US and EU tier one countries, with France, Germany, and South Korea being significant markets.

Gameplay Mechanics and Design

The discussion focuses on the gameplay mechanics and design choices made by Blizzard for this game. Similarities are drawn to Hearthstone in terms of using existing content from the Warcraft universe.

The core gameplay is based on Clash Royale but extended with additional features to make it deeper and more complex.

PvE content requires larger maps, leading to a scrolling mechanic that differs from Clash Royale's single-screen layout.

The game aims to provide a similar experience as playing dungeons in World of Warcraft.

Energy System and Tower Mechanics

Changes in energy systems and tower mechanics are discussed as significant differences between this game and Clash Royale.

Instead of using elixir units like in Clash Royale, this game introduces a gold mining mechanic with a Cobalt character.

Chests provide mana currency (gold) for spawning units.

Flagging towers allow players to spawn units closer to enemy territory without starting directly from their base.

New Section

The speaker discusses the differences between this game and Clash Royale, focusing on the ability to spawn units anywhere on the map and the importance of leader characters in each deck.

Unbound Units and Territory Control

In this game, players can spawn units anywhere on the map, unlike Clash Royale where unit spawning is limited to controlled territory.

The ability to spawn units anywhere adds complexity and depth to the gameplay.

Leader Characters

Each deck in this game revolves around a single leader character.

Leader characters have important abilities that shape the entire deck.

Multiple leader characters can be spawned on the field, but each deck is centered around one specific leader.

New Section

The speaker discusses how the inclusion of leaders or hero characters adds complexity to the game and requires players to focus on gameplay rather than distractions.

Importance of Leaders in Decks

Leaders are crucial components of decks and carry significant weight in terms of abilities and strategy.

Decks are built around a specific leader character.

While multiple leaders can be spawned, every deck centers around one main leader.

Focus on Gameplay

Due to the importance of leaders and complex mechanics, players need to concentrate on gameplay without distractions.

Missing even one aspect of gameplay can lead to immediate defeat.

New Section

The speaker highlights how various mechanics contribute to making the game more complex and deep. They also compare it with Clash Royale's tutorial approach.

Complexity and Depth

The inclusion of unbound units, leader characters, and other mechanics increases the complexity and depth of this game compared to Clash Royale.

These additional elements create a more core gaming experience.

Learning Curve

The tutorial for this game is short with a steep learning curve.

Unlike Clash Royale, where mechanics are taught gradually through repeated gameplay, this game follows the Blizzard approach of learning as you play.

New Section

The speaker discusses the advantages and disadvantages of the game's complexity and depth, questioning its potential for mass market appeal.

Advantage or Disadvantage?

The game's complexity and depth may not align with the mass market formula.

While it appeals to Blizzard's audience, it may not achieve the same scale as Clash Royale.

The elegant simplicity of Clash Royale is a key factor in its widespread popularity.

Niche Appeal

This game is more niche, less approachable, and less intuitive compared to Clash Royale.

It may still generate significant revenue but is unlikely to reach the same level of success.

New Section

The speaker discusses how this game differs from Clash Royale in terms of map setup, PVP mechanics, and PVE elements.

Map Setup

The map setup in this game differs from Clash Royale due to additional elements like maps, levels, rates, and dungeons.

Players need to destroy bosses that often involve puzzle mechanics.

PVP Mechanics

PVP works similarly to Clash Royale with each player having a base that needs to be destroyed.

PVE Elements

This game includes PVE content where losing does not result in any negative consequences.

Players can experiment with different compositions and strategies without fear of losing progress.

World of Warcraft and Clash Royale Comparison

The speaker discusses the differences between World of Warcraft and Clash Royale in terms of gameplay, progression, and character acquisition.

Attention Demands in World of Warcraft

World of Warcraft requires a lot of attention due to its complex mechanics and multiple elements on the screen. Playing while talking is difficult. Timestamp: 0:20:36

Smooth Progression in Clash Royale

Clash Royale has a smooth and gradual progression system. Players start with a small number of characters and gradually unlock more as they progress through arenas. Timestamp: 0:21:49

Limited Choices in Character Acquisition

In Clash Royale, character acquisition is scripted, leaving players with limited choices. Bad decisions can be made due to randomized starting characters. Timestamp: 0:22:39

Challenges in Character Selection

Choosing the wrong hero at the beginning can make the game harder, as some heroes are not suitable for early stages. This lack of control over character selection can be frustrating. Timestamp: 0:23:14

Uncertainty in Troop Choices

Troop choices also present uncertainty, as players have to decide between characters without knowing their effectiveness or compatibility with their deck. Limited resources further restrict options. Timestamp: 0:24:51

Lack of Explanation for GD System

The GD (Game Design) system is a major source of character acquisition but lacks proper explanation within the game. Players struggle to understand how it works and its importance. Timestamp: 0:25:27

New Section

The speaker discusses the progression system in a game and the importance of upgrading units to uncommon rarity. They also mention the hidden mechanic of collection level benefits and how it affects card acquisition.

Upgrading Units to Uncommon Rarity

Upgrading units to uncommon rarity unlocks talent slots for those units.

This allows for further customization and progression.

It is important to upgrade units to uncommon rarity in order to access their talents.

Collection Level Benefits

Unlocking too many characters into uncommon rarity causes all their talents to appear in the talent selection screen.

This can make it difficult to find normal characters among the upgraded ones.

Buying common-level characters is a good investment as it automatically increases your collection level, providing benefits such as increased shard gains.

Scaling of Card Acquisition

In Clash Royale, increasing arena levels automatically increases card gains per character.

However, in this game, there is a hidden mechanic called collection level benefits that determines card acquisition scaling.

Buying all common-level characters you don't have initially boosts your collection level, resulting in higher shard gains.

Shop Changes and Scaling

The shop offers chests that provide shards at a cost of gold.

As the player's collection level increases, the number of shards obtained from chests also increases.

The scaling mechanism ensures that acquiring cards becomes more challenging as players progress.

Mechanics Inspired by Marvel Snap

The game incorporates mechanics similar to Marvel Snap where shards are randomly selected from a deck after finishing a game or leveling up a character.

Quest rewards are given based on characters from both the player's deck and collection, encouraging players to level up and play with different characters.

Dungeons and Raids

Dungeons are a Roguelite mode in the game.

Playing dungeons upgrades the leader's army slots and allows for deeper customization.

Leaders can be upgraded not only through shards but also by increasing their rarity using a special currency called AR light.

Leader Talents and Noob Traps

Upgrading a leader's rarity unlocks the ability to select new talents for them.

Choosing the wrong talent can be detrimental as it cannot be reset without significant investment.

Researching and understanding different talent builds is crucial to avoid making mistakes.

Progression through Dungeons

Replaying dungeons is necessary to obtain copies of units, which provide start currency for upgrading leaders' rarity.

Upgrading leaders' rarity also requires gold and additional resources.

The progression system in dungeons plays a significant role in customizing and strengthening the player's army.

Understanding the Leveling System

The leveling system in the game provides bonuses to your units. Switching units can affect their levels, as demonstrated with the example of switching a Griffin with Morlocks.

The level of a unit is affected by the units it is switched with.

The leveling system adds a bonus to your units' levels.

Understanding this system is crucial for effective gameplay.

Different Approaches to Gaming

There are different approaches to gaming, some focused on fun and others focused on progression. This game requires understanding various mechanics and strategies for progress.

Some games are played purely for fun, while others require studying and understanding mechanics.

This game falls into the latter category, where reading guides and optimizing strategies is important for progression.

It offers great customization options through leader slots and talent selection.

Customization Options

The game offers extensive customization options through leader slots and talent selection. These options allow players to personalize their decks and switch between different combinations.

Leaders have fixed slots for alliances and tanks, but other slots can be customized from a variety of tags.

Every unit, including leaders, has three talents that can be changed.

Army slots can also be customized, providing deep customization possibilities.

Deep Customization and Level Design

The deep customization options in the game align well with its level design. Certain levels or dungeons require specific heroes or rotations, adding depth to gameplay.

Each unit has three talents that can be customized.

Talents on leaders affect all units in the army.

Level design often requires specific heroes or rotations for success in dungeons or challenges.

Lack of Tutorials and Hidden Bonuses

The game lacks tutorials for important mechanics, such as customization options and hidden bonuses. This can make it challenging for new players to understand the game fully.

Customization options and hidden bonuses are not explained well in tutorials.

Discovering these mechanics can be a pleasant surprise but also frustrating for new players.

Other games provide in-game resources or guides to help players understand optimal strategies.

Catering to Hardcore Warcraft Fans

The game assumes that players are familiar with Warcraft lore and mechanics, catering primarily to hardcore Warcraft fans. It may not appeal to a broader audience.

The game assumes players have prior knowledge of Warcraft units and decks.

It expects players to refer to tier lists and copy winning combinations from other players.

The approachability of the game is its biggest downside, limiting its appeal beyond dedicated Warcraft fans.

Lack of In-Game Resources

The lack of in-game resources, such as a comprehensive deck guide or winning combination database, makes it difficult for players to optimize their strategies effectively.

Some games provide in-game resources like Wikipedia pages or winning combination databases.

These resources help players understand optimal strategies and improve their gameplay.

The absence of such resources in this game adds another layer of difficulty for players seeking guidance.

PvE Content and Raids

The game offers enjoyable PvE content, including raids that feature iconic characters like Ragnaros. It focuses more on PvE motivation rather than competitive PvP gameplay.

Raids featuring iconic characters like Ragnaros add excitement to the PvE content.

Cooperative play against computer-controlled opponents enhances the PvE experience.

The game prioritizes PvE progression over competitive PvP gameplay.

Less Competitive Gameplay Appeal

The game appeals to a core audience of Warcraft and Blizzard fans who prefer a less competitive gameplay experience. It emphasizes slow progression and strategic decision-making.

The game is designed for players who enjoy the Warcraft universe and want to progress at their own pace.

It caters to an audience that prefers strategic decision-making over intense competition.

Slowly grinding through dungeons and exploring different combinations is the focus, rather than competing against highly skilled players.

Lack of PC Client

Despite being played on PC, the game does not have a dedicated PC client. This limits the potential benefits of having a PC version, such as increased revenue and integration with existing accounts.

Playing on PC offers advantages like larger screens and easier account management.

Having a dedicated PC client could generate additional revenue for the developers.

Integration with existing accounts, such as Battle.net, would provide convenience for players.

Technical Issues and Connectivity Problems

Some players face technical issues when trying to connect their Battle.net account or experience crashes on mobile devices. These issues hinder the overall gaming experience.

Connecting Battle.net accounts on mobile devices can result in crashes or connectivity problems.

Technical issues can disrupt gameplay and frustrate players.

Improving stability and addressing connectivity problems should be prioritized by the developers.

Campaign Quests and PvP Gameplay

The game offers two main activities: campaign quests and PvP gameplay. While campaign quests have a daily cap, PvP gameplay can be more challenging due to dominant characters.

Campaign quests provide ongoing content with a daily cap of 20 quests.

PvP gameplay is more challenging, especially without access to dominant characters like Baron Tyrion.

PvP does not offer exclusive resources; they can be obtained from other sources within the game.

Conclusion

The game offers deep customization options, enjoyable PvE content, and a focus on slow progression. However, it lacks in-game resources and tutorials, making it less accessible to new players. The absence of a dedicated PC client and technical issues further hinder the overall gaming experience.

Deep customization options allow players to personalize their decks.

PvE content, including raids with iconic characters, adds excitement to gameplay.

Lack of in-game resources and tutorials makes it challenging for new players.

The absence of a PC client limits potential benefits and integration opportunities.

Technical issues and connectivity problems need to be addressed for a smoother gaming experience.

New Section

In this section, the speaker discusses the addition of three different modifiers from Marvel that change the flavor of PVP. They also mention the GU system and its complexity.

Marvel Modifiers and GU System

The speaker appreciates the inclusion of three different modifiers from Marvel that add variety to PVP.

They express confusion about how to access the GU system, finding it difficult with multiple clicks required.

The speaker mentions seeing a chest icon but lacks understanding of how it works or its purpose.

They comment on the lack of explanation in the game's tutorial, preferring a more informative approach.

New Section

In this section, the speaker talks about tracking progress in PVP and highlights Sylvanas as an exclusive hero obtained through this mechanic. They also mention YouTube or Spotify for visual reference.

Tracking Progress and Exclusive Hero

The speaker explains that progress is tracked in PVP and contributes to a package.

They mention players expressing frustration with non-contributing members in their guild (GU).

Sylvanas is introduced as a new hero obtainable through this mechanic, but they clarify that she will be available in future seasons as well.

The exclusivity factor of PVP rewards is discussed, emphasizing that what PVP offers is not entirely exclusive.

New Section

In this section, the speaker discusses contributing to War Chests by playing PVP. They also mention gold farming through arite surges.

Contributing to War Chests and Gold Farming

The speaker admits uncertainty about how they contribute to War Chests but assumes it happens naturally while playing.

Arite surges are highlighted as the main way to earn gold after exhausting early fixed rewards.

The randomness and unique mechanics of arite surges are mentioned, making gold farming more interesting.

The speaker acknowledges having limited knowledge about the available options in PVP.

New Section

In this section, the speaker discusses the effective monetization strategy in the game and its appeal to Blizzard's fan base. They mention permanent offering and progression offers.

Monetization Strategy

The speaker praises the game's monetization strategy, particularly how it appeals to Blizzard's fan base.

The concept of permanent offering is explained, where players are enticed with exclusive units and limited-time deals.

Progression offers are highlighted as triggers for special offers when reaching certain milestones or acquiring specific heroes.

Daily offers and additional avenues for obtaining resources through resettable options are mentioned.

New Section

In this section, the speaker discusses the option to reset the grid using a recycle button obtained from daily quests. They also mention card progression and potential competition with other games.

Grid Reset and Card Progression

The speaker explains that a recycle button can be used to reset the grid, which is obtained from completing daily quests.

They express dissatisfaction with certain aspects of the grid but refrain from using it due to personal preferences.

Card progression is briefly mentioned, noting that there are three leaders from each faction and a comparable troop collection size to Clash Royale.

The potential competition of this game with Small Giant Games or Hearthstone is discussed, considering its hardcore nature and similarity in target audience.

New Section

In this section, the speaker continues discussing potential competition for the game. They compare it to World of Warcraft (WoW) and emphasize its appeal to both WoW players and fans of action real-time games.

Competition and Target Audience

The speaker speculates that the game may compete with Hearthstone, despite being a different genre, due to its Blizzard fan base.

They mention that the game appeals to both World of Warcraft players and fans of action real-time games.

The speaker acknowledges that the game follows a similar formula to WoW but in a different genre.

The transcript ends abruptly, and no further sections are available.

Clash Royale Spend Depth and Technical Issues

In this section, the speaker discusses the spend depth in Clash Royale and highlights some technical issues with the game.

Clash Royale Spend Depth

The spend depth in Clash Royale is higher than expected, with an estimated cost of around $250 to upgrade all collections.

Shards are problematic as they cannot be consistently purchased, making it more challenging to upgrade units.

The effective spend for a full deck (one leader and six units) is approximately 4,700 gold.

Technical Issues

The game experiences technical issues such as overheating, long loading times, crashes, and syncing problems between devices.

Overheating has been reported by players on the subreddit, causing discomfort while playing.

Loading times can be excessively long, sometimes even longer than the actual match duration.

Crashes occur frequently during gameplay, with an average of five crashes per day for the speaker.

Syncing between devices is not seamless, leading to discrepancies in gold balance.

Announcements and Future Plans

This section covers the announcements made by the developers regarding future plans for Clash Royale.

New Seasons and Content Updates

The developers plan to introduce new seasons every six weeks with new leaders and units.

A Ragnaros Raid has been announced as part of upcoming content updates.

The endgame focus of Clash Royale will shift towards PvE gameplay.

Nostalgic Content from World of Warcraft

Blizzard intends to incorporate nostalgic and famous content from World of Warcraft into Clash Royale.

This strategy aims to appeal to players who want to relive past raiding experiences.

Timestamps have been used where available.

New Section

The speaker discusses new content, maps, and hero campaigns being added to the game. They mention the introduction of a boost slot for upgrading units.

New Content and Features

The game will be extended with new content, including new maps and hero campaigns.

A boost slot is introduced, allowing players to automatically level up underleveled units to their collection level.

New Section

The speaker explains the concept of a boost slot and its importance in the game's progression system.

Boost Slot

A boost slot is a feature common in similar games where players can place underleveled units that automatically level up to match their collection level.

It helps address the issue of time-consuming unit upgrades, which often discourage players from acquiring new units.

New Section

The speaker mentions that while the implementation of quality-of-life features like the boost slot is positive, they would prefer if technical issues were addressed first.

Quality-of-Life Improvements

The addition of quality-of-life features like the boost slot is appreciated.

However, addressing technical issues should be prioritized as it would greatly enhance the overall experience for players.

New Section

The speaker emphasizes the need for resolving technical issues as a top priority due to player complaints and dissatisfaction.

Technical Issues

Resolving technical issues should be considered a high priority.

Player complaints regarding technical problems are already prevalent on forums and social media platforms.

Improving performance and stability will contribute to a better gaming experience for both existing and potential players.

New Section

The speaker humorously discusses their concern about font choice in loading screens and the impact of long loading times on player experience.

Loading Screen Font and Duration

The speaker jokingly mentions their surprise at caring about the font used in loading screens.

Long loading times can lead players to pay attention to minor details like font choice, highlighting the need for optimization in this area.

New Section

The speaker compares their initial impressions of the game to other Blizzard games, particularly Hearthstone, noting similarities in progression and content pace.

Similarities to Other Blizzard Games

The speaker draws parallels between Diablo Immortal and other Blizzard games, such as Hearthstone.

They mention a similar feeling of nostalgia and progression mechanics.

The game offers complex gameplay with strategic elements that require adapting strategies to overcome challenges.

New Section

The speaker expresses curiosity about how the unique progression system combining elements from Clash Royale and Marvel Snap will be received by players.

Unique Progression System

The game combines aspects of Clash Royale's progression system with elements from Marvel Snap.

The speaker is interested in seeing how players respond to this custom-tailored approach.

They suggest potential adjustments may be needed for smoother early-game progression.

New Section

The speaker highlights the fast-paced nature of character unlocking but acknowledges that it may be too rapid for mobile users.

Character Unlocking Pace

Characters are unlocked immediately, which may feel too fast for mobile users.

Comparatively, even Hearthstone has a more accessible progression system.

Adjustments might be necessary to balance early-game pacing and make it more suitable for all players.

New Section

The speaker appreciates the complexity of gameplay mechanics that require strategic thinking but also notes that changing strategies can lead to success.

Strategy and Gameplay

The game offers a complex gameplay experience that requires strategic thinking.

Players can change strategies to overcome challenges and achieve victory.

The speaker finds this aspect of the game enjoyable and satisfying.

New Section

The speaker expresses anticipation for the unique progression system in Diablo Immortal but also raises concerns about its accessibility.

Anticipation for Unique Progression

The speaker is looking forward to experiencing the unique progression system in Diablo Immortal.

They mention the combination of different progression elements tailored specifically for this game.

However, they express concerns about its accessibility and potential need for adjustments.

New Section

The speaker rates the game positively but deducts points due to technical issues and accessibility challenges.

Overall Rating

The speaker rates Diablo Immortal as 8.5 out of 10, considering its positive aspects like satisfying mechanics, robust monetization, and depth.

Half a point is deducted due to technical issues that need improvement.

Another point is deducted because of the game's difficulty in terms of accessibility, especially for new players.

New Section

The speaker discusses ad monetization possibilities and how it may impact user acquisition efforts.

Ad Monetization Potential

While acknowledging that Diablo Immortal does not have ads, the speaker mentions missed opportunities for ad monetization.

They suggest that a good user acquisition team would consider such possibilities to increase revenue through ads.

New Section

The speaker briefly mentions their upcoming segment on global launch details and revenue expectations during soft launch.

Global Launch Details

The soft launch phase lasted approximately three months before expanding to other regions like Philippines, Australia, Canada, and Nordic countries.

The speaker hints at discussing revenue expectations during the soft launch phase.

New Section

The speaker provides insights into revenue expectations during the soft launch phase of Diablo Immortal.

Revenue Expectations

Typically, games in the monetization stage generate around $1.5 million in revenue.

Diablo Immortal's soft launch may have generated higher revenues due to its association with the Warcraft franchise.

The speaker suggests that daily revenues could reach 10K or even more, considering potential multiplier effects.

New Section

The speaker concludes their segment on global launch details and revenue expectations during the soft launch phase.

Conclusion

Diablo Immortal had a phased release, starting with a family beta and expanding to regions like Philippines, Australia, Canada, and Nordic countries.

Revenue expectations during the soft launch phase were estimated to be around $1.5 million or potentially higher due to brand recognition and player interest.

Building Fan Pages for Mobile Games

The speaker discusses the importance of building fan pages for mobile games and highlights the example of a game with a strong community presence.

Importance of Fan Pages

Building fan pages is crucial for mobile games to create a strong community.

Traditional mobile games, like Blizzard, focus on building their audience through platforms like Reddit, YouTube, Twitter, Instagram, and Discord channels.

Organic growth in these communities can be significant but not directly controllable.

User Acquisition (UA) and Cost per Install (CPI)

The speaker speculates that the cost per install (CPI) for this type of game could be around $20 or even higher due to its association with the Warcraft IP.

The game's user acquisition (UA) strategy mainly involves Apple, Google, Unity, and Facebook. However, Facebook usage is relatively small compared to other platforms.

Creative Strategy

The soft launch phase had an unusual mix of UA channels: primarily Facebook and Google with minimal use of Apple and Unity.

The creative strategy lacks diversity and quantity. There are very few creatives available both during the soft launch phase and currently.

The quality of creatives is excellent but limited in terms of variety.

Organic Reach vs UA

The game heavily relies on organic reach through pre-registration hype and the popularity of the Warcraft IP.

However, relying solely on organics may not be sustainable in the long run.

Discussion on UA Necessity

While it is agreed that every mobile game needs user acquisition (UA), there is some debate about whether this particular game requires it.

UA is essential to attract users beyond relying solely on featuring opportunities.

Advertising Channels and Creative Strategy

This section focuses on the advertising channels used during the soft launch phase and the creative strategy employed.

Advertising Channels

During the soft launch, the game primarily utilized Facebook and Google for user acquisition.

The speaker hopes that additional advertising channels will be explored in the future but expresses doubts about this possibility.

Creative Strategy Analysis

The creative strategy lacks diversity and quantity, with a limited number of creatives available.

The quality of creatives is excellent, but there is a lack of different concepts and variations.

The current strategy includes using trailers cut into smaller videos for use on platforms like Facebook and YouTube. However, it may not be effective in reaching a wider audience beyond Warcraft fans.

Creative Death

There is a lack of new creative concepts, resulting in a "creative death" where no fresh ideas are being introduced.

While the existing creatives are visually appealing, they do not offer enough variety or cater to different target audiences.

Advertising Spend and Organic Growth

This section discusses the advertising spend during the soft launch phase and highlights the reliance on organic growth.

Advertising Spend Analysis

The game's advertising spend during the soft launch was primarily focused on Facebook and Google. Other channels were not utilized significantly.

There was an uneven distribution of spending between different creatives, with some receiving much higher budgets than others.

Concerns about Advertising Spend

Initially, there were concerns about low ad spend as no significant spending was observed until recently.

However, it became apparent that organic growth played a significant role due to pre-registration hype and brand recognition from Warcraft IP.

Organic Growth vs UA

While organic growth has been substantial so far, there are concerns about its sustainability in the long term.

Relying solely on organics may not be sufficient to attract new users continuously.

Creative Quality and UA Channels

This section focuses on the quality of creatives and the advertising channels used for user acquisition.

Creative Quality Assessment

The quality of the game's creatives is excellent, featuring visually appealing 3D CGI.

However, there is a lack of diversity in creative concepts, resulting in limited options for targeting different audiences.

UA Channel Analysis

Currently, the game primarily relies on Facebook and Google as its main user acquisition channels.

There is hope that additional channels will be explored in the future, but doubts remain about this possibility.

Organic Reach and Creative Strategy

This section discusses the reliance on organic reach and the limitations of the current creative strategy.

Reliance on Organic Reach

The game heavily relies on organic reach through pre-registration hype and brand recognition from Warcraft IP.

While this has been effective so far, concerns arise about its long-term sustainability.

Limitations of Creative Strategy

The creative strategy lacks diversity and quantity, with a limited number of creatives available.

Although visually appealing, there is a lack of fresh ideas and variations in creative concepts.

The current strategy includes using trailers cut into smaller videos for platforms like Facebook and YouTube. However, it may not effectively attract a wider audience beyond existing Warcraft fans.

Microsoft's Approach to Mobile

The speaker discusses whether Microsoft will change its approach to mobile and suggests that they are unlikely to do so as they don't understand how mobile works.

Microsoft's Lack of Understanding in Mobile

The speaker believes that Microsoft is unlikely to change its approach to mobile.

Microsoft doesn't know how mobile works, unlike Apple.

They view user acquisition (UA) as a cost and prefer not to spend on it.

UA as a Cost

The speaker emphasizes that Microsoft sees user acquisition (UA) as a cost and prefers not to invest in it.

View on User Acquisition

Microsoft considers UA as a cost rather than an investment.

They tend not to spend on UA.

Effective PR Hook

The speaker comments on the effectiveness of the PR hook used by Microsoft.

PR Hook Effectiveness

The speaker finds the PR hook used by Microsoft quite effective.

Creative Production Costs

The speaker discusses the production costs of creative materials used by Microsoft.

Cost of Creatives

The main video is one minute long and was cut into pieces for use in different ads.

It is unclear how much was paid for these creatives, but they were likely expensive.

Complaints about Game Size

People complain about the large size of the game download despite being advertised as free-to-play.

Game Size Complaints

Users complain about having to download five gigabytes of content for a supposedly free-to-play game.

Some users feel that the large size takes away from the fun of playing for free.

Ineffective Use of Headline

The speaker criticizes Microsoft's use of headlines in their ads, particularly in wasting the first three seconds with no background or context.

Ineffective Use of Headline

The speaker questions why Microsoft uses a headline in the first three seconds without any background or context.

They believe it wastes valuable time and doesn't effectively convey the message.

The speaker also comments on how the ads don't accurately represent gameplay.

Missed Opportunity for Physical Merchandise

The speaker suggests that Microsoft missed an opportunity to sell physical merchandise related to their game.

Selling Physical Merchandise

There is potential for Microsoft to sell physical merchandise related to their game, similar to Skylanders.

The speaker believes this would be a great opportunity for additional revenue.

Efficient Use of Music

The speaker discusses the choice of music used by Microsoft in their ads and its cost-effectiveness.

Cost-effective Music Choice

Using Vivaldi's music is a good choice as there are no intellectual property (IP) costs associated with it.

The location where the ad was filmed, Hall of Mountain, adds value to the ad.

Repetitive Content

The speaker notes that some videos shown are repetitive and offer little new content.

Repetition in Ads

Some videos shown are slightly adjusted versions of what has already been seen.

There are four other videos that offer nothing new and will not be included in post-production.

Lack of Understanding User Preferences

The speaker comments on Microsoft's lack of understanding regarding user preferences, particularly the popularity of ad-free games.

Lack of Understanding User Preferences

Microsoft doesn't seem to realize that users appreciate ad-free games.

There is an opportunity for Microsoft to leverage their intellectual property (IP) more efficiently.

Conclusion and Potential

The speaker concludes the discussion and highlights the untapped potential in Microsoft's approach.

Wrapping Up and Potential

The speaker rates Microsoft's approach as one out of ten, believing there is much more potential.

They hope to see improvements throughout the year.

A final revenue prediction is made, ranging from 15 million to 25 million.

Farewell

The video concludes with a farewell message.

Farewell Message

The video ends with a goodbye.