Snap Games Inc is a Utah-based organization, focused on developing ideas for the casual and mobile gaming industry. This games market as a whole generates $24 Billion dollars in revenue, and mobile specific gaming is set to top $10 Billion Dollars in 2014. And that number is growing!
Interestingly, women make up a significant portion of mobile gamers (moreso than in their console-specific counterpart) and, with Internet connectivity on the rise, more and more people are playing these games while interacting with those within their social networks.
In fact, QuizUp™ recently became the fastest growing iPhone app in history, amassing ten million users in only a few weeks.
David Smith of Snap Games approached me with a new product they were in the process of designing. This latest game was set to be technologically challenging to build, requiring a combination of asynchronous connections and massive multiplayer scenarios, along with offering fantastic players’ rewards. But the real kicker to his idea: he somehow wanted to incorporate elements of Social Good & Global Education.
I will need to spare you the details while this “stealth startup” gets off the ground, but I wanted to share the process that David and I undertook over three days locked in a meeting room with scarce food, water or company, apart from the occasional visits from David’s trusty pet “Lucky the Wonderdog.”
1. Define the User Journey
How was this game going to be so good that users would not be able to put it down? How do we guarantee they come back? What features and experiences make this app unique and appealing, beyond what is out in the market? Get your user journey right early in the piece. Ideas will flow, but make this a cornerstone.
2. What’s in it for them?
What could we do with this game that would make the user improve themselves in more ways than one? This question got right down to the human psyche, and involved answers that were based on encouraging people the share their successes (and their contributions to social good) via their Social Networks. Define what makes your game playable and of benefit.
3. How does it make money?
This is not to say that you need to guarantee it will make money from Day One. But, as with most games, this game would require a significant investment to get off the ground. What are the various options to monetize, and how quickly can, or should, that happen? Define your monetization plan, but be prepared to forego income for UX in the short-term.
4. Test your idea
The next step was for us to get on the phone and validate our potential customers. In whatever market segment we had identified, we need to speak to these people and ensure that our game provided enough incentive for them to ‘give it a try.’ After trying it out, it’s over to points 1 and 2 above to lure them in and keep them there!
5. Get to work
Assuming Point 4 doesn’t lead to pivoting things in Points 1 through 3 above, then it’s a matter of getting to work. Build the presentations, extrapolate the financial models, and set a launch strategy to get the game built and to-market.
And what did the guys at Snap Games Inc think of the “Anquetil Method”?
We asked them:
“It was amazing how much we could achieve in a short period of time by following a clear methodology” said David. “I knew the idea was great, but by really spending the time to examine every aspect of it, Simon was able to suggest ways to make it even more appealing to even more people! We have no doubt this game is going to be a magnificent success thanks to our diligence in respecting the processes that were prescribed”
If you have an idea that you would like to move into execution, or to examine more possible revenue models, please don’t hesitate to contact our team at AppHappening.
And if investing in the mobile gaming scene is on your agenda for early 2014, may I suggest you contact David Smith of Snap Games Inc. Better be quick before their seed round closes: [email protected]