The Do's and Don'ts of Funnel Optimization

What the talk is about

Rotem Eldor explains how level funnel optimization can make or break a hyper casual game. The basics come first: an idea matters more than polished art, and if a game misses the target CPI on US iOS, change it or kill it. The first three seconds of an ad, the icon and the onboarding must be instant, with no nickname, long intro or tutorial. On level design, the first two levels are very easy, then comes a sense of progress, new obstacles that guarantee a first success, and breathers between hard levels. He urges tracking drop-off, fails and completion in analytics, A/B testing every update, and letting non-gamers play the game. Using the game Amaze, he shows how player reviews and colleagues' ideas led to new game modes. Useful for designers and producers of hyper casual games.