App Masters · Jul 15Crossy Road Creator Matthew Hall (Audio Masterclass)
Built in 12 weeks (planned as six) with retention and sharing first, and optional rewarded video ads that earn more than purchases. Featured by Apple on release day, it passed 20 million iOS downloads without paid ads and over three million on Android within weeks.
Tips
- Take the core feeling of a hit and build something new▶ 6:26Games like Timberman, Dexterous and Crossy Road did well by taking the core feeling and making something new, while straight Flappy Bird clones did not.
- Design for retention and virality first, and monetize second▶ 13:09The game reached number one, and the team says it makes more from ads than from in-app purchases.
- Offer opt-in rewarded video ads instead of banners or interstitials▶ 15:25Hipster Whale makes more from ads than from in-app purchases, with no $99 purchases and all purchases permanent with restore.
- Keep in-app purchases light and permanent▶ 14:26
- Give free gifts on a timer to bring players back▶ 16:37
- Make collectible characters distinct, not just reskins▶ 17:15
- Build several reasons to share into the game▶ 19:14
- Make a game Apple is comfortable promoting, then email its reps early▶ 20:45Crossy Road is Hall's fourth number-one game, was featured on release, and reached 20 million iOS downloads without paid ads.
- Keep development to about 12 weeks to limit financial risk▶ 10:23Hall's earlier PC game took a full year and earned about $3,000 in its first month.
- Protect development momentum by working on the game every day▶ 10:52
- Pitch press only with an unusual story, and expect less from it▶ 25:54Crossy Road was the first time press approached Hall instead of the reverse.
- Treat ideas as cheap and execution as everything▶ 31:52
