Logic Pic — Product Case
Metrics, Behavior and Onboarding
In 2017 I was leading a small team at Tapps Games to get into the classic games market. We released a few games — a Card Game and a Word Game — but CPIs were crazy high and competition for organic downloads tough.
At that time I found Logic Pic forgotten in the middle of 200 released Tapps titles while doing portfolio analysis in order to decide our next experiment. Logic Pic is a mobile puzzle game released in early 2014 by Tapps.
The game didn’t monetize well but had interesting retention metrics, few competitors and enough users to experiment. So I took a better look into it.
Firstly, Logic Pic daily active users were 20–25 years old but the storefront was communicating “classic black and white nanogram puzzle” for an older audience. Therefore, I worked with our marketing team in order to improve ASO and target the game core audience.
We changed keywords and A/B tested a new storefront based on pop culture and pixel art that greatly improved downloads (3x organic traffic increase with similar conversion).
Secondly, we wanted to experiment with long-term retention as we noticed that (1) Most casual players played only a few levels per day; (2) Highly-engaged players churned because they consume the content very fast; (3) Creating new content was expensive due to people and tools restrictions.
Based on our metrics and resources I pitched a Daily Level system. I believed it was possible to make Logic Pic a daily habit, just like crosswords games. That way beating all levels would take months instead a few hours.
The hypothesis was right. We greatly improved engagement and long-term retention (+4% D7, +2% D30). Actually, Logic Pic reached the best retention metrics among other 300 titles released by Tapps.
Daily Level first release was a MVP. We later improved it with medals, push notifications and downloadable content (DLC).
FTUE / Onboarding
Thanks to good results we received green light to keep with Logic Pic for some extra months (which turned to be until 2019). We all worked together in order to improve FTUE and overall user experience — our next target.
- The game difficulty curve rise too fast. Therefore we included extra easy levels that were optional to play after the tutorial. That highly boosted D1.
- Some tutorial levels had a few usability and visual issues. We investigated it better with user research and fixed those issues. It also improved D1.
- We added new languages support. It improved D1 in some countries.
- Daily Levels, as mentioned before, also improved D1.
- We also tried a bunch of other changes which had few or zero impact.
Long story short, we managed to improve D1 from 36% to 48% in 3 months.
We also improved ARPU and % Buyers a lot by experimenting with different monetization systems and improving overall user experience for players. The most successful changes were:
- Improved interstitial ads experience by changing ad location and frequency in order to keep gameplay and rewarding moments ad-free.
- Included rewarded video ad for a free hint every few hours.
- Added a subscription with full-access to all content plus extra benefits. We tested many price tags, free trials, payment cycles and lifetime options.
- A/B tested IAP pricing and got much better results by increasing prices and tweaking the amount of hints per pack.
- Included an offer when playing hard levels to start with a hint.
- Improved IAP Shop screen and flow in order to make it easier and appealing to access, compare and purchase products.
In the end we managed to improve LTV enough to start User Acquisition and get positive ROI in small scale campaigns. Logic Pic was also featured 2 times by Google in many countries. That was a whole new Logic Pic.
In 2017 we reached our team objectives and financial goals by improving ASO and including new retention and monetization systems. It was a very iterative and data-informed process. Our team was incredibly engaged and we received a lot of help from other departments — that was core to make Logic Pic grow and become Top 5 Tapps Games in terms of revenue.
By enabling a good organic traffic and monthly active users, revenue flow and User Acquisition experiments, was enough to keep a full-time team improving the game up to 2019. I left Logic Pic team in December 2017 to start my next challenge — Decor Dream production.