IS434G7 GuessTheWordSG Campaign
GuessTheWord SG is a game application by Nectary Studio, designed to help Singaporeans appreciate their roots and understand the unique culture on this little island. This educational game that is tailor made for Singaporeans will allow users to learn more about Singapore’s hawker food, memories from the 90s and even phrases that Singaporeans use.
In their prime period in January, GuessTheWord SG had been #2 on the download charts and constantly within the top 20 ranks. However, rankings of the game has been dropping recently and we would like to re-establish its rankings.
Users are slowly losing interest in the game likely due to a lack of manpower where the company cannot sustainably generate new content. As a result, the number of new users have been decreasing (from 4,000 per day to 400 per day only).
Also, GuessTheWord SG is still relatively new (2 months old) so we would like to raise brand awareness of the game. Nectary Studio is considering launching versions of GuessTheWord in other countries as well and would require sourcing of ideas for new decks, so we would develop our campaign as a long-term one that could be rolled out in other countries as well.
These graphs show the trend of app downloads over the past 2 months. Even on weekends which are the peak periods of new downloads, it can be seen that the figures have been declining steeply. By comparing the daily downloads in February and March, we see a decrease from 3000 daily downloads to 400 daily downloads. This is an approximately 85% decrease in a short period of 2 months. If the company does not do anything to revive the game’s popularity, the downward trend is expected to continue. By extrapolation, the application may receive less than 100 daily downloads by May. Thus, it is pertinent that we help to sustain interest in GuessTheWord SG and attract more downloads with our campaign.
The Active Users graph also shows a similar decline as the app downloads. The graph shows that the game is unable to sustain players’ interest in the long run and cannot drive players to return to the game constantly. If this continues, it may result in a situation where users download the game, play it once, and shelf the game. It is ideal to have more active players as these are the players who are more willing to purchase and unlock new decks. Hence, we need to retain existing players and encourage them to return to the game more often.
Also, we noticed that the GuessTheWord SG Facebook page has only 166 likes, as compared to competitor Heads Up which has more than 50,000 likes. This shows that GuessTheWord SG has yet to build a strong fan base, and that word of mouth recommendation is limited. With such a small number of Facebook likes, posts on the Facebook page also reach a small audience. Therefore, with our campaign, we aim to increase awareness of GuessTheWord SG and attract more fans who will become our brand ambassadors. With more likes, we can have more conversations with players, understand what content they would like to see, increase their interest in the game and engage them such that they can help to drive traffic to the game.
We carried out an analysis on players of GuessTheWord SG, who are also the target group of our campaign. The main group of players in GuessTheWord SG are teenagers aged 17-21. They play the game when they are with their friends as it is exhilarating and provides laughter due to the familiarity of content in the decks. They like the game because of the Singaporean content, and they will continue to play the game if there are more content that they can relate to. Also, they like to play different decks, as they find that the words may be repeated if they play the same decks for multiple times. In every game session, they spend an average of 6 minutes and will play an average of 4 decks. Thus, the decks run out relatively fast. If there are new decks released regularly, their interest will be sustained for a longer period and they will return to try out the new decks.
However, as decks are consumed at a faster rate than it is being produced, it is difficult for the small team behind GuessTheWord SG to constantly come up with new decks to keep up with the players’ requests.
Most players got to know of GuessTheWord SG through recommendations by friends, or by watching others play the game. Some learnt of the game after it was featured in the app store.
Also, players like to suggest ideas and have their voice heard. Our clients receive much feedback on ideas for decks. Although there are many creative suggestions for decks, the ideas are often not converted to decks due to various reasons. It is difficult to think of enough content to fill up an entire deck, and it is hard for our clients to determine if the deck will be popular with players. Therefore, we need to provide a sustainable way to create more decks from ideas supplied by game players. Also, we want to be able to know what decks are popular with players and can generate more revenue for the company.
- Increase brand awareness
- Facebook Fan likes by 200%
- Number of Shares and Re-shares that a post had gotten by 50%
- Increase average daily downloads by 50%
- Increase in-app purchases by 100%
- Increase engagement between players outside of the game by driving 10,000 pageviews to our web portal.
|Metrics||Purpose of Metrics|
|No. of Facebook shares||No. of participation in the campaign from the app|
|Number of 2nd level shares/likes of the post that was generated in "Pay with Share"||Allow us to determine who is more influential in reaching out to more people (how many people do they know and how many people do their friends know), so that we can target people who can eventually reach a larger audience|
|Metrics||Purpose of Metrics|
|No. of Deck Creators||Measure the effectiveness of the campaign|
|Total number of Votes generated||Measure the effectiveness of the campaign|
|Total number of Facebook Shares and Impressions||Measure the outreach of our campaign|
|No. of people who used Coupon Code||Measure the conversion rate of our campaign|
|Number of Downloads during the campaign period||How effective our campaign aid in increasing downloads|
| Number of Returning and New Users
|Engagement of the campaign|
|Revenue||Measure the amount of revenue generated as part of the campaign|
|App Ranking||Measure the popularity of the app in app store|
|Number of Facebook Page Likes||Measure the popularity of the app in Facebook|
|Session Time||Measure how long users are engaged with the game|
|Number of Deck Engagement||Measure which decks are the most popular|
If we get users to create their content in the game, they will feel more engaged and they will also introduce more friends to join the game. This would, in turn garner more conversions of people buying the app.