What started as a small team of six grew to be what Game.IO is today: a serious game development studio with 40 people with a passion and drive to create great games. The team has worked on multiple projects and hopes their new games will surpass the success of their first game: Yatzy Ultimate. Marija Keleshoska, a marketing specialist for Game.IO, reminisces about building Yatzy Ulitmate.
A Memory From Childhood Leads to Our New Game
It was a usual Monday morning, and we started sharing some interesting moments from our childhood days. Everyone had his own unique story to share, but they all had one thing in common: Yahtzee. We soon realized that we all used to play this game when we were young and no one has played it since. Later on, when we were drafting our product portfolio, it’s funny how Yahtzee was on the top of everyone’s mind. We agreed that’s the game we wanted to start with. Originally, we wanted to call the game Yatzy, but unfortunately, that name was already taken on App Store, so we instead called it Yatzy Ultimate.
To begin, we started was with research and deciding the definition of the game. It gets pretty exciting when you get to know a game better – the history of the game, its mechanics, etc. It’s played in different countries and has its own characteristics. For our version, we decided to keep the basic rules and leave space to add new unique features in the next releases to make the game more attractive. Our main goal was to create a game WE would like to play.
The first version of Yatzy Ultimate included “Quick game”, “Nearby Players” and “Multiplayer”. It was the perfect fit for players of all types: those who would like to play a quick game while taking a break, or play with friends “Pass’n’Play” in Multiplayer mode. The “Nearby Players” exploited the Bluetooth feature of the device for playing with friends or family. Yatzy mainly is a game you would like to play with friends and family, but at the same time, it’s a fun way to pass time when you’re traveling or waiting in line in a coffee shop.
After the launch on the App Store in January 2011, the game started landing on our players’ devices and the first impressions really exceeded our expectations. We had some goals set in terms of number of downloads and revenue, and it was a great feeling to see how the numbers go up. The reviews we got were just more proof that we made the right choice and launched a quality product on the market.
As the game gained more success, our team starting expanding, along with our desire to make the game better. And then Yatzy Ulimate received its first award in 2012: the BestAppEver award in the dice category.
Keep Pace with Industry Trends
When something is good, it means you’re on the right path. But to make something great, it’s not enough just to follow the path. Those turns on the left and right may lead to even greater paths. As the industry was growing and new technologies were introduced, we knew it was time to take a new turn in our journey. We defined two key goals and put all efforts towards their achievement: cross-platform and online gameplay.
We already had a stable user base on iOS and Windows Phone, but it was time to make the game more social (and keep pace with the latest industry trends). We needed to allow them to get to know each other and challenge each other to see who has better skills. This was a great challenge for the whole team and included changes in the code and a lot of testing to make sure we got it just right.
For more variety, Game.IO chips were introduced in the game as virtual currency, which can be used to place bets in Bet mode and take high or low stakes in Online mode. This needed thorough analysis for our “numbers wizards” to set the economy of the game. With the introduction of Game.IO accounts and additional login methods like Facebook and Windows Live (for Windows Phone users), we set the grounds for cross-platform gameplay, allowing players to play their favorite game anytime, on any device.
The game went through serious re-engineering, development and testing to add all these bonus features. The team invested a lot of time and worked very hard to make it happen. Testing was crucial as it was a completely new structure of the game and there was no place for bugs.
After much work it was ready! But once it was ready to be introduced on the market, a new challenge was ahead of us: to market it properly and educate the audience.
Players are Not Just Numbers, Each One is Special
We went through a bumpy road in the post-launch period. The online play had certain problems with connection, which most of the time was out of our control. Mainly, when the player would lose connection on his device, the game would pick that information with delay and the player wasn’t aware the he went offline. This was our first challenge, and our priority for our next release. A customer support team is crucial at times like this, and we were lucky to already have that in place.
In the first release of the new and redesigned Yatzy Ultimate, we had to remove one feature due to certain problems that occurred with that function – playing with nearby friends via Bluetooth. Our plan was to get it back in the next release as, based on the analysis of the gameplay statistics, the percentage of the players who used this feature was not significant, and the temporal removal of it wouldn’t affect the game.
We were wrong. It turned out that this small percentage of players consisted of our most loyal players and we failed them. We learned this lesson the hard way: your players are not numbers, each one is special. Sometimes, you can have the best analysis of your target market, but it doesn’t mean you know them. Bringing back this feature was our biggest priority, and our development team worked hard to make it happen as soon as possible.
Finally, after the second release, the shaky and stormy period was behind us. Yatzy Ultimate reached its peak of glory, confirming we were on the right path. We were ready to start the new chapter.
Your Game Needs Some Za Za Zu
One of the most influential parts in mobile game development are the customer reviews. Those few sentences written by the players provide a plethora of ideas for new features and improvements of the existing gameplay. We just love our players’ creativity and their words (good and bad) are often the trigger for our most productive brainstorming sessions.
At one of our meetings, as we were reading the reviews, one really caught our attention. One player wrote us: “Pretty good. Needs some za za zu”. That’s right, let’s put some “za za zu” in Yatzy Ultimate.
A new challenge was in front of us. We needed to add more challenge, risk, and greater winnings in the gameplay. To do this, we introduced a leveling system and higher stakes in the online gameplay, and later on, a “Play with Buddies” feature. At the same time, we completed our strategy for cross-platform gameplay with the introduction of Yatzy Ultimate on Facebook. Our classic game now got the completely new trendy look and, according to the feedback from our players, Yatzy Ultimate has the “za za zu” flavor in it.
Today, Game.IO has proven itself as a serious player on the market. We’re no longer the newbies and with our experience and lessons learned, we’ve matured. New games and new challenges are ahead of us, and we have the passion and drive to make it happen.