sulake
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Community driven businessHabbo's social game evolution at 10 years and
going
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2Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
World’s Leading Online Hangout and Social Game for Teens
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3Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Osma Ahvenlampi
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4Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
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5Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Social places for games, self-expression and communication
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6Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
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7Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
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8Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
2010
8
20052000 2002 2003 20042001 20082006 2007 2009
» 182 million registered Habbo-
characters
» 45 million hours of play / month
» 2 million visits / day› Source: Sulake Statistics, August 2010
182Million
45 Millionhours!!
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9Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Community as a focal point
Service vs product development
Customers, extended
Metrics-driven guided business
Agility as a business enabler
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10Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
10 years of 10 years of
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11Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
5
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45
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65Revenue, million €
H1
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12Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
The secret to long life?
Continuous reinvention
TechnicalConceptual
Business focus
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13Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Software industry under change
“software as a service”“service oriented architecture”
“lightweight clients”“zero deployment”200
6
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14Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Software as a Service
• Customer PoV: less systems investments
• Web removes distribution delay.. and demands a corresponding increase in capability for change
• Competition is more immediate
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15Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Increasing pace of innovation
“Internet speed” is getting faster
From 6 updates a year (2006) to daily live testing (today)
New version to all markets globally once a week
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16Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Why go this fast?
Feedback loop
Early data helps shape final results
Reaction speed matters
Customers prefer the fastest rate of change they can keep up with
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17Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Shape of change
• Continuous stream of updates– Features, functions, items– Campaigns, competitions– In-game economy improvements– Usability improvements– Gaming features
• Most content is by players– Every new trend, fad, fashion, event is reflected
– Constant reuse of stuff in new ways
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18Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Rapid cycle and big changes
• Most changes are small, even if they sum up to big differences in the end... but not all
• We spent most of 2009 re-developing the entire technology to a completely new platform– Higher performance– Better compatibility– Wider range of supported devices– Enabling other changes
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19Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Habbo on the social graph
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20Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
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Social Play
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23Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Free-to-play economics
• Micropayments for virtual items and VIP membership
• Advertising as a secondary revenue stream
• Player-to-player marketplace and trading means a market which follows common economic principles– Exchange volumes 10x primary sales
• Non-paying players are also valuableas community members and culturemakers
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24Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
User created game
World Cup Soccer Arena
Player-created games
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25Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
A way to reach consumers
Age of Broadcast Media is overEver-smaller, tightly focused behavioral clusters
Reaching large audiences todayrequires reaching multitude of niche
audiencesCost of get-to-market is lower
Complexity of large audiences is higher
Use of word of mouth
Context mattersRelevance is time-sensitive
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Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Metrics-driven innovation?If it's worth doing,
it's got to be worth measuring
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27Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Performance measurement
• At daily updates pace, measuring change is sub-daily
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28Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Community opinions
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29Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Metrics can't tell you what to do
Constant performance measurement is lifeblood for recognizing both problems
and successes
But numbers aren't ideas
Great design comes from vision, skill and experience
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Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
An agile, community focused vision
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31Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Creativity
FriendsFun
Attention FASHION&
LOOKS
PARTIES & EVENTS
MUSIC
PLAYER CREATEDGAMES
PETS
HOBBIES
?
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Osma Ahvenlampi - Verkkoteollisuus Ry - 2010-10 - Copyright Sulake
Thank [email protected] - twitter.com/osma