You might expect a panel on big mistakes within the games industry to be littered with stories of botched releases or games canned during development.
Speaking during the Free2Play Summit in London, however, Zynga UK general manager Matthew Wiggins said titles that manages to be a surprise success (scoring millions of downloads in the process) can prove to be just as damaging as an outright failure.
Panel beater
Wiggins' tale of his former studio Wonderland's struggle to cope with the wealth of interest in iOS smash GodFinger dominated the four man panel talk, which also featured Relentless Software co-founder Andrew Eades, PapayaMobile evangelist Oscar Clarke and Jami Laes, VP of global studios as Playfish.
According to Wiggins, Wonderland had put in place plenty of strategies should GodFinger fail to take off. It hadn't considered what it would do if it proved to be a big hit, however.
"We didn't plan for success. That was our mistake," said Wiggins, claiming GodFinger had been in development for years pre-release, like a console title.
"I had loads of plans ready to go if the game failed, but we had absolutely no content to deliver to our eager users when the game hit #1 on the App Store."
A real Wonderland
Such additional content, Wiggins contested, is crucial for free-to-play releases, but it's arguably even trickier to get right than actually handling the development and launch of the game in question in the first place.
"If you can't deliver new content, you break the faith players have in your ability to run the game," he concluded.
Zynga went on to acquire Wonderland in April 2011, rebranding the outift Zynga Mobile UK in the process.
It was a transition labelled as "smooth" by Wiggins, who said the deal had been a "dream" for a studio with the respective limited resources Wonderland boasted at the time.
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
News
Feb 13th, 2024
Mobile revenue exceeds Take-Two’s expectations, making over $2 billion in nine months
Top Stories
News
1 hour, 7 minutes ago
Supercell’s Squad Busters soft launches today with over 100,000 Google Play downloads
News
2 hours, 37 minutes ago
Honkai: Star Rail earned more than double Genshin Impact’s revenue in March
Feature
1 hour, 37 minutes ago
King’s Trevor Burrows on the power of art: "We could see our numbers literally dropping"
Feature
Apr 22nd, 2024
Tjodolf Sommestad talks AI, tips for indie devs, and a day in the life of King's president
Feature
Apr 22nd, 2024
Behind the scenes: How to achieve a 30% revenue increase three years after launch
Events
App Promotion Summit London | Europe | Apr 25th |
Esports Future Summit | Middle East | Apr 27th |
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |