How to create a really popular Museum application for example, "Arms of Heroes." Victory day is dedicated to
Hello All and happy holiday to all! Today there is a reason to write about a project that we did last year for "the Tula Museum of arms". This project took place only thanks to the efforts of a large number of individuals and organizations. So I want to talk about it as a community project.
It resulted in a game "Weapons" and as you probably understand, it is devoted to the weapon.
I would even say specifically rare instances of known weapons exhibited in Tula.
Start with the end. The current status of the project is quite well shown in this clip, although he's already a little outdated on the numbers.
We are followers of lean startup and scientific method of understanding the world as a whole. Therefore, the project was moving stages, each of which was put hypotheses to test and build infrastructure for collecting the maximum amount of feedback.
Step 1. From marketing to the first playable version. Experience the son of errors difficult
In the summer of 2016 in front of us was tasked to promote Museum of weapons and his collection in Russia and in the world. The Museum is very interesting, but I personally visited it for the first time when we started development. It was interesting to bring it to the people.
For 10 years we have done dozens of projects about museums and each one was special, because museums are very different and the most important thing to understand at the start why are the people in it actually go. From the marketing point of view, these projects are always a big challenge.
Aftera painful doubt and painful reflection theoretical testing of hypotheses on focus-group it was agreed that we need to do a weapons simulator in the setting of the Museum. Such application is consistent with the direction of Edutainment, which we liked ourselves and in which we accumulated experience.
It was noted that the leisure segment already contains a significant amount of applications about the weapons that we regularly recalled criticism. Our goal was to get the audience that plays games and is interested in weapons, but not to make a clone of the famous applications. Recall that our ultimate goal is to bring people to the Museum and culture.
laid down In Annex 3 level of bringing people to the Museum:
1. Shoot from interesting weapons
2. To collect parse it
3. Learn interesting facts and history about this weapon.
What at the start was the pros:
— The strength of the project, of course, was access to one of the leading arms museums. Because of this, we were able to show in app exclusives type carbine Catherine's 2 or the first production of Maxim machine gun
— The team had a great experience the interactive visualization of anything in Unity3d with 200+ projects and several of them won at international competitions.
We have seen that the genre in General popular and is a potential target audience with the order of 1-10 million people
Cons:
— Among such a large number of existing projects it is very difficult to stand out and do something extraordinary and attention-grabbing
— The lack of nature really popular Museum applications among broad masses of the people with an audience of 1 million+. This was strongly chastened for all of the people with whom we started at that time to discuss cooperation
— Not too successful experience with the gamification of museums in the world. We went on special Museum events the last 5 years, I read a bunch of articles and even a couple of monographs of famous authors in an attempt to find a truly successful project. Let's face it — their vanishingly small. In our opinion the main reason is that the project should attend professionals such as the Museum and the developer of the game. Some games are much better show their time and culture than many initially educational applications.
— It was not the advertising budget in the project
An internal goal was set to reach 1 million users in the first year. Seeing the current situation in the segment of Museum applications, it was clear that existing approaches to this goal, to put it mildly, is not achievable. But as I tell my clients on their doubts: "After the development of visualization system of the Olympic games in 6 years 24x7 us seems nothing is able to faze or surprise." Each of us has such a project, after which he discovered his super powers.
To work pros and cons not covered with a copper basin project was adopted the following plan of action.
1. Choose 10 weapons from the Museum, which are iconic to most people and will really draw attention to the Museum app
2. To do in the next months the prototype with the highest quality of one of the weapons (PPSH-41) and the basic functionality
3. Publish it in Google Play Belarus and Kazakhstan and to test the reaction of CA dimension and reviews.
4. In parallel to do the rest of the weapons and functionality. Do not forget that we were under a state contract.
5. After the first iteration of testing hypotheses relesase every 2 weeks and check out all that comes within the team and from users.
6. To make the application directly to the international market, otherwise the desired volume of traffic to reach
Step 2. Cones first playable version, or as programmers build a plane
The first release with a severely truncated basic functionality showed that our focus on quality 3D content was correct. The people were enthralled.
The following months we took the stages of the contract, relibility almost every 2 weeks, I made changes according to the feedback of users.
The contract we have fulfilled in time, but user feedback was more than included in the scope of the project. We decided to bring the case to the end and see what will be the probability of productionare this project. It was then made a fateful decision to develop the app only on Google Play, bring it to 1 million+ users, and only then go to the next platform and talk to the big guys, which can be useful to the project.
Step 3. The first release, which inspired us and or operation "happy New year"
At the end of December before the new year he had his first big release, which gave really a lot of traffic. We went on 3-5 installations per day and still live somewhere on this level.
Here it is the 1st video release. It was made in 20 languages. I had to write automation for unity3d production. 20 video and 500+ screenshots — this is not just a marketing task, but also technical.
In the new year at its peak had up to 18 thousand installations per day. On the one hand, it makes us happy. Even so. THIS MEGALOMANIACAL! But on the other hand, servers MCRF did not have time to transfer the entire amount of traffic to overseas users.
We had a good experience with Selectel by the time, and the whole internal distribution of downloads was transferred to their cdn. Not always was going smoothly, to be honest. But when the cost of services and Akamai partner — you can work and tasks as needed.
Then opened the program to beta testers and it is under 2 thousand. Apparently happened to submit a project, something more than just a game about weapons.
The project started to get volunteers. With their help we've translated the app into 10 languages, clarified some of the weapons and catch obvious errors. And of course, have significantly improved the usability of the interface.
Step 4. Specialis. From 23 February, guys!
Following the release happened on February 23. We have added almost all small wishlist of users, and all were very happy. Thanks to colleagues from Google for fitering application in thematic collection! At this point, the application has passed about 20 different A/B testing on Google play. He changed the icon, which gave 2 fold greater conversion than the first.
Changed description, short text and screenshots. At this point we have a valid sense of understanding the audience and its real desires. But still we continue to do regularly and was able to squeeze in some countries, 10-20 percent of conversion due to culturization with beta-users.
Step 5. Release may 9. Victory day is a joy with tears in the eyes
The next big release was scheduled for may 9. He had to make a play-by-play. Up to this point, the application certainly was a simulator and successfully lived in the category simulation Games, but the return of the users was not as great as I would like. Was conducted a large user survey, in which participated almost 11 thousand people. The survey was selected a few areas that the result would be a playable app and went to the Museum theme.
To radically change an already popular app is always exciting and even scary. Therefore we strongly have started to test all the new features and mechanics in the beta group. To our great joy all that was done was adopted with enthusiasm.
On may 4 there was a release that happened picering on Google Play on may 9th and we launched a 10 day quest for our players.
As a result of increased gaming component of a 3-fold increase in the average time people stay in the game and a 5-fold increase in the number of people the Museum opened fully all the facts and advancing to full stories.
Summary
1. The task of promoting the Tula Museum of arms met and exceeded. Got to do alive application for the mass user.
2. Now the game has 862 thousand installations over 4 months and 9 days. In June barring force majeure, it will be a million six months ahead of plan. This will begin the next phase of project development.
3. We actively began to write some of the Museum, including foreign, employees which are our members. So perhaps the emergence of new interesting models in the game.
Thank you to everyone who supported us on the Day of Victory!
Article based on information from habrahabr.ru
It resulted in a game "Weapons" and as you probably understand, it is devoted to the weapon.
I would even say specifically rare instances of known weapons exhibited in Tula.
Start with the end. The current status of the project is quite well shown in this clip, although he's already a little outdated on the numbers.
We are followers of lean startup and scientific method of understanding the world as a whole. Therefore, the project was moving stages, each of which was put hypotheses to test and build infrastructure for collecting the maximum amount of feedback.
Step 1. From marketing to the first playable version. Experience the son of errors difficult
In the summer of 2016 in front of us was tasked to promote Museum of weapons and his collection in Russia and in the world. The Museum is very interesting, but I personally visited it for the first time when we started development. It was interesting to bring it to the people.
For 10 years we have done dozens of projects about museums and each one was special, because museums are very different and the most important thing to understand at the start why are the people in it actually go. From the marketing point of view, these projects are always a big challenge.
After
It was noted that the leisure segment already contains a significant amount of applications about the weapons that we regularly recalled criticism. Our goal was to get the audience that plays games and is interested in weapons, but not to make a clone of the famous applications. Recall that our ultimate goal is to bring people to the Museum and culture.
Our hypothesis was this: "People who play games about guns interested in our game, when the interaction with the weapons in it will want to know more about it and go in the Museum part of the game."
laid down In Annex 3 level of bringing people to the Museum:
1. Shoot from interesting weapons
2. To collect parse it
3. Learn interesting facts and history about this weapon.
What at the start was the pros:
— The strength of the project, of course, was access to one of the leading arms museums. Because of this, we were able to show in app exclusives type carbine Catherine's 2 or the first production of Maxim machine gun
— The team had a great experience the interactive visualization of anything in Unity3d with 200+ projects and several of them won at international competitions.
We have seen that the genre in General popular and is a potential target audience with the order of 1-10 million people
Cons:
— Among such a large number of existing projects it is very difficult to stand out and do something extraordinary and attention-grabbing
— The lack of nature really popular Museum applications among broad masses of the people with an audience of 1 million+. This was strongly chastened for all of the people with whom we started at that time to discuss cooperation
— Not too successful experience with the gamification of museums in the world. We went on special Museum events the last 5 years, I read a bunch of articles and even a couple of monographs of famous authors in an attempt to find a truly successful project. Let's face it — their vanishingly small. In our opinion the main reason is that the project should attend professionals such as the Museum and the developer of the game. Some games are much better show their time and culture than many initially educational applications.
— It was not the advertising budget in the project
An internal goal was set to reach 1 million users in the first year. Seeing the current situation in the segment of Museum applications, it was clear that existing approaches to this goal, to put it mildly, is not achievable. But as I tell my clients on their doubts: "After the development of visualization system of the Olympic games in 6 years 24x7 us seems nothing is able to faze or surprise." Each of us has such a project, after which he discovered his super powers.
To work pros and cons not covered with a copper basin project was adopted the following plan of action.
1. Choose 10 weapons from the Museum, which are iconic to most people and will really draw attention to the Museum app
2. To do in the next months the prototype with the highest quality of one of the weapons (PPSH-41) and the basic functionality
3. Publish it in Google Play Belarus and Kazakhstan and to test the reaction of CA dimension and reviews.
4. In parallel to do the rest of the weapons and functionality. Do not forget that we were under a state contract.
5. After the first iteration of testing hypotheses relesase every 2 weeks and check out all that comes within the team and from users.
6. To make the application directly to the international market, otherwise the desired volume of traffic to reach
Step 2. Cones first playable version, or as programmers build a plane
The first release with a severely truncated basic functionality showed that our focus on quality 3D content was correct. The people were enthralled.
Everything that could be hung with statistics. Native Google Play Store, Google Analytics Unity analytics
The following months we took the stages of the contract, relibility almost every 2 weeks, I made changes according to the feedback of users.
The contract we have fulfilled in time, but user feedback was more than included in the scope of the project. We decided to bring the case to the end and see what will be the probability of productionare this project. It was then made a fateful decision to develop the app only on Google Play, bring it to 1 million+ users, and only then go to the next platform and talk to the big guys, which can be useful to the project.
Step 3. The first release, which inspired us and or operation "happy New year"
At the end of December before the new year he had his first big release, which gave really a lot of traffic. We went on 3-5 installations per day and still live somewhere on this level.
Here it is the 1st video release. It was made in 20 languages. I had to write automation for unity3d production. 20 video and 500+ screenshots — this is not just a marketing task, but also technical.
In the new year at its peak had up to 18 thousand installations per day. On the one hand, it makes us happy. Even so. THIS MEGALOMANIACAL! But on the other hand, servers MCRF did not have time to transfer the entire amount of traffic to overseas users.
We had a good experience with Selectel by the time, and the whole internal distribution of downloads was transferred to their cdn. Not always was going smoothly, to be honest. But when the cost of services and Akamai partner — you can work and tasks as needed.
Then opened the program to beta testers and it is under 2 thousand. Apparently happened to submit a project, something more than just a game about weapons.
The project started to get volunteers. With their help we've translated the app into 10 languages, clarified some of the weapons and catch obvious errors. And of course, have significantly improved the usability of the interface.
Step 4. Specialis. From 23 February, guys!
Following the release happened on February 23. We have added almost all small wishlist of users, and all were very happy. Thanks to colleagues from Google for fitering application in thematic collection! At this point, the application has passed about 20 different A/B testing on Google play. He changed the icon, which gave 2 fold greater conversion than the first.
Changed description, short text and screenshots. At this point we have a valid sense of understanding the audience and its real desires. But still we continue to do regularly and was able to squeeze in some countries, 10-20 percent of conversion due to culturization with beta-users.
Step 5. Release may 9. Victory day is a joy with tears in the eyes
The next big release was scheduled for may 9. He had to make a play-by-play. Up to this point, the application certainly was a simulator and successfully lived in the category simulation Games, but the return of the users was not as great as I would like. Was conducted a large user survey, in which participated almost 11 thousand people. The survey was selected a few areas that the result would be a playable app and went to the Museum theme.
as the project is no longer paid, he became a kind of hobby of our team. We did it in my free time and everyone has tasted it all that he was interested. On it we understand in practice why Google encourages these projects to their developers.
To radically change an already popular app is always exciting and even scary. Therefore we strongly have started to test all the new features and mechanics in the beta group. To our great joy all that was done was adopted with enthusiasm.
On may 4 there was a release that happened picering on Google Play on may 9th and we launched a 10 day quest for our players.
As a result of increased gaming component of a 3-fold increase in the average time people stay in the game and a 5-fold increase in the number of people the Museum opened fully all the facts and advancing to full stories.
Summary
1. The task of promoting the Tula Museum of arms met and exceeded. Got to do alive application for the mass user.
2. Now the game has 862 thousand installations over 4 months and 9 days. In June barring force majeure, it will be a million six months ahead of plan. This will begin the next phase of project development.
3. We actively began to write some of the Museum, including foreign, employees which are our members. So perhaps the emergence of new interesting models in the game.
Thank you to everyone who supported us on the Day of Victory!
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