Ergatta - Wavelength Video Game
The Opportunity
The primary objectives were to set a new standard for fitness gaming with a dynamic 3D game in Unity, driving usage lift in low to moderate usage gamer personas, new customer growth and justify a higher subscription price.
The Audience
The target personas were our “inactive usage gamer” and “moderate usage gamer” persona (people who are into game, not so much fitness, but had low to moderate usage).
However, to avoid a flop at game launch, we needed something that could hook our power users as well to drive early adoption and generate hype to help pull the inactive user’s back into to try it.
The Role
Senior Product Manager:
Lead initial discovery to understand user motivations around why some games were so popular and some so unpopular to inform game strategy.
Led the game dev squad in a major platform migration from building games in Canvas, to Unity and establishing all system integrations.
Led my squad on Android development of all the screens and user flows for players navigating into and out of the new game as well as all the backend infrastructure needed to support it.
Collaborated with Data Analytics Manager on persona level clustering to better understand our user base and inform targeted content strategy.
Led iterative prototyping and user testing for Vortex from conception through GTM.
Lead the Go-To-Market launch from the product side, working heavily with the marketing team.
Key Performance Indicators
Share of game play within our game portfolio
Repeat usage
Reactivation of inactive or canceled members
Net new customer sales
The Outcome
Largest ramp-up in game usage ever seen, overtaking our top game on day 1 with 35% game share.
Largest adoption rates at 66% where seen in our target inactive and moderate usage personas.
Still too early to tell the long term impacts and targeted impacts on inactive and new users, but so far it has been the biggest success we have ever seen with power and core users of our platform.
Added perceived value to our paid subscription in preparation for a subscription price increase
Lessons Learned
Our past games were simpler, single mechanic games. This game was built with multiple game mechanics, levels and meta progressions giving us a lot more content levers to pull leading to targeted experiences on a persona basis.
The migration to Unity was hard, integrating with our existing systems and passing data between.
After making all 2D games in Canvas, leaning into 3D games in Unity was a big change that require resource adjustments with technical artists and highlighted a resource gap without a concept artist to help translate early ideas into 3D assets.
Key Skills
Product Management
Persona clustering
Game Design
Prototyping
Go-To-Market
Unity