作者：Tyler Four Bros
《Taptitude》是一款由FourBros工作室于2011年初开发的手机游戏，我们希望通过本文回顾它在过去一年中的发展历程。《Taptitude》是一款Windows Phone 7手机游戏，包含60多个竞争性的迷你小游戏。游戏最初发布于2011年3月，原先只有一小部分迷你游戏内容，后来通过每周更新，添加了更多内容。
《Taptitude》在去年下载量将近30万次，以上图表显示的是用户所采用的游戏版本。我们可以看出多数活跃用户在过去数周中都会保持更新，但值得注意的是有相当部分用户仍停留在4.5版本。4.5版本是我们在Mango平台发布前的最后一次更新，也就是说尚未将操作系统更新至Windows Phone 7.1（Mango）只能看到游戏的4.5版本。我们询问用户为何不更新到Mango版本，多数人的回答是他们没有可连接手机设备的电脑，并且无法通过无线网络进行更新。
从游戏所分布的移动设备类型来看，诺基亚Lumia 800用户数量最为领先，其次是Lumia 710用户，而Lumia 900发布时间虽然不长，但用户数量增长也相当迅速。但从所有设备制造商情况来看，HTC手机用户分布最为广泛（因为HTC供应的Windows Phone手机设备类型更多）。
我们认为Windows Phone是一个可助独立开发者获得成功的市场，我们看好这个平台将来的发展前景，并迫切期待进入Windows 8时代！
Taptitude – a Windows Phone Success Story
yler Four Bros
FourBros Studio began developing Taptitude early in 2011. This article is going to look back over the last year as the game has evolved to see how far we’ve come and how we got here. For those not familiar with Taptitude, it is a free Windows Phone 7 game with a collection of over 60 competitive minigames. We initially launched Taptitude in March 2011 with just a handful of relatively simple minigames, and have since updated it every week adding new games and platform features.
Taptitude is free to play, and is supported by pubCenter ads. In this buisness model, you are paid based on how many ‘impressions’ you get each day. The amount you’re paid per thousand impressions is refered to as ‘eCPM’. For example, if you get 10,000 impressions at $1 eCPM, then pubCenter will pay you $10.
Over the last year, we’ve seen exponential growth in our impression rate. For the first few months we made very little money, and only served a few thousand impressions per day. As we stuck with the project we added many weekly updates with features including online leaderboards, stars to unlock minigames, coins to purchase game upgrades, and stats to track your progress. Taptitude continues to evolve, but lets take a high level look at how we did on average over the last year:
We’re at nearly 100 million ad impressions, and much of that was in the last few months as you can see from this breakdown of impressions per week over the last year:
Over the same timeframe, you can see that our eCPM fluctuated pretty wildly:
We would love to get $3 eCPM every day, most of the time it’s closer to $1. In the next chart we can see how our revenue is a combination of both eCPM and Impressions:
As you can see, in the weeks of November we had a big spike in eCPM resulting in record revenue despite having significantly less impression than recent weeks. As we settled into the lower $1 eCPM we’ve had to grow our user base in order to make it up with impressions.
At the time of this writing, we are about half way through April and we have record impressions per day as seen by the following chart. There are two clear dips in this chart that show when we diverted our pubCenter ads over to AdDuplex during different marketing blitz efforts. The reason for this is that we either show a pubCenter ad or a AdDuplex ad, but not both. Toward the end of this graph, you can see our 1 million impression days!
* NOTE: the dips in pubCenter ads correspond to a spike in AdDuplex ads because this is where we marketed our game using AdDuplex.
The graphs above show how our impressions have grown over the last year, now lets look at how that correlates to our userbase growth:
In this chart, the orange line shows the cumulative downloads of Taptitude, and the green line represenets the number of unique downloads per day. You can see from this graph that we stayed pretty flat at around 350 new users a day for over 6 months! There are a couple spikes which tend to line up with getting featured in the Marketplace, releasing major new updates, as well as marketing campaigns that we ran on Facebook and AdDuplex.
Taptitude has been downloaded nearly 300k times in the last year. With this many users, it’s interesting to slice and dice the demographics. Lets look at the data we’ve collected in the last 30 days.
We publish an update for Taptitude every week. We wondered how quickly our users were updating to the latest version:
Most of our active users do a good job of staying on the last few weeks, but there is an anomoly where a significant portion of our users are still on v4.5. It turns out that v4.5 was the last version we released pre-Mango. Anyone that hasn’t updated to Windows Phone 7.1 (Mango) will be stuck seeing only version 4.5 on the Marketplace. We’ve asked our users why they don’t update to Mango, considering it’s free, and most of the responses were because they didn’t have a computer to update their phone with. Unfortunately this can’t be done over the air.
Now let’s break down which phones (devices) have played Taptitude in the last month:
Nokia is leading with the Lumia 800 followed by the 710, with the 900 making significant gains in the short period of time since its release. Despite this, HTC is actually the #1 manufacturer at this time due to the breadth of devices they offer:
We also keep track of the ‘culture’ of the phones that play Taptitude. This corresponds to the region that the player is from:
As to be expected, en-US is the primary culture considering Taptitude is only localized to English. This is followed by a significant portion of our users coming from Great Britain, Germany, and Spain respectively.
Windows Phone is a rapidly growing market where indie developers can be successful. We are looking forward to an even better second year as indie game developers, and can’t wait for Windows 8!
That wraps up our analysis of the last year of Taptitude. In a future article we will dig into some of the specific stats that we track in game to see how our users are doing. If you like this type of analysis, follow @FourBrosStudio on Twitter, and/or check out the Taptitude Facebook page.（source:gamesbrief）