Creating Engaging Plot-Driven Games for Female Casual Gamers

Ahead of the Live Service Gaming Summit, we spoke with Florian Blaesche, Director of Player Experience at Wooga. He discusses their strategy and approach to developing plot-driven games that resonate with female casual gamers. They highlight flagship games like "June's Journey," "Pearl's Peril," and "Ghost Detective," showcasing the importance of compelling storytelling

Wooga produces plot-driven games aimed primarily at female casual gamers. Can you share some examples of your products and how they are plot-driven?

Sure, our flagship game, June's Journey, which will also be the topic of my presentation, is a fantastic example. Set in the 1920s, it follows June Parker as she uncovers family secrets and solves intriguing mysteries. The detailed environments our players get to see during their hidden object searches keep our players hooked. Each chapter reveals new unexpected twists. This compelling storyline is integral to player engagement, as it creates a strong emotional connection and motivates players to return to uncover more of the mystery, which in turn ensures continuous play. Another great game is Pearl's Peril, which actually came before June's Journey. It taught us a lot about what works with our audience and what needs further refinement. Set in the glamorous 1930s, players join Pearl on a global adventure to solve her father's mysterious death. Lastly we have our most recent game, Ghost Detective, which launched on Netflix Games in 2023. In this supernatural mystery, you play as a detective who returns as a ghost to solve your own murder. The suspenseful storyline and paranormal elements draw players in, making them want to keep playing to piece together the mystery. Creating plot-driven games has been key to our success at Wooga. These engaging stories create an emotional connection with players, making them more likely to return to see how the story unfolds. This helps with player retention and loyalty. Plus, a strong narrative makes our games stand out in a crowded market. Regular content updates and a well thought through LiveOps calendar based on the overall plot keep the community engaged and help us drive revenue.

Can you elaborate on the intricacies involved in aligning product strategy with the expectations of a female casual gaming audience to ensure the success of games upon release and beyond, drawing from Wooga's experiences?

Aligning our product strategy with the expectations of our predominantly female audience involves understanding their preferences and crafting experiences that resonate with them. At Wooga, we focus on creating relatable characters and engaging storylines. We invest in extensive market research and player surveys to gather insights into what our audience values most. During the development phase of the game, but of course also for new features, we prioritize narrative depth, visual appeal, and intuitive gameplay. For June's Journey, this meant developing a strong female protagonist and a plot full of mystery and intrigue. We ensure that each update adds meaningful content, keeping the game engaging even beyond the core gameplay. To add to that, we continuously collect player feedback and analyze gameplay data to make informed improvements. This iterative approach helps us stay aligned with our audience’s expectations and maintain the game's popularity over time. Our goal is to create a seamless and enjoyable experience that keeps players coming back.

Can you share some examples of how you craft engaging player experiences for this gaming audience?

Crafting engaging player experiences in my eyes involves a blend of compelling storytelling, exciting LiveOps, and strong community engagement. Beyond the game itself, our Community and VIP programs play a crucial role in enhancing player experiences. We actively engage with our players on social media, forums, and through offline events, creating a vibrant community where players can share their achievements, participate in discussions, and feel a sense of belonging. Our VIP program offers exclusive rewards, personalized content, and special events for our most dedicated players, making them feel valued and appreciated. Our CRM efforts are also integral to our approach. We use aggregated data-driven insights to understand player behavior and preferences, allowing us to tailor communications and offers that resonate with our audience. Inside the game, this might include personalized challenges or special offers, while outside the game, we keep our players informed and engaged through newsletters, emails, and social media updates. By combining a strong narrative with active community engagement, VIP treatment, and tailored CRM efforts, we create a comprehensive and engaging experience that keeps players coming back for more. This holistic approach ensures that our players feel connected to the game and the broader June's Journey community, enhancing their overall experience inside and outside the game.

How does Wooga know what the players want and how does it go about building features that cater to their players motivations?

One of our values at Wooga is a "Player-Centric Approach". Understanding what players want begins with active listening and data analysis. We conduct regular player surveys, monitor social media interactions, and analyze in-game behavior to gather comprehensive insights. This approach helps us identify trends and understand player preferences. For June's Journey specifically, we noticed that players value engaging storylines, they love to decorate and are highly competitive. To cater to these motivations, our teams work collaboratively to develop features that expand on popular elements. We also hold playtests and gather real-time feedback to refine these features before full implementation. Post-release, we track how new features are received and make adjustments based on player feedback. This ongoing dialogue with our community ensures that we are consistently meeting their needs and enhancing their gaming experience. By maintaining a player-centric approach, we ensure that our games remain relevant, engaging, and beloved by our audience, which in turn brings value to Wooga.

At Wooga, how do you amplify the effectiveness of digital, social, and influencer vehicles to drive business and build a loyal and enthusiastic community?

We create engaging digital marketing campaigns that highlight the unique aspects of our games, such as the captivating narrative and stunning visuals of June's Journey. Besides the typical performance marketing approach, we are trying to truly use the power of community to grow our games. We do this on social media by regularly sharing updates, engaging content, and interactive posts on platforms where our typical audience is most active. We encourage player participation through contests, polls, and discussions, fostering a strong sense of belonging. Collaborations with influencers who genuinely enjoy our games help us reach new audiences and build trust. We also host special events and live streams, creating moments of shared excitement and engagement. These efforts not only drive business but, equally important, cultivate a loyal and enthusiastic community that feels valued and connected to Wooga.

What discussions are you most looking forward to at the Live Service Gaming Summit?

There are so many great talks planned, that it’s difficult to pick my favorites. However, I am particularly excited to discuss player engagement and community building. Beyond that, the nice thing about the conversations that happen in between the presentations is to hear about all the things that didn’t work. Our community is very open in sharing learnings and we all care about creating great experiences for our players. So I am most looking forward to those chats.