Launching new version of gaming mobile app

Problem

Despite having an impressive daily active user base, our gaming mobile app lacked the crucial ability to support native gameplay on iOS and Android platforms. As play was the core functionality and primary draw for users, this limitation significantly hindered our potential for growth and user engagement in the mobile space.

What I did and my responsibilities

As the Product Manager leading this initiative, I developed and launched a new version of our gaming mobile app, enabling native gameplay across iOS and Android.

My responsibilities:

Product Strategy

Developed a comprehensive strategy for integrating native gameplay into our existing mobile app

Created a roadmap for feature development and rollout across both iOS and Android platforms

Prioritized game integrations based on potential user engagement and technical feasibility

UX Design

Collaborated with UX designers to ensure a seamless and intuitive gameplay experience

Oversaw the design of new UI elements to support native gameplay features

Conducted user testing to refine the mobile gaming interface

Product Discovery

Analyzed user feedback and usage data to identify key opportunities for mobile gameplay

Researched competitor offerings to identify gaps and potential differentiators

Engaged with our user community to gather insights on desired mobile gaming features

Stakeholder Management

Maintained regular communication with game development partners, keeping them updated on integration progress and requirements

Collaborated with marketing teams to plan the launch and promotion of new mobile gameplay features

Reported project progress and metrics to executive leadership

Launch and Iteration

Managed the phased rollout of native gameplay features

Monitored key performance indicators post-launch and implemented necessary adjustments

Gathered and analyzed user feedback to inform future improvements and game selections

Key Outcomes

Attracted hundreds of thousands of players to participate in mobile gameplay within the app, with one game achieving exceptional success

Established a new benchmark for retention among all games on the platform, surpassing both web and previous mobile metrics

Successfully expanded our core functionality to mobile, significantly enhancing our app's value proposition and user engagement