• # Taptitude: two years of success on Windows Phone

It's been two years since we launched Taptitude on Windows Phone, and we're still going strong! Keeping with our tradition of openly sharing our download and revenue stats, we'd like to take a look back at the last two years to see how far we've come, and where we have room to improve. This article will primarily focus on the Windows Phone version of Taptitude. We've recently ported Taptitude to Windows 8, Android (Google Play) and iOS, but we haven't been out long enough to collect meaningful numbers. Later in the year we'll do a follow up to see how those platforms are turning out. Let's start with some high level observations and then dig into the details.
1. Windows Phone continues to be a great market for indie developers.
2. The mini-game collection model continues to resonate with our users.
3. There is significant headroom for future growth.

We recently announced that Taptitude has broken the 1 million download mark on Windows Phone. Let's take a look at how these were distributed.
As you can see we haven't dipped below 2k/day in quite a while. From time to time we get a spike over 5k and in some cases over 9k. The spikes correspond to getting featured in the marketplace, and the higher average is likely due in part by Windows Phone 8's growing marketshare. WP8 brought with it changes to the marketplace that feature top rated games. Taptitude is one of the highest rated games on the marketplace with over 26k ratings and a 4.7 star average.

## Crashes

Microsoft provides crash reports in their Dev Center portal. We find it helpful to monitor these reports weekly and fix any obvious bugs before we ship the next update. Generally our crashes per day are reasonably low compared to our user base, but from time to time a bug will slip through and we'll see a spike.
As you can see we generally have < 200 crashes per day. Around November of 2012 (a) we started seeing a huge number of crashes due to a bug with Bally Bounce (a popular mini-game). Unfortunately once a bad bug like this gets through our QA process, we have little hope of fixing it in a timely manner. The first day the bugged version was released we started getting reports and had a fix for the bug. We submitted the fix later that day, but since Microsoft's cert process takes nearly a week we knew we were going to pay. In a more mature platform, we would have been given the ability to roll back to the previous version instantly to stop the bleeding while the fix is in cert, but we weren't that lucky. In the following week many of our users picked up the bad version and we were helpless until the fix went in. Even then, some residual set of users who didn't update to the fixed version. It took over a month before our crashes were back down below 200 per day. On the bright side, we're now under 200 per day again, which is better than the 200 per day we were getting last year because our user base is considerably larger now. With 30,000+ active users, the 200 remaining crashes represents a broad spectrum of hardware malfunctions, hard to reproduce race conditions and memory leaks. We fix them as we isolate the problems but most of the low hanging fruit has been picked.

Taptitude is still primarily an ad-supported game, and we've enjoyed considerable success pursuing this business model. We keep things simple; showing a single ad on the screen at all times, and cycling once every 30 seconds. Users can remove the ad by purchasing Taptitude Gold from the in-game store. Over the last two years we've grown steadily up to ~40 million impressions per month.
We had a dip after falling out of the top downloaded chart, but have since worked our way back up to a new high of nearly 50m impressions per month. We haven't increased the number of impressions per user per minute, so the growth is coming from an increase in both active users, and time-in-game. While impressions are growing, unfortunately eCPM (dollars per 1000 impressions) has been on the decline. This has been widely reported by other users of Microsoft's pubCenter Ads.
The data from the first year averaged in excess of $1 eCPM, however this was when we were first ramping up, so the revenue wasn't ridiculous. The second half of this year has been netting us in the area of$0.35 eCPM, which some say is good compared to other games at the same time period. The combination of increased impressions and decreased eCPM has almost exactly cancelled each other out.

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