Video Games – Hanx101 & Heartland Ranch
Blue Line Studios
Hanx101 Trivia by Tom Hanks
Heartland Ranch
Heartland Ranch was a branded Facebook game that mimicked “Farmville”. You could build your own ranch, upgrade the buildings, look after horses and share game items with your friends. Heartland Ranch picked up a “Best Drama” prize at the Social TV Awards in LA.
My Role in Hanx101 and Heartland Ranch
COMPETITIVE ANALYSIS AND RESEARCH
In the formative stages of Hanx101, my focus was on conducting comprehensive competitive analysis and research. This foundational work involved an in-depth study of the mobile gaming market, particularly within the trivia genre. My analysis identified key trends and gaps in the market, which were instrumental in shaping the game’s unique value proposition. I played a crucial role in the ideation phase, developing innovative concepts that would differentiate Hanx101 in a crowded marketplace. My insights crafted a compelling pitch that resonated with Tom Hanks and his team, effectively selling them on the vision of a trivia game that was both entertaining and intellectually stimulating, perfectly aligning with Mr. Hanks’ persona.
CONTENT MANAGEMENT
In the initial stages of Heartland Ranch, my role extended beyond content strategy to include the meticulous adjustment of game currency and mechanics. My research into the preferences and behaviours of our target demographic was instrumental in shaping these aspects, ensuring that the game’s economy was balanced and engaging. Tapping into the established fanbase, I spearheaded the development of unique game mechanics that distinguished Heartland Ranch from its contemporaries like “Farmville,” infusing fresh and innovative gameplay elements that enhanced user engagement. Additionally, I played a key role in overseeing the updating of game assets, ensuring they were not only visually appealing but also resonated with the brand’s ethos and our audience’s expectations. My collaborative efforts with the creative team were crucial in fine-tuning these elements, resulting in a cohesive and immersive ranch-building experience. This approach to game design and content management was a significant factor in Heartland Ranch not only securing the “Best Drama” prize at the Social TV Awards in LA but also establishing a memorable presence in the social gaming landscape.
DATA ANALYSIS
Data analysis was the backbone of my decision-making process for both Hanx101 Trivia and Heartland Ranch. By leveraging advanced analytics, I was able to extract actionable insights that informed game development and marketing strategies. For Hanx101 Trivia, data-driven tactics were employed to optimize user acquisition and improve total playtime per player, ensuring steady growth in player base and LTV. In Heartland Ranch, my analytical approach to user behaviour and in-game metrics led to targeted updates that significantly enhanced user experience and increased daily active users. Proficiency in interpreting complex data sets was crucial in driving both games to achieve and surpass their performance goals.
