You just can’t help but feel sad for OMGPOP and ZYNGA. When App Data released the data showing the sudden slide on Draw Something’s user base, all the bloggers practically jumped on it — calling it a fad, a hype.
But was it? I don’t think so. I believe the main reason why Draw Something lost its users its because they failed to give users what they needed, when they needed it.
OMGPOP did attempt to give users what they said they needed. The updates to the app did contain fixes & features that were frequently mentioned in Draw Something’s over 20,000 reviews in the App Store (undo, send comments, retina display, etc.).
But OMGPOP were not able to give what the users didn’t say they needed. And this is the key difference between being good and being great – the skill that separated Steve Jobs from the rest.
Henry Ford was (mis)quoted that if he asked his customers what they wanted, they would’ve said “A faster horse.”
And that is exactly the same with mobile games. Ask users what they want, and more often than not, they will only tell you features that they have already seen.
OMGPOP then had a bigger challenge to know what was unsaid. And to do this, they needed to understand the nature of the game. Which I believed they never did.
Draw Something, at a glance, was a drawing game. Which means its users usually have a longer attention span — they would take the time to draw, to carefully pick out pens and colors, and meticulously erase little mistakes that the other party would otherwise not notice.
But Draw Something was more than a drawing game — it was also a guessing game. And this is when it becomes tricky, because this time, users would have a shorter attention span than usual.
The game then had two sets of users: One who is taking his time, and one who just can’t take any more waiting time. There was no skip or fast forward button to the other player. He was being expected to patiently wait for his “teammate.”
But there is still one crucial factor in all this: Timing. Giving the users what they need when they needed them.
Versions are already crunched as it is with the mobile apps industry. But Draw Something’s users were more volatile. Because, again, of the nature of the game: The game needed additional equipment to be played “properly” – a stylus and a tablet.
Draw Something’s users found it easier to just stop playing the game altogether – because it also removes them of the discomfort of having those equipment all the time. Or to just jump to the next big app. Which, unfortunately, is just $0.99 away.