Ergatta - Endeavor Video Game
The Opportunity
The primary objectives were to:
Create a multi-modal game that easily scales across treadmill, bike and rower to support new partnership opportunities.
Drive engagement, repeat usage, reactivations as well as new customer and partnership sales.
The Audience
The target personas were our “inactive usage gamer” and “moderate usage gamer” persona (people who are into games, not so much fitness, but had low to moderate usage).
However, to avoid a flop at game launch, we needed something that could hook our power users as well to drive early adoption and generate hype to help pull the inactive user’s back into to try it.
The Role
Product Manager:
Lead initial discovery to understand user motivations around why some games were so popular and some so unpopular to inform game strategy.
Led the game dev squad in building out a new art pipeline taking the art from concept to final implementation using an iterative feedback loop with users and stakeholders.
Designed the journey mapping for the user experience for this game.
Led my squad through Android and Unity development of all the screens, as well as backend infrastructure needed to support the user experience surrounding this game.
Collaborated with Data Analytics Manager on persona level clustering to better understand our user base and inform targeted content strategy.
Led iterative prototyping and user testing for Endeavor from conception through GTM.
Lead the Go-To-Market launch from the product side, working heavily with the marketing team.
Key Performance Indicators
Share of game play within our game portfolio
Repeat usage
Reactivation of inactive or canceled members
Revenue from partnership sales
Net new customer sales
The Outcome
2nd most popular game on Ergatta, despite heavy bias among tenured users for legacy workout modes
24% of active Ergatta members play Endeavor
Launch of Endeavor did not detract from other workout usage - overall depth of usage increased (users worked out more); it grew the usage pie rather than just stealing share from other workout types
Attracts and engages a different audience than Races
Races tends to attract a more performance-oriented and competitive profile; attracts people with more intrinsic motivation
Endeavor tends to attract a more novice and training-oriented profile; helps people who may lack intrinsic motivation
Lessons Learned
This game was different enough from legacy games that it created a little extra on-boarding and educational support to help members learn the game before getting hooked.
More tenured members gravitate to the older legacy games they know rather than explore new things.
Endeavor filled a product content gap that attracted and engaged a new type of user (low intrinsic motivation) in a way that many of our other games did not.
Key Skills
User Research
Product Management
Persona clustering
Game Design
Prototyping
Go-To-Market
Unity