There are no new slots, new symbols or other new items to rejuvenate the gaming experience. Moon Active only has one slot machine that never changes. They may add new villages for players who have completed every village, but that impacts very few players and those it does impact it touches very infrequently. Conversely, I cannot identify one top game where the content is largely unchanged from several years ago, let alone several months ago.Ĭoin Master, however, adds virtually no new content for the customer. This content can be a new slot machine, a new tournament format or theme, new virtual goods, etc., and for different games different content resonates (or falls flat) with its audience.

New content drops are accompanied by much stronger player activity, including reactivating lapsed players and getting lapsed spenders to resume purchases, with little variance (unlike a new feature that may or may not resonate with the audience). From the early days of Farmville and Mafia Wars to current top grossing games like Slotomania and Fishdom, new content most consistently contributes to revenue. Social casino products, and social games in general, drive most of their on-going revenue from new content. The issues below suggest Coin Master might experience a much shorter life at the apex. I may look stupid in twelve months if Coin Master consolidates its position and continues to grow but there are some fundamental issues with the product that suggest it may decline rapidly, despite most social game franchises lasting for years (Slotomania, DoubleDown, Clash of Clans, Candy Crush, CSR Racing, etc.). Rather than jump on the bandwagon, I decided to take a step back and look at what Moon Active is not doing well. Given its current momentum, it is very easy to dissect Coin Master and say A, B and C can help you make $250k/day. They miss, either consciously or subconsciously, many of the factors that led to the success and are necessary to replicate it, while potentially attributing the success to dynamics that actually did not contribute positively. With both of these heuristics, people look at a success and draw conclusions from that success in retrospect and are not repeatable (i.e. I will be writing in the near future about the Halo Effect and Survivor Bias, two heuristics that often lead to flawed decisions. Although Coin Master is unquestionably doing great and has found a Blue Ocean, it would be the second largest social casino product if it was officially classified in that category, you need to proceed with caution if you plan to imitate it. With the success of Coin Master, and the disruption it is causing in the social casino space, many are looking to understand and replicate its success.

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