Play Instantly for iOS
Play Instantly for iOS
Overview
After the successful launch of the Big Fish Games app, Big Fish wanted to experiment with the idea of streaming a limited catalog of PC games to iOS devices and eliminate the need to download individual games to the device. The goal was to create a separate minimum viable product based on the Big Fish Games app and create different user experiences for multiple user types. This allowed us to better understand the revenue assumptions of an iOS streaming business opportunity.
Results
Play Instantly launched November 23rd, 2011, making Big Fish the only publisher to launch a subscription gaming service on the App Store. However, a few days after the launch the app was pulled without notice, and the app did not return despite Big Fish working directly with Apple to resolve outstanding business issues. Fortunately, all of the UX learnings, user testing, and research from Play Instantly would later be applied to Play Instantly’s multi-platform successor, Big Fish Unlimited.
Roles
User Experience, User Interface, Prototyping, Visual Design, Production
Initial business requirements asked for a sidebar and display ad during gameplay on both iPad and iPhone. I immediately identified issues with attempting to do this on the iPhone, which would have made actual gameplay very difficult. I recommended a different ad strategy allowing for a fullscreen, in-game experience for all users.
We used the already established UI and visual design of the Big Fish Games app for Play Instantly. I focused my attention on creating quick PDF prototypes for multiple user types to help inform product design decisions.
An example prototype showing a free user becoming a subscriber.
Example screens from final product.