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February 18, 2020

Voodoo Games thrives by upending conventional product design

Will Robbins
Contributor

Will Robbins is an early-stage investor at Contrary.

Voodoo Games is one of the most interesting startups alive today. In mid-2018, it had 150 million MAUs and raised $200 million from Goldman Sachs, yet I’ve never heard anyone mention the company. That might be normal for an obscure enterprise SaaS play, but Voodoo is consumer-facing through and through.

Quantitative success aside, Voodoo upends much of the conventional thinking about product design and gaming. If it can do it, how can similar strategies apply to other products?

But first, some background: What is Voodoo Games?

Voodoo is best described as a product conglomerate. Take a look at its App Store page. It has dozens of generic-looking apps. The basic playbook is:

  • Quickly build a relatively low-quality, single-purpose game.
  • Make sure one mechanic is really fun. It doesn’t matter if users churn 20 minutes after downloading it.

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