Action AllStars

2010-2011 | Six Degrees Games | Flash | Virtual world

Action AllStars

Action AllStars is a sports-themed virtual world aimed at kids ages 6 to 11. It originally launched in 2008, and features major league brands such as the NBA, MLB, or the NFL Players Association.

I joined the team as VP Product / Creative to lead the efforts of trying to take the site to the proverbial “next level”. It’s a well-known fact that that subscription-based kids’ products are a notoriously hard nut to crack (in case of AAS this was further compounded by an older-skewing audience and the less mass-appeal sports-theme itself), but perhaps this is why the challenge seemed like a particularly interesting one to tackle.

I launched a number of initiatives targeting both retention and conversion, and maintained close, hand-on involvement with nearly every aspect of the process.
These features ranged from a more friendly, vibrant visual style and interface, new social features (incorporating even some ques and mechanics from Facebook games), more replayable cooperative and competitive content to a new approach to creating promotional materials.
We have also taken a more lean and “agile” and approach to actually developing these features, which resulted in a pretty significant improvement in the development team’s productivity.

While the changes were well received – overall product direction was largely responsible for securing an additional round of funding for the company – looking at the site from a business viability perspective painted a different picture.

Ultimately I had come to believe that focusing on obsessive product iteration at the expense of a number of other, equally important factors (e.g. reaching the right audience, rethinking the business model, embracing the brand-driven nature of the site instead of trying to go head-to-head with experience-driven competitors) was not sufficient to reach the desired results.
At that point I had to tender my resignation as I could no longer claim to have the answers and keep collecting a paycheck in good conscience, but I’m very much rooting for the AAS guys to eventually find the right mixture of “ingredients” to elevate the site to greatness.

One Response to Action AllStars

  1. Anonymous says:

    this is the golden key rip action allstars

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