iOS Review: Robot Unicorn Attack 2

The Pik Pok team from New Zealand has another big hit on their hands.  Robot Unicorn Attack 2 is a sequel of a popular game published by Adult Swim which combines beautiful art and music into a fun and addictive sidescroller/endless runner.  The combination of brand recognition, Apple features and an expect combination of cross promotion with targeted user acquisition kept RUA2 in the overall top ten for two full weeks.  This game has a perfect combination of daily social challenges (Team Unicorn vs. Team Inferno), rank progression which start off easy (5-30 minutes) then scales up in difficulty quickly and an upgrade system which bakes in the customization of player unicorns.  Every day there is a new map to enjoy which keeps the game fresh.  Monetization is done primarily through boosts but additional (nostalgic) background music is also for sale.  Perhaps the best feature is splitting each game into three runs called wishes which strongly encourages replaying to beat their high score and adds value to using boosts.

+ Players are frequently shown upcoming features to keep them playing
+ Giving only a few seconds to replay a wish creates a strong impulse
+ Boosts seem like a good value because they last across three “wishes”
+ Selling additional background music is a brilliant monetization option
+ Customizing your unicorn adds gameplay value, not just good looks

– Sometimes a particular map may be too difficult and frustrating
– Flying is fun but many players may not get far enough to try it
– Unlocking the ice world at rank 15 can takes weeks to accomplish
– Players see full page ads during their first session

Some new ways to think about monetizing. (1) Unlocking the ice world is much more difficult than it appears and is the reason there is a hefty price tag of 23,969 rain drops or about $8.  Consider making this a $2.99 purchase instead which includes exclusive customization options.  This will now be attractive to all players, including those who unlocked it for free at rank 15. (2) The coin doubler and Bonus wish are priced high at a combined $15, which is a bit expensive but good for setting the players expectation of its value.  Use this to offer them a “one time only” promotion after 10 or more sessions without monetization which includes both for the low price of $4.99 or cheaper.

Game Design 7 – It’s a re-skin but adding in wishes is a nice touch
Game Balance: 8 – Rank system has a good difficulty ramp up
Monetization: 5 – Relies on boosts which don’t resinate with all players
Art & Theme: 9 – Looks great at high resolution and sound is superb
Retention: 7 – Game will successfully capture its core fan base
Social: 4 – Daily social battle and standard high score sharing
Target Audience: Casual Female
Overall: 7 – Well executed and addicting game