A magical bubble shooting game from the makers of Candy Crush Saga. 2M+ downloads
The game’s first five levels serve as the conversion funnel for new players: will they grasp the mechanics quickly? Will they feel rewarded for progress? Will they share socially or create a profile?
In the original flow, several issues appeared: too many mechanics were introduced at once, terminology was inconsistent, and error states ended in dead ends. These friction points caused a drop‑off before players became invested.
about the project
Process
Process: Audited all copy across Levels 1–5 (tutorial, dialogs, rewards, error states). Mapped friction points against the conversion funnel (tutorial completion, repeat play, account sign-up). Identified confusing or low-impact text that caused hesitation. Rewrote with focus on clarity, motivation, and forward momentum.
Conversion Roadblocks & Copy Fixes
Funnel Stage Issue Before After (Rewrite for Conversion)
Tutorial Completion Mechanics stacked too quickly “Fill Nero’s Orb” to “Shoot bubbles into Nero’s Orb — power it up to unlock the next level!” (clear action + forward reward)
Engagement : Inconsistent terminology : “special bubble”, “power bubble”, “booster” . Standardized to “Booster” with tooltip: “Boosters give you an edge. Collect them to win faster.”
Sign-Up Error state stops progress “No connection! Got it!” to “You’re offline — reconnect now to save progress and rewards.” (adds urgency + benefit)
Retention Rewards lacked motivation “Wow! You found 3 new Medals!” to “Nice work! You earned 3 Medals, Keep going to unlock new adventures!”
About the project
Strategy & Results
Strategy: Progressive onboarding: One mechanic per level, ensuring players finish the tutorial instead of dropping.
Consistent vocabulary reduces hesitation when making decisions, improving playthrough speed.
Error copy with recovery: Keeps players in the flow instead of exiting after dead-end dialogs.
Reward framing: Ties medals and boosters to unlocking future content, nudging replay and purchases.
Results:
Higher tutorial completion (Levels 1–5)
More account sign-ups (to “save progress”)
Conversion isn’t just design; it’s in the words. By reducing friction, clarifying actions, and making rewards meaningful, copy turns casual first-time players into returning, invested users.
About the project
"Ryen came in without hesitation and got to work. She noticed details
that we all missed.”
- Leandro, King
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