[Full] Social gaming insights and findings
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The document discusses various insights and examples from the social gaming industry, emphasizing on successful games and strategies for virality, such as incentivizing cooperation and utilizing Facebook features. It highlights specific games like iHeart, FarmVille, and Mafia Wars, explaining their mechanics, user engagement, and monetization methods. The document also addresses the shifting landscape of social gaming towards more complex niche games and standalone sites for improved community management.
[Full] Social gaming insights and findings
- 1. Social gaming “Findings and insights”reduxBy Sriram Krishnansriramkri@gmail.com @sriramkri
- 2. I’ve put together some of the insights and findings I’ve come across from the past year… Most of you would probably know about what I’ve mentioned in this presentation: “Social games – examples” is a general overview of the different types of applications out there (not exhaustive)
- 3. The other two parts are for industry enthusiasts or followers Special thanks to Noah Kagen, Jerome Scola and Gabriel Weyer for helping out..!
- 4. ContentsSocial games - examplesOptimizing viralityLooking to the future
- 5. Social games – examplesSocial games – examples Viral
- 6. Strategy
- 7. RPG
- 8. Niche games + Facebook3 examples of Viral applicationsiHeart by MmkayQuiz creator by LOLappsFarmville by Zynga
- 9. iHeart~ 20,000,000 MAU, ~1,300,000 FB fansThe goal is to obtain the highest heart beat amongst your friends by sending and receiving hearts. The more hearts you receive, the faster your heart would beat. Features: Receive/Send hearts, heartbeat leader board Also became viral due to good PR –> seasonal: Valentine’s Day etc. App targeted female population -> tendency to like “hugs”, “kisses”, “hearts” etcMonetized through advertising, and then virtual itemsSocial obligation to reciprocate -> users harass their friends to send hearts -> improve heartbeat
- 10. iHeart
- 11. Quiz creator~ 460,000 MAU, ~83,000 FB fansUsers are able to create their own application just by filling up formsThis app created ‘00s and 000’s of other appsMonetized through advertising3 simple steps to create application:
- 12. Quiz creator
- 13. Farmville ~80,000,000 MAU, ~23,000,000 FB fansReal time farming simulation gameUser creates a customizable avatar and has a farmGame revolves around the market where items can be purchased. As a player progresses, they can expand their farm to allow for more room for farming, animals and decorationsView Farmville parody herehttp://www.youtube.com/watch?v=odBDAcOEKuI
- 14. Farmville
- 15. Focus - FarmvilleCustomer acquisitionPlayers need neighbours if they want to progress better. Neighbours = friends.Spam friends -> peer pressure, nagging
- 16. Creation of fake accounts just for FarmvilleCross promotion within ZyngaRetentionYou have to come back regularly to take care of your farm: plant the seeds, harvest the crops -> Async + Appointment gamingMy aunt plays this game -> cross generation appeal. ie: Mafia Wars has less appeal
- 17. Social games – examplesViral How do you develop viral apps? Strategy RPG Niche games + Facebook
- 18. 6 ways to make your app go viral1. Utilizing all FB Platform featuresApps can’t be too dependent on any single FB platform feature …..but have to utilize all FB platform features available: publish2stream, notifications, publish pictures, become a fan, bookmarking, emailSome features are better at acquiring users, some are better at retaining users
- 19. 6 ways to make your app go viral2. Incentizing co-operation, sharingApps have to encourage the user to interact with and to engage other usersIncentives, incentives, incentives! To promote in-game action, To invite new users, To get invited users to accept invitation, To become a fan – Big Thing!, To subscribe to email or bookmarking, To grow avatar, farm, land, accomplish missions etcEnsure that the users are obliged to engage or to reciprocate action
- 20. 6 ways to make your app go viral3. Design + User flowIntegrate non-conditional viral features in the game mechanicsUser has to publish2stream to advance 3 levels up or to get more points
- 21. Must invite 3 friends to unlock secret treasure boxSimple UI for UX Complicated applications take a longer time to catch on
- 22. K.I.S.S
- 23. Backend: No major complicated effort required6 ways to make your app go viral4. Start tracking earlyTracking + Metrics = Feedback -> Better decision makingListen to your users. Excellent management of communityK factor, Click/Publish ratios, Response rates, ROIs 5. Publicity + Customer acquisitionOld school – PR, blogs, conferencesCross promotion on 6waves, own apps etcAds on Rockyou, Fb etc6. You will also need luck on your side
- 24. Social games – examplesViralStrategy RPG Niche games + Facebook
- 25. 3 examples of strategy gamesTravianEvonyKingdoms of Camelot
- 26. TravianMilitary strategy real time multiplayerAim: To reach level 100Choice of characters or tribesEach tribe has different strengths, weaknesses Commodities management Wood, clay, iron, wheat etc Production -> Usage for Construction, Food etc Military/Troops strategyAttacking, DefendingDeveloping manpowerRanking (leader board)Alliances, clans
- 27. EvonyBrowser based online multiplayer strategy gameUser starts as a mayor and have to increase population of city and build Similar to Travian: ranking, attack/defenseItem mall – 2 types of virtual currenciesGold – action oriented Game cents – real $$$
- 28. Kingdom of Camelot~3,000,000 MAU, ~ 660,000 FB fansKoC = Evony, Travian + Facebook’s social graphAdditional Features:Facebook friends - to speed up construction, alliance etc Rich/Smooth graphics Global chat Quest assistance
- 29. Focus - Kingdoms of CamelotUser AcquisitionGood Facebook integration. Almost being forced to invite friends and publish streamsCross promotion with 6wavesSocial + Strategy – first in the business -> Niche RetentionRich design featuresSelf selective audience members -> not 5 minute usersSeamless HTML loading. 1st flash screen load takes a long time, but all subsequent loading uses htmlMonetisationMultiple purchase options – speed up, production, chest etcRequires more robust payment strategy. Mobile payments should be made more obvious, and localised according to markets – geoIP, other methods of payment to load within site, not in a separate window
- 30. Social games – examplesViralStrategy RPG Niche games + Facebook
- 31. 3 examples of RPG games Mafia Wars Club Penguin Runescape
- 32. Mafia Wars Multiplayer RPG game Game play: Variables -> energy, stamina, experience points, Users level up when a certain experience point is reached 3 Characters to choose from beginning
- 33. Club PenguinChildren use penguin avatars and explore many virtual worldsUsers can express themselves while in the worldsMultiple virtual worlds – competition, races, lounges, education etcSafe environment for children Monetisation: Subscription model, free2playCustomers are parents not children
- 34. Kids accumulate coins by playing the game but they can only spend or redeem them for items only if they are paying members -> nag their parents to become paying membersRunescapeLargest free MMORPG in the world Game divided into several areas and players can travel wherever they want. Players set their own objective and goal, no story line Game play: Real time PVP battles
- 35. Quests
- 36. In-game events or happenings
- 37. Chat, Interaction with non-players Hard core community
- 38. Focus - Mafia WarsUser acquisition Cross promotions, Facebook fans, bookmarking, PRThe more friends you have, the more power you have for your avatar -> Users “begging” in forums etcMonetisationIe: Prices of items correlate to amount in user inventory. If user buys a house for 1, the next house will be priced 1.2. If the user buys the second house, the third house is priced 1.4 and so on -> User spends moreRetentionAsynchgameplays, social (clans, interaction, leaderboard), excellent community management, appointment gaming, cooperation between friends
- 39. Social games – examplesViralStrategy RPG Niche games + Facebook
- 40. Niche games + FacebookNiche games/genres are new to Facebook. Finding the right balance between complex, MMO vs social gamingFB is a social platform and social features should always be prioritized ahead of additional game mechanics
- 41. But higher the complexity, easier for certain type of users to get hooked to the game
- 42. High MAU, Low ARPU vs Low MAU, High ARPU. Ie: Kingdom of Camelot
- 43. Discussions, arguments between game designer/producer and product manager for social features, monetisation -> normalScenarios with simpler game play needed to cater to mass market -> Takes time to convert new users to active, engaging users.Mouse only = SimpleMouse + Keyboard = Complex, Difficult
- 44. ContentsSocial games - ExamplesOptimizing viralityLooking to the future
- 45. Those days…Those days, apps relied on notifications, forced invitations and publish 2streamsThese days, more emphasis on publish2stream; incentivizing cooperationThese days…
- 46. Question:What’s the most important tool you can use to make your game viral on Facebook?Answer: Publish2stream
- 47. Why do users publish2stream?To show and tellleveling up, win/loss in battle, sending/receiving, challenging friends, obtaining items, finding itemsTo seek favours, to make requestsbuildings get constructed faster, to grow your farms, fertilize crops, to fill up clan, to fill up homes, hiring friends in Hotel, survey questions about user, to join as clan members, to join as neighbours
- 48. Incentivizing publish2streamsUser s encouraged to publish2stream -> More publish2streamsUser 1 Publishes/Invites -> If User 2 clicks -> Then, User 1 gets incentives -> More nagging and pleadingUser 1 Publishes -> User 2 clicks -> User 1 + 2 gets incentives -> Win-win Pop-ups can have a variety of incentive strategies
- 51. Ask yourself…Would you rather click on ….. Get a sign on bonus? Continue to Zoo paradise? Play Tiki resort? Save [your friend’s] cottage?
- 52. Tips for Publish2StreamUse a cute picture. Incentivize the small bottom right linkFriends would be able to click and get something in returnCredits/points, more information about friend etc“Get sign on bonus now”, “Answer XXX’s questions now”Use “call for action” headers instead of general statementsMost of the published shares use general statements for headers but use call for action statements as explanationPublish2Stream analyticsVariables to trackDate or CohortType of stream postDesigns or styles for a/b testing# of times pop-up gets shown to user (a)# of times pop-up gets published to stream (b)Published/shown ratio = b/aTotal # of clicks from all users for published pop-up (c)Clicks/published ratio = c/b
- 53. Publish2Stream analyticsClick breakdown – Where did users click your publish2stream post?
- 54. 1 – Picture (d), % of total clicks = d/c
- 55. 2 – Header (e), % of total clicks = e/c
- 56. 3 – Small link (f), % of total clicks = f/c
- 57. Actions completed (republish, redeem, join game, install game, invite friends)
- 58. 1 – Action 1 – g
- 59. 2 – Action 2 – h
- 60. 3 – Action 3 – I
- 61. Total action completed = g+h+I = j
- 62. Total ROI = j/c or j/b or j/a depending on what you’re tracking
- 63. Other general tipsActionable data = very importantRelatively Easy - Tracking metrics at the backendRequires some effort - Showing the metrics on dashboard on frontend etc Important - Analysing data, checking which one works betterMost important - Acting on it by re-developing, re-designing
- 64. Other general tipsSocial gaming = A “doing” industryFocus on doing -> design, develop, test, feedback, iterate, design, develop …
- 65. driven by data, NOT intuition. Avoid idealists, scatter brains at operational levelGood Social game = Excellent product management = monetisation + social/viral + game balance
- 66. ContentsSocial games - examplesOptimizing viralityLooking to the future
- 67. Looking to the future…Traditional social gaming market getting crowded“5 minute” games too crowded -> Almost a zero sum game -> Consolidation is happening
- 68. Birth of more complex, niche games
- 69. Dancing, FPS, Strategy, RPG, Racing etcSocial games to have stand alone sites. Separate sites -> better community management and communal feelingLess dependence on FB platform
- 70. Social games could utilize Facebook Connect
- 71. Stand alone sites monetize better compared to FB
- 72. Owning the users in the stand alone site
- 73. Zynga with farmville.com, CMUNE with paradisepaintball.cmune.com The ENDAny comments? sriramkri at gmail com@sriramkrihttp://cn.linkedin.com/in/sriramkrishnan