Social Media and Games. Stats, Potentials and Pitfalls
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Social Media & Games Stats, Potentials and Pitfalls
By Lars Bojen, lcbn@eal.dk, Lillebaelt Academy, Denmark
Agenda
• 1) Social Media in Denmark 2013-2014 • Latest stats and research
• Examples
• Statements from social media professionals
• 2) Social Media Games
• Definitions
• Examples
• Potentials and pitfalls
• Further perspectives, frameworks and theory
Who am I?
• Lars Bojen, Associate Professor at Lillebaelt Academy (EAL) in Denmark.
MA in Literature and Applied Visual Communication • Several years work experience as a business- and project manager, developer and
freelancer in startup companies in web and app/mobile areas since the 90´s.
• Now working at MIT at EAL as lecturer and coordinator at the Multimediedesigner, Film &
Animation programme and BA programmes covering course topics/tasks like:
– Project Management for digital media productions,
– Online Video production and VFX, Projection mapping/motion design
– Social media strategy and concept development,
– UX, Usability methods and tools,
– Philosophy of Science,
– E-Marketing and E-Communication
– Gamification courses
– Experience concepts
– Facilitating Internship in the Bay area.
• Hobbies apart from work:-): – Biking, playing piano and guitar, music, soccer,
travel, beer/wine, food and …
LinkedIn profile: https://www.linkedin.com/in/bojen
Pinterest: http://www.pinterest.com/larsbojen/
PART 1 Social media in Denmark 2013-2014
DK: Overall stats about social media
6 out of 10 use a social media daily!
1 out of 10 use those social media every week:
use daily
DK stats: Use of internet everyday?
EU/DK Stats: Internet access using
a mobile phone
EU/DK Stats:
Internet access using a mobile phone
DK Stats: Who has a smartphone?
Denmark is a Facebook nation
Business stats from Denmark
Source: DENMARK IN FIGURES 2014 , http://www.dst.dk/en/Statistik/Publikationer/VisPub.aspx?cid=17954
Examples: Social media storms in DK
Reference: http://denperfektestorm.dk/
Example: …. Happy customers
“Skattefar”= Tax Daddy = The national Tax authorities in DK!
Source: http://www.dr.dk/sporten/fifavm2014/nyheder/20140612083050.htm
1998 - TVBrian Laudrup after scoring in the Brazil-Denmark
World Cup Quarter Final match
2014 - TwitterBrian Laudrup posing in
the
#JegErBrian (#IAmBrian) contest
Source: http://iconosquare.com/tag/jegerbrian
New trends in 2013-2014:
Teens are using other social media
New trends in 2013-2014:
Teens are using other social media
● Teens use new social media like Snapchat, WhatsApp, Instagram, Pinterest og Tumblr.
● Use of Facebook is declining among teens!
● Daily use of social media in Denmark
○ Facebook 55 pct.
○ Instagram 6 pct.
○ SnapChat 6 pct.
○ Twitter 5 pct.
○ LinkedIn 2 pct.
○ Vine 1 pct.
○ Pinterest 0 pct ● Source: DR Medieforskning, December 2013
New trends in 2013-2014: Teens prefer
…..
What some Social Media Pro´s say
The June 2014 interviews
covers: • How to practice social media work
with clients
• Challenges and good advice based
on experience
• Results
• New social media popping up
• New trends in working with social
media
https://www.youtube.com/watch?v=lc8QCzttNPc
https://www.youtube.com/watch?v=zGA4wiL9EAs
https://www.youtube.com/watch?v=lc8QCzttNPc
https://www.youtube.com/watch?v=zGA4wiL9EAs
PART 2 Social (media) games
Kia case
User generated tracks
KIA: Mobile apps
KIA Installation at a motor show
KIA GT Ride: Viral social game
Social Game: Best Practices – (According to ORACLE whitepaper)
Best Practice 1: Define Your Goals 2: Don’t Build It from Scratch 3: Understand the Power of Viral Connections 4: Measure 5: Simplify and Beautify 6: Integrate Your Brand Within Your Game 7: Integrate Charitable Giving 8: Market Your Game
Social media games
• Definition –Gaming which has added social network integration (e.g. Madden Superstars, FIFA Soccer, Minesweeper, Blackjack, etc.), and
–Social networks which inversely features gaming (e.g. Farmville, Mafia Wars, and Cafe World on Facebook).
Fun games are not just big..!
...but also big business!
Source: http://www.newzoo.com/news/free-pc-gaming-trend-report/
.. on a global scale
.. with global networks
KPI´s: # Unique active players per month per
game
# Unique active players per day per
game
% Female players
# Average session length
# Most popular time to play
# Users purchasing virtual goods per
month
% Revenues from direct user purchases
$ Funds raised for social causes by
purchasing virtual goods across games
Source: http://www.smartkpis.com/blog/performance-measurement-in-the-social-gaming-industry-kpis-for-electronic-games/
Example: Social Gaming KPIs
Source: http://www.verticportals.com/socialgaming/
The Social Gamers are...
4 Social Gamer archetypes
Sources: http://blogs.imediaconnection.com/blog/2011/11/02/who-is-today%E2%80%99s-social-gamer-maybe-not-who-you-think
http://www.adweek.com/news/technology/who-social-gamer-135285
http://www.gamasutra.com/blogs/SteveMallory/20120413/168507/Social_Gaming_and_the_Bartle_Archetypes.php
Tentative social game typology ● Fun games:
● Action/Adventure Game
● Role-Playing Game
● Horror Game
● Indie Game
● Children’s Game
● Mobile / Online/Web casual Game
● Sports/Racing Game
● Serious games
● Health
Serious games, simulations, applications and developments
using gamification techniques for diagnostics, treatment, health
staff training, promotion of healthy habits, and so on.
● Education and Learning
Serious games, simulations, applications and developments
using gamification techniques for the learning of educational
contents, values and/or concepts associated with public or
private educational centres, or for corporate training.
● Business Strategy
Serious games, simulations, applications and developments
using gamification techniques in various company departments,
including marketing, brand advertising (advergames),
production, finance, logistics, decision making, business
simulations and innovation.
● Culture and Society
Serious games, simulations, applications and developments
using gamification techniques for the promotion of culture and
tourism, or to promote values like solidarity, awareness or
environment protection.
Source: http://funandseriousgamefestival.com/
Let´s look at social game examples
• Consumer
– Facebook games (Criminal Case)
– (Social) Web games (Nike)
• Business
– Organization game (Zappo´s “Face game”)
• Environmental
– Practically Green
• Education
– CodeAcademy
– DuoLingo
• Government/NGO
– Health game (Pain Squad)
Facebook game of the year 2013
Criminal Case by Pretty Simple
• This hidden object game from a French indie studio combines crime scene investigation with
engaging sharing mechanics to create the most successful Facebook game
• In a case study of the game, Open Graph stories featuring visceral artwork drove organic growth
for the game throughout the first half of the year.
• Content updates and additional cases drove more growth for the game in the second half of the
year.
Source: https://www.facebook.com/appcenter/criminalcase
Open
Graph
overview
Source: http://www.codastar.com/blog/a-beginners-guide-to-facebook-open-graph/
Source: https://www.youtube.com/watch?v=4MYozJ8L_UM
Gameplay
Source: https://www.youtube.com/watch?v=cSBUuFIvEaY
Facebook game of the year 2013
• Results
– +25 Million MAU (monhtly active users) in 6 months
– 7 Million DAU (daily active users) in 6 months.
– Over 10M€ in revenue for 2013 from Criminal Case
– Over 500 million Open Graph actions generated since launch
– 1 player out of 2 comes in the game through an OG story
– 60% of players are female
(Social) web games
Zappo´s Face Game
Source: http://youtu.be/zghi4q3ENE8
Practically Green (WeSpire)
Source: http://www.freshtilledsoil.com/a-green-team-effort-practically-green-mobile-design-for-sxsw-eco-app/
Practically Green (WeSpire)
Source: http://www.rakacreative.com/work/project/practically-green
Practically Green (WeSpire)
Source: http://www.rakacreative.com/work/project/practically-green
NGO case: Pain Squad
Source: http://www.cundari.com/cases/pain-squad/#.U6nxEfl_t8E
Potentials
• Huge benefits in social games seen from an advertiser
POV!
• The KPIs are promising.
• Games at work has promises of increased engagement,
productivity, and performance when it´s aligned with the
culture (Zappo case)
• Everythings fine …. But ….
Pitfalls
• Bad gamification can aggravate instead of engaging employees and
potential customers .
• The success of a game comes down to two things: it has to feel legitimate
to users, and it can't feel forced — like that mandatory, company-wide
foosball tournament you had last week.
• Some researchers (Mollick and Rothbard, Wharton University, US) point
out: “doing something that is required and is supposed to make things fun,
it violates the idea of funness. It's no longer a fun activity; it's a mandatory
activity."
• The danger of "gamifying" a customer-facing product:
Your engagement metrics will go up for a certain set of visitors, you'll be
making others turn away.
Reference: https://knowledge.wharton.upenn.edu/article/gamification-powering-game
Further perspectives
• Developing social games for business purposes requires
– a relevant Strategic Framework and
– relevant theory about human Motivation
• To ensure that business strategies and user needs are
incorporated in the gameplay and the storytelling
• Frameworks like Octalysis and Gamification Model Canvas
seems relevant.
(See next slides)
• Self Determination Theory seems relevant See next slides)
Theory: SDT
Theory: SDT
Ex1: Strategic framework
Source: http://www.yukaichou.com/octalysis-tool/
Ex2: Strategic frameworkhttps://drive.google.com/file/d/0Bx0pHYoPwo_zSE43WDFUYkpWWDQ/edit?usp=sharing
Thank you :-)
for your attention
Resources
• Using Social Gaming to Drive Engagement: Insights and Best Practices for Brand ManagersAn Oracle White
Paper. August 2012. www.oracle.com/us/.../social-gaming-for-engagement-1841595.pdf
• Danish official Internet and IT stats:
– It-anvendelse i befolkningen – EU-sammenligninger 2013, Danmarks Statistik ,Maj
2014,http://www.dst.dk/da/Statistik/Publikationer/VisPub.aspx?cid=19373
• Gamification Model Canvas
An agile, flexible and systematic tool to help find and evaluate solutions based on game design and to ultimately
develop behaviors in non-game environmenhttp://www.gameonlab.com/blog/2014/01/15/the-making-of-gamification-
model-canvas
• Gamification Roadmap http://www.fanminds.com/fanblog/gamification-roadmap/
• “For the Win: How Game Thinking Can Revolutionize Your Business,”
by Kevin Werbach, Dan Hunter. 2012
• Mobile Mindshift . http://solutions.forrester.com/mobile
• Social Gaming. Whitepaper by Vertic Portals. http://www.verticportals.com/socialgaming/
• Bunchball. Leaders in gamificationhttp://www.bunchball.com/resources/whitepapers
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