From Game Developer to Social From Game Developer to Social From Game Developer to Social From Game Developer to Social Media company Media company Media company Media company – – – case watAgame case watAgame case watAgame case watAgame Marko Orenius – watAgame ApS Joost Bazelmans – Red Chocolate BV
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From Game Developer to Social From Game Developer to Social From Game Developer to Social From Game Developer to Social
Media company Media company Media company Media company –––– case watAgamecase watAgamecase watAgamecase watAgame
watAgame established in 2003watAgame established in 2003watAgame established in 2003watAgame established in 2003
An experienced team built around the vision of developing An experienced team built around the vision of developing An experienced team built around the vision of developing An experienced team built around the vision of developing
world dominating multiplayer mobile gamesworld dominating multiplayer mobile gamesworld dominating multiplayer mobile gamesworld dominating multiplayer mobile games
2005 onwards company focused on Web based social 2005 onwards company focused on Web based social 2005 onwards company focused on Web based social 2005 onwards company focused on Web based social
game (web 2.0) game (web 2.0) game (web 2.0) game (web 2.0) –––– goSupermodel.comgoSupermodel.comgoSupermodel.comgoSupermodel.com
Investors on board to allow for global expansion and Investors on board to allow for global expansion and Investors on board to allow for global expansion and Investors on board to allow for global expansion and
product developmentproduct developmentproduct developmentproduct development
Today goSupermodel is present on 10 marketsToday goSupermodel is present on 10 marketsToday goSupermodel is present on 10 marketsToday goSupermodel is present on 10 markets
5,8 Million registered users, 750.000 users monthly and 5,8 Million registered users, 750.000 users monthly and 5,8 Million registered users, 750.000 users monthly and 5,8 Million registered users, 750.000 users monthly and
1,8 Million unique visitors monthly1,8 Million unique visitors monthly1,8 Million unique visitors monthly1,8 Million unique visitors monthly
The business model is built on user revenues via The business model is built on user revenues via The business model is built on user revenues via The business model is built on user revenues via
micropayments and advertising on the sitemicropayments and advertising on the sitemicropayments and advertising on the sitemicropayments and advertising on the site
Early daysEarly daysEarly daysEarly days
2003 - Mobile battles
Several products developed
and launched through mobile
operator portals
2005 - Change of direction
A different type of product
begins development
The product changes the
company on the way to
delivery
Growing with goSupermodelGrowing with goSupermodelGrowing with goSupermodelGrowing with goSupermodel
The original team of developers The original team of developers The original team of developers The original team of developers
worked to get the basic functionality of the worked to get the basic functionality of the worked to get the basic functionality of the worked to get the basic functionality of the
product togetherproduct togetherproduct togetherproduct together
goSupermodel is a directgoSupermodel is a directgoSupermodel is a directgoSupermodel is a direct----totototo----consumer consumer consumer consumer
service (online social game and community)service (online social game and community)service (online social game and community)service (online social game and community)
Delivery requires different channel and Delivery requires different channel and Delivery requires different channel and Delivery requires different channel and
process process process process –––– a media channel with a daily showa media channel with a daily showa media channel with a daily showa media channel with a daily show
A whole new team needed along with A whole new team needed along with A whole new team needed along with A whole new team needed along with
new marketing skillsnew marketing skillsnew marketing skillsnew marketing skills
Inspiration and models found elsewhere in other Inspiration and models found elsewhere in other Inspiration and models found elsewhere in other Inspiration and models found elsewhere in other
companies companies companies companies
FFFFrom Developer to Mediarom Developer to Mediarom Developer to Mediarom Developer to Media
Game development for a
third party channel is a
linear process. Once the
product is in the channel,
the team typically begins
work with the next case
which can be a totally
different product
Publishing an online social
game engages the whole
organization with the users.
The feedback cycle needs to
be the source for the next
iteration of the same
product.
Organizing the teamOrganizing the teamOrganizing the teamOrganizing the team
Change your organization from a developer to a Change your organization from a developer to a Change your organization from a developer to a Change your organization from a developer to a
customer service teamcustomer service teamcustomer service teamcustomer service team
OOOOrganize around servicerganize around servicerganize around servicerganize around service
Earn your customers daily and respect Earn your customers daily and respect Earn your customers daily and respect Earn your customers daily and respect
their preferencestheir preferencestheir preferencestheir preferences
Ad sales customers have adAd sales customers have adAd sales customers have adAd sales customers have ad----hoc needshoc needshoc needshoc needs
Recognize the value of constant customer Recognize the value of constant customer Recognize the value of constant customer Recognize the value of constant customer
feedback for product developmentfeedback for product developmentfeedback for product developmentfeedback for product development
Short development cycles allow delivery Short development cycles allow delivery Short development cycles allow delivery Short development cycles allow delivery
of small improvements oftenof small improvements oftenof small improvements oftenof small improvements often
Brand integration in Brand integration in Brand integration in Brand integration in
• Founded in 2006 and grew with watAgame into a specialist Founded in 2006 and grew with watAgame into a specialist Founded in 2006 and grew with watAgame into a specialist Founded in 2006 and grew with watAgame into a specialist
in social mediain social mediain social mediain social media
CaseCaseCaseCase RabobankRabobankRabobankRabobank• Brief explanation of the cooperation & integrationBrief explanation of the cooperation & integrationBrief explanation of the cooperation & integrationBrief explanation of the cooperation & integration
• Relevance is keyRelevance is keyRelevance is keyRelevance is key
• Elements of integration o.a.Elements of integration o.a.Elements of integration o.a.Elements of integration o.a.
– Chat botChat botChat botChat bot
– Interest on virtual moneyInterest on virtual moneyInterest on virtual moneyInterest on virtual money
– Educational featuresEducational featuresEducational featuresEducational features
– Conversion to MSN buddy listConversion to MSN buddy listConversion to MSN buddy listConversion to MSN buddy list
Ingame bank shopIngame bank shopIngame bank shopIngame bank shop
Online researchOnline researchOnline researchOnline research
– via goSupermodel sitevia goSupermodel sitevia goSupermodel sitevia goSupermodel site
– zero measurement March 2008 (week 13)zero measurement March 2008 (week 13)zero measurement March 2008 (week 13)zero measurement March 2008 (week 13)
– one measurement May 2008 (week 19)one measurement May 2008 (week 19)one measurement May 2008 (week 19)one measurement May 2008 (week 19)
• Separate questionnairesSeparate questionnairesSeparate questionnairesSeparate questionnaires
Effects of ingame advertisingEffects of ingame advertisingEffects of ingame advertisingEffects of ingame advertising
MethodMethodMethodMethod
Number of respondents (girls aged 10Number of respondents (girls aged 10Number of respondents (girls aged 10Number of respondents (girls aged 10----18):18):18):18):
• Zero measurement: Zero measurement: Zero measurement: Zero measurement:
• For both measurements:For both measurements:For both measurements:For both measurements:
– Results easy to generalizeResults easy to generalizeResults easy to generalizeResults easy to generalize
– At both aggregated and target group levelsAt both aggregated and target group levelsAt both aggregated and target group levelsAt both aggregated and target group levels
Effects of ingame advertisingEffects of ingame advertisingEffects of ingame advertisingEffects of ingame advertising
• The Rabobank was far more top of mind of the The Rabobank was far more top of mind of the The Rabobank was far more top of mind of the The Rabobank was far more top of mind of the girls in the 10girls in the 10girls in the 10girls in the 10----18 age group after the opening of 18 age group after the opening of 18 age group after the opening of 18 age group after the opening of the branch on the goSupermodel site (increase of the branch on the goSupermodel site (increase of the branch on the goSupermodel site (increase of the branch on the goSupermodel site (increase of around 30%).around 30%).around 30%).around 30%).
• The appreciation of the Rabobank increased The appreciation of the Rabobank increased The appreciation of the Rabobank increased The appreciation of the Rabobank increased significantly after the opening (score increase by significantly after the opening (score increase by significantly after the opening (score increase by significantly after the opening (score increase by 1.3 points).1.3 points).1.3 points).1.3 points).
• The Rabobank is now more strongly associated The Rabobank is now more strongly associated The Rabobank is now more strongly associated The Rabobank is now more strongly associated with positive characteristics, even amongst the with positive characteristics, even amongst the with positive characteristics, even amongst the with positive characteristics, even amongst the girls who do not have a Rabobank account.girls who do not have a Rabobank account.girls who do not have a Rabobank account.girls who do not have a Rabobank account.
• Intention to open a real bank account with the Intention to open a real bank account with the Intention to open a real bank account with the Intention to open a real bank account with the Rabobank relatively high (according to forecast Rabobank relatively high (according to forecast Rabobank relatively high (according to forecast Rabobank relatively high (according to forecast this would be an increase of 16.8%).this would be an increase of 16.8%).this would be an increase of 16.8%).this would be an increase of 16.8%).
From Game Developer to Social Media From Game Developer to Social Media From Game Developer to Social Media From Game Developer to Social Media
company company company company –––– case watAgamecase watAgamecase watAgamecase watAgame