Social Games (a little introduction) eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES @JaumeTeixi 12/07/2011
Jan 28, 2015
Social Games(a little introduction)
eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES
@JaumeTeixi
12/07/2011
Social Games
Player TypesAll Games Are Social?DefinitionInnovationsMicrotransactions with Virtual GoodsZynga and the Big OperatorsDesign CopycatsNear Future
Player Types
J. Raddof’s Game Player Motivations
All Games Are Social?
J. Raddof’s History Of Social Games
Definition
Played on Social Networks
vs
Encourage Social Graph’s GamePlay
What is a Social Game?
Definition - Elements
Tutorial by DefaultPersonalizationCollecting /AchievingEnergy - Friends Visiting/RequestingIsometric PerspectiveFeedbackStatistics / LeaderborardsTrading
Innovations
F2P - Free to PlayVirtual Goods - MicrotransactionsCasual GamersSocial Graph’s Spam/GameplayMVP – Minimum Viable ProductPivoting, A/B Tests, Metrics 4 AllBVG – Branded Virtual Goods
Innovations - Metrics
ARPU - Average Revenue Per UserARPPU - Average Revenue Per Paying User
Churn - Constant loss and gain of membersCohort Analysis - Aggregates On Time
DAU/MAU - Comparing Daily Active Users to Monthly Active UsersMUU - Monthly Unique UsersLTV - Lifetime Value
UAC - User Acquisition Costk-Factor - Viral Rate/Virality
Microtransactions with Virtual Goods
“copyright is designed to provide incentives to producers, while in virtual goods scarcity provides benefits to consumers directly”
V. Lehdonvirta, P. Virtanen A New Frontier in Digital Content Policy: Case Studies in the Regulation of Virtual Goods and Artificial Scarcity
Microtransactions with Virtual Goods
1. Microtransactions are user-led, not developer-led...10. Microtransactions make more money
N. Lovell 10 Reasons Microtransactions Are Better Than Subscriptions
Zynga and the Big Operators
Real differences between the viral developers
Advertising strategyTheir willingness to exploit Facebook’s virality featuresAbility to cross-promote within gamesQuality of internal metrics
T. Kelly - Zynga and the End of the Beginning
Zynga and the Big Operators
Zynga - Momentums
Social Good: Haiti $3 millionIs Zynga worth more than EA ?Gaga Ville14 acquisitions in 12 monthsIPO 15 B$ ?
Zynga and the Big Operators
Social Networking Game OperatorsTop 5 in 2010
ZyngaEA PlayfishDisney PlaydomCrowdstarRockYou
Design Copycats
Original Desktop Farm (CD Install)Farmerama (Browser)Farm Town (Facebook)Barn Buddy (Facebook)FarmVille (Facebook, Browser, iPad...)
Aquarim/Fish*** Whatever
City/Ville*** Whatever
Near Future
Better Gameplay - Good StoriesNew Technologies - Social Tech.Out of the Isometric Perspective - AR..SoLoMo - Social Local MobileSocial Gameplay - Don’t Spam, PlayStandards HTML5/CSS3Out of Apps (Or Embedded Browser)Out of Facebook - Everywhere
Thank You!Questions?
eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES
@JaumeTeixi
12/07/2011