Social Games (a little introduction)
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eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES @JaumeTeixi 12/07/2011 Social Games (a little introduction) Player Types All Games Are Social? Definition Innovations Microtransactions with Virtual Goods Zynga and the Big Operators Design Copycats Near Future Innovations F2P - Free to Play Virtual Goods - Microtransactions Casual Gamers Social Graph’s Spam/Gameplay MVP – Minimum Viable Product Pivoting, A/B Tests, Metrics 4 All BVG – Branded Virtual Goods
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Social Games (a little introduction)
- 1. eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Social Games (a little introduction) @JaumeTeixi 12/07/2011
- 2. Social Games Player Types All Games Are Social? Definition Innovations Microtransactions with Virtual Goods Zynga and the Big Operators Design Copycats Near Future
- 3. Player Types J. Raddof’s Game Player Motivations
- 4. All Games Are Social? J. Raddof’s History Of Social Games
- 5. Definition Played on Social Networks vs Encourage Social Graph’s GamePlay What is a Social Game?
- 6. Definition - Elements Tutorial by Default Personalization Collecting /Achieving Energy - Friends Visiting/Requesting Isometric Perspective Feedback Statistics / Leaderborards Trading
- 7. Innovations F2P - Free to Play Virtual Goods - Microtransactions Casual Gamers Social Graph’s Spam/Gameplay MVP – Minimum Viable Product Pivoting, A/B Tests, Metrics 4 All BVG – Branded Virtual Goods
- 8. Innovations - Metrics ARPU - Average Revenue Per User ARPPU - Average Revenue Per Paying User Churn - Constant loss and gain of members Cohort Analysis - Aggregates On Time DAU/MAU - Comparing Daily Active Users to Monthly Active Users MUU - Monthly Unique Users LTV - Lifetime Value UAC - User Acquisition Cost k-Factor - Viral Rate/Virality
- 9. 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
- 10. 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
- 11. Zynga and the Big Operators Real differences between the viral developers Advertising strategy Their willingness to exploit Facebook’s virality features Ability to cross-promote within games Quality of internal metrics T. Kelly - Zynga and the End of the Beginning
- 12. Zynga and the Big Operators Zynga - Momentums Social Good: Haiti $3 million Is Zynga worth more than EA ? Gaga Ville 14 acquisitions in 12 months IPO 15 B$ ?
- 13. Zynga and the Big Operators Social Networking Game Operators Top 5 in 2010 Zynga EA Playfish Disney Playdom Crowdstar RockYou
- 14. 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
- 15. Near Future Better Gameplay - Good Stories New Technologies - Social Tech. Out of the Isometric Perspective - AR.. SoLoMo - Social Local Mobile Social Gameplay - Don’t Spam, Play Standards HTML5/CSS3 Out of Apps (Or Embedded Browser) Out of Facebook - Everywhere
- 16. eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Thank You! Questions? @JaumeTeixi 12/07/2011