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Social Networking – Lessons Learned Hugh de Loayza VP Business Development October 11, 2009
What Is Social Gaming? • Games located and managed on any social network – Social games vs. Social gaming • A few key players • FB, My. Space, Bebo and Xiaonei, Kaixin • Smaller networks
How Social Differ From Casual Games • Games rely on a “viral loop” -Play and invite friend • Multi-Player - Asynchronous - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary
How Social Differ From Casual Games • Games rely on a “viral loop” -Play and invite friend • Multi-Player - Asynchronous - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary
How Social Differ From Casual Games • Games rely on a “viral loop” -Play and invite friend • Multi-Player - Asynchronous - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary
How Social Differ From Casual Games • Games rely on a “viral loop” -Play and invite friend • Multi-Player - Asynchronous - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary
Does My Casual Studio Have Social Games DNA? • Web 2. 0 philosophy with a touch of gaming - Air traffic control -Testing hypotheses • Constant tuning post release - Daily or hourly • Analytical business approach; “transactions” monitored hourly -Installs - Invites - Notifications, etc. • Focus on traffic as much or more than game play • Constant metering of new mechanics being used successfully
How Do I Build Games for Social Networks? • Make it more casual than casual -KISS • Build mechanics that spur virality -Gifting - Yoville -Competition – Scramble, BB -Crew mechanics – Mafia Wars -Notifications – All • Less game, more social • Use ubiquitous technologies -Flash -PHP • Think reach -Open social v. FBML -Loco? Maybe someday
How Do I Build Games for Social Networks? • Make it more casual than casual -KISS • Build mechanics that spur virality -Gifting - Yoville -Competition – Scramble, BB -Crew mechanics – Mafia Wars -Notifications – All • Less game, more social • Use ubiquitous technologies -Flash -PHP • Think reach -Open social v. FBML -Loco? Maybe someday
How Do I Build Games for Social Networks? • Make it more casual than casual -KISS • Build mechanics that spur virality -Gifting - Yoville -Competition – Scramble, BB -Crew mechanics – Mafia Wars -Notifications – All • Less game, more social • Use ubiquitous technologies -Flash -PHP • Think reach -Open social v. FBML -Loco? Maybe someday
How Do I Market? • Buy installs to seed your game -SN’s -SN agencies • Xpromo -Other apps -Bars • Build brand -Quality -Fun
Biggest Mistakes • Licenses • Linking to a destination site • Converting existing games • Over-thinking everything • Widgets don’t work
Biggest Mistakes • Licenses • Linking to a destination site • Converting existing games • Over-thinking everything • Widgets don’t work
Biggest Mistakes • Licenses • Linking to a destination site • Converting existing games • Over-thinking everything • Widgets don’t work
Trends In the Space • Attention to quality • Flash • Innovation over imitation -Simulations • Multiple mechanics -Harvest -Gifting mechanic -Hiring friends • Localization • Xpromo • The Network Effect
Trends In the Space • Attention to quality • Flash • Innovation over imitation -Simulations • Multiple mechanics -Harvest -Gifting mechanic -Hiring friends • Localization • Xpromo • The Network Effect
Trends In the Space • Attention to quality • Flash • Innovation over imitation -Simulations • Multiple mechanics -Harvest -Gifting mechanic -Hiring friends • Localization • Xpromo • The Network Effect
Trends In the Space • Attention to quality • Flash • Innovation over imitation -Simulations • Multiple mechanics -Harvest -Gifting mechanic -Hiring friends • Localization • Xpromo • The Network Effect
Trends In the Space • Attention to quality • Flash • Innovation over imitation -Simulations • Multiple mechanics -Harvest -Gifting mechanic -Hiring friends • Localization • Xpromo • The Network Effect
The Network Effect • Attention to quality • Flash • Innovation over imitation -Simulations • Multiple mechanics -Harvest
Synopsis • Create games specifically for social networks • Think more like an email marketer • Pick your platform • Your game ins’t a marketing tool • Release early and often • Measure and adapt accordingly
