View
1.715
Download
0
Category
Tags:
Preview:
DESCRIPTION
This presentation made for Sparx Up Award 2011 Seminar Series.
Citation preview
SG MONETIZATIONTHE RISE OF SOCIAL GAMES
Mu’min Santoso @msantoz
SPARX UP AWARD 2011 SEMINAR SERIES. JAKARTA, JUNE 23, 2011
Topics• Definition• Overview• Social Game Success Factor• Monetization• Q&A
“Any game where the key game design elements are based on the interaction
between the players”- Klaas Kersting, Gameforge -
OVERVIEW
Ad:tech Sydney – March 2011
HOW DO SG MAKE MONEY?
EVOLUTION?
IT’S CHANGED
WHY CHANGE?CHANGE THE WAY WE PLAY GAME
BORN : 2007
3rdsense – Adtech Sydney
35% Social Gamers have never played a game beforeZINGA’S ‘CITYVILLE’ REACH 100M ACTIVE MONTHLY PLAYERS A MONTH AFTER LAUNCH
RULE OF THE ‘GAME’
RockYou
WHY SOCIAL GAME RISING?
NETWORK EFFECT
SOCIAL/VIRAL
REPEAT PLAY
SOUGHT AFTER
LONGEVITY
REWARDING
5 COMPONENTS OF SUCCESSFUL SOCIAL GAMES
ENGAGEMENT
VIRTUAL ITEMS (VI)- Functional, decorative, gifts, status,
rewards, collectibles- Allow players to set goals (they save
up to buy = long term objectives)- Promote Trading & exchanging
(open up communication between players)
- Large price variants between VI increases overall game depth
- “Rare” or exclusive VI promote a sense of urgency and impulse buys
VIRTUAL CURRENCY (VC)
SOCIAL GRAPH62% of all social gamers play with REAL friends
PopCap, 2010
FEEDBACK
NEVER ENDING GAMEPLAY
UNDERSTANDING MONETIZATION
ARBITRAGE
Monetization Models
http://lsvp.wordpress.com/2008/07/02/29-business-models-for-games/
Keys to MONETIZATION
RockYou
Who Plays SG?
What’s Hot? SPENDER
Spender• Players who spend massively on virtual goods and gifts• Whale: > USD 1,000• Super Whale: > USD10,000• Mafia Wars, Happy Aquarium, etc• Small percentage (10%) of users in the category• Single Minded
Spender
What’s Hot? FREEMIUMMicro Economy:• Virtual Items• Virtual Currency
Via Zerealm
WHY FREEMIUM?
What’s Hot: MICRO ECONOMY (ME)
Drive Action through ME
What’s Hot? CONVERGENCE
What’s Hot? CONVERGENCEMOBILE!
MOBILE?Mobile is the most powerful digital medium
to the date
Why?• It’s a BIG (numbers)• It’s Personal (nature)• It has More Context (Identification of Needs)• It Can Make you Money
Source: Effective Measure, April 2011
61,88 %Mobile Others
38,12 %
24.195.080 people internet mobile
Internet Habitconnect with others
Source: BBC World Service poll, 2010RazorFish 2010
1
2
3
4
search and share information
play games
showing existence
5 ecommerce
IT IS BIG
It’s PERSONAL- 91% of people have their mobile within arm’s
reach 24/7 – Morgan Stanley 2007
- 60% of Married people will not share their mobile with their spouse! – Wired Magazine 2006
- It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone – Unisys Survey
It’s PERSONAL
10% of under-25-year-old find it OK to text whilst having sex Retrevo Gadgetology Report, 2010
Mobile Has More Context• Personal Mass Media• Always Carried• Always On• Built in Billing System• Present at the point of Creative Impulse• Accurate audience identification• Captures social context• Enables augmented reality
What’s Hot? BRAND
3RDSense on Ad:tech Sydney 2011
What’s Hot? BRANDHow Brands can use games?• Advertising around games• Advertising in games• Sponsoring part of games• Taking an existing game & re-skinning it• Creating games from scratch• Creating games portal• Create social game with Virtual Economy
Benefit for Brand• Cost effective form of Marketing• Deep band exposure• Collect Data• Establish a personal connection• Allow customers to interact directly with Brand• Leave people feeling good about your brand• Viral & Social• Great way to educate
LESSONS: KEEP TESTING
TO SUM IT UP• PUMP THE NETWORK EFFECT• ENGAGE TIGHTLY• GRAB THE FUTURE POTENTION• PREPARE REVENUE GENERATOR
QUESTION?
THANK YOU
Mu’min Santoso @msantoz
Recommended