Media Management Module 1 Strategy teigland feb 2 Value Network

Strategy challenges for MMOG’s/Social Network games

Malin StrömanOnline strategist and concept developerVP of Product, Content on Stardoll from start dec 2005-March 2010School of Economics, Stockholm, 2011-02-31

Stardoll• Released: 2006 (inherited 200 dolls and 200 000 members)

• Locality: 20 languages/25 countries

• Team: 115 employees, sales office LA, UK

• Target group: Girls age 8-18, main users are 11 year old

• Market: 90 million members from all countries: US, Poland, UK

• Core game: Create an own doll identity and house to purchase virtual garment and interior designs to.

• Biz model: Play for free, a small part pay a lot + ads

3rd party

• Users who create content• Brands (Piczo, Paperdollheaven)• Business partners providing – Traffic (ex M6, Facebook)– Content (posh24 gossip feed, Killah, DKNY)– Software (Flash, Illustrator)– Hardware– Stores (iTunes, K-Mart)– Merchandize production (Matell)

• Staff

Anal

ysis

and

cus

tom

er in

put

Infr

astr

uctu

r and

mai

nten

ance

Missions

Mission 2:Prepare for monetarization

Mission 4:Optimize paying member

conversion and LTV

Mission 1:Build the best product asap

Mission 3:Ads monetization

Optimize member conversion

FRIENDSGet inspired/Challenged

FASHIONExpress

yourself/Improve

FAMEBe seen/Respons

Goal of the game:

To be empowered

BUILD THE BEST PRODUCT ASAP

The concept Usability

Parents

Teens

Children

Design

Malin Ströman | mail:malinstroman@gmail.com | twitter:malinstroman | http://malinstroman.blogspot.com/

FRIENDSGet inspired/Challenged

FASHIONExpress

yourself/Improve

FAMEBe seen/Respons

Goal of the game:

To be empowered

PREPARE FOR MONETARIZATION

LocalityUsability

Parents

Teens

Children

Design

Payment options

Markets/languages

Demographics potential markets

Technographics potential markets

Monetizable part of potential markets

Competitors on potential markets

Tot target group

Reach

Payement methods, economy, payment willingness, prospects to ad sales

Local offices vs centralized production

Malin Ströman | mail:malinstroman@gmail.com | twitter:malinstroman | http://malinstroman.blogspot.com/

FRIENDSGet inspired/Challenged

FASHIONExpress

yourself/Improve

FAMEBe seen/Respons

Goal of the game:

To be empowered

OPTIMIZE MEMBER CONVERSION AND MONETIZE THROUGH ADS

Ad sales and usability flowUsability

Parents

Teens

Children

Design

Payment options

Markets/languages

Ads Integratedcampaigns

Memberconversion

Return triggers

Ads and usabilty

FRIENDSGet inspired/Challenged

FASHIONExpress

yourself/Improve

FAMEBe seen/Respons

Goal of the game:

To be empowered

OPTIMIZE PAYMENT CONVERSION AND LTV

The start of and the long gaming experience

Usability

Parents

Teens

Children

Design

Payment options

Markets/languages

Ads Integratedcampaigns

Memberconversion

Return triggers

Traffic Repayment triggers

Paymentconversion

• Second time visitors conversion• Usability – Understanding the game• Get their contact information • Progression

• Paying member conversion• You buy because you like someone• Price setting• Confidence and safety• The Offer• Easy peasy to pay

• Recurring paying members• Make it worth it• Remind them

Life Time Value

Malin Ströman | malinstroman@gmail.com | twitter:malinstroman | http://malinstroman.blogspot.com/

Demographic statsDemographic stats

User stats

User Forums/Comments

Ad Sales team

User surveys

Customer Service

Innovators and Early Adopters requiresNews before Quality

Followers requiresa top product

Late Majority and Laggards

Geoffrey A.Moore: Chrossing the Chasm

Demographic stats Demographic stats

How to stay fun!

User surveys

New stuff and hangouts! INNOVATION

Innovation time

users

2011

2009US

Europe

New premises, context and game design

The appointment – contract/dealReturn in specific time to keep the game alive or great. Look out for the ’unfair’ experience.

Influence and statusStatus according to activity. Small clusters required in big communitys.

ProgressionDisplay uncomplete progression curves to trigger the strive to reach 100%.

Communal discoveryFriends required to achieve the goal and handle the challenge.

Expand the gameOffer improved game features right when you want them and not before.

Pay to pass progression

Facebook limitations(disadvantages with network dependency)

• If you have limited time and spendings Facebook is where you go, it’s where your friends are. What’s offered at the same place is easy to reach.

• Facebook is age limited 13+

• Betting not aloud

• All payments go through Facebook credits

• One gamedesign fits the Facebook friend system, what about other game designs?

• Is Facebook the hangout for all markets?

• What happens if/when it goes down?

iTunes limitations and new gaming habits

• iTunes controls what is offered in the store

• Changes gaming and reading behaviours

• Changing the way people interact and when they interact with others in game

• Everything previous made in flash must be reprogrammed

King.com• Founded 2003

• 9 languages/10 countries

• 85 emplyees, sales offices London, LA, Rome, Hamburg and Stockholm.

• Focus on women 25-45, but also gamers, men and women +18

• Puzzle games where members back themselves to win with small stakes, with the winner taking the pot.

• Lots of free gaming experiences - small part paying a lot

Sims• Released 2000

• 2005 50 million copies, 2008 100 million copies worldwide

• Franchise PC, XBOX, Nintendo DS, Wii, PS3, Online version 2002- 2007

• 22 languages/60 countries

• >50% girls, 16-34 years old??

• Open-end strategic life-simulation

• Base game 369 kr, additionals 179-459 kr, http://www.thesims3.com/http://www.insidesocialgames.com/2009/06/01/ea-games-to-launch-the-sims-3-for-the-iphone/

Copy cat