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This is the presentation I gave at the recent TIGA mobile event in London
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grgetherh
The Importance of Being Social
Oscar Clark Evangelist
PapayaMobile Inc
Humans are social animals
• We all play games in some
form
• We all respond to social
pressures
• We all crave esteem
• What's self-actualising?
Image found via Flikr (Erica Glasier)
What is a social game anyway?
Social games are about
sharing experiences
• Friends & like-minded
• Discovery of new content
• Sharing public success
• Reasons for habits
• Showing off creativity
Who are your players?
Different Players buy for
different reasons
• Collector:
– "Got to catch them all"
• Explorer:
– "Where can I go today?"
• Socialiser:
– "I want to be popular"
• Competitor:
– "I'm going to Pwn ya!"
Give players reasons to spend money
Players want to be
entertained • Purchase points are barriers
• Reduce the risk to the user
• Price Elasticity of Demand
• Players buy to show off
• Exchange money for time
Freemium
100:10:1 ratio (or
1:10:100 Rule*) • Free player are critical to success
• Make it easy to spend the first $1
• Goods to show off (creativity & skill)
• Consumable which help gameplay
• Make it possible to spend $100+
• What about the ethics?
* Apologies to Nick Lovell
Understand the True Fans
True Fans are happy to
spend money • Ensure that they get value for
paying
• Don't break the Free Player
experience
• Engage with your most valuable
players
• Avoid the 'hangover'
Advertising
Sponsored
experiences • Can be a vital revenue stream
• Media buying is getting better
• Effective when relevant
• Needs to be increasingly
smart
• Is Freemium incentive
enough?
...in the end it's all about the game
Who are Papaya?
• Founded in 2008 with $22M raised through DCM and Keytone.
• 90 staff with offices in San Francisco, London and Beijing
• More than 80% of users come from US and Europe
• Popular games earn more than $1 million per year
• Winner of Best Games Service Provider ME Awards 2011
1,050,000,000
$16.45/
13,611,930
37