How sharing of game replays drives organic user
growth
What are the most popular ways to find new games?
Everyplay survey of 3000 mobile gamers in North America, Feb 2014.
% of all surveyed who discover via TOP5 sources.
More data: slideshare.net/abyssi
Friend tells meFriend shows
meFeatured apps
Top charts
User reviews
Game video
0% 20% 40% 60% 80% 100%
Top 3 ways to discover new games - friends (word of mouth), app store,
game video
In which ways do people share games?
Top 3 most popular ways of sharing games are telling friends, showing gameplay to friends and
rating. Offline sharing - still the most popular way to share.
% of all surveyed
Create an FAQ or walkthrough
Discuss the game on the forums
Share tips and tricks
Live broadcast my gameplay
Share video replay of my game
Share screenshots of my game
Watch footage of someone else's game
Visit other players inside the game
Invite friends to play through FacebookInvite friends to play (not through
Facebook)Rate the game on the app store
Show friend gameplay
Tell friends about the game verbally
0% 20% 40% 60% 80% 100%
Frequently Sometimes
How often do users share games?
Visit other players inside the game
Invite friends to play through Facebook
Invite friends to play (not via Facebook)
Rate the game on the app store
Show friend gameplay
Tell friends about the game verbally
0% 10% 20% 30% 40% 50%
High payer Moderate payer Non-payer
High-paying users share games 3-5 times more often than non-paying users. Sharing tools =
revenue opportunities.
$20+ $50+
% who answered “frequently” to “how frequently engage in following activities to share with friends and other players”
Why do people enjoy sharing?
Users share to show off, to be recognised and to be part of a game community. Creating a
community is important.
I like to feel part of the game community
I want to be recognized in the game community
I want others to add me as in-game friends or follow me
I want to share my achievements with others
I like to show that I won or achieved something very dif-ficult
I like to respond to challenges or requests from other players
I want to participate in an in-game contest
0 1 2 3 4 5
High payer Moderate payerNon-payer
How much do you agree with “I enjoy gameplay sharing because….”
Stronglydisagree
Stronglyagree
Do social features increase user retention?
Users will play your game longer if they can compete and collaborate with other players, share achievements and
gameplay. Leaderboards and achievements are important for retention.
Competitive play with other players
Cooperative clans or guilds
Ability to challenge other players
Option to share my achievements with other players
Ability to share my gameplay with other players
Voice chatting with other players
Text chatting with other players
Ability to see other player's gameplay
0 1 2 3 4 5
High payer Moderate payerNon-payer
I’d typically play a mobile game longer if it features…
Stronglydisagree
Stronglyagree
What do users think about social features in games?
20% users say they ‘LOVE’ in-game social features, including leaderboards, seeing others’ gameplay and
making new friends
Sharing updates from my game to real-life friends on social media
Sharing updates from my game to in-game friends
Responding to challenges from friends
Making new in-game friends
In-game chatting or calls with other players
Seeing what other players do in the game
Leaderboards showing other players progress
0% 10% 20% 30% 40% 50%
High payerModerate payerNon-payer
% of who answered “Love it!” to “How do you feel about these features?”
What can you do to make your users happy?
Give users tools for easy sharing:
• Use achievements and leaderboards• Allow screenshots sharing, video replay
sharing, and live streaming
Help your users become a community
• Let players compete & collaborate with each other• Let players share tips & tricks, and show off their
achievements
200,000replays in the first week of April
Skyline Skaters
of daily installs came from Everyplay
7.5%an iOS game
Monetise and acquire high-quality users through video ads
$20 CPM10 of our top 30 games by revenue make
over $20 CPM per completed view
+
Thank you!