Embed Size (px)
DESCRIPTION
Slides from guest lecturer Malin Ströman, Online Concept Developer and Strategist, former VP of Product and Content at Stardoll, during my Strategy module in the 2011 Media Management Course at Stockholm School of Economics and the Royal Institute of Technology. Here is more information on the course: http://nordicworlds.net/2011/01/21/strategy-course-focuses-on-virtual-worlds-and-gaming-industries/.
Citation preview
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:[email protected] | 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:[email protected] | 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 | [email protected] | 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
