Social Games(a little introduction)

eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES

@JaumeTeixi

12/07/2011

Social Games

Player TypesAll Games Are Social?DefinitionInnovationsMicrotransactions with Virtual GoodsZynga and the Big OperatorsDesign CopycatsNear Future

Player Types

J. Raddof’s Game Player Motivations

All Games Are Social?

J. Raddof’s History Of Social Games

Definition

Played on Social Networks

vs

Encourage Social Graph’s GamePlay

What is a Social Game?

Definition - Elements

Tutorial by DefaultPersonalizationCollecting /AchievingEnergy - Friends Visiting/RequestingIsometric PerspectiveFeedbackStatistics / LeaderborardsTrading

Innovations

F2P - Free to PlayVirtual Goods - MicrotransactionsCasual GamersSocial Graph’s Spam/GameplayMVP – Minimum Viable ProductPivoting, A/B Tests, Metrics 4 AllBVG – Branded Virtual Goods

Innovations - Metrics

ARPU - Average Revenue Per UserARPPU - Average Revenue Per Paying User

Churn - Constant loss and gain of membersCohort Analysis - Aggregates On Time

DAU/MAU - Comparing Daily Active Users to Monthly Active UsersMUU - Monthly Unique UsersLTV - Lifetime Value

UAC - User Acquisition Costk-Factor - Viral Rate/Virality

Microtransactions with Virtual Goods

“copyright is designed to provide incentives to producers, while in virtual goods scarcity provides benefits to consumers directly”

V. Lehdonvirta, P. Virtanen A New Frontier in Digital Content Policy: Case Studies in the Regulation of Virtual Goods and Artificial Scarcity

Microtransactions with Virtual Goods

1. Microtransactions are user-led, not developer-led...10. Microtransactions make more money

N. Lovell 10 Reasons Microtransactions Are Better Than Subscriptions

Zynga and the Big Operators

Real differences between the viral developers

Advertising strategyTheir willingness to exploit Facebook’s virality featuresAbility to cross-promote within gamesQuality of internal metrics

T. Kelly - Zynga and the End of the Beginning

Zynga and the Big Operators

Zynga - Momentums

Social Good: Haiti $3 millionIs Zynga worth more than EA ?Gaga Ville14 acquisitions in 12 monthsIPO 15 B$ ?

Zynga and the Big Operators

Social Networking Game OperatorsTop 5 in 2010

ZyngaEA PlayfishDisney PlaydomCrowdstarRockYou

Design Copycats

Original Desktop Farm (CD Install)Farmerama (Browser)Farm Town (Facebook)Barn Buddy (Facebook)FarmVille (Facebook, Browser, iPad...)

Aquarim/Fish*** Whatever

City/Ville*** Whatever

Near Future

Better Gameplay - Good StoriesNew Technologies - Social Tech.Out of the Isometric Perspective - AR..SoLoMo - Social Local MobileSocial Gameplay - Don’t Spam, PlayStandards HTML5/CSS3Out of Apps (Or Embedded Browser)Out of Facebook - Everywhere

Thank You!Questions?

eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES

@JaumeTeixi

12/07/2011