LEVEL UP YOUR ENGAGEMENT
INSIDER TIPS FROM A MOBILE GAMES LEADER
ABOUT MYSELF

‣ Product Team Lead at A Thinking Ape
‣ 12 years in the video and mobile game industry
‣ Grew up on games, a...
USER ENGAGEMENT

PARTY IN MY DORM

KINGDOMS AT WAR

‣ ATA has two very popular mobile games
‣ Ranked on the Top Grossing C...
KINGDOMS AT WAR

‣ Consistently a Top 50 Grossing Game
‣ #20 just this December
‣ Released Four years ago
‣ One of the old...
KINGDOMS AT WAR VS OTHER PRODUCTS
‣ What is the secret to its success?
50%
40%
30%
20%
10%
0%
ay 1
D

0
ay 1
D

0
ay 3
D

...
WHERE DID WE GO WRONG?

‣ When designing a product, we focus on
‣ Design - Does it give users what they want?
‣ Art/Sound/...
ANALYZING THE DIFFERENCE
‣ Started looking beyond the core product
‣ Examined the communities and social relationships
for...
THE KEY DIFFERENCE

‣ Our users do not naturally want to be Social
‣ We created the Incentives for our users to initiate
S...
INCENTIVES
are the key to

ENGAGEMENT
ENGAGEMENT NEEDS INCENTIVES

‣ Incentivize User to User Interaction
‣ Incentivize Community Actions
‣ Incentivize Communit...
INCENTIVIZE USER TO USER INTERACTION

‣ Get your users interacting with each other at every
opportunity possible
‣ In Game...
INCENTIVIZE COMMUNITY ACTIONS
‣ Make group actions more rewarding than any
individual actions.
‣ In Games - Let groups tac...
INCENTIVIZE COMMUNITY COMPETITION
‣ Competing with real people is extremely compelling
‣ Keys to creating an amazing compe...
INCENTIVIZE COMMUNITY COMPETITION
‣ Examples Include
‣ Games - Leaderboards w/Prizes
‣ Yelp - Yelp VIP Status and Events
‣...
INCENTIVIZE THEIR NEXT VISIT
‣ Treat your users as if it is the last time you will see
them
‣ Give them a reason to return...
INCENTIVIZE THEIR NEXT VISIT
‣ It is already done. Your users are now the ones driving
each other to return because they a...
You have created a

POSITIVE FEEDBACK LOOP
for User Engagement
BOTTOM LINE

‣ No matter how great your product’s Design, UX, Art, and
Sound is, it can be replicated
‣ In a competitive m...
FOCUS ON CREATING SOCIAL CONNECTIONS

‣ You need to create something that cannot be replicated
‣ Incentivize your users to...
THE PILLARS OF ENGAGEMENT SUCCESS

‣ Incentivize User to User Interaction
‣ Incentivize Community Actions
‣ Incentivize Co...
THANK YOU
QUESTIONS?
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GROWtalks - Level Up your Engagement - Insider tips from a mobile games leader - Derek Yip

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GROWtalks Vancouver - January 30th, 2014

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GROWtalks - Level Up your Engagement - Insider tips from a mobile games leader - Derek Yip

  1. 1. LEVEL UP YOUR ENGAGEMENT INSIDER TIPS FROM A MOBILE GAMES LEADER
  2. 2. ABOUT MYSELF ‣ Product Team Lead at A Thinking Ape ‣ 12 years in the video and mobile game industry ‣ Grew up on games, and still play them today ‣ I am not here to talk about the gaming industry ‣ I am here to talk about ENGAGEMENT
  3. 3. USER ENGAGEMENT PARTY IN MY DORM KINGDOMS AT WAR ‣ ATA has two very popular mobile games ‣ Ranked on the Top Grossing Charts ‣ Why? A Highly ENGAGED Player Base
  4. 4. KINGDOMS AT WAR ‣ Consistently a Top 50 Grossing Game ‣ #20 just this December ‣ Released Four years ago ‣ One of the oldest, if not the oldest, game that is on the top grossing charts
  5. 5. KINGDOMS AT WAR VS OTHER PRODUCTS ‣ What is the secret to its success? 50% 40% 30% 20% 10% 0% ay 1 D 0 ay 1 D 0 ay 3 D 0 ay 9 D 8 ay 1 D 0 6 ay 3 D ‣ Shown Above - Retention Data ‣ Key Difference Maker - Long Term Engagement 0
  6. 6. WHERE DID WE GO WRONG? ‣ When designing a product, we focus on ‣ Design - Does it give users what they want? ‣ Art/Sound/UX - Is it Satisfying and intuitive to use? ‣ Content - Do users want your content? ‣ Both games executed equally well in these areas.
  7. 7. ANALYZING THE DIFFERENCE ‣ Started looking beyond the core product ‣ Examined the communities and social relationships formed ‣ Actions performed between two players ‣ Actions performed as a group ‣ Actions involving messages and chat ‣ The above actions, on a per user basis, has a direct correlation with the success of our products
  8. 8. THE KEY DIFFERENCE ‣ Our users do not naturally want to be Social ‣ We created the Incentives for our users to initiate Social Actions ‣ Social actions is what led to a high level of Engagement
  9. 9. INCENTIVES are the key to ENGAGEMENT
  10. 10. ENGAGEMENT NEEDS INCENTIVES ‣ Incentivize User to User Interaction ‣ Incentivize Community Actions ‣ Incentivize Community Competition ‣ Incentivize their Next Visit
  11. 11. INCENTIVIZE USER TO USER INTERACTION ‣ Get your users interacting with each other at every opportunity possible ‣ In Games - User to User Gifting ‣ On Facebook - Likes ‣ On Linked In - Endorsements ‣ All these examples require 1 Button Press and incentivize your users to respond
  12. 12. INCENTIVIZE COMMUNITY ACTIONS ‣ Make group actions more rewarding than any individual actions. ‣ In Games - Let groups tackle challenges together ‣ Online Store - Give out free bonuses to all buyers when X number of a product is sold ‣ Kickstarter - Gated content until it has reached a number of supporters ‣ Give them an incentive to work together and communicate with each other.
  13. 13. INCENTIVIZE COMMUNITY COMPETITION ‣ Competing with real people is extremely compelling ‣ Keys to creating an amazing competitive environment ‣ Real People - Get your users competing with each other ‣ Make them work - Points, Trophies, Posts, Reviews, Check-ins ‣ Visible Reward - Not Real, but Visible
  14. 14. INCENTIVIZE COMMUNITY COMPETITION ‣ Examples Include ‣ Games - Leaderboards w/Prizes ‣ Yelp - Yelp VIP Status and Events ‣ FourSquare - Mayorships
  15. 15. INCENTIVIZE THEIR NEXT VISIT ‣ Treat your users as if it is the last time you will see them ‣ Give them a reason to return ‣ But how?
  16. 16. INCENTIVIZE THEIR NEXT VISIT ‣ It is already done. Your users are now the ones driving each other to return because they are all connected. ‣ Every time a message is sent between users, it brings them back ‣ Every time a group needs help, it brings them back ‣ Every time a competition is updated, it brings them back
  17. 17. You have created a POSITIVE FEEDBACK LOOP for User Engagement
  18. 18. BOTTOM LINE ‣ No matter how great your product’s Design, UX, Art, and Sound is, it can be replicated ‣ In a competitive marketplace, any success will inspire others just like you ‣ You have no competitive advantage
  19. 19. FOCUS ON CREATING SOCIAL CONNECTIONS ‣ You need to create something that cannot be replicated ‣ Incentivize your users to create social connections ‣ These social connections will keep your users coming back ‣ #1 Reason why our players keep playing our games ‣ They care who they play with. The only place they can do that is within our games.
  20. 20. THE PILLARS OF ENGAGEMENT SUCCESS ‣ Incentivize User to User Interaction ‣ Incentivize Community Actions ‣ Incentivize Community Competition ‣ and it will incentivize their next visit. ‣ Returning users are the key to long term user engagement.
  21. 21. THANK YOU QUESTIONS?
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