Slides of the presentation Laurent Auneau, CEO of Succubus Interactive, has given in several business events in 2012

1. Social Serious Games
Serious Game Expo 2012
Lyon, October 23th 2012

2. Program
• Serious game
– Key performance indicators
– Usage
• Social game
– KPI & usage
– Mechanics
• Social serious game expectations

3. About speaker
Founder of Succubus Interactive
• Pionneer of serious gaming (2002)
• Heaviest track record (dozens of games for B2B)
• Major accounts: Ministry of Industry, Electricité de France, …
• Best serious game in 2010 (Serious Game Expo award), best HR
game in 2012 (e-virtuoses award) 
• 2nd expertise of the company are non serious games over social
networks
• Only company in France using Facebook for serious gaming

4. 1. Serious game

5. What for?
Simplify to the maximum the transmission of a message
• More enjoyable
• Easier to understand
• More persuasive
• …

6. Short Demo
• No time for that now  Catch me after my talk or try
for yourself:
 www.secrethappynight.com

7. Example
www.macyberautoentreprise.pme.gouv.fr

8. Example

9. What applications?
3 categories
• Formation - evaluation
• Information - sensibilization
• Promotion - marketing

10. KPI
• Understanding / memorizing
 Group A with SG, group B without, assess
• Audience
 How many people played the game
• Persuasive
 Data on behavioral change very hard to get
 Measure instead time of exposure

11. Serious gaming is casual gaming
• 1st entertainment in France
• 10 millions players play everyday (pop 60M)
• 73% play free online games
• 2/3 of major accounts have a serious game
• 1: number of times a SG tends to be played

12. 2. Social game

13. Scope
What do I call a social game?
• A video game …
• … using social networks features
 “play with your friends”
• The « s » word will be misused in this conf

14. Metrics
Monthly Users
(MAU)
Daily Users
(DAU)
Paying
Users

15. Game mechanics
• Viralization
– Invite / requests
– Defy
– Open Graph
• Engagement
– Macro gameplay: unlock & collect content
– Community management
– Social status

16. Advergame
• 9.5 millions visitors for Wilkinson « Fight For Kisses »
• 50,000 visitors over 1 month for Toyota « Auris » (16K contacts)
• 22% of product clicks for Panasonic « gyro runner »
• 4.5 millions visitors for King Kong mini-website (Pringles)
• 4 millions players for Presigame (French 2007 presidential election)
• 3 millions players for Sheeps of Rage (Sony)

17. 3. Social serious game

18. For mass audience
• You’re not doing a serious game anymore
 you’re really doing a social game
• Socialization becomes the key point to achieve
 instead of retention
 it’s about bragging that you know more than others
• Business model is free2play
 without any monetization

19. For corporate or edu
• Intranet social networks are now common
amongst big companies
• LMS are becoming more and more social
• New type of game mechanics
– Multiplayer realtime serious gaming
– Peer to peer knowledge sharing
– Good old « bragging » always around, use it!

20. What you should strive for
• KPI understanding / memorizing raised
 If peer to peer knowledge sharing is achieved
• KPI audience x2-10
 due to viralization
• KPI persuasive x10+ (time spent)
 due to gameplay retention mechanics

21. Questions?
laurent.auneau@succubus.fr
 www.seriousgameblog.com
 www.succubus.fr