Supercharging word of mouth                   Jussi Laakkonen, ApplifierAtomic Hot Links
Oberazzi
How do players discover games?
What’s the              role of             word of             mouth?Lydia Mann
milliondollarquestions            AMagill
Survey           1800 responsesThe Bees
Mainstream users
US adults                           10%                           40+ 38%female              26%         62%       30-39  ...
Favorite game genres100%90%80%70%60%50%40%30%20% 10%00%
1-5 games / month                1-3 hours / week       Games downloaded / month           Hours played / week100%        ...
For the last five games you’ve downloaded,  what was highly influential in your decisions?120%100%80%60%40%20%00%       Word...
EEDAR: Social plays part in 70% of mobile      game discovery, October 201250%45%40%35%30%25%20%15%10% 5%0%       h"p://ww...
Nielsen: Word of mouth equal to App Store,                 Q3 / 2011               h"p://www.businessinsider.com/searchCis...
Word of mouth   App StoreYoonhoChoi
App Store
68%: “Easy to find games                on the App Store”                                       Extremely difficult        ...
Reviews ! decision to download   50%   45%  40%   35%   30%   25%   20%   15%   10%   05%  00%           User reviews     ...
App stores are good enough.App Store Optimization. Testkeywords, names, icons,screenshotsAsk users to review you. Targetus...
Word of mouth
“Hey, you got to play this game. Watch this!”50%              In person                                    Online45%      ...
Which of the following features       are important while playing? Part 1100%80%60%                         Retention40%20...
Which of the following features   are important while playing? Part 2       Playing together                   Sharing100%...
Playing together     Sharing Viral growth      Viral growth   through           through  invites          shared          ...
Playing together Viral growth   through  invites
Playing with real friends nearly   2 x more important than with non-friends100%              34%                        44...
But >60% prefer nicknames                        over real identityNo identity even if it means      friends can’t find me ...
Still, everyone is on Facebook100%90%80%70%60%50%40%30%20% 10%00%       Which social networks have you used in the last we...
And fairly few use social gaming services100%90%80%70%60%50%40%30%20% 10%00%                Which mobile game services hav...
Your Contacts are your realfriends.Fairly few games leverageContacts, while all social servicesdo.Go with nicknames or par...
Don’t force FB login.Demonstrate fun first, then upsellFacebook connect to play withfriendsIncentivize FB connect(questiona...
SharingViral growth  throughsharedcontent
Sharing  1%Create 9%Curate          Viral growth            through  90%     sharedConsume   content
1%Create 9%Curate  90%Consume
10-20% rank sharing extremely important                                                      Sharers100%80%60%40%20% 0%   ...
Sharers play more       Games downloaded / month                   Hours played / week100%                                ...
Sharers buy in-app purchases50%40%30%20%10%00%          Did you purchase a mobile game in last 30 days?        All respond...
Sharers are more social. Part 1100%90%80%70%60%50%40%30%20% 10% 0%       Which of the following features are extremely imp...
Sharers are more social. Part 2100%90%80%70%60%50%40%30%20% 10% 0%       Which of the following features are extremely imp...
Sharers more likely to find games through        WoM, advertisements, media140%120%100%80%60%40%20%00%        Word of mouth...
Remember this?40%              In person                                    Online35%                                Oppor...
WoM: Sharers find games more              often online than in-person50%40%30%20%10%00%      Hearing from     Seeing      F...
Share from                  Social the game     Sharers       media      Get                 Try a    engaged             ...
What type of sharing is most influential?
It’s like snake, but you fight monsters. Swipeto steer your snake made of heroes you level  up, kill the baddies and don’t ...
SHARED WITH
>65% of all players, >80% of sharers             watch game videos50%40%30%20%10%00%          What types of game-related v...
Videos drive installs,      decision making and referral50%40%30%20%10%00%      What actions have you taken after watching...
You share if you care. Tap intoemotions.Show, don’t tell ! screenshots,video.Automatic screenshots, instantreplays ! just ...
Word of Mouth & App Store      Reviews are crucial     Play with real friends  Sharers are your best usersIn-person WoM ! ...
jussi@everyplay.com       @jussilwww.everyplay.com
Supercharging word of mouth: best practices in mobile virality
Supercharging word of mouth: best practices in mobile virality
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Supercharging word of mouth: best practices in mobile virality

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Transcript of "Supercharging word of mouth: best practices in mobile virality"

  1. 1. Supercharging word of mouth Jussi Laakkonen, ApplifierAtomic Hot Links
  2. 2. Oberazzi
  3. 3. How do players discover games?
  4. 4. What’s the role of word of mouth?Lydia Mann
  5. 5. milliondollarquestions AMagill
  6. 6. Survey 1800 responsesThe Bees
  7. 7. Mainstream users
  8. 8. US adults 10% 40+ 38%female 26% 62% 30-39 64% male years 18-29 years
  9. 9. Favorite game genres100%90%80%70%60%50%40%30%20% 10%00%
  10. 10. 1-5 games / month 1-3 hours / week Games downloaded / month Hours played / week100% 50%80% 40%60% 30%40% 20%20% 10%00% 00%
  11. 11. For the last five games you’ve downloaded, what was highly influential in your decisions?120%100%80%60%40%20%00% Word of mouth, App Store TV, Youtube, web Advertising social media sites, print or other media
  12. 12. EEDAR: Social plays part in 70% of mobile game discovery, October 201250%45%40%35%30%25%20%15%10% 5%0% h"p://www.gamasutra.com/view/news/178516/Research_How_mobile_players_find_new_games_to_play.phpB
  13. 13. Nielsen: Word of mouth equal to App Store, Q3 / 2011 h"p://www.businessinsider.com/searchCisCtheCbiggestCdriverCofCappCdiscoveryC2012C8B
  14. 14. Word of mouth App StoreYoonhoChoi
  15. 15. App Store
  16. 16. 68%: “Easy to find games on the App Store” Extremely difficult 6%Easy to find any game I want to find Somewhat difficult 34% 26% 34% Easy to find a game I’d like to download How do you rate the App Store for finding games?
  17. 17. Reviews ! decision to download 50% 45% 40% 35% 30% 25% 20% 15% 10% 05% 00% User reviews Featured Top list Search resultFor the last five games you’ve downloaded, what was highly influential in your decisions?
  18. 18. App stores are good enough.App Store Optimization. Testkeywords, names, icons,screenshotsAsk users to review you. Targetusers likely to rate you highly.Read your reviews. Fix issues.
  19. 19. Word of mouth
  20. 20. “Hey, you got to play this game. Watch this!”50% In person Online45% Opportunity40%35%30%25%20%15%10%05%00% Hearing from Seeing Facebook Tweet Shared Fan videos a friend, gameplay post screenshot family For the last five games you’ve downloaded, what was highly influential in your decisions?
  21. 21. Which of the following features are important while playing? Part 1100%80%60% Retention40%20% 0% Extremely important Somewhat important Not important
  22. 22. Which of the following features are important while playing? Part 2 Playing together Sharing100%80% Viral growth60%40%20% 0% Extremely important Somewhat important Not important
  23. 23. Playing together Sharing Viral growth Viral growth through through invites shared content
  24. 24. Playing together Viral growth through invites
  25. 25. Playing with real friends nearly 2 x more important than with non-friends100% 34% 44% 24%80%60%40%20% 0% Easy to invite friends Playing with real friends Playing with non-friends Which of the following features are important while playing? Extremely important Somewhat important Not important
  26. 26. But >60% prefer nicknames over real identityNo identity even if it means friends can’t find me Real identity (e.g. login with Facebook) 17% 21% Nick name + stylized 19% photo that masks my 43% real identity Nick name + avatar (e.g. game character) How do you want to appear to others when you play?
  27. 27. Still, everyone is on Facebook100%90%80%70%60%50%40%30%20% 10%00% Which social networks have you used in the last week?
  28. 28. And fairly few use social gaming services100%90%80%70%60%50%40%30%20% 10%00% Which mobile game services have you used?
  29. 29. Your Contacts are your realfriends.Fairly few games leverageContacts, while all social servicesdo.Go with nicknames or partialidentity (e.g. “Jussi L”)
  30. 30. Don’t force FB login.Demonstrate fun first, then upsellFacebook connect to play withfriendsIncentivize FB connect(questionable, but works)“We never spam your friends”De-emphasize or even avoidFB in core and mid-core games
  31. 31. SharingViral growth throughsharedcontent
  32. 32. Sharing 1%Create 9%Curate Viral growth through 90% sharedConsume content
  33. 33. 1%Create 9%Curate 90%Consume
  34. 34. 10-20% rank sharing extremely important Sharers100%80%60%40%20% 0% Sharing tips, Sharing Sharing Sharing video Broadcasting helping others achievements screenshots replays my game Which of the following features are important while playing? Extremely important Somewhat important Not important
  35. 35. Sharers play more Games downloaded / month Hours played / week100% 50%80% 40%60% 30%40% 20%20% 10%00% 00% All respondents Sharing is extremely important
  36. 36. Sharers buy in-app purchases50%40%30%20%10%00% Did you purchase a mobile game in last 30 days? All respondents Sharing is extremely important
  37. 37. Sharers are more social. Part 1100%90%80%70%60%50%40%30%20% 10% 0% Which of the following features are extremely important while playing? All respondents Sharing is extremely important
  38. 38. Sharers are more social. Part 2100%90%80%70%60%50%40%30%20% 10% 0% Which of the following features are extremely important while playing? All respondents Sharing is extremely important
  39. 39. Sharers more likely to find games through WoM, advertisements, media140%120%100%80%60%40%20%00% Word of mouth, App Store TV, Youtube, web Advertising social media sites, print or other mediaFor the last five games you’ve downloaded, what was highly influential in your decisions? All respondents Sharing is extremely important
  40. 40. Remember this?40% In person Online35% Opportunity30%25%20%15%10%05%00% Hearing from Seeing Facebook Tweet Shared Fan videos a friend, gameplay post screenshot family For the last five games you’ve downloaded, what was highly influential in your decisions?
  41. 41. WoM: Sharers find games more often online than in-person50%40%30%20%10%00% Hearing from Seeing Facebook Tweet Shared Fan videos a friend, gameplay post screenshot familyFor the last five games you’ve downloaded, what was highly influential in your decisions? All respondents Sharing is extremely important
  42. 42. Share from Social the game Sharers media Get Try a engaged new game
  43. 43. What type of sharing is most influential?
  44. 44. It’s like snake, but you fight monsters. Swipeto steer your snake made of heroes you level up, kill the baddies and don’t hit anything!
  45. 45. SHARED WITH
  46. 46. >65% of all players, >80% of sharers watch game videos50%40%30%20%10%00% What types of game-related videos did you watch last week? All respondents Sharing is extremely important
  47. 47. Videos drive installs, decision making and referral50%40%30%20%10%00% What actions have you taken after watching game related video? All respondents Sharing is extremely important
  48. 48. You share if you care. Tap intoemotions.Show, don’t tell ! screenshots,video.Automatic screenshots, instantreplays ! just share!Sharing is self-reinforcingBuild social features to attract &retain SharersSharers play & pay and get yourmore users. You want them.
  49. 49. Word of Mouth & App Store Reviews are crucial Play with real friends Sharers are your best usersIn-person WoM ! Online Sharing
  50. 50. jussi@everyplay.com @jussilwww.everyplay.com
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