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Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)
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Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)

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Amitt Mahajan discusses common game design techniques used within Zynga's popular social games to create experiences that encourage user acquisition, retention, and investment.

Amitt Mahajan discusses common game design techniques used within Zynga's popular social games to create experiences that encourage user acquisition, retention, and investment.

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  • 1. Social Gold: The Design of FarmVille and Other Social Games<br />May 5, 2010<br />Amitt Mahajan - Zynga<br />
  • 2. Questions to answer<br />How do I get people to play my game?<br />How do I get people to tell their friends?<br />How do I get people to stick around?<br />How do I get people to invest?<br />
  • 3. Why do people play social games?<br />Alleviate boredom<br />Connect with friends<br />Competition<br />
  • 4. Appealing to a wide audience<br />Choose a broad non-offensive theme<br />Keep core gameplay simple<br />Consider international players<br />
  • 5. Choosing a theme<br />Broader the better<br />Appeal to something folks already know<br />Avoid offensive subjects<br />
  • 6. Simple design wins<br />Maintain a natural gameflow<br />Increase decision points<br />Reduce UI complexity<br />
  • 7. Inventory<br />Capturing a player<br />Hidden but effective tutorial<br />Gradually introduce complexity<br />Focus on non-design challenges as well<br />More Complex<br />More Complex<br />Treasure<br />Fruit<br />
  • 8. Cater to different play styles<br />Players find different types of fun in your game<br />Provide several ways to win<br />Get them to interact with each other<br />
  • 9. One Playstyle<br />
  • 10. Another Playstyle<br />
  • 11. Product clarity<br />Single strong voice<br />Have a long-term vision for gameplay<br />Consistent art direction<br />
  • 12. Art direction<br />Appeal to a fantasy<br />Bright and colorful<br />Avoid excessive detail<br />Humor adds character<br />
  • 13. Appeal to a Fantasy<br />
  • 14. Sound<br />Music adds atmosphere<br />Sounds should be un-intrusive<br />Capture a movie to provide direction on sound <br />
  • 15. Growing through social<br />Forcing social causes negative reactions<br />Integrate social elements into core gameplay<br />Surface social actions by friends<br />
  • 16. Different types of social<br />Light<br />Pokes, “Likes”<br />Heavy<br />Comments, Wall Posts<br />Have a mixture<br />
  • 17. Growing through metrics<br />Metrics help you figure out what works<br />3 core metrics<br />Reach<br />Retention<br />Revenue<br />Test your ideas and see what sticks<br />
  • 18. Increasing retention<br />Leave your audience wanting more<br />Remind the player to come back<br />Let their friends help<br />
  • 19. Play sessions<br />Keep them short<br />Provide a goal for the player<br />Link sessions together<br />X<br />
  • 20. Sustaining players<br />Regularly scheduled updates<br />Long term value<br />Events<br />
  • 21. Moments of joy<br />“Cool” events in your game<br />Make the player feel good<br />Leverage art to create these<br />
  • 22. Moments of Joy<br />
  • 23. Play, invest, express<br />Engage users first<br />Make it easy to convert<br />Surface the value they are receiving<br />Play Currency<br />Paid Currency<br />
  • 24. Allow the reversal of mistakes<br />Status symbols<br />Social ROI<br />Enable expression<br />
  • 25. Wrap-up<br />How do I get people to play my game?<br />Have a simple design and a theme that is relatable<br />How do I get people to tell their friends?<br />Make social part of your core gameplay and not forced<br />How do I get people to stick around?<br />Give them a reason to come back and something to aspire to<br />How do I get people to invest?<br />Engage players and provide an easy way to express themselves<br />
  • 26. Questions?Twitter: @amittmBlog: www.amitt.com<br />

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