Creating Casual Games, Content and Applications for the Mobile Long Tail

Slide 1: Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail by Yiibu Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 2: What is content? Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 3: Once upon a time, this was content. (except we usually just called it what it was) portraits, television family photos art (news, documentary, comedy etc.) books, newspapers, content radio almanacs (music, news, radio plays) film, theatre storytelling Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 4: We often classified it by subject... • Generalities • Philosophy & psychology • Religion • Social sciences • Language • Natural sciences & mathematics • Technology (Applied sciences) • The arts • Literature & rhetoric • Geography & history (remember the Dewey decimal system?) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 5: ...or genre... • Action/Adventure • Mystery • Historical • Documentary • News/Information • Learning • Comedy, Humour • Sports • Lifestyle • Kids (film, books, theatre...) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 6: With the advent of digital content, things seem to be changing... “the details or stuff within a document—all of the words, images, and links which a user can read and interact with.” “the message rather than the medium” “information and experiences created to entertain, or instruct an audience.” “subject of the plot, the events, the characters” (definitions found online, notice things are starting to get a bit abstract) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 7: ...and lately, content simply seems to be.... “a generic term used to describe any digital piece of work” (as rich in context as “Lord of the Rings”, and as abstract as a 00123.jpg) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 8: As a result, we increasingly experience content like this... Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 9: ...classified by media type, format or container... • Flash game/web game play • Java game Increasingly, the • Console game ‘contents’ seems sound • .mp3, .wav less important than • Flash animation, .swf the data type, motion the market, or • Film, Video, CD, .mov the functionality. • .jpg images • Wallpaper, Screensaver, Photo • Web Feed (RSS) words • Mass media paperback • Coffee table book Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 10: ...then, by a mixture of brand, genre, sub-format and subject matter • 3D • ‘Her favourites’ • Card/casino • Disney • Sports • Adult swim • Action/adventure • Languages • Retro • Animation • Word & trivia • World Cup • Paris Hilton • Muppets (a hodge-podge of mobile operator ‘content’ categories) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 11: But why do we choose to consume content at all? It’s not necessarily because we simply (quantitatively) want more stuff. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 12: But why do we choose to consume content at all? It’s not necessarily because we simply (quantitatively) want more stuff. It’s maybe not even because we love a certain brand or genre. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 13: It’s because we (conciously or subconciously) want to fulfill a personal want, desire, or need. (even if sometimes, that want or need hap- pens to be for more stuff :-) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 14: In other words... people consume content that (for some reason,) is important to them. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 15: Most people don’t wake up in the morning and say... I must I feel an I must add My feed- purchase urgent need another 20 reader isn’t more Disney to buy a mp3s to my full enough! stuff today. book. collection. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 16: But they may wake up and say... My kids love I’d love Disney . to sit down Let’s rent I’m in the I’d love to with a good their new mood for learn some- detective movie. Jazz thing new. novel. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 17: Mobile content works in much the same way. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 18: Information/Data Task Completion I consume mobile content because.... Where can I want to Is my flight I get a beer Where order a on time? nearby? am I? pizza... How do I I need to How do I What time find out how get to the call a taxi? is it? ‘x’ works... cinema? (most common mobile search queries based on recent UK study) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 19: Knowledge I consume mobile content because.... “People treat information as a self-contained substance... something people pick up, posess, put in a database, lose, find, write down, accumulate... knowledge, by contrast doesn’t take so kindly to ideas of shipping, receiving and quantification... Knowledge is something we digest...”1 Why do What’s an What’s In 1492... elephant birds CDMA? path? migrate? 1. Distraction: Being human in the digital, age Mark Curtis, FutureText, 2004, www.distractionculture.com Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 20: Boredom I consume mobile content because.... This I’m stuck at this meeting is Mobile Monday I’m falling I’m boring. Give meeting. I want asleep. fidgety. me something to pretend I’m Challenge somewhere else. to do... me! Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 21: Stress/Fatigue I consume mobile content because.... I want to be I want to I want to someone Help me relax. escape. else right wake up! now. I want to I’m grumpy. calm down I’m too tired to I need to and before I do think right now... slow down. frustrated... ‘x’. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 22: Social Identity/Persona I consume mobile content because.... I want This represents This helps people to the way me feel I made see me I want to feel. young. this! this way. This repre- I know this sents the is strange A friend I This makes me way I feel but I don’t trust uses feel like an adult. right now... care. this. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 23: Personalization/Lifestyle I consume mobile content because.... This is This helps practical. This reminds me stay This me of up to makes someone date. This I look me feel I love. reminds me cool with nostalgic. of home. this. This isn’t me This makes anymore but me look I don’t know I am retro man more how to This suits :-) professional. delete it. my style. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 24: Social Interaction/Social Play I consume mobile content because.... I feel like being I need to speak to... I want argumentative. an opinion I want her on ... The people to know Do I know here are i’m thinking Has anyone you? boring. about her. seen...? I want to I want to flirt I want share ideas. I want to chat. :-) companionship. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 25: Safety/Control/Independance I consume mobile content because.... I want This makes me to feel in feel safe. control. I want a I want to look Don’t bug me I want to be busy. right now. private alone with my moment. thoughts. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 26: Private Play I consume mobile content because.... This makes This is Don’t tell I love me feel like LOL! fun! anyone I a challenge. a kid. do this. I always do this when I love this thing. This makes Don’t ask me I want another to explain. i’m in a good me happy. one like it. It’s private. mood. Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 27: Ok, but this isn’t new. You can say many of these things about books, movies, music... Why is mobile content different? (and why should we care) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 28: It’s the device stupid....;-) Most of us have one... We take it everywhere... It’s always on... It’s incredibly private... It’s incredibly social... Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 29: Most of us have one... In Japan, mobile penetration in As of Q1 2006, 30 the 5-9 year-old age group is ex- countries have exceeded pected to reach 64% in 2007 but 100% mobile penetration.3 the largest number of new subscribers in 2006 will come from the 55-65 age group.1 50% of the world’s population will have access to a mobile phone There are about 2.5 billion by 2005.2 mobile-phone users in the world.3 40% of Russians have 2 mobiles, 21% have 3, 10% have 4 and 3% of them have more than 4 mobiles.4 1. http://www.wirelesswatch.jp/modules.php?name=News&file=article&sid=1759 2. http://www.telecommagazine.com/TechZones/services/article.asp?ID=AR_2148 3. http://news.bbc.co.uk/2/hi/technology/5048966.stm 4. http://servicesmobiles.typepad.com/services_mobiles/2006/07/les_mnages_russ.html Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 30: We take it everywhere... A 2006 survey of 5,500 “A salesman explained that he people aged 18-35, in 11 had ‘one phone for work, one nations, revealed 33% for family, one for pleasure, would rather lose their and one for the car”1 wallet or purse than mis- place their mobile. 1/5 Carnival Cruise Lines has would even rather lose recently equipped its ships with their wedding ring!3 mobile phone access.3 49% of Britons surveyed say owning a mobile phone makes them feel safer and more secure.4 1. Motorola - On the Mobile by Sadie Plant 2. http://news.bbc.co.uk/1/hi/technology/5048966.stm 3. http://www.pocket-lint.co.uk/news.php?newsId=3754 4. http://www.ipsos-mori.com/polls/2002/vodafone.shtml Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 31: It’s always on... A recent study 36% of British mobile TV users showed 81% of 15 to surveyed use the service at home.1 20 year olds sleep with their mobile 73% use their mobile instead of phone turned on.2 a wristwatch.1 “..the driving force behind young children owning mobile phones is not the mobile industry, but the parents. Most have cited security concerns as one of the main reasons..”3 1. http://news.bbc.co.uk/2/hi/technology/4620792.stm 2. http://www.proximitylab.com/ - Wireless Works Booklet 3. http://www.pdatoday.com/more/2598_0_1_0_M/ Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 32: It’s incredibly private... It’s incredibly social... Children’s charity Women in Japan have daytime and NCH surveyed 770 evening phones as other women have youngsters and daytime and evening handbags.2 found 14% of 11- to 19-year-olds had Almost 63% of consumers surveyed would been threatened not lend their mobile phone to someone. or harassed using In Japan, the figure rose to 90%.2 text messages.1 In a number of countries, there is a growing trend of people wishing to be buried or cremated with their mobile phones when they die.3 1. http://news.bbc.co.uk/2/hi/uk_news/education/4614515.stm 2. http://www.proximitylab.com/ - Wireless Works Booklet 3.http://www.eurescom.de/message/messageJun2006/Ringtones_from_the_coffin.asp Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 33: Ok—mobile is all these things... But how does this affect the content and applications we create? Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 34: 1. Design for interruptions... Plan for micro-breaks vs macro breaks Embrace the small Much content consumption on mobiles fills small things! bits of time—many of them unplanned. Build content that can be enjoyed in small doses Lessen the disappointment of interruptions It’s never fun to be interrupted in the middles of something long and complicated. Build simplicity into it the content or interactions. ex. chaining small doses of content together, creating shorter levels. Interruptions go both ways. Remember— mobiles are private objects used in public places. The ability to control sound effects removes the embarrassment in public places and makes your content or application more usable. What else can you do to make your application more privately useable in public places? Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 35: 2. View limitations as opportunities 1 hand small ambient etc. 1 thumb + screen + noise etc. Keep it simple, make it fun, (be sure it works :-) Don’t simply repurpose —re-think, re-create, re-invent; with user experience Less is more! in mind. This isn’t print, video, web or interactive! Simplicity encourages variety Small amounts consumed over small periods—some people call it ‘content snacking.’ A snack should not be a three course meal but simplicity doesn’t have to mean “dumbed-down.” Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 36: 3. Design for diversity... Design for the ‘long-tail’ Each person is their own vertical market. Their collection of favourite content will be different from the next person’s. Long-tail games, content and applications suit many people, ages, needs, styles of play and types of interaction. Content consumption is a form of personalization. Diverse content offerings reaches more people on a more personal level and provides more meaningful opportunities for personalization. Diversity + Choice = meaningful personalization Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 37: 4. Design for personal time... Personal time is an expensive commodity How can your content or application enrich personal time? Create small, targeted experiences for those in-between moods, moments and needs. Design for play, quiet contemplation, exploration, discovery, suspense, laughter, friendship, joy... (remember boredom, stress, fatigue, personalization, control, play—everyone’s personal time is different) Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 38: ...and finally... “How do we design to be sometimes off in a world that is itself always on?”1 Marko Ahtisaari, Director of Design Strategy, Nokia 1. http://ahtisaari.typepad.com/moia/2005/09/blogging_over_l_10.html Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 39: 5. Design for health, learning and quality of life... Promote Promote relaxation, stress relief, brain health, healthy pause and balance. snacking. Over 2.5 billion people are now ‘always on’. Maybe we could all use a bit of quiet during those ‘in-between moments’. We can learn through play, and it can be fun :-) “listening, observing, imitating, questioning, reflecting, trying, estimating, predicting, “what-if”-ing and practicing. All of these learning processes can be done through our cell phones.”1 We also learn better with context. Learning opportunities provided in context of a real want, need or activity can be more memorable and compelling. 1. http://www.marcprensky.com/writing/Prensky-What_Can_You_Learn_From_a_Cell_Phone-FINAL.pdf Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 40: “To be able to fill leisure intelligently is the last product of civilization...” Bertrand Russell, Conquest of Happiness (1930) ch. 14 Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail

Slide 41: Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail by Yiibu Yiibu creates unique and engaging user experiences for mobile devices. Visit Yiibu at: http://yiibu.com Contact us at: info@yiibu.com Creating ‘Casual’ Games, Content and Applications for the (Mobile) Long Tail