WHO ARE WE? Established in 2002 We are a team of 20 technology creatives working out of our North Sydney studio We are creators of Apps with over 200 projects under our belt. We work on web, mobile, desktop and social platforms
HOUSE PROJECTS We are the publisher of Fizzy.comwhich has over 750,000 members We are the publisher of games like Swords and Sandals. Our games are played more than 20 million times every month
CUT-THROUGH CONNECTION ACTION There are over 1000 Apps published every day - how do you get noticed above the noise and CUT-THROUGH? There are now HUNDREDS of technology platforms to choose from – how do you choose the right technologies to make your CONNECTION? Your Apps have to work for your business, get a return - how do you drive your customers to ACTION?
WHAT WE DO We use Intelligence, Technology and Creativity to develop Apps which CUT-THROUGH the noise, CONNECTwith your customers and drive the ACTIONS you want
CHANGES IN CONSUMER BEHAVIOUR Economy is reducing confidence Tending to save more and spend less Tending to buy during ‘sales’ Growth in buying online, offshore Growth in purchase through ‘Daily Deal’ sites and services More propensity to shop around
SOME NUMBERS Over 300 new games are uploaded to iTunes every day 20 million Facebook Apps are installed by users every day, games are by far the most popular More than half of Facebook active users play Facebook games at least once per week An average Facebook user creates 90 pieces of content each month There are over 250 million people playing Zynga games each month Zynga has been valued at as much $10 billion, around twice as much as Electronic Arts, previously the biggest games company in the world.
WHY MIGHT GAMIFICATION WORK? Play is for everyone, not just for kids and young adult males In most situations, fun is better than not fun The value in a reward can be much greater than the value of the reward itself People are social and what their friends/family think matters to them Often enough, the difference between choosing one action/product over another can be tiny
VIRTUAL ECONOMY Points become Currency They have more value because they can be traded and spent Virtual Items are far less expensive than real items, but can still motivate Virtual Items can be active as well as passive
LEVELS AND PROGRESSION Can be about the game Or about the player Defines the players journey Typically, players enjoy increasingly challenging levels But it is much more complex than that For a medium to large game, more time is spent on balancing level progression than anything else There are 133 books on Amazon on the subject of game level design
GAMIFICATION LEVELS Should reflect the journey you want your customers to take Progression should be achievable, especially in the early levels, this is not a battle! Can be complex if well explained, multiple journeys Should accommodate the breadth of your customer base Should be never ending!
BADGES AND TROPHIES Makes a game ‘Juicy’ Plenty of Positive Feedback,‘Hey you’re good!’ Can drive specific behaviours Increases a players status Something to share
CONGRATULATIONS! You’ve just won an award! You have just won the BronzePaying Attention Trophy for paying attention during this presentation Well Done You! Keep paying attention to win the Silver Trophy
CONSTANT NEAR GOAL COMPLETION When a player completes the first goal from set A, they have almost completed the first goal from set B and so on UNLOCK BONUS ITEMS Goal Set A (tiny goals) Goal Set B (small goals) Goal Set C (med goals) Goal Set D (big goals) UNLOCK NEW AREAS TROPHIES LEVEL ADVANCEMENT
GAME DEVELOPMENT PROCESS Plan Design Document Prototype Develop Test Review Test Review Test
GAMIFICATION DEVELOPMENT PROCESS Plan Design Document Prototype Develop Test Review Test Review Test
VERSION 2 AND 3 AND MORE Games have a life You need to plan for version 2 early Integrate player feedback In itself a marketing opportunity Version 2 should cost less than version 1 Increase the life of the franchise
THE TOOLS Points Leader boards Cash (VC) Things to buy (VI) Economies (VE) Levels and Progression Badges and Trophies Social Media Integration Fun Process Version 2