Game layer on top of Social Layer – Significance of Game Dynamics 7
Game Dynamics – Panacea for operators of virtual world Appointment Dynamic Progression Dynamic Communal Discovery Dynamic Influence & Status Dynamic Quest Dynamic Elastic Velvet Rope Dynamic Game Layer The game layer is all about influencing behavior. Construction has just begun Social Layer The social layer is about building connections. The construction is complete 8
Search Index to be prepared which will show images on the smartphones
Users earn points by checking in at various venues, new connections, sharing reviews etc.
Brand specific challenge will be different from the overall points system.
Points will be used to unlock levels and redeem goodies
Brand Specific Challenges Information Search Micro Communities
Various brands can be promoted through the use of points/levels and rewards
e.g. If you have checked in 100 times at Pizza Hut, you will unlock the discounts and receive a badge
The search will be based on the current location of the user
For smartphones, users can download the geo-tagged images as well
Various partner brands will be promoted through this
Since privacy is a major challenge in LBS networking, the application will focus only on the micro communities
This will also help in exploring uses of “Communal Discovery Dynamic”
Concept (3/3) The user interface for the application would be similar to Gowalla. The UI would be present for various smarthphones /multimedia phones(iPhone, Blackberry, Symbian, Java based etc.), dedicated website and also integrated with Facebook. 12
Product Specifications (According to Game Dynamics) 13
Progression Dynamic A dynamic in which success is granularity displayed and measured through the process of completing itemized tasks. Popular examples – Linkedin, World of Warcraft Progression in Exter Don Bhaubali Bhai Munna Mobile Pappu Pager This could be different for different cities and sexes
These are the titles which will be given to the users on the basis of the overall points.
If 2 users are checked in at the same location, one user can challenge the other user
The winner will be decided based on the title. E.g. Bhaubali will beat Munna Mobile
The winner will receive extra points and points will be deducted from the losers overall points
This will provide incentives for users to progress to the “Don” title
Influence and Status Dynamic The ability of one player to modify the behavior of another’s action through social pressure Popular examples – Platinum Credit Card, Modern Warfare (One of the most popular games) Influence and Status in Exter If you check in to “Punjabi by Nature” more than 30 times you will earn the badge of “Pure Punjabi”. This is extremely effective in micro communities which are status conscious.
Badges and rewards will be used extensively to advertise for various partners
In the above example, micro communities living in Punjabi dominated areas could be given such challenges
Brand loyalty will be promoted and new customers will be introduced to the chains
This will also lead highly targeted marketing campaigns which are much effective than bulk SMS and cold calling
This will be a major source of revenue for the company
Appointment Dynamic A dynamic in which to succeed, one must return at a predefined time to take a predetermined action Popular examples – Farmville, Happy Hours Appointment Dynamic in Exter If you check in at various partner stores between 3 PM to 6 PM you will get “10% off”. This is a way to promote businesses which see a low customer turnover at some times of the business hours.
Appointment Dynamic has influenced users in a big way. An example in the virtual world is Farmville where in millions of users return at predefined times to till their virtual crops.
This could be dynamic in nature as well where in partner companies can ask Directi to launch an appointment dynamic during times when they are witnessing low customer turnover
Community Discovery Dynamic A dynamic wherein an entire community is rallied to work together to solve a challenge. It leverages the network of society to solve various problems. Popular examples – Digg, McDonalds Monopoly, Darpa Balloon Challenge Community Discovery Dynamic in Exter The micro community which earn the maximum number of points in a month will get special benefits like “free CUG for 1 month” or “Photo shoot sessions” etc. along with their name displayed on the leader board. This is a way to promote businesses which see a low customer turnover at some times of the business hours.
This will not only increase the enthusiasm within the micro communities but also give users an incentive to increase the community base.
For brands like “Virgin Mobile” who have focused tremendously on concepts like “Friends” this could be a platform for them to launch their various products
Restaurant, Bars etc. can give special discounts if X members of the community visit the joint.
The concept of “Friends Locator” which has launched by Airtel can be further extrapolated by using community discovery dynamic in Exter
Quest Dynamic Quest dynamic is an established gameplay mechanic that is broadly applicable. They work because they give people something to do whey they first show up (and thereafter) This “Goal Interface” design is more important than UI design because it provides a framework of “what to do” that distinguishes games. Quest Dynamic in Exter
‘N’ Users which complete ‘X’ number of challenges first will be awarded the “Achievement” badge.
These could be based on social/environmental issues such as “First User who check in to eco friendly places gets an ECO Conscious Badge”
Companies which Promote such issues could be major partners in promoting the Quest Dynamic
Elastic Velvet Rope Dynamic Elastic velvet rope dynamic entices users to become paid members once they have amassed large number of points. Popular Example: Club Penguin Elastic Velvet Rope Dynamic in Exter
Online ‘Platinum Store’ store wherein only paid member can redeem points for various schemes and promotions
The membership charges would be on a monthly basis and nominal (around Rs. 100)
Promotions which are extremely lucrative will be put up in the platinum store
Platinum Member 19
Other Possibilities Replicating the Web Experience You walk into a shop anywhere in the world and you like what you see. Then you would check-in and the app would prompt you with the question: Would you like to receive email updates from X shop?This is a magnificent way to increase a business’ email database offline! Adding Pictures to Check Ins Adding Pictures increase the emotions attached to the application. An individual can add his facial expression once he checks in to a place to indicate the level of his pleasure. Checkout There’s also value for checking out in specific locations/activities/events. The obvious advantage is that the application could give you the option to complete a very quick, multiple-choice, survey (The company could give away cool incentives in exchange). Also, the organiser could clearly measure the length of time that a person spent at that event/activity, like a website! 20
More than 33 million internet users in India visited social networking sites in July 2010, that is 84% of the total internet audiencein India.
India now ranks as the seventh largest market worldwide for social networking,.
The total Indian social networking audience grew 43 percent in the past year, more than three times the rate of growth of the total internet audience in India.
22 22 Source: www.allfacebook,com
Target Segment for Exter The target segment for Exter are the people on the social networking website These people are majorly concentrated in big cities This segment believes in sharing, collaborating and having fun on the social networks Since we want to build a game layer on top of the social network, we want to leverage on these connections and target this segment Smartphone users in India account for 4.6% of the total number of mobile phone subscribers ( around 600 million) Thus there are 27.6 million smartphone users in India, with the number expected to increase manifold The large number of smartphone users are expected to use Exter 23 23
Perceptual Map Online Social Networking Easy Complex Location Based Social Networking 24 24
Utilizing both online and offline marketing Brand Building Hybrid Model Online Offline Facebook Brand Tieups Twitter MNOs SEO Corporate ATL TV Campaign Radio Print Media Social Media Youtube Outlets Indian Sites Phone seller Apps SItes Phone OEMs Toll receipts Stickers on outlets Phone dealers Leaflets Local News papers BTL CRM Check-ins
Tie ups with Mobile Network Operators to ensure easy check-ins via SMS
SMS promotion about Exter; free download available at MNO WAP sites
Free CUG service to top winning teams for a period of 1 month
A lot of customers get software installed from phone sellers. Tying up with them would ensure that the phone is sold with Exterinstalled.
Directi should tie up with phone OEMs so that Exter is preinstalled in the smart phones
Opportunity Details Parameters to be gauged for implementation FacebookPage, FB and Twitter Integration, Youtube videos, Tie ups with Phone OEMs and Dealers Search Engine Optimisation needs to be undertaken. Blogs to highlight the benefits TV Campaigns and stickers outside outlets, Tie ups with MNOs, App Download Sites Promotions through corporates, SMS, Radio and on metro cards/ toll receipts Low/ Near term High/ Long term 33