Social Games True Brand Engagement with social network users Leonard Lin CEO / Game Designer, TYLER Projects

Leonard Lin

CEO / Game Designer, TYLER Projects

My company Our game

Agenda 1 Engagement 2 Demographics and user behavior in Social Games 3 Examples of Brand Engagement 4 Leveraging on the engagement of Social Games 5 Q&A

What is “Engagement”?

Engagement is…

Engagement The process of forming an attachment Bullets should be single or double lines No more than seven bullet points per slide Keep it simple Titles & bullets should be initial capped with no periods If in doubt leave it out

The process of forming an attachment

Bullets should be single or double lines

No more than seven bullet points per slide

Keep it simple

Titles & bullets should be initial capped with no periods

If in doubt leave it out

Demographics and user behavior in social games

Demographics FB Audience getting more mature

FB Audience getting more mature

Demographics Social Gamers are not kids Battle Stations players = Young / working adults. Web-savvy. Affluent. 80% 25% 12 mins Age 18-30 yrs 80% Male 20% Female Annual Income > US$75,000 Average Time/ Visit

Social Gamers are not kids

Demographics Evolution of the Social Gamer Facebook audience open to more sophisticated social games Social apps devs have moved into social games Social gaming has made everyone into a gamer Games as a more widely used marketing channel?

Evolution of the Social Gamer

Facebook audience open to more sophisticated social games

Social apps devs have moved into social games

Social gaming has made everyone into a gamer

Games as a more widely used marketing channel?

Demographics Trivial Insights 80% of Facebook users don’t know how to leave a group Female users are mainly responsible for viral growth

Trivial Insights

80% of Facebook users don’t know how to leave a group

Female users are mainly responsible for viral growth

Examples of Brand Engagement on Facebook

on Facebook

Events / fan photos Actively responding to user queries Provides benefits for joining (promos, contests, etc) Start a conversation with your customers Generates news feed events Updates, new content, status updates

Start a conversation with your customers

Generates news feed events

Leveraging on the engagement of social games

Engagement thru Social Games Social Games vs. Advert Games User <=> interface <=> User User <=> interface

Social Games vs. Advert Games

Time to engage through Social Games Budget Air Travel example

Time to engage through Social Games Redbull example Energy Points (AP)

Redbull example

Time to engage through Social Games Guidelines of what to look out for Themes should be clearly aligned Insist on community management Don’t just do plain vanilla banner ads

Guidelines of what to look out for

Themes should be clearly aligned

Insist on community management

Don’t just do plain vanilla banner ads