Nature Conservation Games inSocial Networks:Opportunities and challenges.                      Chris Swain,               ...
Case Study:                     facebook.com/ecotopiaOther games I have created:-30 games in industry- The Redistricting G...
Goal of my Games for Change:Achieve Measurable Impact on SocialCause    Note: Specifically seeking more than awareness of ...
profit > measurable impact Strategy:   1) Achieve Mass Reach   2) Impact Metric        •        Actions of player translat...
profit > measurable impact > strategy 1: mass reach  Achieving Mass Reach:   1)       Entertaining   2)       Distributed ...
profit > measurable impact > strategy 1: mass reach                 “Entertaining” trumps all                 others.  Ach...
profit > measurable impact > strategy 1: mass reach  Achieving Mass Reach:   1)       Entertaining   2)              Free ...
Social Games Get Primetime     TV-Sized Audiences                             8
profit > measurable impact > mass reach > real marketing Real Marketing:   1)      Viral Features   2)      Public Relatio...
profit > measurable impact > mass reach > real marketing Real Marketing:   1)      Viral Features                         ...
profit > measurable impact > mass reach > real marketing Real Marketing:   1)      Viral Features   2)      Public Relatio...
profit > impact > mass reach > marketing > media buy Achieving Profit: LTV > ECPA                     LTV = Lifetime Value...
profit > impact > mass reach > marketing > media buy Achieving Profit: LTV > ECPA                   LTV > ECPA means priva...
profit > measurable impact > strategy 2: impact metric  Impact Metric:   AIPDAU = Avg Impact / Daily Active User          ...
Sustainable Platform for Affecting             Change   World goes from   unsustainable to vibrant   and green.           ...
Sustainable Platform for Affecting             Change                      Unlock a new story/mission                     ...
18
Sustainable Platform for Affecting             Change                   “25,000 Trees in 25 Days”                       Ch...
Thank You      Chris Swain chris.swain@talkie.tv                         20
Nature Conservation Games in Social Networks: Opportunities and Challenges
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Nature Conservation Games in Social Networks: Opportunities and Challenges

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Chris Swain is CEO of Talkie. He gave this presentation during the GamesforNature Workshop, which took place on November 9, 2011 in Cambridge, UK. More information about this event can be found at www.gamesfornature.org

Chris focused his presentation on how to achieve measurable impacts on social causes. This is significantly more difficult than merely raising awareness of causes, but it has the potential to be an important conservation tool. To achieve this, he suggested that impact metrics need to be identified. “Average Impact per Daily Active User” is a metric designed by Chris to measure the real-world impact of games. One thing he has learned is that having a good cause has not impact on game engagement or uptake.

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Nature Conservation Games in Social Networks: Opportunities and Challenges

  1. 1. Nature Conservation Games inSocial Networks:Opportunities and challenges. Chris Swain, CEO, Talkie, Inc. Professor, University of Southern California cswain@cinema.usc.edu 1
  2. 2. Case Study: facebook.com/ecotopiaOther games I have created:-30 games in industry- The Redistricting Game (www.redistrictinggame.org)- social change games with Rockefeller Foundation, Gates Foundation, ABC News, others 2
  3. 3. Goal of my Games for Change:Achieve Measurable Impact on SocialCause Note: Specifically seeking more than awareness of cause. 3
  4. 4. profit > measurable impact Strategy: 1) Achieve Mass Reach 2) Impact Metric • Actions of player translates to measurable impact • AIPDAU – avg impact / daily active user 4
  5. 5. profit > measurable impact > strategy 1: mass reach Achieving Mass Reach: 1) Entertaining 2) Distributed Online 3) Leverages Social Graph 4) Free to Play 5) Real Marketing 5
  6. 6. profit > measurable impact > strategy 1: mass reach “Entertaining” trumps all others. Achieving Mass Reach: play because game is -People 1) Entertaining entertaining and not b/c of a social 2) cause or any other factor. Period. Distributed Online 3) Leverages Social Graph 4) Free to Play 5) Real Marketing 6
  7. 7. profit > measurable impact > strategy 1: mass reach Achieving Mass Reach: 1) Entertaining 2) Free to Play means: Distributed Online 1) Everybody plays free 3) Leverages Social Graph cost real 2) Optional virtual goods 4) Free to Play money • ~92% of players do not pay 5) Real Marketing a little • ~6% pay • ~2% pay a lot 7
  8. 8. Social Games Get Primetime TV-Sized Audiences 8
  9. 9. profit > measurable impact > mass reach > real marketing Real Marketing: 1) Viral Features 2) Public Relations 3) Cross Promotion 4) Media Buy in $ 9
  10. 10. profit > measurable impact > mass reach > real marketing Real Marketing: 1) Viral Features Do all of these. 2) Public Relations Keep expectations low. 3) Cross Promotion Planning on viral explosion is very naïve. 4) Media Buy in $ 10
  11. 11. profit > measurable impact > mass reach > real marketing Real Marketing: 1) Viral Features 2) Public Relations 3) Cross Promotion 4) Media Buy in $ most reliable and effective 11
  12. 12. profit > impact > mass reach > marketing > media buy Achieving Profit: LTV > ECPA LTV = Lifetime Value of Player ECPA = Effective Cost of Acquisition of Player LTV > ECPA means $1 to marketing returns >$1 to you 12
  13. 13. profit > impact > mass reach > marketing > media buy Achieving Profit: LTV > ECPA LTV > ECPA means private investors will invest in the game Case Study: $2b free to play game industry 13
  14. 14. profit > measurable impact > strategy 2: impact metric Impact Metric: AIPDAU = Avg Impact / Daily Active User Note: Actions of player impact the real world. Easier said than done. 14
  15. 15. Sustainable Platform for Affecting Change World goes from unsustainable to vibrant and green. facebook.com/ecotopia 15
  16. 16. Sustainable Platform for Affecting Change Unlock a new story/mission board every month. • Each board features a new “villain” to overcome • Real World Acts = game rewards • Ecotopia TV – video network + UGC contests Grumpy Mrs. Griswald 16
  17. 17. 18
  18. 18. Sustainable Platform for Affecting Change “25,000 Trees in 25 Days” Challenged players to plant 25,000 virtual trees in game., They did it. Talkie and CI planted 25,000 trees in the Brazilian rain forest. facebook.com/ecotopia 19
  19. 19. Thank You Chris Swain chris.swain@talkie.tv 20

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