Lessons learned from SNS games at PopCap

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Originally presented at ChinaJoy, this presentation describes lessons that PopCap has learned operating its top-10 game "Bejeweled Blitz" on Facebook.

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  • Nice. Biggest thing that hit me was... look for a monthly billing experiment soon...
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Lessons learned from SNS games at PopCap

  1. Lessons from social gaming<br />James Gwertzman<br />Vice President, Asia/Pacific<br />Twitter: “gwertz”<br />
  2. PopCap was late<br />
  3. Bejeweled Blitz<br />First social product<br />6 weeks development<br />Launched Jan 2009<br />Based on our most popular brand<br />
  4. First 30 days<br />Monthly Active Unique users<br />(MAU)<br />
  5. First 60 days<br />Monthly Active Unique users<br />(MAU)<br />
  6. First 140 days<br />Monthly Active Unique users<br />(MAU)<br />
  7. Top Facebook Games (today)<br />Monthly Active Uniques (MAU)<br />
  8. Understanding viral growth<br />Invite page conversion: 51%<br />Invite page conversion: 49%<br />
  9. Continuous updating<br />
  10. Continuous updating<br />
  11. Continuous updating<br />
  12. Continuous updating<br />
  13. Continuous updating<br />
  14. Dealing with unstable platform<br />
  15. Designing a “social” game<br />Social games emphasize relationships<br />Lots of interaction with other users<br />Interaction is integral to the gameplay<br />Blitz started with just high-score posting<br />Added more “social” features over time<br />“team score” for prize competition<br />Trash talking & showing off<br />
  16. Cheating<br />Cheating against your friends is generally no fun and is self-policing…<br />Not so cheating against the world… These players are playing a very different game<br />
  17. Cheating<br />It’s very hard to protect against determined hackers… so design to minimize the impact<br />
  18. 3 Predictions<br />
  19. Social interaction w/ all games<br />Xbox Live and Facebook Connect<br />iPhone game and Facebook Connect<br />
  20. Social network billing<br />VS<br />
  21. More deals in Chinese SNS space<br />
  22. Questions?<br />

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