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Lessons learned from SNS games at PopCap
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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.

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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    Lessons learned from SNS games at PopCap Lessons learned from SNS games at PopCap Presentation Transcript

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