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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?