Some learnings:-! Single-player mechanics can work...-! ... if tied into social graph.-! Reward linked to interaction locks in.-! Collaboration + Competition-! Tease, test & iterate to maximise interaction with friends (keep users longer) & spending points (grow revenues).
You need context!http://flickr.com/photos/nolifebeforecoffee/124659356/
Object-Centered Sociality Prof Dr Karin Knorr-Cetina, Sociologist Jyrri Engestrom Founder, Jaikuhttps://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg
Make your game a social objecthttp://farm4.static.flickr.com/3451/3365895535_3d24cb3b91.jpg
ObjectSocial is interaction in contexthttp://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
3. Why mobile matters
Mobile is the most powerful digitalmedium to date.Why? 1. It’s big (numbers) 2. It’s personal (nature) 3. It has more context (Identification of needs) 4. It can make you money
Mobile is big!
475,000,000 Daily circulation of newspapers 825,000,000 Registered cars 1,800,000,000 Unique credit card holders 2,250,000,000 Tooth brushes in use 4,000,000,000 FM Radios 4,965,000,000 Mobile phone subscriptionshttp://upload.wikimedia.org/wikipedia/commons/8/85/Numbers_grid_in_NY.jpg vo sc
28% 25% 72% 75% No Internet Mobile Internet No Mobile1.9 bn users 5.0 bn users
V ~N 2http://fc02.deviantart.net/fs16/f/2007/141/6/1/Size_Matters_by_seenew.jpg Metcalfe’s Law
Mobile is Personal
• 91% of people have their mobile within arm’s reach 24/7. Morgan Stanley 2007• 60% of married people will not share their mobile with their spouse! Wired Magazine 2006• It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone. Unisys Survey• 10% of under-25 year-olds find it OK to text whilst having sex. Retrevo Gadgetology Report, 2010
Mobile has more context!
Mobile is a 1st!1. Personal mass media2. Always carried3. Always on4. Built-in billing system5. Present at the point of creative impulse6. Accurate audience identification7. Captures social context8. Enables augmented reality Tomi Ahonen, Mobile as 7th of Mass Media, 2008; Alan Moore & Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008
Why Context Matters?Scale alone kills conversations,because they require densetwo-way interaction. Clay Shirky, “A Group Is Its Own Worst Enemy”, Keynote, ETech, Santa Clara 2003
Mobile makes Money
Each of GREE andDeNA are 1/20 of thesize of Facebook buthave similar revenues. = ARPU is 20x that of Facebook. 98% Mobile!!!
In the Wilderness... you need Direction.http://www.askabba.com/Ezuz%20roadsign.JPG
Social Discovery
Engage where it matters!http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
Engage in the game; It’s Your Real Estate!http://www.woodlandmanufacturing.com/imagesb/realestate-signs/real-estate-sign-main-lg.jpg
How to Engage: Interaction where it matters• Peer-to-peer challenges• Inclusion of mobile-only features (contextual, geo-aware, etc)• Achievements, trophies, rewards• Avenues to friends: finding, gifting, comparing. Encourage exchange with people that matter
Don’t let them Go...http://3.bp.blogspot.com/_E5cSkRNNzuk/TGeNR0r2AoI/AAAAAAAAJoQ/IASRQyytDxw/s1600/NeverLetMeGoStill2.jpg
As to the Vending Machine...• Integrate billing events where they are: - relevant (adds value from a user point of view), - transparent (don’t con the user), and - in context (seamless integration into game mechanic).• Provide the perception of real value.
One last thing: 123,296,966,069,453 The Law of Big Numbers