SXSWi: Mobile Social Games - the next frontier (2011-03-13)

Mobile Social Gaming: The Next FrontierSXSW Interactive Volker Hirsch, Scoreloop13 March 2011 @vhirsch

I’m Volker #mobilesocialhttp://www.amctv.com/originals/madmen/madmenyourself/

Um... Err...

Um... Err...(I’m working on it!)

What I will talk about:1.! What are social games?2.!What does social mean?3.!Why mobile matters?4.!How is it done?

1. What are social games?

?http://www.amctv.com/originals/madmen/madmenyourself/ -- http://upload.wikimedia.org/wikipedia/commons/a/ac/Austin_TX_1920_map.jpg

http://www.gapingvoid.com

http://www.amctv.com/originals/madmen/madmenyourself/

http://www.flickr.com/photos/george_eastman_house/2986882705/sizes/o/

http://mediamemo.allthingsd.com/files/2010/06/farmville-sheep.pnghttp://images4.wikia.nocookie.net/__cb20091125193142/farmville/images/archive/6/69/20091201165405!Pig-icon.png

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).

Metric-driven design

Sources & Drains $$ $http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpghttp://lh6.ggpht.com/_Dp8GJpYQxRg/RgHrO8WR59I/AAAAAAAABoc/QtbAQP7WHmg/dscf0054.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG

Is that it?

2. What does social mean?

Social refers to theinteraction of organismswith other organisms andto their collective co-existence [...] Source: Wikipedia

http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg

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!!!

Mobile is complex

http://1.bp.blogspot.com/_GTM_W5mVPTU/TKS5gUU1iRI/AAAAAAAAAL4/tabxGMjzP30/s1600/market-bag-intl4.png

http://upload.wikimedia.org/wikipedia/commons/archive/8/88/20080910181751!Dubai_gold_market.jpg

And there’s many of them...

4. How is it Done?http://gapingvoid.com

What You Need...http://wallpapers.free-review.net/12_~_daydream_in_solution.htm

Producthttp://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg

Marketinghttp://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg

Enough?

http://upload.wikimedia.org/wikipedia/commons/archive/8/88/20080910181751!Dubai_gold_market.jpg

Hmm...http://fc09.deviantart.net/fs27/f/2008/104/3/1/Labyrinth_by_Shortgreenpigg.jpg

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

And if all else fails?

http://files.sharenator.com/Monocle_Smile_6548_RE_Cotton_vs_Bieber-s435x353-92269.jpg

Thank you! +44 7843 599 678 @vhirsch / @scoreloop volker@scoreloop.com http://vhirsch.com/blog http://scoreloop.com

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SXSWi: Mobile Social Games - the next frontier (2011-03-13)

by Volker Hirsch

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