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

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These are the slides to my talk on "Mobile Social Games: the Next Frontier" that I delivered on 13 March 2011 at SXSWi in Austin, TX

These are the slides to my talk on "Mobile Social Games: the Next Frontier" that I delivered on 13 March 2011 at SXSWi in Austin, TX

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  • 1. Mobile Social Gaming: The Next FrontierSXSW Interactive Volker Hirsch, Scoreloop13 March 2011 @vhirsch
  • 2. I’m Volker #mobilesocialhttp://www.amctv.com/originals/madmen/madmenyourself/
  • 3. Um... Err...
  • 4. Um... Err...(I’m working on it!)
  • 5. What I will talk about:1.! What are social games?2.!What does social mean?3.!Why mobile matters?4.!How is it done?
  • 6. 1. What are social games?
  • 7. ?http://www.amctv.com/originals/madmen/madmenyourself/ -- http://upload.wikimedia.org/wikipedia/commons/a/ac/Austin_TX_1920_map.jpg
  • 8. http://www.gapingvoid.com
  • 9. http://www.amctv.com/originals/madmen/madmenyourself/
  • 10. http://www.flickr.com/photos/george_eastman_house/2986882705/sizes/o/
  • 11. http://mediamemo.allthingsd.com/files/2010/06/farmville-sheep.pnghttp://images4.wikia.nocookie.net/__cb20091125193142/farmville/images/archive/6/69/20091201165405!Pig-icon.png
  • 12. 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).
  • 13. Metric-driven design
  • 14. 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
  • 15. Is that it?
  • 16. 2. What does social mean?
  • 17. Social refers to theinteraction of organismswith other organisms andto their collective co-existence [...] Source: Wikipedia
  • 18. http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg
  • 19. You need context!http://flickr.com/photos/nolifebeforecoffee/124659356/
  • 20. 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
  • 21. Make your game a social objecthttp://farm4.static.flickr.com/3451/3365895535_3d24cb3b91.jpg
  • 22. ObjectSocial is interaction in contexthttp://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
  • 23. 3. Why mobile matters
  • 24. 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
  • 25. Mobile is big!
  • 26. 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
  • 27. 28% 25% 72% 75% No Internet Mobile Internet No Mobile1.9 bn users 5.0 bn users
  • 28. V ~N 2http://fc02.deviantart.net/fs16/f/2007/141/6/1/Size_Matters_by_seenew.jpg Metcalfe’s Law
  • 29. Mobile is Personal
  • 30. • 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
  • 31. Mobile has more context!
  • 32. 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
  • 33. 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
  • 34. Mobile makes Money
  • 35. Each of GREE andDeNA are 1/20 of thesize of Facebook buthave similar revenues. = ARPU is 20x that of Facebook. 98% Mobile!!!
  • 36. Mobile is complex
  • 37. http://1.bp.blogspot.com/_GTM_W5mVPTU/TKS5gUU1iRI/AAAAAAAAAL4/tabxGMjzP30/s1600/market-bag-intl4.png
  • 38. http://upload.wikimedia.org/wikipedia/commons/archive/8/88/20080910181751!Dubai_gold_market.jpg
  • 39. And there’s many of them...
  • 40. 4. How is it Done?http://gapingvoid.com
  • 41. What You Need...http://wallpapers.free-review.net/12_~_daydream_in_solution.htm
  • 42. Producthttp://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg
  • 43. Marketinghttp://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
  • 44. Enough?
  • 45. http://upload.wikimedia.org/wikipedia/commons/archive/8/88/20080910181751!Dubai_gold_market.jpg
  • 46. Hmm...http://fc09.deviantart.net/fs27/f/2008/104/3/1/Labyrinth_by_Shortgreenpigg.jpg
  • 47. In the Wilderness... you need Direction.http://www.askabba.com/Ezuz%20roadsign.JPG
  • 48. Social Discovery
  • 49. 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
  • 50. Engage in the game; It’s Your Real Estate!http://www.woodlandmanufacturing.com/imagesb/realestate-signs/real-estate-sign-main-lg.jpg
  • 51. 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
  • 52. Don’t let them Go...http://3.bp.blogspot.com/_E5cSkRNNzuk/TGeNR0r2AoI/AAAAAAAAJoQ/IASRQyytDxw/s1600/NeverLetMeGoStill2.jpg
  • 53. 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.
  • 54. One last thing: 123,296,966,069,453 The Law of Big Numbers
  • 55. And if all else fails?
  • 56. http://files.sharenator.com/Monocle_Smile_6548_RE_Cotton_vs_Bieber-s435x353-92269.jpg
  • 57. Thank you! +44 7843 599 678 @vhirsch / @scoreloop volker@scoreloop.com http://vhirsch.com/blog http://scoreloop.com