Mobile Social Gaming: The Next Frontier
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Mobile social gaming is the next frontier for gaming. Social games involve single-player mechanics tied to social interactions through friend networks to encourage collaboration, competition and prolonged engagement. Mobile is a powerful gaming platform because of its large user base, personal nature, ability to understand user context, and potential for generating revenue. To be successful on mobile, games must provide social discovery features, engage users where social interactions are meaningful within the game, and integrate billing and monetization in a way that feels transparent and adds perceived value to the user experience. Metrics and iteration are also important to optimize social interactions and monetization.
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Mobile Social Gaming: The Next Frontier
- 1. Mobile Social Gaming: The Next Frontier SXSW Interactive Volker Hirsch, Scoreloop 13 March 2011 @vhirsch
- 2. I’m Volker #mobilesocial http://www.amctv.com/originals/madmen/madmenyourself/
- 4. Um... Err...
- 6. Um... Err... (I’m working on it!)
- 7. What I will talk about: 1.! What are social games? 2.!What does social mean? 3.!Why mobile matters? 4.!How is it done?
- 8. 1. What are social games?
- 16. 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).
- 18. Sources & Drains $$ $ http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg http://lh6.ggpht.com/_Dp8GJpYQxRg/RgHrO8WR59I/AAAAAAAABoc/QtbAQP7WHmg/dscf0054.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG
- 19. Is that it?
- 20. 2. What does social mean?
- 21. Social refers to the interaction of organisms with other organisms and to their collective co- existence [...] Source: Wikipedia
- 25. Object-Centered Sociality Prof Dr Karin Knorr-Cetina, Sociologist Jyrri Engestrom Founder, Jaiku https://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg
- 26. Make your game a social object http://farm4.static.flickr.com/3451/3365895535_3d24cb3b91.jpg
- 28. Object Social is interaction in context http://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
- 29. 3. Why mobile matters
- 30. Mobile is the most powerful digital medium 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
- 31. Mobile is big!
- 32. 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 subscriptions http://upload.wikimedia.org/wikipedia/commons/8/85/Numbers_grid_in_NY.jpg vo sc
- 33. 28% 25% 72% 75% No Internet Mobile Internet No Mobile 1.9 bn users 5.0 bn users
- 34. V ~N 2 http://fc02.deviantart.net/fs16/f/2007/141/6/1/Size_Matters_by_seenew.jpg Metcalfe’s Law
- 36. • 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
- 37. Mobile has more context!
- 38. Mobile is a 1st! 1. Personal mass media 2. Always carried 3. Always on 4. Built-in billing system 5. Present at the point of creative impulse 6. Accurate audience identification 7. Captures social context 8. Enables augmented reality Tomi Ahonen, Mobile as 7th of Mass Media, 2008; Alan Moore Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008
- 41. Why Context Matters? Scale alone kills conversations, because they require dense two-way interaction. Clay Shirky, “A Group Is Its Own Worst Enemy”, Keynote, ETech, Santa Clara 2003
- 44. Each of GREE and DeNA are 1/20 of the size of Facebook but have similar revenues. = ARPU is 20x that of Facebook. 98% Mobile!!!
- 46. http://1.bp.blogspot.com/_GTM_W5mVPTU/TKS5gUU1iRI/AAAAAAAAAL4/tabxGMjzP30/s1600/market-bag-intl4.png
- 48. And there’s many of them...
- 49. 4. How is it Done? http://gapingvoid.com
- 54. Enough?
- 57. In the Wilderness... you need Direction. http://www.askabba.com/Ezuz%20roadsign.JPG
- 58. Social Discovery
- 59. 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
- 60. Engage in the game; It’s Your Real Estate! http://www.woodlandmanufacturing.com/imagesb/realestate-signs/real-estate-sign-main-lg.jpg
- 61. 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
- 62. Don’t let them Go... http://3.bp.blogspot.com/_E5cSkRNNzuk/TGeNR0r2AoI/AAAAAAAAJoQ/IASRQyytDxw/s1600/NeverLetMeGoStill2.jpg
- 63. 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.
- 64. One last thing: 123,296,966,069,453 The Law of Big Numbers
- 66. And if all else fails?
- 68. Thank you! +44 7843 599 678 @vhirsch / @scoreloop volker@scoreloop.com http://vhirsch.com/blog http://scoreloop.com