HTW2011: Branko Milutinovic - Social gaming - lessons learned

Social Games DesignLessons Learned

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Social Games Design• Game Design 101• Social Games Key Metrics• Social Game Design 101

Game & Fun • Game is an interactive system • Feeling of “having fun” is a biochemical process • Fun mechanics: – Challenge – Progress – Context

Challenge (problem, quest) • Balance • Repetitiveness • Feedback

Progress • Difficulty • Desired characteristics • Longevity

Context  Graphics and sound  Narrative  Setting  Social aspect

Cheats • feedback + context > problem • Faking progress • Context as the game seller – Setting – Social

Social Games key metrics 4 3.3• Engagement Millions 3 – Daily active users - DAU – Monthly active users - MAU 3 – DAU / MAU (stickiness) 2 1.8 – Session length 2• User acquisition 1 0.84 1 – New users per h/d/m 1 0.36 0.31 – Cost 0 0.05 0.04 – Viral MAU DAU – Churn Top Eleven• Monetizing EA FIFA Superstars – Paying vs. Non-paying users Bola (Playdom) – Actions users spend money on Footy!

Social Game Design • We want to improve – Engagement – User acquisition – Monetization

Engagement++• Cuteness• Appointment dynamics• Daily bonuses

Social++• Crew dynamics• Friends competing each other• Gifting

Monetization++• Boosts• Energy bar• Limited offers

THANK YOU! nordeus.com/jobs @BrankoMMbrankom@nordeus.eu

HTW2011: Branko Milutinovic - Social gaming - lessons learned

by HowToWeb on Dec 15, 2011

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