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Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
Login 2011 radoff
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Login 2011 radoff

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"8 Ways to Transform the Game Business with Social Technology" - presentation given at LOGIN 2011. How social technology has changed everything, and how the game industry is just at the beginning of …

"8 Ways to Transform the Game Business with Social Technology" - presentation given at LOGIN 2011. How social technology has changed everything, and how the game industry is just at the beginning of this new epoch in media.

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  • 1. 8 Ways to Transform the Game Business with Social Technology<br />Jon Radoff<br />CEO, Disruptor Beam<br />jradoff@disruptorbeam.com | @jradoff<br />
  • 2. Jon Radoff<br />Built “social game” called Legends of Future Past, distributed on CompuServe in 1992.<br />Started Eprise,a Web community platform, IPO on NASDAQ in 2000.<br />Created GamerDNA, social networking for gamers, 2006-2009<br />Started Disruptor Beam in 2010.<br />
  • 3. SohaibAthar’s Story<br />Just wanted to get away from society and do IT consulting up in the hills…<br />In a matter of days, he went from an unknown person to over 100,000 followers on Twitter.<br />Why is this important?<br />
  • 4. Mesh Network analog<br />Social network = human mesh network<br />Soon trillions of sensors—the “Internet of Things”<br />will transmit information from every corner of<br />the Earth.<br />Photo Credit: Matthew Stewart (Flickr)<br />
  • 5. Meanwhile, humans are almost everywhere, detecting<br />vast information, and interconnecting as never before.<br />Photo Credit alexkess(Flickr)<br />
  • 6. Flickr Image CreditLHijodHuskona<br />
  • 7. Distribution of Smiling Faces on Facebook<br />Happy people cluster.<br />Unhappy people cluster.<br />SOCIAL NETWORKS AND HAPPINESS
By Nicholas A. Christakis & James H. Fowler<br />
  • 8. Experiences Yields MoreHappiness than Things<br />Leaf van Boven and Thomas Gilovich. “To Do or to Have? That is the Question.” American Psychological Association. 85.6 (2003): 1198. Reprinted with permission.<br />
  • 9. Before: Creating Emotion in Games.Now: Creating Empathy in Games.<br />
  • 10. So What Makes PeopleHappy?<br />
  • 11. Shameless Plug<br />What can games show us about how to make any experience more fun?<br />Can the same approaches reflect back to the game industry itself—beyond the immediate entertainment of playing a game?<br />
  • 12. Bartle Quadrants<br />Richard Bartle tackled “What makes online games” fun with his categorization of achievers, socializers, killers and explorers.<br />Later expanded into additional categories.<br />
  • 13. Nick Yee’s Player Motivations<br />
  • 14. Radoff’s Social Gameplay Quadrants<br />Qualitative<br />Many Players<br />Few Players<br />Quantitative<br />
  • 15. #1: Player Discovery<br />MMO players discover other players through random encounters (exploration)<br />Social games mostly enable people to play with those within 1 degree of a player’s existing social graph<br />Both approaches to player discover can support each other<br />
  • 16.
  • 17. #2: Fame is greater than Fortune<br />Lessons from Word of Mouth Marketing:recognition amongst peers is often more valuable than material reward.<br />
  • 18. Beyond Leaderboards: Approaches to Support Fame<br />Player spotlights<br />Should you be able to “follow” or become a fan of a favorite player?<br />Integrate with sense of kinship w/factions<br />Notify me when player does something interesting<br />Event-driven broadcast messages<br />
  • 19. #3: Cross-Cultural Discovery<br />On Facebook I can encounter people from across many different backgrounds and cultures<br />Why has this become less common in MMOs?<br />There’s a certain magic lost when regional barriers between players are erected<br />
  • 20.
  • 21. How I Learned about Magic: the Gathering<br />Flickr Image by Seattle.roamer<br />
  • 22. #4: Dissolving Walls between Network and Game<br />Magic: the Gathering: seeing people play creates the desire to play<br />Facebook wall: projects game into the public square<br />Use social network to login to game<br />
  • 23. 1995-2003: Creating Proprietary User Logins<br />2003+: Delegate Unique ID to User Email Address<br />2009+: Delegate User ID to Social Network Accounts<br />
  • 24.
  • 25. #5: Colonize Social Media<br />Support tribal identity; loose ties v. strong ties<br />The guild as “player-created content”<br />
  • 26. Outward and Inward Propagation<br />“Social Games” take advantage of groups, events, invites, etc.<br />Toolbars<br />2009<br />2008<br />2010<br />2011<br />Guild Websites<br />Forum signatures<br />SWTOR Integrated Guilds<br />Guilds as an application?<br />Mobile apps, Armory-esque interfaces<br />
  • 27. #6: Open up Content<br />WoW has the right idea: XML-based data, collaboration with third-party gaming websites<br />Build on it—create ways to access and get at the content. A “Graph API” for games.<br />
  • 28. #7: Create Artifacts<br />
  • 29. #8: Social Graph as Novel Game Mechanic<br />Social graph as a unique place for experiences<br />There’s a whole range of human social interactions that aren’t realized in games yet.<br />How can we systematize this within games?<br />
  • 30. Romance<br />Advanced Trading/Economies/Reputation<br />Sense of shared history, belongingness<br />Gifts & Reciprocity: more than “items”<br />Collaborative creativity<br />Social organizations beyond the guild: loose and strong ties<br />
  • 31. What’s it all mean?<br />“Traditional” AAA game franchises are going to become increasingly social to occupy a larger part of everyone’s life.<br />“Social games” are expanding their footprint to become a larger part of everyone’s life.<br />
  • 32.
  • 33.
  • 34.
  • 35. ?<br />
  • 36. Thank You!<br />Disruptor Beam partners with media and game companies to develop innovative social games.<br />jradoff@disruptorbeam.com | @jradoff<br />

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