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