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 this new epoch in media.

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Login 2011 radoff

  1. 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. 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. 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. 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. 5. Meanwhile, humans are almost everywhere, detecting<br />vast information, and interconnecting as never before.<br />Photo Credit alexkess(Flickr)<br />
  6. 6. Flickr Image CreditLHijodHuskona<br />
  7. 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. 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. 9. Before: Creating Emotion in Games.Now: Creating Empathy in Games.<br />
  10. 10. So What Makes PeopleHappy?<br />
  11. 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. 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. 13. Nick Yee’s Player Motivations<br />
  14. 14. Radoff’s Social Gameplay Quadrants<br />Qualitative<br />Many Players<br />Few Players<br />Quantitative<br />
  15. 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 />
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  17. 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. 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. 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 />
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  21. 21. How I Learned about Magic: the Gathering<br />Flickr Image by Seattle.roamer<br />
  22. 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. 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 />
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  25. 25. #5: Colonize Social Media<br />Support tribal identity; loose ties v. strong ties<br />The guild as “player-created content”<br />
  26. 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. 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. 28. #7: Create Artifacts<br />
  29. 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. 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. 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 />
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  35. 35. ?<br />
  36. 36. Thank You!<br />Disruptor Beam partners with media and game companies to develop innovative social games.<br />jradoff@disruptorbeam.com | @jradoff<br />