Social Plays in Networked Gaming Kate Hancock, August 2009

Video Games and Social Media Were Meant For Each Other Technology propels innovation in both Social media making games mainstream Bridging cultural divide between hardcore gamers & mainstream consumers Video games have been at the forefront of the social movement Games are inherently social

Technology propels innovation in both

Social media making games mainstream

Bridging cultural divide between hardcore gamers & mainstream consumers

Video games have been at the forefront of the social movement

Games are inherently social

Harness the Gaming Industry’s “Brave” Social Media Attitude Can use this early-adopter mindset in any business, but ACT NOW or never Lots of companies are already trying new things Be the FIRST to do it RIGHT Social technologies enable fun & meaningful new ways to engage your customers BE new, creative, bold & brilliant Build & retain loyal fan base Differentiate your brand

Can use this early-adopter mindset in any business, but ACT NOW or never

Lots of companies are already trying new things

Be the FIRST to do it RIGHT

Social technologies enable fun & meaningful new ways to engage your customers

BE new, creative, bold & brilliant

Build & retain loyal fan base

Differentiate your brand

Social Technology in Video Games & Gaming Industry Gaming in Social Media & Social Networks Overlap & Implications Contents:

Social Technology in Video Games & Gaming Industry

Gaming in Social Media & Social Networks

Overlap & Implications

Social in the Gaming Sphere

Video Games Influence Social Media Spearheaded social media movement Online games > MMOG genre > VWs > SNs Virtual worlds & MMOGs converged/ing Now, social networks are becoming virtual worlds (literally) Gaming is a prevalent feature & function of today’s social landscape

Spearheaded social media movement

Online games > MMOG genre > VWs > SNs

Virtual worlds & MMOGs converged/ing

Now, social networks are becoming virtual worlds (literally)

Gaming is a prevalent feature & function of today’s social landscape

In Games, Social Technologies = “Community Features” Social technologies are rampant in video games Enhance RL relationships & create new ones online Competition, collaboration Chat, forums, etc. Now social networks & in-game advertisers are cashing in too

Social technologies are rampant in video games

Enhance RL relationships & create new ones online

Competition, collaboration

Chat, forums, etc.

Now social networks & in-game advertisers are cashing in too

MMORPG is a Social Medium Avatars, screen names, IM, guilds, forums, LAN, leader boards, multiplayer modes, slang (FTW, n00b, lol), achievements, battles, UGC, tournaments, etc. Companies expanding the MMO genre with new types of online communities Over 200 kids’ virtual worlds in development Casual MMOGs, niche interests, etc.

Avatars, screen names, IM, guilds, forums, LAN, leader boards, multiplayer modes, slang (FTW, n00b, lol), achievements, battles, UGC, tournaments, etc.

Companies expanding the MMO genre with new types of online communities

Over 200 kids’ virtual worlds in development

Casual MMOGs, niche interests, etc.

Social Features on Game Consoles Xbox LIVE, PSN, WiiWare Avatars, UGC, achievements, contests, leader boards, etc. i.e. Little Big Planet, 1 vs. 100, Rock Band, Guitar Hero Facebook Connect DSi, Xbox LIVE, iPhone

Xbox LIVE, PSN, WiiWare

Avatars, UGC, achievements, contests, leader boards, etc.

i.e. Little Big Planet, 1 vs. 100, Rock Band, Guitar Hero

Facebook Connect

DSi, Xbox LIVE, iPhone

Social Features in Casual Games Nintendo does it their own way… Makes games for EVERYone Whole family from kids to grandparents can enjoy Understand their audience Party games - simple, fun & social New Wii Mario game - 4 player mode throughout Wii Sports – more fun w/group Big Fish “Babes”, Pogo.com, King.com casual online portals Very organic communities Big Fish Babes photo courtesy of: flickr.com/photos/narisa

Nintendo does it their own way…

Makes games for EVERYone

Whole family from kids to grandparents can enjoy

Understand their audience

Party games - simple, fun & social

New Wii Mario game - 4 player mode throughout

Wii Sports – more fun w/group

Big Fish “Babes”, Pogo.com, King.com casual online portals

Very organic communities

Big Fish Babes photo courtesy of: flickr.com/photos/narisa

Gaming Companies Engage Fans through Social Media Early adoption by gaming industry companies & media (blogs, Twitter, etc.) Not concerned about figuring out the right/wrong way to use social media Risky, “brave”, trendsetters Fast-paced industry “ If I don’t do it, you know somebody else will.” - Doctor John Be the FIRST to do it RIGHT

Early adoption by gaming industry companies & media (blogs, Twitter, etc.)

Not concerned about figuring out the right/wrong way to use social media

Risky, “brave”, trendsetters

Fast-paced industry

“ If I don’t do it, you know somebody else will.” - Doctor John

Be the FIRST to do it RIGHT

Gaming Companies Live by the “Feedback Loop” Developing games w/o user feedback is a bad idea Beta tests, focus groups, user testing, etc. Makes development more transparent & accessible Fans can get behind the game before it’s released i.e. LEGO Universe – Adult fans (LUPs) helping create

Developing games w/o user feedback is a bad idea

Beta tests, focus groups, user testing, etc.

Makes development more transparent & accessible

Fans can get behind the game before it’s released

i.e. LEGO Universe – Adult fans (LUPs) helping create

Feedback is Good for Business Game companies are using blogs, etc. to keep users informed Build buzz, get feedback i.e. Facebook TOS uproar Feedback through Twitter enhances customer service Faster & more PRO-active Social mentions can help identify fans, etc.

Game companies are using blogs, etc. to keep users informed

Build buzz, get feedback

i.e. Facebook TOS uproar

Feedback through Twitter enhances customer service

Faster & more PRO-active

Social mentions can help identify fans, etc.

Digitalized, 24/7 News Cycle Word-of-mouth, faster & more public process You have to BE news to MAKE news Marketers becoming a direct news source Cutting out “middle man” (traditional media) Social media should be included in every marketing/PR campaign If you can reach fans & potential customers DIRECTLY, why wouldn’t you?

Word-of-mouth, faster & more public process

You have to BE news to MAKE news

Marketers becoming a direct news source

Cutting out “middle man” (traditional media)

Social media should be included in every marketing/PR campaign

If you can reach fans & potential customers DIRECTLY, why wouldn’t you?

Gaming Enhances & Advances the Social Web Experience Video games are not only a facet of social media, gaming in social networks is the next step for social networks 57% of internet users play games online Bridging cultural divide Hardcore gamers are embracing social platforms, play styles…

Video games are not only a facet of social media, gaming in social networks is the next step for social networks

57% of internet users play games online

Bridging cultural divide

Hardcore gamers are embracing social platforms, play styles…

Gaming in the Social Sphere

Social Media is Facilitating Gaming’s Rise Among Mainstream Bridging cultural divide Broad, mainstream demographics are incorporating video games into their everyday lives Discovering uses for SNs and social gaming – personally & professionally

Bridging cultural divide

Broad, mainstream demographics are incorporating video games into their everyday lives

Discovering uses for SNs and social gaming – personally & professionally

Social Games Offer Big Benefits & Low Barriers to Entry Social games are ACCESSIBLE Small time investment, little to no cost, easy to pick up & play, most on PC, bridge generation gap Social games are ADDICTIVE Stress relieving, high replay value, immediate (more public) rewards, valuable networking benefits Social games CROSS platforms Facebook Connect – Xbox 360, iPhone, DSi, PC, etc.

Social games are ACCESSIBLE

Small time investment, little to no cost, easy to pick up & play, most on PC, bridge generation gap

Social games are ADDICTIVE

Stress relieving, high replay value, immediate (more public) rewards, valuable networking benefits

Social games CROSS platforms

Facebook Connect – Xbox 360, iPhone, DSi, PC, etc.

Social Features Enhance Gameplay Strengthen existing human relationships More fun against real friends & colleagues New platforms make social gaming accessible to all Facebook, iPhone, etc. 20% of all iPhone apps are games

Strengthen existing human relationships

More fun against real friends & colleagues

New platforms make social gaming accessible to all

Facebook, iPhone, etc.

20% of all iPhone apps are games

Social Games Make Players WANT To Invite Friends Many do not exist as a single player experience i.e. Pictionary The best multiplayer & social games require: Collaboration Competition Challenges Personalization options

Many do not exist as a single player experience

i.e. Pictionary

The best multiplayer & social games require:

Collaboration

Competition

Challenges

Personalization options

Social Games are Serious Business Social gaming industry expected to surpass $1billion in Western markets this year Successful social games tap the marketing potential of their community FUN games that use NEW biz models Bejeweled Blitz, Mafia Wars, Bowling Buddies

Social gaming industry expected to surpass $1billion in Western markets this year

Successful social games tap the marketing potential of their community

FUN games that use NEW biz models

Bejeweled Blitz, Mafia Wars, Bowling Buddies

Social Games Are Not Static Emerging idea of “services, not products” The “design, develop, launch, market” model is old news Requires community involvement Whose responsibility IS it? Great debate over Community Management

Emerging idea of “services, not products”

The “design, develop, launch, market” model is old news

Requires community involvement

Whose responsibility IS it?

Great debate over Community Management

“ Silent gratitude isn’t much use to anyone.” – G.B. Stern Fans WANT to share their opinions & experiences with your game/product Accolades, grievances, reviews, purchases… Engage consumers by playing to their egos Incorporate THEM into campaigns Motivate & reward brand advocates Advantageous for all companies They WANT to talk about your company! So give them something positive to say

Fans WANT to share their opinions & experiences with your game/product

Accolades, grievances, reviews, purchases…

Engage consumers by playing to their egos

Incorporate THEM into campaigns

Motivate & reward brand advocates

Advantageous for all companies

They WANT to talk about your company!

So give them something positive to say

Word-of-Mouth Marketing Power WoM marketing is blurring lines Between PR, journo, brands & fans Traditional media reviews less important Brand marketers can interact directly with consumers through social media PR as a direct news source Demise of traditional journalism

WoM marketing is blurring lines

Between PR, journo, brands & fans

Traditional media reviews less important

Brand marketers can interact directly with consumers through social media

PR as a direct news source

Demise of traditional journalism

Overlap and Implications

Convergence Of Gaming And Mainstream Through Social Media Bridging cultural divide between hardcore gamers & mainstream consumers Consumers undergoing simultaneous aggregation and fragmentation Aggregation - on SNs like FB, Myspace Fragmentation – so many distractions Places to go, things to do, people to interact with – online and offline

Bridging cultural divide between hardcore gamers & mainstream consumers

Consumers undergoing simultaneous aggregation and fragmentation

Aggregation - on SNs like FB, Myspace

Fragmentation – so many distractions

Places to go, things to do, people to interact with – online and offline

Social Media Spreads the Word We trust our friends, family & colleagues to make better recommendations Mass media lacks personal relevance Traditional media sources & reviews less important now Informed, individualized suggestions Changing roles for marketers, journalists, brands & consumers

We trust our friends, family & colleagues to make better recommendations

Mass media lacks personal relevance

Traditional media sources & reviews less important now

Informed, individualized suggestions

Changing roles for marketers, journalists, brands & consumers

“ The Social Will Permeate Everything” PR is evolving Level playing field Skills, requirements and industry as a whole Telecommunication, virtual workplace, etc. Can apply to any company, any industry

PR is evolving

Level playing field

Skills, requirements and industry as a whole

Telecommunication, virtual workplace, etc.

Can apply to any company, any industry

Social Games Use New Technologies & Provide New Opportunities Differentiate your brand as a forward-thinking innovator In-game ads, licensing, branded game opportunities, contests, tournaments, etc. People like sharing about themselves & SM enables brands to harness that Challenge, motivation, rewards

Differentiate your brand as a forward-thinking innovator

In-game ads, licensing, branded game opportunities, contests, tournaments, etc.

People like sharing about themselves & SM enables brands to harness that

Challenge, motivation, rewards

Social Media Changes Everything Harness the game industry’s early-adopter mindset to engage fans in fun new ways Games are an effective “tool” for customers to interact w/ your brand Social media makes it easy Builds organic, loyal fan base Social gaming valuable for any industry

Harness the game industry’s early-adopter mindset to engage fans in fun new ways

Games are an effective “tool” for customers to interact w/ your brand

Social media makes it easy

Builds organic, loyal fan base

Social gaming valuable for any industry

Feedback is Good What do YOU think about “gaming socially”? Contact Kate Hancock on the web: Email: [email_address] TriplePoint PR blog: www.triplepointpr.com Agency Twitter: @ triplepoint OR on ( you knew it was coming ) the social web: Twitter.com/ katelollar Facebook.com/katelollarhancock LinkedIn.com/in/katelollar Xbox LIVE: LollarBills

What do YOU think about “gaming socially”?

Contact Kate Hancock on the web:

Email: [email_address]

TriplePoint PR blog: www.triplepointpr.com

Agency Twitter: @ triplepoint

OR on ( you knew it was coming ) the social web:

Twitter.com/ katelollar

Facebook.com/katelollarhancock

LinkedIn.com/in/katelollar

Xbox LIVE: LollarBills