Social Plays In Networked Gaming

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

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

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

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

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

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.

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

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

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

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

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.

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?

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…

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

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 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

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

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 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

“ 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

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

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

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

“ 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

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

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

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

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Social Plays In Networked Gaming

by Kate Hancock on Aug 05, 2009

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Social Plays In Networked Gaming — Presentation Transcript