Your SlideShare is downloading. ×
Social game monetizing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social game monetizing

1,494
views

Published on

This presentation made for Sparx Up Award 2011 Seminar Series.

This presentation made for Sparx Up Award 2011 Seminar Series.


0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,494
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
59
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • “Any game where the key game design elements are based on the interaction between the players”- KlaasKersting, Gameforge -
  • 1.1 BILLION REGISTERED VIRTUAL WORLD ACCOUNTS
  • Why The Change?In 2007, social gaming was born, removing all barriers to entry, allowing people to all ages to play together, anytime, anywhereSocial game represent a cultural shift in the way we play35% of social gamers have never played a game beforeZynga’s ‘CityVille” reached 100 million active monthly players a month after launch3rdsense – Adtech Sydney
  • Greatly Desired
  • Long Life, Great Duration
  • The Most Important!
  • VI can be Functional, decorative, gifts, status, rewards, collectibles VI allow players to set goals (they save up to buy = long term objectives) Promote Trading & exchanging (open up communication between players) Large price variants between VI increases overall game depth “Rare’ or exclusive VI promote a sense of urgency and impuls buys
  • Used to buy VI = High Revenue Generator VC is earned progressively trough game play (high time requirement, no cost) Or VC is purchased instantly (low time requirement, high cost) Also acquired in other ways (by lead generation offers, etc) Can be multi-leveled, like Farm Ville VC+VI = Virtual Economy
  • Makes the game “social”, like a party Play with/against friends, even when they’re not online Create a sense of realism community Create a strong emotional connection between players 62% of all social gamers play with REAL friends (PopCap, 2010)
  • Lots of “JUICY” feedback (bright colors, positive, etc) Gives the player MOTVATION to keep playing Trophies, awards, secrets, bonuses, rewards Opportunities and reasons to BRAG (make it go viral) Very easy to get initially, becomes progressively harder (but more rewarding)
  • Big social games never really end, player never ‘beat’ the game or ‘win’ Always add content based on demand Goals and objectives grow, as the players grow Updates > games should constantly improve
  • Players who spend massively on virtual goods and gifts Whale: > USD 1,000 Super Whale: > USD10,000 Mafia Wars, Happy Aquarium, etc Small percentage (10%) of users in the category Single Minded
  • Micro Transactions: Virtual Items Virtual Currency
  • Micro Transaction + Subscription + Immersive Brand Advertising + Metered System
  • Mobile is Personal: 91% of people have their mobile within arm’s reach 24/7 – Morgan Stanley 2007 60% of Married people will not share their mobile with their spouse! – Wired Magazine 2006 It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone – Unisys Survey 10% of under-25-year-orld find it OK to text whilst having sex – RetrevoGadgetology Report, 2010Via Volkerhisch, Scoreloopl @vhirsch
  • 3RDSense onAd:tech Sydney
  • How Brands can use games? Advertising around games Advertising in games Sponsoring games of part of games Taking an existing game & re-skinning it Creating games from scratch Creating games portal Create social game with Virtual Economy
  • Cost effective form of Marketing Deep band exposure Collect Data Establish a personal connection Allow customers to interact directly with Brand Leave people feeling good about your brand Viral & Social Great way to educate
  • Transcript

    • 1. THE RISE OF SOCIAL GAMES
      SG MONETIZATION
      SPARX UP AWARD 2011 SEMINAR SERIES. JAKARTA, JUNE 23, 2011
      Mu’min Santoso
      @msantoz
    • 2. Topics
      Definition
      Overview
      Social Game Success Factor
      Monetization
      Q&A
    • 3. “Any game where the key game design elements are based on the interaction between the players”- KlaasKersting, Gameforge -
    • 4. OVERVIEW
    • 5. Ad:tech Sydney – March 2011
    • 6. HOW DO SG MAKE MONEY?
    • 7. EVOLUTION?
    • 8.
      IT’S CHANGED
    • 9. WHY CHANGE?
      BORN : 2007
      CHANGE THE WAY WE PLAY GAME
      35% Social Gamers have never played a game before
      ZINGA’S ‘CITYVILLE’ REACH 100M ACTIVE MONTHLY PLAYERS A MONTH AFTER LAUNCH
      3rdsense – Adtech Sydney
    • 10.
    • 11.
    • 12. RULE OF THE ‘GAME’
      RockYou
    • 13. WHY SOCIAL GAME RISING?
      NETWORK EFFECT
    • 14.
    • 15. SOCIAL/VIRAL
    • 16. REPEAT PLAY
    • 17. SOUGHT AFTER
    • 18. LONGEVITY
    • 19. REWARDING
    • 20.
    • 21. 5 COMPONENTS OF SUCCESSFUL SOCIAL GAMES
      ENGAGEMENT
    • 22. VIRTUAL ITEMS (VI)
      • Functional, decorative, gifts, status, rewards, collectibles
      • 23. Allow players to set goals (they save up to buy = long term objectives)
      • 24. Promote Trading & exchanging (open up communication between players)
      • 25. Large price variants between VI increases overall game depth
      • 26. “Rare” or exclusive VI promote a sense of urgency and impulse buys
    • VIRTUAL CURRENCY (VC)
    • 27. SOCIAL GRAPH
      62% of all social gamers play with REAL friends
      PopCap, 2010
    • 28. FEEDBACK
    • 29. NEVER ENDING GAMEPLAY
    • 30. UNDERSTANDING MONETIZATION
      ARBITRAGE
    • 31. Monetization Models
      http://lsvp.wordpress.com/2008/07/02/29-business-models-for-games/
    • 32. Keys to MONETIZATION
      RockYou
    • 33. Who Plays SG?
    • 34. What’s Hot? SPENDER
    • 35. Spender
      • Players who spend massively on virtual goods and gifts
      • 36. Whale: > USD 1,000
      • 37. Super Whale: > USD10,000
      • 38. Mafia Wars, Happy Aquarium, etc
      • 39. Small percentage (10%) of users in the category
      • 40. Single Minded
    • Spender
    • 41. What’s Hot? FREEMIUM
      Micro Economy:
      • Virtual Items
      • 42. Virtual Currency
      Via Zerealm
    • 43. WHY FREEMIUM?
    • 44. What’s Hot? HYBRID
      • Micro Transaction
      • 45. + Subscription
      • 46. + Immersive Brand Advertising
      • 47. + Metered System
    • What’s Hot: MICRO ECONOMY (ME)
    • 48. Drive Action through ME
    • 49. What’s Hot? CONVERGENCE
    • 50. What’s Hot? CONVERGENCE
      MOBILE!
    • 51. MOBILE?
      Mobile is the most powerful digital medium to the date
    • 52.
    • 53.
    • 54. Why?
      It’s a BIG (numbers)
      It’s Personal (nature)
      It has More Context (Identification of Needs)
      It Can Make you Money
    • 55. 61,88 %
      38,12 %
      Mobile
      Others
      24.195.080people  internet mobile
      Source: Effective Measure, April 2011
      Internet Habit
      connect with others
      showing existence
      4
      1
      search and share information
      2
      ecommerce
      5
      play games
      3
      Source:
      BBC World Service poll, 2010
      RazorFish 2010
      IT IS BIG
    • 56. It’s PERSONAL
      • 91% of people have their mobile within arm’s reach 24/7 –Morgan Stanley 2007
      • 57. 60% of Married people will not share their mobile with their spouse! –Wired Magazine 2006
      • 58. It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone –Unisys Survey
    • It’s PERSONAL
      10% of under-25-year-old find it OK to text whilst having sex
      RetrevoGadgetology Report, 2010
    • 59. Mobile Has More Context
      Personal Mass Media
      Always Carried
      Always On
      Built in Billing System
      Present at the point of Creative Impulse
      Accurate audience identification
      Captures social context
      Enables augmented reality
    • 60. What’s Hot? BRAND
      3RDSense on Ad:techSydney 2011
    • 61. What’s Hot? BRAND
      How Brands can use games?
      • Advertising around games
      • 62. Advertising in games
      • 63. Sponsoring part of games
      • 64. Taking an existing game & re-skinning it
      • 65. Creating games from scratch
      • 66. Creating games portal
      • 67. Create social game with Virtual Economy
    • Benefit for Brand
      • Cost effective form of Marketing
      • 68. Deep band exposure
      • 69. Collect Data
      • 70. Establish a personal connection
      • 71. Allow customers to interact directly with Brand
      • 72. Leave people feeling good about your brand
      • 73. Viral & Social
      • 74. Great way to educate
    • LESSONS: KEEP TESTING
    • 75. TO SUM IT UP
      PUMP THE NETWORK EFFECT
      ENGAGE TIGHTLY
      GRAB THE FUTURE POTENTION
      PREPARE REVENUE GENERATOR
    • 76. QUESTION?
    • 77. Thank you
      Mu’min Santoso
      @msantoz

    ×