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David vs. GoliathVille: A Call to Arms for Social Game Designers

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My Design Track Keynote from the 2010 Montreal International Game Summit. From the description:...

My Design Track Keynote from the 2010 Montreal International Game Summit. From the description:

As the social gaming space is increasingly dominated by major players, we as an industry already run the risk of stagnation in our newest field. Intended as a call to arms for indies, this talk seeks to dispel the myths surrounding what "success" means in social game development. Market share is not the only winning path -- no matter what the VC's tell us -- and we’ll break down how indies are in a unique position to innovate, take risks, move fast, and push the medium forward in a way that the lumbering goliaths are unable (or unwilling) to do.

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David vs. GoliathVille: A Call to Arms for Social Game Designers David vs. GoliathVille: A Call to Arms for Social Game Designers Presentation Transcript

  • montreal international game summit 2010 David vs. GoliathVille a call to arms for indie social game designersScott Jon Siegel http://numberless.net@numberless scottjonsiegel@gmail.com
  • David vs. GoliathVille but first, a brief disclaimer: The opinions expressed a call to arms for indie social game developers here are those of the presenter, and do not necessarily represent the views of his employer.Scott Jon Siegel http://numberless.net@numberless scottjonsiegel@gmail.com
  • Scott Jon SiegelSocial Game DesignerZynga; June 2008 - August 2009 ‣ Scramble Live, iPhone ‣ Café World, FacebookPlaydom/Disney; September 2009 - Present ‣ City of Wonder, Facebook
  • intro
  • call to arms
  • call to arms
  • call to armsCALL TO ARMS
  • call to arms
  • call to arms
  • call to arms
  • call to arms
  • part one
  • part one
  • part one
  • part one
  • the outsider
  • the outsider THEOUTSIDER
  • the outsiderTHE INSIDERS
  • the outsider (sausage fest)
  • the outsiderThree Simple Questions
  • the outsiderThree Simple Questions1. HOW DO YOU DEFINE “INDIE”?2. HOW DO YOU DEFINE “SOCIALGAMES”?3. WHY DO INDIES HATE SOCIALGAMES SO MUCH?
  • the outsider i n die
  • the outsider i n die
  • the outsider“These are dumb questions.” Chris Hecker Co-Founder, Indie Game Jam
  • the outsider“The whole ‘whats indie’ thing is apointless circular discussion I’mtrying to distance myself from.”Phil FishChief Creative Officer, Polytron
  • the outsider“A lot of people seem to want to talk about that, but it never produces interesting ideas or useful discussions.” Jonathan Blow Designer/Programmer, Braid
  • the outsider“Indie is hard to define.”Jenova ChenCo-Founder, ThatGameCompany
  • the outsider“There’s indie as method [...] andthen there’s indie as style...”Frank LantzChief Creative Officer, area/code
  • the outsiderWhether you’re indie as method, or indie asstyle, social games have something compellingto offer.
  • the outsiderWTF ARE SOCIAL GAMES?
  • the outsider“GAMES ON FACEBOOK”
  • the outsider“GAMES INVOLVING SOCIAL INTERACTION”
  • the outsider“IT’S A POOR TERM, WHATEVER IT IS”
  • the outsiderWTF ARE SOCIAL GAMES?
  • the outsiderWTF ARE SOCIAL GAMES?
  • the outsiderSocial Games are those which evoke“emergent social play” - Zimmerman/Salen, 2004
  • the outsider
  • the outsider SOCIAL GAMES
  • the outsider ork netw ^ SOCIAL GAMES
  • the outsider ork netw ^ SOCIAL GAMES ‣ social graph ‣ platform communication channels
  • the outsiderWHY ALL THE HATE?
  • the outsider “Indie game developers generally dont make social games because they tend to actually like games, and they tend to respect their players and want to give theplayers good experiences. ‘Social game’ development isgenerally about the opposites of these things. It should be pretty obvious.”
  • the outsiderI OBVIOUSLY DISAGREE.
  • part twoI SOCIALGAMES
  • i <3 social games they’re HUGE.
  • i <3 social games ‣ over 195,000,000 active users on Facebook every day ‣ 24% of all internet users in US & UK play social games. ‣ of those users, 49% log in to social networks specifically to play social games. 11% 9% The complete lack of necessity for a chart on this slide. The pressure to do it anyway so the slide wouldn’t feel unbalanced. How sad I make myself sometimes. 80%Source: Information Solutions Group, February 2010
  • i <3 social gamesthey’re DIVERSE.
  • i <3 social games US UK Percentage of Social Gamers by Age 30% Percentage 24% 18% 12% 6% 0% 18 1 9 9 9 9 + -2 -2 -3 -4 -5 60 < 18 22 30 40 50 Percentage of Social Gamers by Gender 60% Percentage 48% 36% 24% 12% 0% Male FemaleSource: Information Solutions Group, February 2010
  • i <3 social games the average social gamer is a 43 year-old woman.Source: Information Solutions Group, February 2010
  • i <3 social games the average social gamer is a 43 year-old woman.Source: Information Solutions Group, February 2010
  • i <3 social gamesthey’re PROFITABLE.
  • i <3 social games ‣ 28% of social gamers have spent real money in social games. ‣ users who spend once are exponentially more likely spend again. ‣ Virtual goods on track to generate $1.6 billion in US revenue in 2010. ‣ Estimated to account for 20% of all gaming revenue by 2011.Sources: Information Solutions Group, February 2010 http://news.cnet.com/8301-13846_3-20004317-62.html http://www.socialtimes.com/2010/02/56-of-social-game-buyers-buy-again-according-to-social-gold/
  • i <3 social games social gaming is BROADsocial gamingPRINTSMONEY
  • i <3 social games social gaming is BROADsocial gamingPRINTSMONEY
  • i <3 social games Parking Wars area/code, 2007
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games^ MY STREET MY FLEET >
  • i <3 social games =$
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games
  • i <3 social games Skyrates Carnegie Mellon, 2006
  • i <3 social games Skyrates Airship Studios, 2006
  • i <3 social games Sharkrunners area/code, 2007
  • i <3 social games Sharkrunners area/code, 2007
  • i <3 social games “SOCIAL” GAMES
  • i <3 social gamesRSS SyndicationReally Simple
  • i <3 social games Before RSS
  • i <3 social games After RSS
  • i <3 social gamesINFORMATION COMPULSION
  • i <3 social gamesINFORMATION COMPULSION ‣ News Sites ‣ Blogs ‣ YouTube ‣ Facebook ‣ Twitter ‣ Tumblr
  • i <3 social gamesSHALLOWESCAPISMa short-form indulgement ofdistraction, often as apunctuated instance of a morelong-term form of escapism.
  • i <3 social games ork netw ^ SOCIAL GAMES ‣ social graph ‣ platform communication channels
  • i <3 social games
  • i <3 social games
  • i <3 social gamesSource: AppData.com, November 2010
  • i <3 social games amaitokyo.deviantart.com
  • part three
  • david vs. goliathville
  • david vs. goliathville
  • david vs. goliathvilleSource: DeveloperAnalytics.com, November 2010
  • david vs. goliathvilleMO USERSMO PROBLEMS
  • david vs. goliathville
  • david vs. goliathville
  • david vs. goliathville
  • david vs. goliathville
  • the end Scott Jon Siegel http://numberless.net scottjonsiegel@gmail.com THANKS! @numberless IMAGE CREDITS: ‣ sijm.ca ‣ indiecade.com ‣ expdot.com ‣ babycastles.com ‣ apps.facebook.com/cowclicker ‣ flickr.com/photos/masterslate/2529062829 ‣ apps.facebook.com/friendwheel ‣ apps.facebook.com/parkingwars ‣ areacodeinc.com ‣ http://www.flickr.com/photos/splityarn/3483403854 ‣ commons.wikimedia.org/wiki/File:The_Red_Magic_Circle.gif ‣ skyrates.net ‣ sharkrunners.com ‣ flickr.com/photos/joanna_young/3167061329 ‣ flickr.com/photos/9422878@N08/4005702259 ‣ someecards.com ‣ amaitokyo.deviantart.com ILLUSTRATIONS by Shelley Monahan ‣ amachinethatmadesilence.tumblr.com SPECIAL THANKS to Jenova Chen, Eric Zimmerman, Chris Hecker, Darius Kazemi, Phil Fish, Frank Lantz, Jon Blow, & Chaim Gingold.