Mobile Social  Games Oscar Clark Evangelist    PapayaMobile Inc
State of the Mobile MarketWe all know its big...•   5.6B mobile subscribers•   900M Smartphones•   575M Smartphone “app” u...
Why is mobile different?Players use different devices for a reason• Mode of Use• Context and mood• Fragmentation• Reliabil...
Why Social on Mobile?Gamers who play together pay together• Social discovery• Low-pressure sharing• Retention• Social Capi...
Case Study: Zombies… OMGSocial Effect last beyond the  initial promotion• 500k installs in 4 weeks• 3 days of Pmail promot...
Talking Mobile: Apple AppStoreApp Store is the one everyone wants to be•   Hit 25bn downloads•   575k+ apps; 100k + Games•...
Talking Mobile: Android MarketPlace Android market place is the  place for pushing  boundaries •   700k+ Daily Activations...
Talking Mobile: Challenging CampaignsGetting discovered is only going to get more difficult•   Typical campaign starts at ...
Talking Mobile: FragmentationGetting on mobile is a different technical challenge•   Device OS (upgrades)•   Screen size/r...
Talking Social: Games as a ServiceSocial games need to be services• Measure Measure Measure• Designers need to  understand...
Talking Social: Who are your players?Different Players buy for different reasons• Collector:  – "Got to catch them all"• E...
Talking Mobile: Who are your players? Mobile Players play based  on Mood & Mode • Entertain Me:   – "Keep me from going ma...
Talking Social: Pricing is everythingMaximise the opportunity•   Purchases will be a barrier•   Reduce the risk to the use...
Talking Social: Pricing is everythingMaximise the opportunity•   Purchases will be a barrier•   Reduce the risk to the use...
Talking Money: PremiumAnticipation is essential and it buys loyalty• Players have to crave your game• You cant measure the...
Talking Money: AdvertisingBrand sponsored experiences• Monetize those who wont pay• Media buying is getting much  better• ...
Talking Money: FreemiumGive players a reason to spend money• Free-players are a vital audience• First $1 spend must be eas...
Talking Social: Understand the True FansTrue Fans are happy to spend money• Whales can be 1-4% of  audience but <60% reven...
Talking Social: Total LifetimeValueWe dont just want a one night stand• True fans can take 8-12  days to start spending• N...
Talking Social: Compulsion LoopsGive Players a reason tokeep coming back• Schedule of Reinforcement• Grinding• Social Conn...
Talking Social: Social AchievementPlaying the game should grant me ‘Social Capital’•   Let players show off•   Different r...
Talking Social: Buy Better Play Buying things should help  me love the game • Each purchase must improve   the game • Link...
Talking Social: Tread carefully! Easy to damage games  with poor Monetization • Preserve Game balance • Free Demo & Level ...
HTML5 + Flash Do we focus on a Native  or Browser? • HTML5 + WebGL   browsers on Android • Will we get consistent   perfor...
...in the end its all about the game
Who is PapayaMobile? The leading social gaming network for mobiles with 50 million users and 300+                games.  •...
Any Questions?           Thank you :)                   oscarclark@papayamobile.com                             Twitter: @...
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Gdcsf 2012 presentation

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  • Bartle types Achiever/explorer/socializer/killer
  • Bartle types Achiever/explorer/socializer/killer
  • Bartle types Achiever/explorer/socializer/killer
  • Bartle types Achiever/explorer/socializer/killer
  • Bartle types Achiever/explorer/socializer/killer
  • PapayaMobile is a Mobile Social Gaming Network. We started by creating our own games on Android. We had some great success with some games including PapayaFarm which generates more than $100 per month.
  • Gdcsf 2012 presentation

    1. 1. Mobile Social Games Oscar Clark Evangelist PapayaMobile Inc
    2. 2. State of the Mobile MarketWe all know its big...• 5.6B mobile subscribers• 900M Smartphones• 575M Smartphone “app” users• 120m people play Social games• 81m play every day• 49m play multiple times a day• 31m have bought virtual goods• 38% play on a mobile phone
    3. 3. Why is mobile different?Players use different devices for a reason• Mode of Use• Context and mood• Fragmentation• Reliability of connection• The most social device?
    4. 4. Why Social on Mobile?Gamers who play together pay together• Social discovery• Low-pressure sharing• Retention• Social Capital• Unlock True Fan potential
    5. 5. Case Study: Zombies… OMGSocial Effect last beyond the initial promotion• 500k installs in 4 weeks• 3 days of Pmail promotion• Social Accelerator effects
    6. 6. Talking Mobile: Apple AppStoreApp Store is the one everyone wants to be• Hit 25bn downloads• 575k+ apps; 100k + Games• 100’s of new apps/day• Easy Billing• Increasingly difficult to get noticed
    7. 7. Talking Mobile: Android MarketPlace Android market place is the place for pushing boundaries • 700k+ Daily Activations • 400k+ apps (25.6% Games) • Polished new games can win • Billing is challenging • Alternative AppStores
    8. 8. Talking Mobile: Challenging CampaignsGetting discovered is only going to get more difficult• Typical campaign starts at $20k• Free App of the day less effective• Users need a reason to download• Competition is getting fiercer• Being Free isnt enough
    9. 9. Talking Mobile: FragmentationGetting on mobile is a different technical challenge• Device OS (upgrades)• Screen size/resolution• Controls? back button?• Processor performance• Backward compatibility
    10. 10. Talking Social: Games as a ServiceSocial games need to be services• Measure Measure Measure• Designers need to understand the data• Make regular iterative improvements• Minimum Viable Product must still be polished
    11. 11. Talking Social: Who are your players?Different Players buy for different reasons• Collector: – "Got to catch them all"• Explorer: – "Where can I go today?"• Socialiser: – "I want to be popular"• Competitor: – "Im going to Pwn ya!"
    12. 12. Talking Mobile: Who are your players? Mobile Players play based on Mood & Mode • Entertain Me: – "Keep me from going mad" • Max my time: – "Just two minutes to fill" • Show and tell: – "Too cool for you" • Habit Forming: – "My guilty pleasure"
    13. 13. Talking Social: Pricing is everythingMaximise the opportunity• Purchases will be a barrier• Reduce the risk to the user• Understand Price Elasticity• Consumable vs Durable• Billing models affect gameplay
    14. 14. Talking Social: Pricing is everythingMaximise the opportunity• Purchases will be a barrier• Reduce the risk to the user• Understand Price Elasticity• Consumable vs Owned goods• Billing models affect gameplay
    15. 15. Talking Money: PremiumAnticipation is essential and it buys loyalty• Players have to crave your game• You cant measure the players you turn away• Few brands can sustain Premium• Players are invested in game
    16. 16. Talking Money: AdvertisingBrand sponsored experiences• Monetize those who wont pay• Media buying is getting much better• Most effective when relevant to the game• Needs to be increasingly smart
    17. 17. Talking Money: FreemiumGive players a reason to spend money• Free-players are a vital audience• First $1 spend must be easy and rewarding• Consumable goods (short term)• Durable Goods (longer term)• Make it possible to spend $100+ * Apologies to Nicholas Lovell
    18. 18. Talking Social: Understand the True FansTrue Fans are happy to spend money• Whales can be 1-4% of audience but <60% revenue• 86.9% of purchases are to accelerate play• 96.65% of purchases are on consumables
    19. 19. Talking Social: Total LifetimeValueWe dont just want a one night stand• True fans can take 8-12 days to start spending• Nagging payment requests take their toll in time• Work with the user lifecycle to keep them engaged• Avoid the hangover Typical number of Games an X-City player where spends money
    20. 20. Talking Social: Compulsion LoopsGive Players a reason tokeep coming back• Schedule of Reinforcement• Grinding• Social Connections• Virality and K-Factor• Social Reciprocation
    21. 21. Talking Social: Social AchievementPlaying the game should grant me ‘Social Capital’• Let players show off• Different reward behaviours• Gifting and Reciprocation• Not social if I cant share• The Poke effect
    22. 22. Talking Social: Buy Better Play Buying things should help me love the game • Each purchase must improve the game • Linking gifts to purchased goods • Exchange time for money, but keep it fair • Ambiguous strategy boosts value
    23. 23. Talking Social: Tread carefully! Easy to damage games with poor Monetization • Preserve Game balance • Free Demo & Level packs generally dont work • Don’t annoy Free-players • Nagging quickly gets dull
    24. 24. HTML5 + Flash Do we focus on a Native or Browser? • HTML5 + WebGL browsers on Android • Will we get consistent performance • Needs app-like simplicity • Papaya Social Splash (Flash + HTML5 for Android/iOS)
    25. 25. ...in the end its all about the game
    26. 26. Who is PapayaMobile? The leading social gaming network for mobiles with 50 million users and 300+ games. •Founded in 2008 with $22M raised through DCM and Keytone. •90 staff with offices in San Francisco, London and Beijing •More than 80% of users come from US and Europe •Popular games earn more than $1 million per year. CONFIDENTIAL
    27. 27. Any Questions? Thank you :) oscarclark@papayamobile.com Twitter: @Athanateus

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