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Games&Social Media-Renan Bidoia Games&Social Media-Renan Bidoia Presentation Transcript

  • Games & Social Media
    by Renan Bidoia
    Prof. Robert Kozinets
  • Agenda
    Definition
    What’s going on?
    Statistics
    Cases/Examples
    Zynga
    Virtual Worlds
    Foursquare
    Conclusion
  • What is Social Gaming?
    Web-based games, based on social network platforms
    Multiplayer
    Interactive elements / Shareable content
    Awareness of others’ actions
    Simple and creative games
    Casual gamers
    3 Main Types
    Social games in Social Networks
    Game Portals
    In-browser social games
  • S
    W
    TRENGTHS
    EAKNESSES
    T
    HREATS
    Social Gaming Market
    • Brands Visibility (In-Game Advertising)
    • Worldwide Exposure
    • Social Media in great growth
    • Low-Tech needs
    • Reliance on the Social Networks
    • Charge for Ads, Transactions and Space (No Free Virality)
    Internal
    factors
    O
    PPORTUNITIES
    • Diversify social network platforms (MySpace, Hi5, etc)
    • “Niche Trend”
    • More time spent online
    • Global Internet Penetration (23% in 2008; 30% in 2012)
    External
    factors
    • Initial Stage (Fragile)
    • Social Networking Fatigue (Loss of Attractiveness; Fad)
    • Highly competitive market
    Negative
    Positive
  • How companies make money?
  • Statistics
    Do you play social
    games online?
  • Zynga
    Founded in 2007
    Already profitable (47% margin)
    $850 million revenues (2010)
    Free Games
    Virtual Goods X Real Money
    Crops (FV), Guns (MW), Treasure (TI)
    Over 215 million active users monthly
    Valued at $4.5 billion
    Big set of investors ($219 million)
    and advisors
  • FarmVille
  • Virtual Worlds
    Users can create Avatars
    Alternative Identities
    “The Sky is the Limit”
    Corporate Opportunities
    Advertising
    V-Commerce
    Marketing Research
    Human Resource Management
    Internal Process Management
  • Second Life
  • Foursquare
    Mixture of social, locative and gaming elements to encourage people to explore the cities in which they live
    “Check-Ins”
    Share location to friends
    Bookmark places
    Users compete in a Leaderboard
    More Check-Ins  More Points
    Unique discounts and benefits
    Social Media Integration
    Update Facebook/Twitter status
    Login through Facebook
    Add Friends through Gmail, Facebook and Twitter
  • Foursquare for Business
    Many advantages, such as:
    Increase loyalty
    Deeper Relationship
    Constant Feedbacks
  • Conclusions and Trends
    Very positive perspectives in short-term
    Demographic trends
    Social Network Growth
    Emerging Platforms Opportunities
    Some threatening factors
    Reliance on Social Networks
    High Competitive Market
    Without SM Platforms and its components, there’d be no Social Games
    Mobile devices Huge importance
  • QUESTIONS ?
  • References
    Social Gaming Report –Econsultancy
    http://blogs.wsj.com/digits/2010/05/04/farmville-maker-zynga-valued-at-4-billion/
    http://360.datamonitor.com/Product?pid=BI00028-007
    http://360.datamonitor.com/Product?pid=BI00028-008
    http://www.brandchannel.com/home/post/2011/02/24/Zynga-Profits-Soar.aspx