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  • Erik
  • Erik
  • Erik
  • Erik – Example of social network games, stardoll.
  • Erik – Social: 99% muslims, conservative values may resist offensive content, language important, dislikes upfront payments.Technology: Internet growth 30 to 41.6% 2009-2010. 25M users, 4th largest in the wold, download limits, online games market growing fast (40% annualy)Read white text.1) http://www.oxfordreference.com.ez.hhs.se/views/ENTRY.html?entry=t142.e11843&srn=2&ssid=58762027#FIRSTHIT2) http://www.hurriyetdailynews.com/n.php?n=turkish-parents-fear-children-at-risk-using-internet-2010-02-213) http://www.activegamingmedia.com/media-center/turkey-rising-%E2%80%93-an-interview-with-erkan-bayol-executive-producer-at-ceidot-game-studios4) http://www.turkstat.gov.tr/PreHaberBultenleri.do?id=63085) http://www.socialgamesobserver.com/facebook-newsflash-new-alcohol-ad-guidelines-local-patents-and-problems-in-turkey-23676) http://www.activegamingmedia.com/media-center/turkey-rising-%E2%80%93-an-interview-with-erkan-bayol-executive-producer-at-ceidot-game-studios7) http://www.hurriyetdailynews.com/n.php?n=turkey-grows-rapidly-in-online-gaming-2010-09-14
  • Richard – Stable economy, Moodys credit rating. Big max index illustrating price levels in a global perspective. GDP per capita illustrating purchasing power of consumers in sweden, turkey and poland.8) http://www.istockanalyst.com/article/viewiStockNews/articleid/37706689) www.bigmacindex.org10) http://www.oecd.org/document/35/0,3746,en_2649_201185_46547235_1_1_1_1,00.html#gdp
  • Richard – Research indicates that Turskish people are ”Significally aware of the environmental pollution”, this must be taken into account when developing an environmental strategyPolitical – Turkey is striving for membership of the european union, this will be possible at the earliest by 2013. And then again, since politics often reflects social values, offensive content is an issue in the political world as well.11) Awareness to Environmental Pollution in Turkey, 2008. Murat Cankur12) http://euobserver.com/9/2381313) http://www.socialgamesobserver.com/facebook-newsflash-new-alcohol-ad-guidelines-local-patents-and-problems-in-turkey-2367
  • Gustaf – we use the term Portal = to include social networks that may lack social interaction in comparison to facebook.Explain – game developers (international/domestic), AdvertisersFormal/informal relations - EXPLAIN
  • Gustaf - local turskish game developer Ceidot (900 000 users)
  • Gustaf – Users-portal, games played on portalsDevelopers – portal. 70/30 model, tension.Developers rely of facebook today.14) http://www.tbiresearch.com/facebook-payments-could-boost-revenue-by-200-to-400-million-per-year-2010-215) http://www.pcworld.com/article/196010/sorry_zynga_farmville_needs_facebook.html
  • Richard – Long tail business model. Power distribution curve.This is our own adaptiation of the long tail business model to the world social network games. Very few games become extremely popular, the hits. The Long-tail refers to harnessing niche content to compete with the hits. This could threaten facebook dominance if the content is to restricted.

Sse  social_network_games_group7a Sse social_network_games_group7a Presentation Transcript

  • Live case – Social network games
    STEEP analysis and network analysis
    Group 7a
    February 7 - 2011
  • Executive summary
    This presentation focuses on the turkish market of social network games. It provides a STEEP and network analysis, to better understand the current situation and possible future development.
    Litterature studies show a tremendous growth in Turkey’s internet usage creating potential players. ”Offensive” content is a delicate matter, but future membership of the European union may ease social and political issues over time.
  • Social network games
    • Distributed through social networks or creating a social network
    of its own.
    • Success relies on your own personal network
    • No victory conditions – the game never ends
    • Virtual currency often used
    Examples include ”Farmville”, ”Mafia Wars”, ”Stardoll” and ”Cityville”.
    Source: Malin Ströman, former VP Stardoll
  • STEEP analysis, social network gaming in the Turkish market
    Social – 99% muslim population (1). Conservative values can resist some ”offensive” content (2). Turkish language important. Dislikes paying upfront (3)
    Technology – Internet user growth 2009 to 2010 from 30% to 41.6% of population (4). 25M Turkish users on facebook, 4th largest in the world (5). Download limits on many broadband connections (6).
    The online games market is the fastest growing component with a projected annual growth rate of nearly 40 percent (7).Control /adapt content to users (local preferences), use microtransaction payment model. Trend indicating rapid progress in technological infrastructure and usage. Huge cluster of new internet users makes Turkey rich in social network game potential. Avoid large data transfers.
  • STEEP analysis, social network gaming in the Turkish market
    Economy - Stable economy (8). Less money to spend on games compared to e.g Sweden and Poland.
    GDP per capita in US dollars, current prices and PPPs (10).
    Big Mac index, illustrating price levels. Price in US dollars. (9).
    Take price levels and purchasing power into account when setting prices
  • STEEP analysis, social network gaming in the Turkish market
    Environmental – ”Significally aware of the environmental pollution”. (11).
    Political –Striving for EU membership, earliest 2013. Adopting EU regulations. (12). EU membership resulting in greater stability. Political actions against ”offensive material” (13).
    Environmentally aware citizens requires sustainable environmental policies throughout the business. Future EU membership will facilitate trade and labor agreements.
  • Network analysis
    Feedback. Attempt to release games directly to customers
    Inter. Dev.
    Users
    Users use FB to socialize and play games. User activity provides ad revenues for FB
    Some games use advertisement business models.
    International portals (Facebook)
    Dom. portals
    Advertisers
    Dom. dev
    Informal relation
    Formal relation
  • Examples of prominent actors
    Céidot Game Studios
    Dom. dev
    Zynga, Crowdstar, Stardoll
    Inter. Dev.
    Dom. portals
    Ekolay.net, Mynet.com
    Facebook
    International portals
  • Network analysisMost important relationships
    Users <-> Portal Games made by the developer are played on the portal. User activity is essential for portal profitability.
    Developers (Domestic/International)<-> Portal (Facebook) Developers such as ”Zynga” create games for Facebook. The relationship between facebook and the developers is under a lot of tension since facebook requires payments to be made by their own virtual currency, taking 30% of the transaction value (14).
    Developers (Domestic/International) <-> Users Because of the 70/30 model of Facebook developers are now looking into ways of distributing their content directly to the user. User may provide feedback for future improvements.
    But so far developers such as Zynga needs facebook more than facebook needs them. Facebook entangles users in the social web, leaving them obliged to help their friends (15).
  • Threats to Facebook and iTunes dominance
    Popularity of products are distributed according to power law distribution. Few titles become very popular, the ”hits”. The long tail refers to the niche content where lots of products can cluster and become profitable together.
    FB and iTunes control of content could make longtail business models lucrative as competition when users are looking for niche games.
    Source: Enders et al, 2008. The long tail of social networking: Revenue models for social networking sites
  • Conclusion
    Tremendous trend in growth of internet usage in Turkish homes
    Adapt business to local preferences
    Consider Buyer power
    Monitor the development of Turkish EU-membership
    FB reaches a majority of Turkish internet users. But don’t forget local networks/portals if adapting to local content!
  • Bibliography
    1) http://www.oxfordreference.com.ez.hhs.se/views/ENTRY.html?entry=t142.e11843&srn=2&ssid=58762027#FIRSTHIT
    2) http://www.hurriyetdailynews.com/n.php?n=turkish-parents-fear-children-at-risk-using-internet-2010-02-21
    3) http://www.activegamingmedia.com/media-center/turkey-rising-%E2%80%93-an-interview-with-erkan-bayol-executive-producer-at-ceidot-game-studios
    4) http://www.turkstat.gov.tr/PreHaberBultenleri.do?id=6308
    5) http://www.socialgamesobserver.com/facebook-newsflash-new-alcohol-ad-guidelines-local-patents-and-problems-in-turkey-2367
    6) http://www.activegamingmedia.com/media-center/turkey-rising-%E2%80%93-an-interview-with-erkan-bayol-executive-producer-at-ceidot-game-studios
    7) http://www.hurriyetdailynews.com/n.php?n=turkey-grows-rapidly-in-online-gaming-2010-09-14
    8) http://www.istockanalyst.com/article/viewiStockNews/articleid/3770668
    9) www.bigmacindex.org
    10) http://www.oecd.org/document/35/0,3746,en_2649_201185_46547235_1_1_1_1,00.html#gdp
    11) Awareness to Environmental Pollution in Turkey, 2008. Murat Cankur
    12) http://euobserver.com/9/23813
    13) http://www.socialgamesobserver.com/facebook-newsflash-new-alcohol-ad-guidelines-local-patents-and-problems-in-turkey-2367
    14) http://www.tbiresearch.com/facebook-payments-could-boost-revenue-by-200-to-400-million-per-year-2010-2
    15) http://www.pcworld.com/article/196010/sorry_zynga_farmville_needs_facebook.html
    16) Enders et al, 2008. The long tail of social networking: Revenue models for social networking sites
    Interview with Malin Ströman, conducted 27 January 2011