Social mobile game discovery
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This document discusses strategies for mobile game developers to engage users and generate word-of-mouth marketing through social features. It notes that casual gamers do not follow media and developers need to improve stickiness. The BlackBerry Games app is highlighted as a way to connect gamers and discover friends' gaming activities through social sharing and a long tail of content. Key features include comparing skills with friends, seeing game launches and achievements, and highlighting gaming moments on a timeline.
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Social mobile game discovery
- 1. 020 April 2013 How to win fans and engage people Sonja Ängeslevä – skangas@blackberry.com Scoreloop team
- 2. 120 April 2013 • Scoreloop SDKs cross platform since 2008 • Over 250M users across platforms • BlackBerry 10: • 4/10 Top Paid Games are social (April 4) • 5/10 Top Free Games are social (April 4) • Mobile social gamers 53% female (Flurry 2012) • Social means viral (free!) marketing • Mobile social gaming yearly growth rate 30% (Plunkett Research 2012) Prove it! BlackBerry®Z10smartphone
- 3. 220 April 2013 This is not marketing
- 4. 320 April 2013 Lazy users don’t open the apps 1.2B mobile web users worldwide Smartphones 40% of all shipped handsets since Feb 2012 1 in 4 mobile apps once downloaded, are never used again Total app downloads 13.4 billion In Q1 2013 60% of developers do not break even 1,5 million apps on App Store and Google Play
- 5. 420 April 2013 Community push <3 CPI & LTV • Too many apps • Casual gamers do not follow games media • Developers are still learning about marketing: How to improve stickiness and retention • No word of mouth • Fan community push an opportunity
- 6. 520 April 2013 0 100 200 300 400 500 600 700 800 900 A G m B WP How to stand out?
- 7. 620 April 2013 74% of revenues from App Store Apple App Store Google Play, Windows Phone Market, BlackBerry World 26% 74%
- 8. 720 April 2013 App Store is not the only way • Cross platform: gamers are not in any one market • Fragmented market • Few companies gain revenues vs. wider range of developers making money • Easier to push to top 10 BlackBerry®Z10smartphone
- 9. 820 April 2013 35-44 (26%) 26-34 (22%) 18-25 (30%) 13-17 (17%) 55-65 (2%) 45-54 (3%) Source: Flurry 2012, N=63.727 Age group 2% 3% 26% 22%30% 17% How to tell how awesome your game is?
- 10. 920 April 2013 Remember long tail?
- 11. 1020 April 2013 BlackBerry Games app in a nutshell • All games will be social & social discovery is the key – Social sharing – Long tail discovery • Instant messaging and SNS communities to share gaming moments BlackBerry®Z10smartphone
- 12. 1120 April 2013 Connect with other BB10 gamers Find friends on BBM & chat on BBM Discover your friends’ games See friends' gaming activities (started playing, achievements, challenges played, high scores…) Compare gaming skills with friends Download a game from the BlackBerry World and/or launch a game from the Games app Key features
- 13. 1220 April 2013 Timeline is valuable 1. Be social (rank, chat, compare) 2. Manage (play, manage your presence) 3. Discover (activities, gaming moments) 4. Share (activities) 5. Possibility to highlight latest gaming moments 6. Easy to connect, invite, recommend and chat
- 14. 1320 April 2013 Contact & download • I want to hear from you: skangas@blackberry.com Scoreloop SDK: • https://developer.blackberry.com/native/documentation/bb10/com.qn x.doc.scoreloop.lib_ref/topic/overview.html The Games application: • http://devblog.blackberry.com/2013/03/social-gaming/
Editor's Notes
- William – My Modifications
- Appstore just a shelves and a windowThat’s not all you do isn’t it?User acquisition: expensive
- CPI, LTV… measuringIt doesn’t make sense to measure if no ways of getting people to come back. Is there something wrong with your game? Not necessarily… maybe people just forgot… they need someone to remind them.There are nearly 1 million apps available in the app store and 1 billion of them are being downloaded every month. This makes app discovery a lot more challenging for developers, perhaps an even tougher mountain to climb than creating the app itself.http://searchenginewatch.com/article/2169475/4-Ways-to-Help-Consumers-Discover-Your-Mobile-Apphttp://www.phonedog.com/2011/02/01/how-many-times-are-downloaded-applications-actually-being-used/http://www.localytics.com/blog/2012/app-user-loyalty-increasing-ios-beats-android/Retention suckshttp://arstechnica.com/apple/2012/05/ios-app-success-is-a-lottery-and-60-of-developers-dont-break-even/
- Total active apps 850,000 (App store)700,000 (Google Play)100,000 (BlackBerry World)130,000 (Amazon Marketplace)
- http://tech.fortune.cnn.com/2013/04/08/apple-google-mobile-apps-canalys/
- http://tag.microsoft.com/community/blog/t/embracing_mobile_social_gaming.aspxhttp://www.afjv.com/press1003/100326_etudes_joueurs_reseaux_sociaux.phphttp://img.analytica1st.com/analytica1st/
- Social discoverabilityNot only about telling, but liking, ranking, rating, sharing, recommending, bragging, commenting…Sharing special moments
- Key features of the Games application. A developer can get this by integrating Scoreloop SDK (key features: Leaderboard, achievements, challenges, virtual currency, gaming data storage…). An example “achievement” next