Social Games (a little introduction)

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EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES

@JaumeTeixi
12/07/2011

Social Games
(a little introduction)
Player Types
All Games Are Social?
Definition
Innovations
Microtransactions with Virtual Goods
Zynga and the Big Operators
Design Copycats
Near Future

Innovations
F2P - Free to Play
Virtual Goods - Microtransactions
Casual Gamers
Social Graph’s Spam/Gameplay
MVP – Minimum Viable Product
Pivoting, A/B Tests, Metrics 4 All
BVG – Branded Virtual Goods

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  • 1. eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Social Games (a little introduction) @JaumeTeixi 12/07/2011
  • 2. Social GamesPlayer TypesAll Games Are Social?DefinitionInnovationsMicrotransactions with Virtual GoodsZynga and the Big OperatorsDesign CopycatsNear Future
  • 3. Player TypesJ. Raddof’s Game Player Motivations
  • 4. All Games Are Social?J. Raddof’s History Of Social Games
  • 5. DefinitionPlayed on Social NetworksvsEncourage Social Graph’s GamePlayWhat is a Social Game?
  • 6. Definition - ElementsTutorial by DefaultPersonalizationCollecting /AchievingEnergy - Friends Visiting/RequestingIsometric PerspectiveFeedbackStatistics / LeaderborardsTrading
  • 7. InnovationsF2P - Free to PlayVirtual Goods - MicrotransactionsCasual GamersSocial Graph’s Spam/GameplayMVP – Minimum Viable ProductPivoting, A/B Tests, Metrics 4 AllBVG – Branded Virtual Goods
  • 8. Innovations - MetricsARPU - Average Revenue Per UserARPPU - Average Revenue Per Paying UserChurn - Constant loss and gain of membersCohort Analysis - Aggregates On TimeDAU/MAU - Comparing Daily Active Users toMonthly Active UsersMUU - Monthly Unique UsersLTV - Lifetime ValueUAC - User Acquisition Costk-Factor - Viral Rate/Virality
  • 9. Microtransactions with Virtual Goods“copyright is designed to provideincentives to producers, while invirtual goods scarcity providesbenefits to consumers directly”V. Lehdonvirta, P. Virtanen A New Frontier in DigitalContent Policy: Case Studies in the Regulation ofVirtual Goods and Artificial Scarcity
  • 10. Microtransactions with Virtual Goods1. Microtransactions are user-led, notdeveloper-led...10. Microtransactions make moremoneyN. Lovell 10 Reasons Microtransactions AreBetter Than Subscriptions
  • 11. Zynga and the Big OperatorsReal differences between the viral developersAdvertising strategyTheir willingness to exploit Facebook’svirality featuresAbility to cross-promote within gamesQuality of internal metricsT. Kelly - Zynga and the End of the Beginning
  • 12. Zynga and the Big OperatorsZynga - MomentumsSocial Good: Haiti $3 millionIs Zynga worth more than EA ?Gaga Ville14 acquisitions in 12 monthsIPO 15 B$ ?
  • 13. Zynga and the Big OperatorsSocial Networking Game OperatorsTop 5 in 2010ZyngaEA PlayfishDisney PlaydomCrowdstarRockYou
  • 14. Design CopycatsOriginal Desktop Farm (CD Install)Farmerama (Browser)Farm Town (Facebook)Barn Buddy (Facebook)FarmVille (Facebook, Browser, iPad...)Aquarim/Fish*** WhateverCity/Ville*** Whatever
  • 15. Near FutureBetter Gameplay - Good StoriesNew Technologies - Social Tech.Out of the Isometric Perspective - AR..SoLoMo - Social Local MobileSocial Gameplay - Don’t Spam, PlayStandards HTML5/CSS3Out of Apps (Or Embedded Browser)Out of Facebook - Everywhere
  • 16. eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Thank You! Questions? @JaumeTeixi 12/07/2011