Social Games (a little introduction)

eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Social Games (a little introduction) @JaumeTeixi 12/07/2011

Social GamesPlayer TypesAll Games Are Social?DefinitionInnovationsMicrotransactions with Virtual GoodsZynga and the Big OperatorsDesign CopycatsNear Future

Player TypesJ. Raddof’s Game Player Motivations

All Games Are Social?J. Raddof’s History Of Social Games

DeﬁnitionPlayed on Social NetworksvsEncourage Social Graph’s GamePlayWhat is a Social Game?

Deﬁnition - ElementsTutorial by DefaultPersonalizationCollecting /AchievingEnergy - Friends Visiting/RequestingIsometric PerspectiveFeedbackStatistics / LeaderborardsTrading

InnovationsF2P - Free to PlayVirtual Goods - MicrotransactionsCasual GamersSocial Graph’s Spam/GameplayMVP – Minimum Viable ProductPivoting, A/B Tests, Metrics 4 AllBVG – Branded Virtual Goods

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

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

Microtransactions with Virtual Goods1. Microtransactions are user-led, notdeveloper-led...10. Microtransactions make moremoneyN. Lovell 10 Reasons Microtransactions AreBetter Than Subscriptions

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

Zynga and the Big OperatorsZynga - MomentumsSocial Good: Haiti $3 millionIs Zynga worth more than EA ?Gaga Ville14 acquisitions in 12 monthsIPO 15 B$ ?

Zynga and the Big OperatorsSocial Networking Game OperatorsTop 5 in 2010ZyngaEA PlayﬁshDisney PlaydomCrowdstarRockYou

Design CopycatsOriginal Desktop Farm (CD Install)Farmerama (Browser)Farm Town (Facebook)Barn Buddy (Facebook)FarmVille (Facebook, Browser, iPad...)Aquarim/Fish*** WhateverCity/Ville*** Whatever

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

eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Thank You! Questions? @JaumeTeixi 12/07/2011

Social Games (a little introduction)

by Jaume Teixi

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