Playing is a core human desire - How social games change the entertainment industry
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Keynote at GDC Europe in Cologne by wooga founder Jens Begemann on August 15th 2011. * Playing is a core human desire - How social games change the entertainment industry * 'Social' is not just a buzz term in the game world - it is a movement that not only reaches out to new target groups, but will also lead to a transformation of the entire entertainment industry. As computer technology becomes increasingly integrated in our everyday lives, new tech-savvy target markets have emerged, paving the way for an evolution in game design encompassing new genres and wider tastes. In his keynote, Jens Begemann will talk about the success of Social Gaming beyond the game development landscape, and how it is shaping our perceptions about social games, interaction, and human communication. Jens Begemann shared his ideas and thoughts about the future of social games, and discussed how social interactions in games will deepen and evolve to synchronize with real-time social interaction, therefore becoming communication. He covered how to best bridge the gap between games and social reality by creating games that are fully integrated into the everyday life of everyday people in a fun and meaningful way. On the business side, he also focussed on Monetization, addressing how the free-to-play business model will change as social games become one of the biggest entertainment services by time spend. Begemann will also give personal insights about building wooga, a top three social gaming company, in less than two years.
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Playing is a core human desire - How social games change the entertainment industry
- 1. + Playing is a core human desire -‐How social games change the entertainment industry-‐ Jens Begeman (Founder & CEO)
- 2. wooga – world of gaming About wooga Founded January 2009 Jens Begemann Funding of $32m (Balderton Capital, -‐Founder & CEO-‐ Holtzbrinck Ventures, Highland Capital Partners & Tenaya Capital) InternaAonal team of 100 from over 20 countries in Berlin Key stats 5 games on Facebook, 34 million acAve users 2nd biggest social game developer worldwide Only 5% of users from adverAsing 70% of users are female (age 20-‐60) 2
- 3. Vision: „Games for everyone“ 3
- 4. Agenda I. Playing is a core human desire 4
- 6. We start playing as kids 6
- 7. And conAnue playing our whole life 7
- 8. But computer games are quite male 8
- 9. and young (or do you believe this is real?) 9
- 10. They don’t play computer games 10
- 11. She doesn’t play tradiAonal games 11
- 12. Flow Concept Flow = „opKmal human experience“ Too hard Difficulty Too easy Source: Murphy, C. Time/ Skill 12
- 13. How to achieve flow (in a game)? 1 Clear tasks 2 Immediate Feedback 3 Balanced, aRainable goal 4 ConcentraKon on the game Source: Murphy, C. 13
- 14. To achieve flow is a challenge for all computer games 14
- 15. Some of the best selling games of past years PC § Starcrab: 11 m shipped § Half-‐Life: 9.3 m shipped § World of Warcrab: 12 m subscribers Console § Grand Theb Auto IV: 36.2 m § Call of Duty Black Ops: 23.2 m § Halo 3 (Xbox): 11.3 m Source: http://www.vgchartz.com 15
- 16. Flow Concept Too hard Difficulty Too easy Source: Murphy, C. Time/ Skill 16
- 17. E.g. Halo controller layout is not for beginners
- 18. 18
- 19. Flow Concept Too hard Difficulty Too easy Source: Murphy, C. Time/ Skill 19
- 20. Agenda I. Playing is a core human desire II. EvoluAon of computer games 20
- 21. Pong 21
- 22. Atari 2600 – Space Invaders 22
- 23. Home computers 23
- 24. PlaystaAon 1 – GTA 24
- 25. PlaystaAon 2 – GTA3 25
- 26. PlaystaAon 3 – GTA IV 26
- 27. Massive MulAplayer – World of Warcrab 27
- 28. Why isn‘t she playing? 1 Wants to play with friends § Playing rather alone § Playing with strangers 2 Entry barriers § Investment of ca. 300 € § IniAal set-‐up and installaAon 3 Does not have the Kme § Learn modern games: 50 h § +10 h per week 4 Playing everywhere? § Usually bound to home 28
- 29. Agenda I. Playing is a core human desire II. EvoluAon of computer games III. Social Games 29
- 30. 1. Social – Playing with friends Social games connect real friends on social networks 30
- 31. 2. No entry barriers No installaKon necessary & Free to play 31
- 32. 3. Quick – „I only have a 10 min break“ 3 min to understand the game Appointment Gaming 3 min 4 hours Short core game loop 23 hours 70 hours 32
- 33. 4. Place – ConAnue playing anywhere, anyAme 33
- 34. It seems easy to create a successful social game 34
- 35. But only 25 really big games currently on Facebook M AU 5m Source: Appdata.com, Top Games by MAU, Aug 14 2011 35
- 36. How to achieve flow (in a game)? 1 Clear tasks 2 Immediate Feedback 3 Balanced, aRainable goal 4 ConcentraKon on the game Source: Murphy, C. 36
- 37. Achieving flow in Monster World 1 Clear tasks 2 Immediate feedback 3 Balanced, aRainable goal 4 ConcentraKon
- 38. Flow Concept Future: more in-‐depth Too hard gameplay Difficulty ? Too easy Source: Murphy, C. Time/ Skill 38
- 39. Vision: „Games for everyone“ 39
- 40. Hours spend on leisure/day in US Social Gaming enables widespread 3,00 use of games TV 2,50 2,00 1,00 1 2 3 4 5 6 0,75 Socializing 0,50 Other leisure Reading Computer 0,25 Sports Relaxing 0,00 2005 2006 2007 2008 2009 2010 40
- 41. Time spent on games in hours/day in the US PC/Mac download Casual PC/Mac 9% websites boxed 23% 9% 215,000,000 Games for Console hours per day everyone games 19% Social 51% networks 16% MMO Mobile games devices 12% 12% Source: Newzoo 2011 41
- 42. Money spent on games in bn $ in the US 25 1.8 20 2.8 Social networks 2.1 Casual websites 15 2.6 Mobile devices MMO games 10 Console games 8.0 PC/Mac boxed 5 PC/Mac download 1.8 2.5 0 2009 2010 2011 2012 2011 esKmate: $ 21.6bn Source: Newzoo 2011 42
- 43. Agenda I. Playing is a core human desire II. EvoluAon of computer games III. Social Games IV. MoneAzaAon 43
- 44. 44
- 45. How do we make money in Monster World? Customize avatar DecoraKons Expansions Instant Build Materials Coins Magic Wands Fuel 45
- 46. 0.3% Customize avatar 2.3% DecoraKon Items 2.8% Expansions 6.3% Instant Build 9.6% Materials 10.5% Coins
- 47. 33% Magic Wands 47
- 48. 35% Magic „woogoo“ (limited resource) 48
- 49. Agenda I. Playing is a core human desire II. EvoluAon of computer games III. Social Games IV. MoneAzaAon V. Development of social interacAons 49
- 50. Give and take: Acts of friendship reinforce relaAonships 50
- 51. Pay friends a visit and help 51
- 52. CompeAAon: Challenges encourage players 52
- 53. „StammAsch“ Using the game as a cause to communicate 53
- 54. Social games are parallel play Source: Aki Järvinen (Digital Chocolate) 54
- 55. This is fine 55
- 56. Asynchronous play § Short game sessions § Playing with Friends more important than playing synchronously 56
- 57. MMOG Source: Aki Järvinen (Digital Chocolate) 57
- 58. MMOG MPPG Massive Parallel Play Games Source: Aki Järvinen (Digital Chocolate) 58
- 60. Helping represented by friend ghost 60
- 61. Real-‐Ame presence: Bringing friends together 61
- 62. Possible synchronous game features Will chat be standard? 62
- 63. Mobile = More frequent interacAons 63
- 64. Agenda I. Playing is a core human desire II. EvoluAon of computer games III. Social Games IV. MoneAzaAon V. Development of social interacAons 64
- 65. Agenda I. Playing is a core human desire II. EvoluAon of computer games III. Social Games IV. MoneAzaAon V. Development of social interacAons VI. One more thing 65
- 66. Flow Concept Too hard Next level Difficulty Social Games Too easy Source: Murphy, C. Time/ Skill 66
- 67. New game launching now 67
- 68. 68
- 69. 69
- 70. 70
- 71. Demo Video 71
- 72. 72
- 73. 73
- 74. Killer Game Loops in Henric Suuronen Social Games -‐Head of Studio-‐ 3:20pm Rheinsaal (1st floor) 74
- 75. Join the wooga team wooga.com/jobs 75
- 76. wooga.com/jobs 76
- 77. Agenda I. Playing is a core human desire II. EvoluAon of computer games III. Social Games IV. MoneAzaAon V. Development of social interacAons VI. Magic Land 77
- 78. I. Core human desire II. EvoluKon of games III. Social games Broad Easy Social audience Not Flow Why isn‘t Quick bound she playing? IV. MoneKzaKon V. Social interacKons VI. Magic Land Consumables for progress Massive Parallel Play Games
- 79. Thank you! Jens Begemann Founder & CEO wooga TwiRer: @begemann wooga.com/jobs GDC booth: #159 79