Social Gaming Presentation from iGaming SuperShow 2011

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James Lowery's presentation from iGaming Supershow 2011

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Social Gaming Presentation from iGaming SuperShow 2011

  1. 1. What do you mean when you say 'Social'
  2. 2. James: Conversations <ul><li>Social is people... </li></ul><ul><ul><li>Sharing Ideas </li></ul></ul><ul><ul><li>Exchanging opinions </li></ul></ul><ul><ul><li>Discussion </li></ul></ul><ul><li>The media is just where it is done </li></ul>
  3. 3. Gaming and the brutal truth about social...
  4. 4. James: gaming is unsocial <ul><li>Social stigma associated with gaming </li></ul><ul><ul><li>People typically play alone </li></ul></ul><ul><ul><li>Casino gaming is immersive </li></ul></ul><ul><li>  </li></ul>
  5. 5. If gaming's best customers are the ones who lose the most, how do they interact with social?
  6. 6. James: They Look for Winners! <ul><li>To find losers , look for winners </li></ul><ul><li>Popular content includes: </li></ul><ul><ul><li>Strategies to improve their performance </li></ul></ul><ul><ul><li>Tutorials to improve their odds of winning  </li></ul></ul><ul><ul><li>Tips about the best places to play </li></ul></ul><ul><li>Optimise social content that appeals to your target customer </li></ul>
  7. 7. If gaming is fairly antisocial, what parts are social?
  8. 8. James: The not-gaming part <ul><li>The framework around gaming is  highly social </li></ul><ul><ul><li>Events have a loosely connected community </li></ul></ul><ul><ul><ul><li>Interest based sports betting </li></ul></ul></ul><ul><ul><ul><ul><li>Football teams </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Racing events </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Strategy forums </li></ul></ul></ul></ul>
  9. 9. Facebook and gaming?
  10. 10. James: Facebook is everywhere <ul><ul><li>Facebook in Bing </li></ul></ul><ul><ul><li>Social circle in Google </li></ul></ul><ul><li>Peer validation of results increases CTR </li></ul>
  11. 11. Twitter and gaming?  
  12. 12. James: It's conversational <ul><li>The readership must be engaged </li></ul><ul><ul><li>It should be used to add value to other channels </li></ul></ul><ul><ul><ul><li>Use it to push the discussion elsewhere </li></ul></ul></ul><ul><ul><ul><li>Use it for real time discussion </li></ul></ul></ul><ul><ul><ul><li>Use it to address consumers </li></ul></ul></ul><ul><ul><ul><li>Use it to boost visibility of timely content </li></ul></ul></ul><ul><li>Used appropriately, Twitter must be more than links </li></ul>
  13. 13. What else is there?
  14. 14. James:  Trusted Conversations    <ul><li>Social Media does not begin and end with Twitter / Facebook. </li></ul><ul><li>Some Stats: </li></ul><ul><li>                              Forums:  </li></ul><ul><li>     281,000 members discussing poker techniques </li></ul><ul><li>                               Forums:  </li></ul><ul><li>    63,533 members discussing betting strategies </li></ul><ul><li>When you ask Google a question ... forums answer  </li></ul>
  15. 15. How would you run a campaign / strategy using this?
  16. 16. James: Social adds influence <ul><li>Search already delivers qualified, interested users </li></ul><ul><ul><li>Use social to augment your search results </li></ul></ul><ul><ul><ul><li>Find and promote positive sentiment </li></ul></ul></ul><ul><ul><ul><li>Engage in communities to provide advice </li></ul></ul></ul><ul><ul><ul><li>Be recognised as a contributor </li></ul></ul></ul><ul><ul><ul><li>Use SEO to make content more visible </li></ul></ul></ul><ul><ul><ul><ul><li>content structure of forum / blog posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>link building to appropriate material </li></ul></ul></ul></ul><ul><li>If every discussion a user finds on every forum is about how great you are, then they will find you in a million ways </li></ul>
  17. 17. Paul: Unibet is based on WOM <ul><li>Accelerate what has worked from 1997.        'Meaningful Engagement' </li></ul><ul><li>Mine the social graph using Refer a Friend </li></ul><ul><li>  </li></ul><ul><li>Take extra care of existing customers so they happily refer us. </li></ul><ul><li>  </li></ul><ul><li>Make it easier to navigate to content that really helps users (help advice etc) </li></ul>
  18. 18. KPI's - which ones matter the most to you?  
  19. 19. James: Increased Deposits <ul><li>Increase the propensity of users to buy ... </li></ul><ul><li>...and for buyers to lose. </li></ul><ul><li>Increase participation through (meaningful) engagement </li></ul><ul><li>Social media is not just about acquisition: </li></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Encouragement </li></ul></ul><ul><ul><li>Retention </li></ul></ul>
  20. 20. Final thoughts, the  'elevator take away'  our best, final take away advice  
  21. 21. James: Be the topic of conversation <ul><li>Know who is saying what about you and when, and recognise the value of those conversations as part of your overall SEO strategy </li></ul>xkcd.com (May 2011) - not Marie Curie
  22. 22. Thanks! <ul><li>Thanks Everyone! </li></ul><ul><li>  </li></ul><ul><li>From James, Jesper & Paul </li></ul><ul><li>And Nichola for moderating </li></ul>

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