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Brian Mc Nicoll, Dynamo Games


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Brian Mc Nicoll from Dynamo Games discusses 'Social Gaming' at the Facebook Developers Garage at the Turing Festival, August 2011

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Brian Mc Nicoll, Dynamo Games

  1. 1. Turing Festival 2011All Change To Social Gaming<br />Developing, Publishing and Monetizing Games on Facebook<br />
  2. 2. Introduction to Dynamo Games<br />Founded 2004, based in Dundee, Scotland<br />Brian McNicoll, MD, co-founder<br />Developer of mobile and online social games<br />Championship Manager(13 versions)<br />Football Tycoon<br />The Crystal Maze<br />Countdown<br />Soccer Tycoon<br />Beauty Town<br />
  3. 3. Social Gaming<br />What is SocialGaming?<br />How do socialgameswork?<br />Whydid we move into this space?<br />How do you makemoney (FB credits)?<br />Whythis was a challengefor us<br />Top 25Facebookgames chart<br />
  4. 4. Top 25 Facebook Games – Monthly Active Users<br />
  5. 5. Facebook Games<br />Who has all played a Facebook game before?<br />FiveKey Social Gaming Rules:<br />Free-to-play games with micro-transactions<br />Limitless game-play<br />Daily game-play hook - timing<br />Social and viral<br />Accessible and easy to use by anyone<br />
  6. 6. Soccer Tycoon - Facebook<br />Our first Facebook game<br />‘Soccer’ not ‘Football’ for worldwide market<br />Tycoon game with timing mechanics<br />A whole range of items to buy<br />Fun friendmechanics for virality<br />Large % of female players<br />Weekly update cycle<br />Soccer Tycoon 2<br />
  7. 7. Soccer Tycoon - Facebook<br />In-game Avatars – Facebook games have to look very fun and welcoming, a good way to do this is to have friendly in-game characters within your in-game environment.<br />Main Game Screen/Theme – Isometric view good for city building games. Many important social game GUI components and easy to understand HUD. <br />
  8. 8. Beauty Town<br />A Channel 4/Creative Scotland commissioned project<br />Online Social game for Facebook to promote positive body image for females<br />Educational Values – 18 different body shapes<br />Completely different from anything we had developedbefore<br />Design research consisted of: Field Research, IdentifyingDemographic, Focus Groups, Eye Tracking, Surveys, Beta Feedback and much more. <br />A very exciting and enjoyablechallenge<br /> - Play Now!<br />
  9. 9. Beauty Town - Facebook<br />Avatar Creation Screen – Lay-out is very important for social games to attract a wide as possible player-base.<br />Shop Screen – Colours, navigation and a lot of information to communicate with the player. Oblique perspective.<br />
  10. 10. Analytics<br />Very important for social games – in-house analytics dashboard<br />Allows 99% of ‘gut feeling’ design decisions to be removed<br />A-BTesting<br />ARM - Acquisition (with Engagement), Retention & Monetisation<br />KASE – Killers, Achievers, Socialisers & Explorers<br />Your users are your game – find out what the majority of them are doing – don’t go on one singlereview<br />
  11. 11. Some Useful Tips<br /><ul><li>Psychology is very important in the design process of Social Games – Credits Examples:</li></li></ul><li>Some More Tips<br />Localisation – Localise by demand:<br />Bottom Bars – Important info and links: <br />
  12. 12. Useful Links<br /><br /><br /><br /><br /><br /><br />
  13. 13. Contact & Questions?<br /><br /><br />@dynamogames<br /><br />