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Sustainability in Social Network Games

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Four kinds of mechanics to make your audience see it, get it, need it, and keep it. Lessons from social network games about creating sustainable, addictive communities.

Published in: Design, Business, Technology
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Sustainability in Social Network Games

  1. 1. Sustainability in Social Network Games How to create flourishing social ecosystems Four Kinds of Mechanics to Make Players: See it Get it Need it Keep it Chelsea Howe Director of Design :: Social Chocolate
  2. 2. See It: Virality & Visibility Mechanics Get it See it Need it Keep it
  3. 3. See It: Virality & Visibility Mechanics Why? <ul><li>Increase DAU/MAU </li></ul><ul><ul><li>Acquire new users </li></ul></ul><ul><ul><li>Nudge current users </li></ul></ul><ul><li>… Ask a marketer </li></ul>What? <ul><li>Wall Posts </li></ul><ul><li>Facebook Requests </li></ul><ul><li>Fan Pages </li></ul><ul><li>Promo Bars </li></ul><ul><li>Neighbor Gates </li></ul>
  4. 4. Get It: Blissful Productivity Mechanics Get it See it Need it Keep it
  5. 5. Get It: Blissful Productivity Mechanics Why? <ul><li>Hook users </li></ul><ul><li>Establish fun, catchy core ux </li></ul><ul><li>System of achievement/reward </li></ul>What? <ul><li>Rewarding, bite-sized, grok-able activities </li></ul><ul><li>“ The Core Mechanic ” </li></ul><ul><ul><li>Plow - Plant - Harvest </li></ul></ul><ul><ul><li>Chop Wood - Collect Doobers </li></ul></ul><ul><ul><li>Generate Happiness - Increase Population </li></ul></ul>
  6. 6. Need It: Open Loop & Appointment Mechanics Get it See it Need it Keep it
  7. 7. Need It: Open Loop & Appointment Mechanics Why? <ul><li>Increase engagement </li></ul><ul><li>Increase short-term retention </li></ul><ul><li>Maintain mental presence </li></ul>What? <ul><li>Timed Return </li></ul><ul><li>Friend Dependent Progress </li></ul><ul><li>Energy Systems </li></ul><ul><li>Daily Rewards </li></ul>
  8. 8. Keep It: Long term & Eldergame Mechanics Get it See it Need it Keep it
  9. 9. Keep It: Long term & Eldergame Mechanics Why? <ul><li>Extend users’ lifecycles </li></ul><ul><li>Increase long term retention </li></ul><ul><li>Develop rich communities </li></ul>What? <ul><li>Aspirational Goals </li></ul><ul><li>Emergent Gameplay </li></ul><ul><li>Global/Community/Team Gameplay </li></ul>
  10. 10. Thanks! http://slideshare.com/manojalpa Check out Social Chocolate: www.socialchocolate.com Stay in Touch: @manojalpa [email_address]

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