Who am I? <ul><li>Andrew Mayer </li></ul><ul><li>17 Years of game production: </li></ul><ul><li>Producer/Designer </li></u...
Who am I? <ul><li>Andrew Mayer </li></ul><ul><li>Social Gaming and User Experience Consultant </li></ul><ul><li>Working wi...
<ul><li>PlayFirst was one of the first to integrate metrics into Casual.  </li></ul><ul><li>Developed strategies for metri...
Measuring Casual Games
Most Casual Games are built  around a common Structure <ul><li>Large “areas” contain a number of individual levels. </li><...
Common Casual Play Modes <ul><li>Adventure A single linear play experience wrapped in some kind of story arc.  </li></ul><...
Big Decisions  Are made early <ul><li>You’re making some of the most expensive and hard to change decisions about the game...
Big Decisions  Are made early <ul><li>Casual games are often built around existing demographics  </li></ul><ul><ul><li>Mos...
It’s all about CONVERSION <ul><li>At some point between 30 minutes to an hour the shutter comes down </li></ul><ul><ul><li...
It’s all about CONVERSION <ul><li>Powerful Portals dominate the points of purchase. </li></ul><ul><ul><li>Yahoo, BigFish, ...
So, the main question is: <ul><li>How do you get your audience to pay for your product when the free part is over? </li></...
Defining metrics for Casual
What is (or isn’t) the player doing? <ul><li>How far did the user get before they ran out of time? </li></ul><ul><li>If th...
Did the user even finish the trial? <ul><li>What were they doing when they bailed? </li></ul><ul><li>Often times there was...
The Main Conditions <ul><li>How long did they play for? </li></ul><ul><ul><li>And what were they doing when they stopped? ...
Change is harder in Casual <ul><li>Changing assets, interface, or gameplay was often expensive. </li></ul><ul><ul><li>Chan...
What we could change:  THE RAMP <ul><li>How difficult does the game becomes, and how quickly? </li></ul><ul><li>How and wh...
What we could change:  THE RAMP <ul><li>Levels were always built using a dedicated tool </li></ul><ul><li>Or by editing a ...
The Balancing act: Difficulty goes both ways <ul><li>It’s obvious when levels are too hard but sometimes a game is too eas...
Lessons for  Facebook Developers
Focus on metrics that surround the activities you're looking to promote. <ul><li>The single most important thing to captur...
Social’s biggest advantage is flexibility <ul><li>Changes automatically impact all users going forward. </li></ul><ul><ul>...
Track their movement <ul><li>If the audience never sees something, that’s a big problem. </li></ul><ul><li>They aren’t inn...
Try competing solutions <ul><li>Player satisfaction isn’t always easy to gauge. </li></ul><ul><li>What seems obvious may n...
Don’t build Haystacks <ul><li>Be careful of tracking too much. </li></ul><ul><ul><li>Tracking every keystroke leads to ser...
Beyond the Money <ul><li>It was easy to think that  everything   was impacting conversion. </li></ul><ul><ul><li>But somet...
Thank you. Column: www.insidesocialgames.com Email: andrew@mediashifters.com Twitter: mediashifters www.Mediashifters.com
Upcoming SlideShare
Loading in …5
×

Casual gaming metrics applied to social gaming

4,555 views

Published on

Describes how metrics were used in casual games and applies them to current issues facing Facebook developers.

2 Comments
8 Likes
Statistics
Notes
  • Hello, could you please explain slide 15, we cannot understand it
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • 11--Boa noite amigos, Venham conhecer nossos Servidores de Mu Online season 6
    O Jogando.net/mu Mu Online Season 6
    Fazemos sua Diversão com qualidade,há mais de 5 anos
    Servers ON 24 horas por dia.
    Vários Server esperando por você.Venha se divertir de verdade.
    Venham participar do 6° Megaultrasuperhiper Evento Castle Siege
    Sejam benvindos ao nosso Servidor.
    >>Kits DIAMOND,Com asas LVL 4,os kits mais fortes e raros do servidor ,venham conferir.
    >>Qual o seu Time ?? Tenha o seu Time do coração no Mu Online.Sets do seu Time preferido
    >>Confiram a nova versão do Shild mais usado no servidor o SHILD POWER v3.
    >> Lançamento do NOVO Kit Fusion V2,Kit hiper top e bonito.
    Você só encontra no http://www.jogando.net/mu/
    Facebook: http://www.facebook.com/profile.php?id=100002113910611
    Site http://www.jogando.net/mu/ HYCLEN Divulgadora Oficial !!!
    Bom fim de Semana á todos !!!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
4,555
On SlideShare
0
From Embeds
0
Number of Embeds
156
Actions
Shares
0
Downloads
215
Comments
2
Likes
8
Embeds 0
No embeds

No notes for slide

Casual gaming metrics applied to social gaming

  1. 1. Who am I? <ul><li>Andrew Mayer </li></ul><ul><li>17 Years of game production: </li></ul><ul><li>Producer/Designer </li></ul><ul><li>Creative Director at Cartoon Network Online </li></ul><ul><li>Casual Games for Playfirst </li></ul>www.mediashifters.com
  2. 2. Who am I? <ul><li>Andrew Mayer </li></ul><ul><li>Social Gaming and User Experience Consultant </li></ul><ul><li>Working with Social, Casual, and Core game companies </li></ul><ul><li>Development Strategies </li></ul><ul><li>Monetization </li></ul><ul><li>Game Design </li></ul><ul><li>Community Integration </li></ul>www.mediashifters.com
  3. 3. <ul><li>PlayFirst was one of the first to integrate metrics into Casual. </li></ul><ul><li>Developed strategies for metrics integration. </li></ul><ul><li>Analyzed findings to determined implementation. </li></ul><ul><li>Integrated feedback across a variety of titles. </li></ul>Casual Metrics
  4. 4. Measuring Casual Games
  5. 5. Most Casual Games are built around a common Structure <ul><li>Large “areas” contain a number of individual levels. </li></ul><ul><li>Complete all levels to move to the next area. </li></ul><ul><ul><li>New game dynamics are introduced in areas. </li></ul></ul><ul><li>Story elements are revealed in-between levels. </li></ul>
  6. 6. Common Casual Play Modes <ul><li>Adventure A single linear play experience wrapped in some kind of story arc. </li></ul><ul><li>Arcade Timed play for high score. </li></ul><ul><li>Challenge Try to get the highest score possible, or beat a series of puzzles. </li></ul>
  7. 7. Big Decisions Are made early <ul><li>You’re making some of the most expensive and hard to change decisions about the game before you’ve even started coding it. </li></ul><ul><li>Genre, Play Dynamic, Interface, Assets, etc. </li></ul>
  8. 8. Big Decisions Are made early <ul><li>Casual games are often built around existing demographics </li></ul><ul><ul><li>Mostly based on popular genres. </li></ul></ul><ul><ul><li>These are classic “sales metrics” decisions. </li></ul></ul><ul><li>Clones and sequels are common </li></ul><ul><ul><li>Both in gameplay and genre. </li></ul></ul>
  9. 9. It’s all about CONVERSION <ul><li>At some point between 30 minutes to an hour the shutter comes down </li></ul><ul><ul><li>Free play ends. </li></ul></ul><ul><li>Users must pay from $10 to $20 and purchase the game if the want to continue. </li></ul><ul><li>Conversion rates are low </li></ul><ul><ul><li>3-5% is a smash hit. </li></ul></ul>
  10. 10. It’s all about CONVERSION <ul><li>Powerful Portals dominate the points of purchase. </li></ul><ul><ul><li>Yahoo, BigFish, Shockwave, etc. </li></ul></ul><ul><ul><li>They also own the DRM Wrapper </li></ul></ul><ul><li>Conversion rates are low </li></ul><ul><ul><li>3-5% is a smash hit. </li></ul></ul>
  11. 11. So, the main question is: <ul><li>How do you get your audience to pay for your product when the free part is over? </li></ul><ul><li>Especially when the cost to play something else is free. </li></ul>
  12. 12. Defining metrics for Casual
  13. 13. What is (or isn’t) the player doing? <ul><li>How far did the user get before they ran out of time? </li></ul><ul><li>If the game is supposed to be addictive why isn’t the user purchasing the game? </li></ul>
  14. 14. Did the user even finish the trial? <ul><li>What were they doing when they bailed? </li></ul><ul><li>Often times there was a specific level where people decided to give up or go pro. </li></ul><ul><ul><li>that’s not a bad thing if people converted significantly on a certain level. </li></ul></ul><ul><li>Is there a obvious problem to be found? </li></ul><ul><ul><li>Most often yes . </li></ul></ul>
  15. 15. The Main Conditions <ul><li>How long did they play for? </li></ul><ul><ul><li>And what were they doing when they stopped? </li></ul></ul><ul><li>Did they come back again? </li></ul><ul><ul><li>How long did it take them to come back? </li></ul></ul><ul><li>Did they play to the end and not buy? </li></ul><ul><ul><li>Where were they when the shutter came down? </li></ul></ul><ul><li>Was there anything in particular that they loved or hated? </li></ul><ul><ul><li>Players tended to bail in clumps. </li></ul></ul>
  16. 16. Change is harder in Casual <ul><li>Changing assets, interface, or gameplay was often expensive. </li></ul><ul><ul><li>Changes had to be propagated throughout the game. </li></ul></ul><ul><li>Rolling out revisions was difficult. </li></ul><ul><ul><li>Not only does the product need to be revised, but it needs to be propagated. </li></ul></ul><ul><li>It is possible to delay a launch, but it makes the Portal unhappy. </li></ul><ul><ul><li>Big rollouts needed a front page launch. </li></ul></ul>
  17. 17. What we could change: THE RAMP <ul><li>How difficult does the game becomes, and how quickly? </li></ul><ul><li>How and when do you introduce new play dynamics? </li></ul><ul><li>Are the story elements helping move the player along? </li></ul>
  18. 18. What we could change: THE RAMP <ul><li>Levels were always built using a dedicated tool </li></ul><ul><li>Or by editing a simple (human readable) attributes file. </li></ul>
  19. 19. The Balancing act: Difficulty goes both ways <ul><li>It’s obvious when levels are too hard but sometimes a game is too easy </li></ul><ul><li>Players need to understand where the game is going to go. </li></ul><ul><ul><li>But at the same time they can’t get frustrated. </li></ul></ul><ul><li>At some point you need to demand they play strategically rather than tactically. </li></ul>
  20. 20. Lessons for Facebook Developers
  21. 21. Focus on metrics that surround the activities you're looking to promote. <ul><li>The single most important thing to capture is what the player is doing when they stopped playing your game. </li></ul><ul><li>What was the first thing did when they came back? </li></ul><ul><li>Use your metrics to target when the users made the decisions you actively want them to make. </li></ul>
  22. 22. Social’s biggest advantage is flexibility <ul><li>Changes automatically impact all users going forward. </li></ul><ul><ul><li>Which is awesome. </li></ul></ul><ul><li>The audience is dynamic and innately viral </li></ul><ul><ul><li>You can launch and relaunch. </li></ul></ul><ul><li>You have more than one method of monetization </li></ul><ul><ul><li>Choose a model that matches the gameplay </li></ul></ul><ul><ul><li>And/or choose gamplay that matches your model. </li></ul></ul>
  23. 23. Track their movement <ul><li>If the audience never sees something, that’s a big problem. </li></ul><ul><li>They aren’t innately curious. </li></ul><ul><li>So make sure they’re even looking at the stuff that’s not on the main page. </li></ul>
  24. 24. Try competing solutions <ul><li>Player satisfaction isn’t always easy to gauge. </li></ul><ul><li>What seems obvious may not be. </li></ul><ul><ul><li>It’s not too hard, it’s too easy! </li></ul></ul><ul><li>You may have more than one audience. </li></ul><ul><ul><li>And you may have to pick one of them to reach the next level of success. </li></ul></ul>
  25. 25. Don’t build Haystacks <ul><li>Be careful of tracking too much. </li></ul><ul><ul><li>Tracking every keystroke leads to servers filled with unanalyzed data. </li></ul></ul><ul><li>Pick data points that relate to your current initiative. </li></ul><ul><ul><li>Create your baseline to measure against . </li></ul></ul>
  26. 26. Beyond the Money <ul><li>It was easy to think that everything was impacting conversion. </li></ul><ul><ul><li>But sometimes you need to solve incremental problems to uncover the real issue. </li></ul></ul><ul><li>Set the expectations the user is bringing into the experience, and work from there. </li></ul><ul><li>Make sure you’re giving the player a genuinely valuable experience. </li></ul>
  27. 27. Thank you. Column: www.insidesocialgames.com Email: andrew@mediashifters.com Twitter: mediashifters www.Mediashifters.com

×