My slides from MGF 2011. Looking at the unique retainment mechanics used in Mobile Pie's My Star.

1. The Making of

2. This Talk Overview Mobile Pie and My Star Design goals Retainment mechanics Time, Location and Interruption Business and revenue models Neil Holroyd from Orange

3. Mobile Pie 3 years old 7 employees Games & entrainment History of LBS 2011 = free to play and location

4. About My Star Manage star from zero to hero Social freemium sim RPG Timed tasks, dual currencies, friends etc Innovation Location (Facebook Places) Interruption (Orange APIs) UK only ‘soft launch’

5. Reserved for video

6. Design Goals Retention:Keep players coming back for long and short term goals. Mass Appeal:Appeal to many ages and tastes. Obtainment: Status symbols. Social:Players meet friends and make new ones. Fresh:Use user feedback to update.

7. Retention - Time Standard ‘compulsion loop’ Return trigger is time As browser game

8. Using Time - Instruments Start instrument practice Return when complete Reward (Coins & Fame) Instant finish (paid for)

9. Case for Location 2006 research called Interweaving Mobile Games With Everyday Life* Modes of play: Augmenting routine (fixed) Disrupting routine (mobile) *available at http://eprints.gla.ac.uk/3420/1/mobilegames_life.pdf

10. Using Location - Posters 5 locations from FB Select poster Opt-in friend Post Instant reward Continued time reward

11. Retention - Location Return trigger is location Unique to mobile

12. Using Interruption – Star Phone Opt-in Initiated by game, not user Email, SMS or voice call from Star Orange APIs Value proposition Come back, complete task, get reward

13. Subscription Real costs to calls and SMS Fixed overhead - fixed return Subscription - calls and SMS Incentivised Exclusive virtual goods and currency Free - email

14. Future for My Star v3 - Early February Studio Worldwide release v4 - Late February / March Star Phone Offer wall Brand partnerships Virtual goods and poster check-ins

15. Future for Mobile Pie Building on existing tech New platforms Next IP New mechanics New innovation

16. Contact @will_luton / @mobilepie will@mobilepie.com http://www.mystargame.com Friend code: will

17. Neil Holroyd