Authentic Virality: You Share if you Care. GDC Europe 2013

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Research results on how mobile gamers discover games and how sharing content can drive authentic virality. Presented at Game Developers' Conference Europe 2013

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Authentic Virality: You Share if you Care. GDC Europe 2013

  1. 1. Authentic Virality You Share if You Care Jussi Laakkonen, ApplifierThe Kitten’s Toe
  2. 2. Lots of data. Just 20 minutes. No need to do notes. Download presentation for data: http://slideshare.net/abyssi/
  3. 3. Data from two surveys 1800 mobile gamers North America March 2013 3000 mobile gamers North America Q2 2013 Heavy payer: >$10 / month
  4. 4. For the last five games you’ve downloaded, what was highly influential in your decisions? 00% 20% 40% 60% 80% 100% 120% Word of mouth, social media App Store TV, Youtube, web sites, print or other media Advertising
  5. 5. 24% 26% 34% 35% 36% 40% 42% 48% 58% 63% 67% 72% 0% 20% 40% 60% 80% 100% Twitter post Mainstream media Text message invite Video service Mobile game discovery app Gaming websites Ads in other apps Facebook invite or post by a friend Top charts in storefront Featured apps in storefront Saw another person Word of mouth Percentage of Mobile Gamers that Endorse They Sometimes or Often Use Source Sources Mobile Gamers use to Discover Games Simplified chart. See appendix for full chart.
  6. 6. “Hey, you got to play this game. Watch this!” 00% 05% 10% 15% 20% 25% 30% 35% 40% 45% 50% Hearing from a friend, family Seeing gameplay Facebook post Tweet Shared screenshot Fan videos In person Online For the last five games you’ve downloaded, what was highly influential in your decisions? Opportunity
  7. 7. 0% 20% 40% 60% 80% 100% Which of the following features are important while playing? Extremely important Somewhat important Not important Viral growth Playing together Sharing
  8. 8. Viral growth through invites Viral growth through shared content Playing together Sharing
  9. 9. Viral growth through invites Playing together
  10. 10. 0% 20% 40% 60% 80% 100% Easy to invite friends Playing with real friends Playing with non-friends Playing with real friends nearly 2 x more important than with non-friends Extremely important Somewhat important Not important Which of the following features are important while playing? 34% 44% 24%
  11. 11. But >60% prefer nicknames over real identity 21% Real identity (e.g. login with Facebook) 19% Nick name + stylized photo that masks my real identity43% Nick name + avatar (e.g. game character) 17% No identity even if it means friends can’t find me How do you want to appear to others when you play?
  12. 12. Fairly few use social gaming services 00% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Which mobile game services have you used?
  13. 13. Your Contacts are your real friends. Fairly few games leverage Contacts, while all mobile social services do this to bootstrap growth (e.g. Snapchat) Go with nicknames or partial identity (e.g. “Jussi L”)
  14. 14. Don’t force FB login. Demonstrate fun first, then upsell Facebook Connect to play with friends Incentivize FB Connect (questionable, but works) “We never spam your friends”
  15. 15. Viral growth through shared content Sharing
  16. 16. 10-20% rank sharing extremely important 0% 20% 40% 60% 80% 100% Sharing tips, helping others Sharing achievements Sharing screenshots Sharing video replays Broadcasting my game Extremely important Somewhat important Not important Which of the following features are important while playing? Sharers
  17. 17. 22% 27% 33% 34% 44% 47% 54% 74% 0% 20% 40% 60% 80% 100% Post a video of gameplay footage Discuss the game on the forums Write a review in the storefront Invite friends through email Invite friends to play through FB Give the game a star rating Show friends gameplay Tell friends about the game verbally Percentage of Mobile Gamers that Endorse Reason Mobile gaming sharing activities
  18. 18. Sharers play more 00% 10% 20% 30% 40% 50% Games downloaded / month Hours played / week 00% 20% 40% 60% 80% 100% All respondents Sharing is extremely important
  19. 19. 5% 11% 25% 40% 55% 55% 55% 34% 20% 0% 20% 40% 60% 80% 100% All mobile gamers Heavy Sharers Heavy Video Sharers Heavy payer Payer Non-Payer Mobile Game Spending by Sharing Activeness
  20. 20. 0% 20% 40% 60% 80% 100% Discuss the game on the forums Invite friends through email Post a video of gameplay footage Invite friends to play through FB Write a review in the storefront Give the game a star rating Show friends gameplay Tell friends about the game verbally Percentage of Mobile Gamers that Endorse They Sometimes or Often Use Source Heavy payer Payer Non-Payer Mobile game sharing activities [By Spend Segment] Simplified chart. See appendix for full chart.
  21. 21. Sharers = your most valuable users Play More Pay More Spread the Word
  22. 22. 31% 38% 44% 59% 67% 0% 20% 40% 60% 80% 100% To be more involved in the game’s community To be an expert in the game To show off my skill or accomplishments in the game To get my friends to play the game with me To let others know about a game I enjoy Percentage of Mobile Gamers that Endorse Sometimes or Often Engaging in Activity Reasons Mobile Gamers Engage in Sharing Activities
  23. 23. 7% 12% 14% 20% 19% 18% 26% 32% 43% 40% 47% 56% 57% 54% 56% 0% 20% 40% 60% 80% 100% To be more involved in the game’s community To be an expert in the game To show off my skill or accomplishments in the game To get my friends to play the game with me To let others know about a game I enjoy Heavy Video Sharers Heavy Sharers Full Sample Reasons Mobile Gamers Engage in Sharing Activities [By sharing activeness, only “Endorse reason often”] Percentage of Mobile Gamers who Endorse Often Engaging in Activity
  24. 24. Sharers are more social. Part 1 All respondents Sharing is extremely important Which of the following features are extremely important while playing? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  25. 25. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sharers are more social. Part 2 All respondents Sharing is extremely important Which of the following features are extremely important while playing?
  26. 26. Sharers = Retaining users, want community features
  27. 27. Sharers more likely to find games through WoM, advertisements, media 00% 20% 40% 60% 80% 100% 120% 140% Word of mouth, social media App Store TV, Youtube, web sites, print or other media Advertising All respondents Sharing is extremely important For the last five games you’ve downloaded, what was highly influential in your decisions?
  28. 28. Remember this? 00% 05% 10% 15% 20% 25% 30% 35% 40% Hearing from a friend, family Seeing gameplay Facebook post Tweet Shared screenshot Fan videos In person Online For the last five games you’ve downloaded, what was highly influential in your decisions? Opportunity
  29. 29. WoM: Sharers find games more often online than in-person All respondents Sharing is extremely important For the last five games you’ve downloaded, what was highly influential in your decisions? 00% 10% 20% 30% 40% 50% Hearing from a friend, family Seeing gameplay Facebook post Tweet Shared screenshot Fan videos
  30. 30. 5% 8% 7% 8% 10% 10% 13% 18% 16% 18% 23% 24% 37% 53% 43% 54% 44% 50% 0% 20% 40% 60% 80% 100% Twitter post Another social network Text message invite Video service Facebook invite Facebook post by a friend Heavy Video Sharers Heavy Sharers Full Sample Sources Mobile Gamers Use to Discover games [Only “Often used online social sources”] Percentage of Mobile Gamers who Endorse Reason Often
  31. 31. Share from the game, invite Social media Try a new game Sharers Get engaged
  32. 32. What type of sharing is most influential?
  33. 33. It’s like snake, but you fight monsters. Swipe to steer your snake made of heroes you level up, kill the baddies and don’t hit anything!
  34. 34. SHARED WITH
  35. 35. Videos drive installs, decision making and referral All respondents Sharing is extremely important What actions have you taken after watching game related video? 00% 10% 20% 30% 40% 50%
  36. 36. You share if you care. Tap into emotions. Show, don’t tell à screenshots, video. Automatic screenshots, instant replays à just share! Sharing is self-reinforcing Build social features to attract & retain Sharers Sharers play & pay and get your more users. You want them.
  37. 37. slideshare.net/abyssi jussi@everyplay.com @jussil For More Information on EEDAR’s Annual Deconstructing Mobile & Tablet Gaming Report Visit www.EEDAR.com
  38. 38. Data Appendix
  39. 39. 24%   26%   29%   31%   34%   35%   36%   36%   40%   41%   42%   45%   48%   58%   63%   67%   72%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Twi0er  post   Mainstream  media     Another  social  network   Currency  offer  in  an  app     Text  message  invite   Video  service   TradiIonal  gaming  websites   Mobile  game  discovery  app     Mobile  gaming  websites   Facebook  adverIsement   Banner  ads  in  other  apps     Facebook  invite   Facebook  post  by  a  friend   Top  charts  in  storefront   Featured  apps  in  storefront   Saw  another  person   Word  of  mouth     Percentage  of  Mobile  Gamers  that  Endorse  They  SomeDmes  or  OFen  Use  Source   Source   Sources  Mobile  Gamers  Use  to  Discover  Mobile  Games  
  40. 40. 2% 6% 12% 12% 22% 33% 42% 65% 16% 18% 29% 23% 42% 59% 65% 83% 50% 59% 64% 72% 77% 83% 91% 94% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Discuss the game on the forums Invite friends through email Post a video of gameplay footage Invite friends to play through FB Write a review in the storefront Give the game a star rating Show friends gameplay Tell friends about the game verbally Percentage of Mobile Gamers that Endorse They Sometimes or Often Use Source Source Mobile Gaming Sharing Activities [By Spend Segment] Heavy payer Payer Non-Payer

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