Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)

Social Gold: The Design of FarmVille and Other Social Games,[object Object],May 5, 2010,[object Object],Amitt Mahajan - Zynga,[object Object]

Questions to answer,[object Object],How do I get people to play my game?,[object Object],How do I get people to tell their friends?,[object Object],How do I get people to stick around?,[object Object],How do I get people to invest?,[object Object]

Why do people play social games?,[object Object],Alleviate boredom,[object Object],Connect with friends,[object Object],Competition,[object Object]

Appealing to a wide audience,[object Object],Choose a broad non-offensive theme,[object Object],Keep core gameplay simple,[object Object],Consider international players,[object Object]

Choosing a theme,[object Object],Broader the better,[object Object],Appeal to something folks already know,[object Object],Avoid offensive subjects,[object Object]

Simple design wins,[object Object],Maintain a natural gameflow,[object Object],Increase decision points,[object Object],Reduce UI complexity,[object Object]

Inventory,[object Object],Capturing a player,[object Object],Hidden but effective tutorial,[object Object],Gradually introduce complexity,[object Object],Focus on non-design challenges as well,[object Object],More Complex,[object Object],More Complex,[object Object],Treasure,[object Object],Fruit,[object Object]

Cater to different play styles,[object Object],Players find different types of fun in your game,[object Object],Provide several ways to win,[object Object],Get them to interact with each other,[object Object]

Another Playstyle,[object Object]

Product clarity,[object Object],Single strong voice,[object Object],Have a long-term vision for gameplay,[object Object],Consistent art direction,[object Object]

Art direction,[object Object],Appeal to a fantasy,[object Object],Bright and colorful,[object Object],Avoid excessive detail,[object Object],Humor adds character,[object Object]

Appeal to a Fantasy,[object Object]

Sound,[object Object],Music adds atmosphere,[object Object],Sounds should be un-intrusive,[object Object],Capture a movie to provide direction on sound ,[object Object]

Growing through social,[object Object],Forcing social causes negative reactions,[object Object],Integrate social elements into core gameplay,[object Object],Surface social actions by friends,[object Object]

Different types of social,[object Object],Light,[object Object],Pokes, “Likes”,[object Object],Heavy,[object Object],Comments, Wall Posts,[object Object],Have a mixture,[object Object]

Growing through metrics,[object Object],Metrics help you figure out what works,[object Object],3 core metrics,[object Object],Reach,[object Object],Retention,[object Object],Revenue,[object Object],Test your ideas and see what sticks,[object Object]

Increasing retention,[object Object],Leave your audience wanting more,[object Object],Remind the player to come back,[object Object],Let their friends help,[object Object]

Play sessions,[object Object],Keep them short,[object Object],Provide a goal for the player,[object Object],Link sessions together,[object Object],X,[object Object]

Sustaining players,[object Object],Regularly scheduled updates,[object Object],Long term value,[object Object],Events,[object Object]

Moments of joy,[object Object],“Cool” events in your game,[object Object],Make the player feel good,[object Object],Leverage art to create these,[object Object]

Moments of Joy,[object Object]

Play, invest, express,[object Object],Engage users first,[object Object],Make it easy to convert,[object Object],Surface the value they are receiving,[object Object],Play Currency,[object Object],Paid Currency,[object Object]

Allow the reversal of mistakes,[object Object],Status symbols,[object Object],Social ROI,[object Object],Enable expression,[object Object]

Wrap-up,[object Object],How do I get people to play my game?,[object Object],Have a simple design and a theme that is relatable,[object Object],How do I get people to tell their friends?,[object Object],Make social part of your core gameplay and not forced,[object Object],How do I get people to stick around?,[object Object],Give them a reason to come back and something to aspire to,[object Object],How do I get people to invest?,[object Object],Engage players and provide an easy way to express themselves,[object Object]

Questions?Twitter: @amittmBlog: www.amitt.com,[object Object]

Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)

Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010)

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