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Social Gold: The Design of FarmVille and Other Social Games<br />May 5, 2010<br />Amitt Mahajan - Zynga<br />
Questions to answer<br />How do I get people to play my game?<br />How do I get people to tell their friends?<br />How do ...
Why do people play social games?<br />Alleviate boredom<br />Connect with friends<br />Competition<br />
Appealing to a wide audience<br />Choose a broad non-offensive theme<br />Keep core gameplay simple<br />Consider internat...
Choosing a theme<br />Broader the better<br />Appeal to something folks already know<br />Avoid offensive subjects<br />
Simple design wins<br />Maintain a natural gameflow<br />Increase decision points<br />Reduce UI complexity<br />
Inventory<br />Capturing a player<br />Hidden but effective tutorial<br />Gradually introduce complexity<br />Focus on non...
Cater to different play styles<br />Players find different types of fun in your game<br />Provide several ways to win<br /...
One Playstyle<br />
Another Playstyle<br />
Product clarity<br />Single strong voice<br />Have a long-term vision for gameplay<br />Consistent art direction<br />
Art direction<br />Appeal to a fantasy<br />Bright and colorful<br />Avoid excessive detail<br />Humor adds character<br />
Appeal to a Fantasy<br />
Sound<br />Music adds atmosphere<br />Sounds should be un-intrusive<br />Capture a movie to provide direction on sound <br />
Growing through social<br />Forcing social causes negative reactions<br />Integrate social elements into core gameplay<br ...
Different types of social<br />Light<br />Pokes, “Likes”<br />Heavy<br />Comments, Wall Posts<br />Have a mixture<br />
Growing through metrics<br />Metrics help you figure out what works<br />3 core metrics<br />Reach<br />Retention<br />Rev...
Increasing retention<br />Leave your audience wanting more<br />Remind the player to come back<br />Let their friends help...
Play sessions<br />Keep them short<br />Provide a goal for the player<br />Link sessions together<br />X<br />
Sustaining players<br />Regularly scheduled updates<br />Long term value<br />Events<br />
Moments of joy<br />“Cool” events in your game<br />Make the player feel good<br />Leverage art to create these<br />
Moments of Joy<br />
Play, invest, express<br />Engage users first<br />Make it easy to convert<br />Surface the value they are receiving<br />...
Allow the reversal of mistakes<br />Status symbols<br />Social ROI<br />Enable expression<br />
Wrap-up<br />How do I get people to play my game?<br />Have a simple design and a theme that is relatable<br />How do I ge...
Questions?Twitter: @amittmBlog: www.amitt.com<br />
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Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 1 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 2 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 3 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 4 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 5 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 6 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 7 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 8 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 9 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 10 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 11 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 12 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 13 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 14 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 15 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 16 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 17 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 18 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 19 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 20 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 21 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 22 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 23 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 24 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 25 Social Gold: The Design of FarmVille and Other Social Games (Web2Expo 2010) Slide 26
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Amitt Mahajan discusses common game design techniques used within Zynga's popular social games to create experiences that encourage user acquisition, retention, and investment.

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

  1. 1. Social Gold: The Design of FarmVille and Other Social Games<br />May 5, 2010<br />Amitt Mahajan - Zynga<br />
  2. 2. Questions to answer<br />How do I get people to play my game?<br />How do I get people to tell their friends?<br />How do I get people to stick around?<br />How do I get people to invest?<br />
  3. 3. Why do people play social games?<br />Alleviate boredom<br />Connect with friends<br />Competition<br />
  4. 4. Appealing to a wide audience<br />Choose a broad non-offensive theme<br />Keep core gameplay simple<br />Consider international players<br />
  5. 5. Choosing a theme<br />Broader the better<br />Appeal to something folks already know<br />Avoid offensive subjects<br />
  6. 6. Simple design wins<br />Maintain a natural gameflow<br />Increase decision points<br />Reduce UI complexity<br />
  7. 7. Inventory<br />Capturing a player<br />Hidden but effective tutorial<br />Gradually introduce complexity<br />Focus on non-design challenges as well<br />More Complex<br />More Complex<br />Treasure<br />Fruit<br />
  8. 8. Cater to different play styles<br />Players find different types of fun in your game<br />Provide several ways to win<br />Get them to interact with each other<br />
  9. 9. One Playstyle<br />
  10. 10. Another Playstyle<br />
  11. 11. Product clarity<br />Single strong voice<br />Have a long-term vision for gameplay<br />Consistent art direction<br />
  12. 12. Art direction<br />Appeal to a fantasy<br />Bright and colorful<br />Avoid excessive detail<br />Humor adds character<br />
  13. 13. Appeal to a Fantasy<br />
  14. 14. Sound<br />Music adds atmosphere<br />Sounds should be un-intrusive<br />Capture a movie to provide direction on sound <br />
  15. 15. Growing through social<br />Forcing social causes negative reactions<br />Integrate social elements into core gameplay<br />Surface social actions by friends<br />
  16. 16. Different types of social<br />Light<br />Pokes, “Likes”<br />Heavy<br />Comments, Wall Posts<br />Have a mixture<br />
  17. 17. Growing through metrics<br />Metrics help you figure out what works<br />3 core metrics<br />Reach<br />Retention<br />Revenue<br />Test your ideas and see what sticks<br />
  18. 18. Increasing retention<br />Leave your audience wanting more<br />Remind the player to come back<br />Let their friends help<br />
  19. 19. Play sessions<br />Keep them short<br />Provide a goal for the player<br />Link sessions together<br />X<br />
  20. 20. Sustaining players<br />Regularly scheduled updates<br />Long term value<br />Events<br />
  21. 21. Moments of joy<br />“Cool” events in your game<br />Make the player feel good<br />Leverage art to create these<br />
  22. 22. Moments of Joy<br />
  23. 23. Play, invest, express<br />Engage users first<br />Make it easy to convert<br />Surface the value they are receiving<br />Play Currency<br />Paid Currency<br />
  24. 24. Allow the reversal of mistakes<br />Status symbols<br />Social ROI<br />Enable expression<br />
  25. 25. Wrap-up<br />How do I get people to play my game?<br />Have a simple design and a theme that is relatable<br />How do I get people to tell their friends?<br />Make social part of your core gameplay and not forced<br />How do I get people to stick around?<br />Give them a reason to come back and something to aspire to<br />How do I get people to invest?<br />Engage players and provide an easy way to express themselves<br />
  26. 26. Questions?Twitter: @amittmBlog: www.amitt.com<br />
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Amitt Mahajan discusses common game design techniques used within Zynga's popular social games to create experiences that encourage user acquisition, retention, and investment.

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