Papaya social design magic

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This presentation was given at the first London Game Developer Meet-up (http://www.meetup.com/London-Game-Developers/) at the Innovation Warehouse on 27/01/12

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Papaya social design magic

  1. 1. grgetherh Social Design Magic Tricks Oscar Clark Evangelist PapayaMobile Inc
  2. 2. Humans are social animals • We all play games in some form • We all respond to social pressures • We all crave esteem • What's self-actualising? Image found via Flikr (Erica Glasier)
  3. 3. Games as a Service Social games need to be considered as a service • Designers need to monitor user behaviour • They should to evolve and improve over time • Make regular small improvements • Minimum Viable Product
  4. 4. Who are your players? Different Players buy for different reasons • Collector: – "Got to catch them all" • Explorer: – "Where can I go today?" • Socialiser: – "I want to be popular" • Competitor: – "I'm going to Pwn ya!"
  5. 5. Its not a Free Lunch! 100 :10 :1 Rule • Free-players are your marketing channel • And your comparison for success • And provide invaluable data on play • Don’t break their game
  6. 6. Only worth what people will pay How are players going to pay? • Premium Pricing • Try Before Buy • Hybrid (Rent/Buy/Subscribe) • Free or Ad-Funded • Virtual in-game goods • Virtual creative goods • Extra Levels • Consumables • Gifting • Advertising • Offer wall
  7. 7. Pricing is everything Maximise the opportunity • Purchases will be a barrier • Reduce the risk to the user • Understand Price Elasticity • Retrofitting is very difficult
  8. 8. Premium Anticipation is everything • Players have to crave your game • Guarantees that players will pay to play • You can't measure the players you turn away • Only a select few can sustain this model • But! Players are more willing to see it through the learning curve
  9. 9. Advertising Brand sponsored experiences • Can be a vital revenue stream • Media buying is getting much better • Most effective when relevant to the game • Needs to be increasingly smart
  10. 10. Freemium 1:10:100 Rule* • Free-players are your data and marketing • Make it easy to spend the first $1 • Offer goods to shoe off creativity and skill • Consumable in-game items are key • Make it possible to spend $100 or more * Apologies to Nicholas Lovell
  11. 11. Understand the True Fans True Fans are happy to spend money • Ensure that they get value for paying • Don't break the Free Player experience • Engage with your most valuable players • Will Churn when they find 'Blocking Events' • Avoid the 'hangover'
  12. 12. Feed the Habit Why should they replay your game? • Daily Bonus/Challenge • Leader boards • Social Challenges • Friendship Bonds • Recharge systems
  13. 13. Social Achievement Playing the game should grant me ‘Social Capital’ • Let me show off my achievements • Gifting and Reciprocation • Items gained must be desirable to others • It's not social if I can't talk about it
  14. 14. Time Vs Money Buying things should make my game better – Play for longer – accelerate scores – add special abilities • Game balance must be preserved • Not fun if I have to spend! • Don’t kill the game for Free- players
  15. 15. Consumable Goods Give me a reason to spend again and again • Low-cost consumable items are low risk for new users • Higher cost bundles can offer better value longer • Unique purchases tied to achievements adds rarity
  16. 16. Scissor:Paper:Stone Use Dilemma to help maintain Game Balance • Players should have meaningful choices • Different roles should complement sharing • Ambiguity in strategy leaves room for players to debate • Virtual goods can add new choices in play
  17. 17. Playing Metagames What happens between play sessions • Metagames can build retention • High Scores don’t have to be global • Individual sessions form part of a wider story arch
  18. 18. Its My Game! Its not your game any more... Its your players! • Players should be part of the ongoing creative process • Let them personalise their experience • Encourage emergent behaviour • Allow players to share their experiences and 'Stories'
  19. 19. What Next? In Short... • Social Games increase: – Discovery – Retention – and Revenues • Every game can benefit from Social Techniques • Mobile is perfect for Social Games
  20. 20. Who are Papaya? • Founded in 2008 with $22M raised through DCM and Keytone. • 90 staff with offices in San Francisco, London and Beijing • More than 80% of users come from US and Europe • Popular games earn more than $1 million per year • Winner of Best Games Service Provider ME Awards 2011 1,050,000,000 $16.45/ 13,611,930 37
  21. 21. ...in the end it's all about the game
  22. 22. Any Questions? Thank you :) oscarclark@papayamobile.com Twitter: @Athanateus

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