grgetherhThe Importance of Being Social Oscar Clark Evangelist PapayaMobile Inc
Humans are social animals• We all play games in some form• We all respond to social pressures• We all crave esteem• Whats self-actualising? Image found via Flikr (Erica Glasier)
What is a social game anyway?Social games are about sharing experiences• Friends & like-minded• Discovery of new content• Sharing public success• Reasons for habits• Showing off creativity
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: – "Im going to Pwn ya!"
Give players reasons to spend moneyPlayers want to be entertained• Purchase points are barriers• Reduce the risk to the user• Price Elasticity of Demand• Players buy to show off• Exchange money for time
Freemium100:10:1 ratio (or1:10:100 Rule*)• Free player are critical to success• Make it easy to spend the first $1• Goods to show off (creativity & skill)• Consumable which help gameplay• Make it possible to spend $100+• What about the ethics? * Apologies to Nick Lovell
Understand the True FansTrue Fans are happy to spend money• Ensure that they get value for paying• Dont break the Free Player experience• Engage with your most valuable players• Avoid the hangover
AdvertisingSponsored experiences• Can be a vital revenue stream• Media buying is getting better• Effective when relevant• Needs to be increasingly smart• Is Freemium incentive enough?
Who are Papaya? 13,611,930 1,050,000,000 $16.45/ 37 • 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
Any Questions? Thank you :) firstname.lastname@example.org Twitter: @Athanateus