Social Media Games. Stats, Potentials and Pitfalls


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With a departure in DK social media 2013-2014 stats, social games examples are presented. Potentials and pitfalls are presented too as well together with relevant strategic frameworks and motivation theory (SDT) are

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Social Media Games. Stats, Potentials and Pitfalls

  1. 1. Social Media & Games Stats, Potentials and Pitfalls By Lars Bojen,, Lillebaelt Academy, Denmark
  2. 2. Agenda • 1) Social Media in Denmark 2013-2014 • Latest stats and research • Examples • Statements from social media professionals • 2) Social Media Games • Definitions • Examples • Potentials and pitfalls • Further perspectives, frameworks and theory
  3. 3. Who am I? • Lars Bojen, Associate Professor at Lillebaelt Academy (EAL) in Denmark. MA in Literature and Applied Visual Communication • Several years work experience as a business- and project manager, developer and freelancer in startup companies in web and app/mobile areas since the 90´s. • Now working at MIT at EAL as lecturer and coordinator at the Multimediedesigner, Film & Animation programme and BA programmes covering course topics/tasks like: – Project Management for digital media productions, – Online Video production and VFX, Projection mapping/motion design – Social media strategy and concept development, – UX, Usability methods and tools, – Philosophy of Science, – E-Marketing and E-Communication – Gamification courses – Experience concepts – Facilitating Internship in the Bay area. • Hobbies apart from work:-): – Biking, playing piano and guitar, music, soccer, travel, beer/wine, food and … LinkedIn profile: Pinterest:
  4. 4. PART 1Social media in Denmark 2013-2014
  5. 5. DK: Overall stats about social media 6 out of 10 use a social media daily! 1 out of 10 use those social media every week: use daily
  6. 6. DK stats: Use of internet everyday?
  7. 7. EU/DK Stats: Internet access using a mobile phone
  8. 8. EU/DK Stats: Internet access using a mobile phone
  9. 9. DK Stats: Who has a smartphone?
  10. 10. Denmark is a Facebook nation
  11. 11. Business stats from Denmark Source: DENMARK IN FIGURES 2014 ,
  12. 12. Examples: Social media storms in DK Reference:
  13. 13. Example: …. Happy customers “Skattefar”= Tax Daddy = The national Tax authorities in DK!
  14. 14. Source: 1998 - TVBrian Laudrup after scoring in the Brazil-Denmark World Cup Quarter Final match 2014 - TwitterBrian Laudrup posing in the #JegErBrian (#IAmBrian) contest
  15. 15. Source:
  16. 16. New trends in 2013-2014: Teens are using other social media
  17. 17. New trends in 2013-2014: Teens are using other social media ● Teens use new social media like Snapchat, WhatsApp, Instagram, Pinterest og Tumblr. ● Use of Facebook is declining among teens! ● Daily use of social media in Denmark ○ Facebook 55 pct. ○ Instagram 6 pct. ○ SnapChat 6 pct. ○ Twitter 5 pct. ○ LinkedIn 2 pct. ○ Vine 1 pct. ○ Pinterest 0 pct ● Source: DR Medieforskning, December 2013
  18. 18. New trends in 2013-2014: Teens prefer …..
  19. 19. What some Social Media Pro´s say The June 2014 interviews covers: • How to practice social media work with clients • Challenges and good advice based on experience • Results • New social media popping up • New trends in working with social media
  20. 20.
  21. 21.
  22. 22. PART 2Social (media) games
  23. 23. Kia case
  24. 24.
  25. 25. User generated tracks
  26. 26. KIA: Mobile apps
  27. 27. KIA Installation at a motor show
  28. 28. KIA GT Ride: Viral social game
  29. 29. KIA case: Behind the scenes Source:
  30. 30. KIA: Results Source:
  31. 31. Social Game: Best Practices – (According to ORACLE whitepaper) Best Practice 1: Define Your Goals 2: Don’t Build It from Scratch 3: Understand the Power of Viral Connections 4: Measure 5: Simplify and Beautify 6: Integrate Your Brand Within Your Game 7: Integrate Charitable Giving 8: Market Your Game
  32. 32. Social media games • Definition –Gaming which has added social network integration (e.g. Madden Superstars, FIFA Soccer, Minesweeper, Blackjack, etc.), and –Social networks which inversely features gaming (e.g. Farmville, Mafia Wars, and Cafe World on Facebook).
  33. 33. Fun games are not just big..!
  34. 34. ...but also big business! Source:
  35. 35. .. on a global scale
  36. 36. .. with global networks
  37. 37. KPI´s: # Unique active players per month per game # Unique active players per day per game % Female players # Average session length # Most popular time to play # Users purchasing virtual goods per month % Revenues from direct user purchases $ Funds raised for social causes by purchasing virtual goods across games Source:
  38. 38. Example: Social Gaming KPIs Source:
  39. 39. The Social Gamers are...
  40. 40. 4 Social Gamer archetypes Sources:
  41. 41. Tentative social game typology ● Fun games: ● Action/Adventure Game ● Role-Playing Game ● Horror Game ● Indie Game ● Children’s Game ● Mobile / Online/Web casual Game ● Sports/Racing Game ● Serious games ● Health Serious games, simulations, applications and developments using gamification techniques for diagnostics, treatment, health staff training, promotion of healthy habits, and so on. ● Education and Learning Serious games, simulations, applications and developments using gamification techniques for the learning of educational contents, values and/or concepts associated with public or private educational centres, or for corporate training. ● Business Strategy Serious games, simulations, applications and developments using gamification techniques in various company departments, including marketing, brand advertising (advergames), production, finance, logistics, decision making, business simulations and innovation. ● Culture and Society Serious games, simulations, applications and developments using gamification techniques for the promotion of culture and tourism, or to promote values like solidarity, awareness or environment protection. Source:
  42. 42. Let´s look at social game examples • Consumer – Facebook games (Criminal Case) – (Social) Web games (Nike) • Business – Organization game (Zappo´s “Face game”) • Environmental – Practically Green • Education – CodeAcademy – DuoLingo • Government/NGO – Health game (Pain Squad)
  43. 43. Facebook game of the year 2013 Criminal Case by Pretty Simple • This hidden object game from a French indie studio combines crime scene investigation with engaging sharing mechanics to create the most successful Facebook game • In a case study of the game, Open Graph stories featuring visceral artwork drove organic growth for the game throughout the first half of the year. • Content updates and additional cases drove more growth for the game in the second half of the year. Source:
  44. 44. Open Graph overview Source:
  45. 45. Source:
  46. 46. Gameplay Source:
  47. 47. Facebook game of the year 2013 • Results – +25 Million MAU (monhtly active users) in 6 months – 7 Million DAU (daily active users) in 6 months. – Over 10M€ in revenue for 2013 from Criminal Case – Over 500 million Open Graph actions generated since launch – 1 player out of 2 comes in the game through an OG story – 60% of players are female
  48. 48. (Social) web games
  49. 49. Source:
  50. 50. Zappo´s Face Game Source:
  51. 51. Practically Green (WeSpire) Source:
  52. 52. Practically Green (WeSpire) Source:
  53. 53. Practically Green (WeSpire) Source:
  54. 54. Education: CodeAcademy Source:
  55. 55. Education: DuoLingo Source:
  56. 56. NGO case: Pain Squad Source:
  57. 57. Potentials • Huge benefits in social games seen from an advertiser POV! • The KPIs are promising. • Games at work has promises of increased engagement, productivity, and performance when it´s aligned with the culture (Zappo case) • Everythings fine …. But ….
  58. 58. Pitfalls • Bad gamification can aggravate instead of engaging employees and potential customers . • The success of a game comes down to two things: it has to feel legitimate to users, and it can't feel forced — like that mandatory, company-wide foosball tournament you had last week. • Some researchers (Mollick and Rothbard, Wharton University, US) point out: “doing something that is required and is supposed to make things fun, it violates the idea of funness. It's no longer a fun activity; it's a mandatory activity." • The danger of "gamifying" a customer-facing product: Your engagement metrics will go up for a certain set of visitors, you'll be making others turn away. Reference:
  59. 59. Further perspectives • Developing social games for business purposes requires – a relevant Strategic Framework and – relevant theory about human Motivation • To ensure that business strategies and user needs are incorporated in the gameplay and the storytelling • Frameworks like Octalysis and Gamification Model Canvas seems relevant. (See next slides) • Self Determination Theory seems relevant See next slides)
  60. 60. Theory: SDT
  61. 61. Theory: SDT
  62. 62. Ex1: Strategic framework Source:
  63. 63. Ex2: Strategic framework
  64. 64. Thank you :-) for your attention
  65. 65. Resources • Using Social Gaming to Drive Engagement: Insights and Best Practices for Brand ManagersAn Oracle White Paper. August 2012. • Danish official Internet and IT stats: – It-anvendelse i befolkningen – EU-sammenligninger 2013, Danmarks Statistik ,Maj 2014, • Gamification Model Canvas An agile, flexible and systematic tool to help find and evaluate solutions based on game design and to ultimately develop behaviors in non-game environmen model-canvas • Gamification Roadmap • “For the Win: How Game Thinking Can Revolutionize Your Business,” by Kevin Werbach, Dan Hunter. 2012 • Mobile Mindshift . • Social Gaming. Whitepaper by Vertic Portals. • Bunchball. Leaders in gamification