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JiaShen<br />Founder<br />Social Game StrategiesOne way to look at it<br />
RockYou Overview<br />RockYou, Inc.<br />Engaging the world through <br />social applications!<br />2007<br />2008<br />20...
RockYou: Top 4 Reach in the US<br />Source: comScore  Media Metrix Key Measures – with Unified Sites, May  2010<br />Sourc...
Agenda<br />Introduction<br />Creating Virtual Value<br />Converting it to Paying Users<br />Improving Monetization<br />C...
Show me the funnel!<br />Creating Virtual Value<br />
Collision of Worlds<br />Conventional & Casual Games<br />Entertainment<br />Engagement<br />Online Games<br />Long term e...
Understanding the Free2Play Space<br />User acquisition easier, but getting harder<br />Users have longer lifespan<br />St...
Maximize paying users<br />On Average, 2-5% Users are Paying<br />10-15% is High Percentage<br />50% of Purchasers are rep...
Virtual Value<br />I Want it!<br />
Conventional Game Value<br />Centered around entertainment content proposition<br />More like TV and Movies<br />Content c...
Social and Online Games<br />Flipped on its head<br />Entertainment / game is foundation<br />Content is bite size<br />Va...
Bite Sized Virtual Value<br />Progress / Status / Level<br />Decoration & Expression<br />Skills<br />Items<br />Time<br />
Value converts to Money<br />
Duh I know<br />Time = Money<br />
Time Creates Desire<br />
Limited and Premium Items<br />Premium<br />You just gotta pay to play<br />Limited<br />Get it now or you’ll never see it...
Level Locking<br />Incentives to continue playing<br />Visible Goals to Accomplish<br />Allows Regulation<br />Item Releas...
Chance<br />Collectibles<br />Extend perceived value<br />Roulette<br />Pacing<br />Scheduling of new feature releases<br ...
Time Savers / Boosters<br />Quick Refill<br />Instant Gratification<br />Time Boost<br />Better Balance<br />Speed it up<b...
Level Tuning<br />New User Flow<br />Level up a new user quickly<br />Accomplishment<br />Value<br />Instant gratification...
Create difficulty ramp and barriers<br />Determine acceptable rate of increase<br />Create many different interacting barr...
Checks and Balances<br />Create different vectors of value to balance<br />Always have a “limited reagent”<br />Never crea...
Multiple Currencies<br />One currency for game-play functionality and one currency to the dollar<br />Control over in-game...
Value is the incentive<br />Maximize % of Paying users<br />Design Perceived Value<br />Limit access to value<br />Creates...
Thank You<br />
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Facebook developers garage taiwan 2010--Jia Shen's presentation

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Facebook developers garage taiwan 2010--Jia Shen's presentation

  1. 1. JiaShen<br />Founder<br />Social Game StrategiesOne way to look at it<br />
  2. 2. RockYou Overview<br />RockYou, Inc.<br />Engaging the world through <br />social applications!<br />2007<br />2008<br />2009<br />2010<br />Reach Applications<br />Social Gaming<br />Network Installs<br />Brand Integration<br />RockYou’s evolution as the leader in Facebook Marketing. <br />
  3. 3. RockYou: Top 4 Reach in the US<br />Source: comScore Media Metrix Key Measures – with Unified Sites, May 2010<br />Source: Quantcast U.S. Network Rank, May 2010<br />
  4. 4. Agenda<br />Introduction<br />Creating Virtual Value<br />Converting it to Paying Users<br />Improving Monetization<br />Conclusion<br />Q&A<br />
  5. 5. Show me the funnel!<br />Creating Virtual Value<br />
  6. 6. Collision of Worlds<br />Conventional & Casual Games<br />Entertainment<br />Engagement<br />Online Games<br />Long term engagement<br />Monetization<br />Performance Marketing<br />User acquisition<br />
  7. 7. Understanding the Free2Play Space<br />User acquisition easier, but getting harder<br />Users have longer lifespan<br />Stronger sense of community for reengagement<br />Paying user percentage lower<br />Its all casual<br />
  8. 8. Maximize paying users<br />On Average, 2-5% Users are Paying<br />10-15% is High Percentage<br />50% of Purchasers are repeat customers<br />People who do spend, spend a lot<br />
  9. 9. Virtual Value<br />I Want it!<br />
  10. 10. Conventional Game Value<br />Centered around entertainment content proposition<br />More like TV and Movies<br />Content comes in big chunks<br />DLC is its current incarnation<br />More hit or miss<br />Think Halo, Starcraft, GTA<br />
  11. 11. Social and Online Games<br />Flipped on its head<br />Entertainment / game is foundation<br />Content is bite size<br />Value creation is persistent<br />Tuneable, but can break<br />
  12. 12. Bite Sized Virtual Value<br />Progress / Status / Level<br />Decoration & Expression<br />Skills<br />Items<br />Time<br />
  13. 13. Value converts to Money<br />
  14. 14. Duh I know<br />Time = Money<br />
  15. 15. Time Creates Desire<br />
  16. 16. Limited and Premium Items<br />Premium<br />You just gotta pay to play<br />Limited<br />Get it now or you’ll never see it again. Maybe<br />Consumables<br />Now you have it, now you don’t<br />Warstorm<br />Social City<br />Happy Island<br />
  17. 17. Level Locking<br />Incentives to continue playing<br />Visible Goals to Accomplish<br />Allows Regulation<br />Item Release Structure<br />Pace Power-Users<br />Keep Them Interested<br />Providing the Hope of Future Entertainment<br />
  18. 18. Chance<br />Collectibles<br />Extend perceived value<br />Roulette<br />Pacing<br />Scheduling of new feature releases<br />Fits Power & Casual users<br />First ones free<br />
  19. 19. Time Savers / Boosters<br />Quick Refill<br />Instant Gratification<br />Time Boost<br />Better Balance<br />Speed it up<br />
  20. 20. Level Tuning<br />New User Flow<br />Level up a new user quickly<br />Accomplishment<br />Value<br />Instant gratification<br />Growth Curve Dynamics<br />Maintain pacing to fit hardcore and casual users, as well as new feature release cycles<br />Keep them Interested<br />User Loss<br />Monitor user levels and tweak according to user drop off<br />Throw users into a “lifetime” to earn value<br />Nightclub City<br />Nanosiege<br />
  21. 21. Create difficulty ramp and barriers<br />Determine acceptable rate of increase<br />Create many different interacting barriers<br />Allows for value creation in the future<br />Harder for exploitation of one state<br />Time with perceived value creates demand<br />
  22. 22. Checks and Balances<br />Create different vectors of value to balance<br />Always have a “limited reagent”<br />Never create permanent buffs<br />Monitor value acquisition rate<br />Reduce Inflation and Boredom<br />
  23. 23. Multiple Currencies<br />One currency for game-play functionality and one currency to the dollar<br />Control over in-game economy<br />Standard Currency eventually devalues. Secondary Currency allows application to continuously monetize<br />Cross-application functionality (FB Credits)<br />Avoids potential loss of paying customers<br />Game-play loopholes<br />Bugs<br />Dual Currencies – Created to combat in-game inflation<br />
  24. 24. Value is the incentive<br />Maximize % of Paying users<br />Design Perceived Value<br />Limit access to value<br />Creates demand<br />Raises retention because user derives value<br />
  25. 25. Thank You<br />

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