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SXSWi: Mobile Social Games - the next frontier (2011-03-13)

These are the slides to my talk on "Mobile Social Games: the Next Frontier" that I delivered on 13 March 2011 at SXSWi in Austin, TX

SXSWi: Mobile Social Games - the next frontier (2011-03-13)

  1. Mobile Social Gaming: The Next FrontierSXSW Interactive Volker Hirsch, Scoreloop13 March 2011 @vhirsch
  2. I’m Volker #mobilesocialhttp://www.amctv.com/originals/madmen/madmenyourself/
  3. Um... Err...
  4. Um... Err...(I’m working on it!)
  5. What I will talk about:1.! What are social games?2.!What does social mean?3.!Why mobile matters?4.!How is it done?
  6. 1. What are social games?
  7. ?http://www.amctv.com/originals/madmen/madmenyourself/ -- http://upload.wikimedia.org/wikipedia/commons/a/ac/Austin_TX_1920_map.jpg
  8. http://www.gapingvoid.com
  9. http://www.amctv.com/originals/madmen/madmenyourself/
  10. http://www.flickr.com/photos/george_eastman_house/2986882705/sizes/o/
  11. http://mediamemo.allthingsd.com/files/2010/06/farmville-sheep.pnghttp://images4.wikia.nocookie.net/__cb20091125193142/farmville/images/archive/6/69/20091201165405!Pig-icon.png
  12. Some learnings:-! Single-player mechanics can work...-! ... if tied into social graph.-! Reward linked to interaction locks in.-! Collaboration + Competition-! Tease, test & iterate to maximise interaction with friends (keep users longer) & spending points (grow revenues).
  13. Metric-driven design
  14. Sources & Drains $$ $http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpghttp://lh6.ggpht.com/_Dp8GJpYQxRg/RgHrO8WR59I/AAAAAAAABoc/QtbAQP7WHmg/dscf0054.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG
  15. Is that it?
  16. 2. What does social mean?
  17. Social refers to theinteraction of organismswith other organisms andto their collective co-existence [...] Source: Wikipedia
  18. http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg
  19. You need context!http://flickr.com/photos/nolifebeforecoffee/124659356/
  20. Object-Centered Sociality Prof Dr Karin Knorr-Cetina, Sociologist Jyrri Engestrom Founder, Jaikuhttps://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg
  21. Make your game a social objecthttp://farm4.static.flickr.com/3451/3365895535_3d24cb3b91.jpg
  22. ObjectSocial is interaction in contexthttp://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
  23. 3. Why mobile matters
  24. Mobile is the most powerful digitalmedium to date.Why? 1. It’s big (numbers) 2. It’s personal (nature) 3. It has more context (Identification of needs) 4. It can make you money
  25. Mobile is big!
  26. 475,000,000 Daily circulation of newspapers 825,000,000 Registered cars 1,800,000,000 Unique credit card holders 2,250,000,000 Tooth brushes in use 4,000,000,000 FM Radios 4,965,000,000 Mobile phone subscriptionshttp://upload.wikimedia.org/wikipedia/commons/8/85/Numbers_grid_in_NY.jpg vo sc
  27. 28% 25% 72% 75% No Internet Mobile Internet No Mobile1.9 bn users 5.0 bn users
  28. V ~N 2http://fc02.deviantart.net/fs16/f/2007/141/6/1/Size_Matters_by_seenew.jpg Metcalfe’s Law
  29. Mobile is Personal
  30. • 91% of people have their mobile within arm’s reach 24/7. Morgan Stanley 2007• 60% of married people will not share their mobile with their spouse! Wired Magazine 2006• It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone. Unisys Survey• 10% of under-25 year-olds find it OK to text whilst having sex. Retrevo Gadgetology Report, 2010
  31. Mobile has more context!
  32. Mobile is a 1st!1. Personal mass media2. Always carried3. Always on4. Built-in billing system5. Present at the point of creative impulse6. Accurate audience identification7. Captures social context8. Enables augmented reality Tomi Ahonen, Mobile as 7th of Mass Media, 2008; Alan Moore Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008
  33. Why Context Matters?Scale alone kills conversations,because they require densetwo-way interaction. Clay Shirky, “A Group Is Its Own Worst Enemy”, Keynote, ETech, Santa Clara 2003
  34. Mobile makes Money
  35. Each of GREE andDeNA are 1/20 of thesize of Facebook buthave similar revenues. = ARPU is 20x that of Facebook. 98% Mobile!!!
  36. Mobile is complex
  37. http://1.bp.blogspot.com/_GTM_W5mVPTU/TKS5gUU1iRI/AAAAAAAAAL4/tabxGMjzP30/s1600/market-bag-intl4.png
  38. http://upload.wikimedia.org/wikipedia/commons/archive/8/88/20080910181751!Dubai_gold_market.jpg
  39. And there’s many of them...
  40. 4. How is it Done?http://gapingvoid.com
  41. What You Need...http://wallpapers.free-review.net/12_~_daydream_in_solution.htm
  42. Producthttp://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg
  43. Marketinghttp://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
  44. Enough?
  45. http://upload.wikimedia.org/wikipedia/commons/archive/8/88/20080910181751!Dubai_gold_market.jpg
  46. Hmm...http://fc09.deviantart.net/fs27/f/2008/104/3/1/Labyrinth_by_Shortgreenpigg.jpg
  47. In the Wilderness... you need Direction.http://www.askabba.com/Ezuz%20roadsign.JPG
  48. Social Discovery
  49. Engage where it matters!http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
  50. Engage in the game; It’s Your Real Estate!http://www.woodlandmanufacturing.com/imagesb/realestate-signs/real-estate-sign-main-lg.jpg
  51. How to Engage: Interaction where it matters• Peer-to-peer challenges• Inclusion of mobile-only features (contextual, geo-aware, etc)• Achievements, trophies, rewards• Avenues to friends: finding, gifting, comparing. Encourage exchange with people that matter
  52. Don’t let them Go...http://3.bp.blogspot.com/_E5cSkRNNzuk/TGeNR0r2AoI/AAAAAAAAJoQ/IASRQyytDxw/s1600/NeverLetMeGoStill2.jpg
  53. As to the Vending Machine...• Integrate billing events where they are: - relevant (adds value from a user point of view), - transparent (don’t con the user), and - in context (seamless integration into game mechanic).• Provide the perception of real value.
  54. One last thing: 123,296,966,069,453 The Law of Big Numbers
  55. And if all else fails?
  56. http://files.sharenator.com/Monocle_Smile_6548_RE_Cotton_vs_Bieber-s435x353-92269.jpg
  57. Thank you! +44 7843 599 678 @vhirsch / @scoreloop volker@scoreloop.com http://vhirsch.com/blog http://scoreloop.com

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These are the slides to my talk on "Mobile Social Games: the Next Frontier" that I delivered on 13 March 2011 at SXSWi in Austin, TX

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