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HTW2011: Branko Milutinovic - Social gaming - lessons learned

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HTW2011: Branko Milutinovic - Social gaming - lessons learned

  1. 1. Social Games DesignLessons Learned
  2. 2. Social Games Market Social & Games *Other Auctions Email Software Info Portals Videos Instant Search Messaging
  3. 3. Social Games Design• Game Design 101• Social Games Key Metrics• Social Game Design 101
  4. 4. Game & Fun • Game is an interactive system • Feeling of “having fun” is a biochemical process • Fun mechanics: – Challenge – Progress – Context
  5. 5. Challenge (problem, quest) • Balance • Repetitiveness • Feedback
  6. 6. Progress • Difficulty • Desired characteristics • Longevity
  7. 7. Context  Graphics and sound  Narrative  Setting  Social aspect
  8. 8. Cheats • feedback + context > problem • Faking progress • Context as the game seller – Setting – Social
  9. 9. Social Games key metrics 4 3.3• Engagement Millions 3 – Daily active users - DAU – Monthly active users - MAU 3 – DAU / MAU (stickiness) 2 1.8 – Session length 2• User acquisition 1 0.84 1 – New users per h/d/m 1 0.36 0.31 – Cost 0 0.05 0.04 – Viral MAU DAU – Churn Top Eleven• Monetizing EA FIFA Superstars – Paying vs. Non-paying users Bola (Playdom) – Actions users spend money on Footy!
  10. 10. Social Game Design • We want to improve – Engagement – User acquisition – Monetization
  11. 11. Engagement++• Cuteness• Appointment dynamics• Daily bonuses
  12. 12. Social++• Crew dynamics• Friends competing each other• Gifting
  13. 13. Monetization++• Boosts• Energy bar• Limited offers
  14. 14. THANK YOU! nordeus.com/jobs @BrankoMMbrankom@nordeus.eu

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