Turing Festival 2011All Change To Social Gaming Developing, Publishing and Monetizing Games on Facebook
Introduction to Dynamo Games• Founded 2004, based in Dundee, Scotland• Brian McNicoll, MD, co-founder• Developer of mobile and online social games – Championship Manager(13 versions) – Football Tycoon – The Crystal Maze – Countdown – Soccer Tycoon – Beauty Town
Social Gaming• What is Social Gaming?• How do social games work?• Why did we move into this space?• How do you make money (FB credits)?• Why this was a challenge for us• Top 25 Facebook games chart
Facebook Games• Who has all played a Facebook game before?• Five Key Social Gaming Rules: – Free-to-play games with micro-transactions – Limitless game-play – Daily game-play hook - timing – Social and viral – Accessible and easy to use by anyone
Soccer Tycoon - Facebook• Our first Facebook game• ‘Soccer’ not ‘Football’ for worldwide market• Tycoon game with timing mechanics• A whole range of items to buy• Fun friend mechanics for virality• Large % of female players• Weekly update cycle• Soccer Tycoon 2
Soccer Tycoon - FacebookIn-game Avatars – Facebook gameshave to look very fun and welcoming,a good way to do this is to havefriendly in-game characters within Main Game Screen/Theme – Isometricyour in-game environment. view good for city building games. Many important social game GUI components and easy to understand HUD.
Beauty Town• A Channel 4/Creative Scotland commissioned project• Online Social game for Facebook to promote positive body image for females• Educational Values – 18 different body shapes• Completely different from anything we had developed before• Design research consisted of: Field Research, Identifying Demographic, Focus Groups, Eye Tracking, Surveys, Beta Feedback and much more.• A very exciting and enjoyable challenge• www.facebook.com/beautytown - Play Now!
Beauty Town - FacebookAvatar Creation Screen – Lay-out is Shop Screen – Colours, navigationvery important for social games to and a lot of information toattract a wide as possible player- communicate with the player.base. Oblique perspective.
Analytics• Very important for social games – in-house analytics dashboard• Allows 99% of ‘gut feeling’ design decisions to be removed• A-B Testing• ARM - Acquisition (with Engagement), Retention & Monetisation• KASE – Killers, Achievers, Socialisers & Explorers• Your users are your game – find out what the majority of them are doing – don’t go on one single review
Some Useful Tips• Psychology is very important in the design process of Social Games – Credits Examples:
Some More TipsLocalisation – Localise by demand:Bottom Bars – Important info and links: