Everyone Deserves to Have Fun: Recognizing the Individual in Games | Carey DiJulio

1. Carey DiJulio - SVP, Product & Marketing @ Big Fish Games
Everyone deserves to have fun:
Recognizing the Individual in Games

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o Collage of different types of people playing games in different situations. Go for diversity both in person but also gameplay situation.
Everyone deserves to have fun!

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Big Fish Games

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2,600,000,000
# of mobile gamers according to Unity’s Q1 2017 Estimates

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1. Demographics
2.Behavioral Snapshots
3.Personalized Predictions

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1. Demographics
2.Behavioral Snapshots
3.Personalized Predictions

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o Collage of different types of people playing games in different situations. Go for diversity both in person but also gameplay situation.
Who are the Match 3 players?

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o Collage of different types of people playing games in different situations. Go for diversity both in person but also gameplay situation.
Woman. Age 35.
Match 3 players

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o Collage of different types of people playing games in different situations. Go for diversity both in person but also gameplay situation.
Match 3 players

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On average (across product categories),
less than 2%
of brand choice is explained by demographics.
Demographics only get you a small way to understanding your players…
Source: Mediamark Research & Intelligence

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1. Demographics
2.Behavioral Snapshots
3.Personalized Predictions

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Non-Payer vs. Payer

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Non-Payer vs. Payer
$100+ LTV
$10-$100 LTV
$0-$10 LTV

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LTV
Time
$100 LTV
Adding time helps to predict future
Player 2
Player 1

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We’ve long recognized different styles of play…
Source: Bartle Player Types
Killers
Socializers
Achievers
Explorers
Acting
Interacting
Player World

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Gamer Motivation Model
Source: Quantic Foundry

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o Collage of different games I’ve played
o Super Mario Bros (1)
o Tetris
o Kaboom
o Counterstrike
o Bejeweled (early 2000s)
o PvZ
o Fairway Solitaire
o MyTribe
o Hay Day
o NYTimes Crossword
o Best Fiends
o Dungeon Boss
o Drawn
o Marches of Antan MUD
o Space Invaders
o Jump Joe/Janitor Joe
My gaming behavior over time

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Favorite Genre: RPG
61% Also play Puzzle games
24% Enjoy Match-3 Specifically
Players are more than their primary genre preference
Source: Mediamark Research & Intelligence

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1. Demographics
2.Behavioral Snapshots
3.Personalized Predictions

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o Salesforce data around marketing and AI

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Increase customer touchpoints with personalized messages

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Big
Fish
Confi
denti
al
Target the right customers to maximize effectiveness of your promotions

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Tuning a game to it’s unique cadence

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Too hard = Anxiety

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Too Easy = Boredom

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Just Right = Flow

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“Players have a wide variety of
experiences, skills, learning rates, and
playing styles, and will react differently
to the same difficulty setting. “
Xue, Wu, Kolen et al. “Dynamic Difficulty Adjustment for Maximized Engagement in Digital Games.”
Copyright 2017 International World Wide Web Conference Committee

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So now that it’s down to a science

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Introducing Big Fish Premium

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Looking Forward

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Bring Your Passion

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www.bigfishgames.com/careers
Everyone deserves to
have fun!
Thank you