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Social Validation as Creator Motivation in Traplight's User-Generated Content-Based Games | Sami Kalliokoski

Social Validation as Creator Motivation in Traplight's User-Generated Content-Based Games | Sami Kalliokoski

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Social Validation as Creator Motivation in Traplight's User-Generated Content-Based Games | Sami Kalliokoski

  1. 1. SOCIAL VALIDATION AS PLAYER MOTIVATION IN TRAPLIGHT'S USER-GENERATED CONTENT-BASED GAMES Sami Kalliokoski Co-Founder, Creative Director sami@traplightgames.com
  2. 2. TRAPLIGHTFINNISH F2P UGC MOBILE GAME STUDIO • Founded in 2010, now team of 26 enthusiastic developers • Used to do outsourcing for Redlynx, Supercell and others • In 2013 pivoted to create our own UGC based games • Released Big Bang Racing in 2016 • Raised $4,8m to merge social media and games
  3. 3. THIS TALK IS ABOUT • What have we learned from Big Bang Racing • Shortly visit Social Media, Social Validation, and Self- Determination Theory • How does Traplight motivate creative players in upcoming games
  4. 4. BBR trailer
  5. 5. LEARNINGS FROM BBRFROM UGC PERSPECTIVE • With UGC you don’t run out of content • Players are insanely creative and produce high quality content • UGC brings value not only for the developer, but also for players • UGC is inherently social and players expect features known from social media, and we use those features to find the best content also
  6. 6. CONTENT CREATORSTHE PLAYERS WHO CREATE • Creators want to have more ways to express themselves • Creators want to get more players to their levels in order to get more likes • Creators are more engaged and monetize better
  7. 7. ENGAGEMENT & RETENTION PLAYERS WHO CREATE ARE MORE ENGAGED
  8. 8. MONETIZATIONCREATORS (7% OF PLAYERS) BRING 35% OF REVENUE
  9. 9. FOCUS ON CREATORSAND UNDERSTAND WHAT DRIVES THEM We want to convert more players into creators. We want to create progression for creators, and to include them into our target audience in addition to regular player segments. We wanted to address needs of creators, and in order to understand those, we looked into Social Media.
  10. 10. SOCIAL MEDIA IS UGCIT IS CREATED BY USERS AND IS SELF-EXPRESSIVE Most content in social media is user created. Also advertisements look like user created nowadays. Content expressed in social media is created with tools that are external to their platforms, thus limiting their monetization possibilities on content creation. When people express themselves, they expect feedback in return. This feedback can be generalized as Social Validation.
  11. 11. SOCIAL MEDIA IS UGCSOCIAL VALIDATION IS MECHANISED IN SOCIAL MEDIA In social media, social validation is mechanised into many different forms: view, like, dislike, comment, share, copy, mix, modify, follow, subscribe… In addition to this mechanisation, social validation builds relationship through empathy and exchange of meaningful experience. Many times the social validation itself becomes socially actionable content.
  12. 12. DEFINING TRAPLIGHT’S UGCAND WHAT CONSTRAINTS DOES THE DEFINITION IMPOSE UGC in our games is self-expressive and rewarded by social validation Created content is goal oriented and created for other players’ enjoyment Creators have clear progression and they are motivated through creation specific rewards – for this, we looked at Self-Determination Theory
  13. 13. SELF-DETERMINATION THEORY IS A THEORY OF MOTIVATION AND INHERENT GROWTH TENDENCIES Theory revolves around satisfaction of three intrinsic motivations that initiate action that is interesting and satisfying by itself. The three motivations are COMPETENCE, AUTONOMY and RELATEDNESS. Check out PENS (Player Experience of Need Satisfaction) model by Scott Rigby and Richard Ryan. Excellent papers and GDC talks about the topic.
  14. 14. COMPETENCEIN F2P MOBILE GAMES Feeling of being effective, successful, good at, and feeling of meaningful growth. Competence in arcade games roughly had to do with personal competence of mastering the controls to achieve highscore. In many F2P mobile games, personal competence is minimized and competence deals with mechanized competence, like character power – kind of competence that you can buy with money.
  15. 15. AUTONOMYIN F2P MOBILE GAMES Having meaningful interesting opportunities for action and choices in front of me; sense of being free from the external control. Early days of autonomy in games used to deal with map exploration, choosing from multiple goals and narrative that had multiple routes to the single endpoint. In many F2P mobile games, autonomy deals with character collectibles, decks and using collectibles as resources in crafting/combining for mechanical competence. As well as strategic placing of buildings in city builders.
  16. 16. RELATEDNESSIN F2P MOBILE GAMES Feeling of meaningful connection to other people and mutual support for competence and autonomy. Most of the successful F2P mobile games have clans/guilds and possibility to communicate and rely on other players to progress together.
  17. 17. COMMON TAKE FORCOMPETENCE, AUTONOMY & RELATEDNESS IN F2P MOBILE GAMES COMPETENCE is mechanized power increase through cue-action- reward driven progression loops. AUTONOMY is freedom in e.g. character combinations and city layouts to achieve power through tactical and strategic synergy. SOCIAL RELATEDNESS is co-operation with other players to progress faster in competence.
  18. 18. THE CREATOR LOOPBASED ON COMPETENCE, AUTONOMY AND RELATEDNESS COMPETENCE deals with progression and is connected to CONFIDENCE AUTONOMY is connected to SELF-EXPRESSION RELATEDNESS is connected to SOCIAL VALIDATION
  19. 19. (RELATEDNESS) SOCIAL VALIDATION (COMPETENCE) CONFIDENCE Tasks Content Feedback (AUTONOMY) SELF-EXPRESSION + rank & achievements + influence & audience + tools & parts Progress through creation Progress through social actionsProgress through task completion
  20. 20. TAKEAWAYS!USER-GENERATED CONTENT GAMES There is not just one way to use UGC in games, define yours. Don’t think UGC only as “free” content for you, and gold and diamonds for creators. It will mess up your F2P economy. If you are creating UGC focused game, concentrate on creators and their relationship with players. The relationship and rewarding mechanics define what kind of content is created.
  21. 21. TAKEAWAYS!FULLFILLING CERTAIN PLAYER NEEDS ARE BENEFICIAL FOR YOU Understand difference of INTRINSIC and EXTRINSIC motivations • Satisfaction of competence, autonomy and relatedness will result in intrinsic motivation where the action is reward itself. • Usually F2P mobile games use extrinsic motivations like “welcome gift rewards” for first 30 days, daily tasks, events and quests to get feeling of competence going.
  22. 22. THANKS!QUESTIONS? Sami Kalliokoski Co-Founder, Creative Director sami@traplightgames.com

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