Infinity Blade 2s ClashMob:    Raising a Social Army             Joe Graf     East Coast Game Conference            April ...
About Me• Worked at Epic Games over 8 years• Primarily focused on online features for our  games and engine• Sr. Online Ar...
About Infinity Blade 2• Franchise introduced in December 2010• Franchise has grossed > $30 million• Infinity Blade 2   – 1...
Why update Infinity Blade 2?• Currently, a single player experience• Want a cooperative multiplayer experience• Want a rea...
Infinity Blade 1 DAU       1.2                   1.3                      1.21 1.1                                        ...
What is a ClashMob?• Large scale challenge requiring thousands to  complete• Everyone that participates receives the rewar...
ClashMob Menu                    Social bonusesUpdates over time
ClashMob Examples•   Defeat X enemies•   Do X damage to a boss•   Collect X items in a time period•   Survive for X second...
ClashMob Communication                 Google App                   Engine         HTTPS
ClashMob Step by Step       Get ClashMob List      Google App      Return visible events     Engine
ClashMob Step by Step
ClashMob Step by Step         Get ClashMob List         Google App        Return visible events        Engine        Enrol...
ClashMob Step by Step
ClashMob Step by Step          Get ClashMob List           Google App         Return visible events          Engine       ...
ClashMob Step by Step
ClashMob Step by Step          Get ClashMob List           Google App         Return visible events          Engine       ...
ClashMob Server
Raising a Social Army• My Mob• Twitter integration• Facebook integration• Other social networks are forthcoming
What is My Mob?• Bonuses for friend participation  – Social interactions that are neither guilt based nor    gameplay gati...
My Mob  Pulled from Facebook &  Game Center on iOS                           Bonuses for friends                          ...
Twitter Integration• Current version  – Game uses iOS integration to tweet player    progress
New Twitter Integration• Our server sends a Tweet out when a ClashMob  becomes available• Game client can retweet for a re...
Twitter Integration          Twitter ID          Google App                                Engine                 Tweet Cl...
Facebook Integration• Current version  – Game uses iOS integration to post to player’s feed
New Facebook Integration• Our server posts to the Infinity Blade page when  a ClashMob is available• “Like”s count as prog...
Facebook Integration              Facebook ID              Google App                                         Engine      ...
ClashMob Effect on DAU
ClashMob Effect on Gold Purchasers
Infinity Blade 2s ClashMob:       Raising a Social ArmySpecial thanks to:Donald & Geremy Mustard             Joe GrafChAIR...
Infinity Blade 2\'s ClashMob: Raising a Social Army
Infinity Blade 2\'s ClashMob: Raising a Social Army
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Infinity Blade 2\'s ClashMob: Raising a Social Army

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These slides describe the ClashMob feature on how it integrates social networks into the gameplay.

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Infinity Blade 2\'s ClashMob: Raising a Social Army

  1. 1. Infinity Blade 2s ClashMob: Raising a Social Army Joe Graf East Coast Game Conference April 26, 2012
  2. 2. About Me• Worked at Epic Games over 8 years• Primarily focused on online features for our games and engine• Sr. Online Architect at Epic
  3. 3. About Infinity Blade 2• Franchise introduced in December 2010• Franchise has grossed > $30 million• Infinity Blade 2 – 15 Perfect Scores – More than 20 Game of the Year Awards• “Simply put, you need this game” --G4TV.com• “An iOS Masterpiece” --Touch Arcade
  4. 4. Why update Infinity Blade 2?• Currently, a single player experience• Want a cooperative multiplayer experience• Want a reason to return to the game each day• And…
  5. 5. Infinity Blade 1 DAU 1.2 1.3 1.21 1.1 1.31Updates generate spikes in DAU and sales
  6. 6. What is a ClashMob?• Large scale challenge requiring thousands to complete• Everyone that participates receives the reward• Bonuses given for social elements – Friends that play – “Like”-ing a ClashMob post on the Infinity Blade page – Retweeting a ClashMob tweet• In Infinity Blade 2, comprised of mini-games – Future games can and will do more
  7. 7. ClashMob Menu Social bonusesUpdates over time
  8. 8. ClashMob Examples• Defeat X enemies• Do X damage to a boss• Collect X items in a time period• Survive for X seconds• See the pattern? – Needs to be a target value the server can track for completion
  9. 9. ClashMob Communication Google App Engine HTTPS
  10. 10. ClashMob Step by Step Get ClashMob List Google App Return visible events Engine
  11. 11. ClashMob Step by Step
  12. 12. ClashMob Step by Step Get ClashMob List Google App Return visible events Engine Enroll in ClashMob Push Notification of Start
  13. 13. ClashMob Step by Step
  14. 14. ClashMob Step by Step Get ClashMob List Google App Return visible events Engine Enroll in ClashMob Push Notification of Start Send Player Contribution Return Global Progress Push Notification of Completion
  15. 15. ClashMob Step by Step
  16. 16. ClashMob Step by Step Get ClashMob List Google App Return visible events Engine Enroll in ClashMob Push Notification of Start Send Player Contribution Return Global Progress Push Notification of Completion Claim Reward
  17. 17. ClashMob Server
  18. 18. Raising a Social Army• My Mob• Twitter integration• Facebook integration• Other social networks are forthcoming
  19. 19. What is My Mob?• Bonuses for friend participation – Social interactions that are neither guilt based nor gameplay gating• More can be done with My Mob – Gifting – Leaderboards• Future games will add more features/benefits
  20. 20. My Mob Pulled from Facebook & Game Center on iOS Bonuses for friends Call to action
  21. 21. Twitter Integration• Current version – Game uses iOS integration to tweet player progress
  22. 22. New Twitter Integration• Our server sends a Tweet out when a ClashMob becomes available• Game client can retweet for a reward – Retweets outside of the game still count – Builds awareness – People without the game can participate
  23. 23. Twitter Integration Twitter ID Google App Engine Tweet ClashMob Twitter ID Retweet ClashMob
  24. 24. Facebook Integration• Current version – Game uses iOS integration to post to player’s feed
  25. 25. New Facebook Integration• Our server posts to the Infinity Blade page when a ClashMob is available• “Like”s count as progress – Participation by those that don’t own the game• Players post progress to the “Comment”s
  26. 26. Facebook Integration Facebook ID Google App Engine Post to Infinity Blade 2 Page Facebook ID “Like” Post Add progress to comments
  27. 27. ClashMob Effect on DAU
  28. 28. ClashMob Effect on Gold Purchasers
  29. 29. Infinity Blade 2s ClashMob: Raising a Social ArmySpecial thanks to:Donald & Geremy Mustard Joe GrafChAIR EntertainmentWes Hunt Epic Games, Inc.Josh MarkiewiczEric Newman Twitter: @EpicCogIan Thomas Patent pending:Sam Zamani 61/618,053 & 61/618,024

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