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Messenger Gaming - Short, Sharp and Inherently Viral

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iMessage, Facebook Messenger and WeChat are all growing to become huge platforms in their own right. As a game developer creating great messenger game experiences requires a unique set of design choices. I breakdown what makes a great messenger game.

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Messenger Gaming - Short, Sharp and Inherently Viral

  1. 1. Tom Kinniburgh @kinnth Messenger Gaming Short, Sharp and Inherently Viral
  2. 2. 🎨 Mobile Designer 💰 Mobile Publisher 📈 Mobile Marketer 🎓 Mobile Consultant Who am I?
  3. 3. Game Design Blog www.mobilefreetoplay.com
  4. 4. -Lauren Goode, The Verge “iMessage is the glue that keeps me stuck to the iPhone” http://www.theverge.com/2016/10/10/13225514/apple-iphone-cant-switch-pixel-android-imessage-addiction
  5. 5. SimilarWeb, Report 2016 “23 minutes and 23 Seconds” https://www.similarweb.com/blog/messaging-apps
  6. 6. Messenger Landscape
  7. 7. 1-100 Million MAU 454 Million MAU 1.2 Billion MAU 889 Million MAU Top50 Top5 1 Billion Active WeChat iMessage FB Messenger 2016 2016 20172015
  8. 8. -David Marcus, Facebook F8 “1.5 billion games have been played on Messenger” https://developers.facebook.com/videos/f8-2017/f8-2017-keynote/
  9. 9. ≃5,700 games per second! https://developers.facebook.com/videos/f8-2017/f8-2017-keynote/
  10. 10. Messenger Apps provide Scale
  11. 11. Relatively low number of developers Huge feature potential FB Direct Partnerships Blue Ocean
  12. 12. Discovery
  13. 13. Install
  14. 14. Play No Messenger Gaming …yet
  15. 15. How do they work?
  16. 16. Technology HTML5 No Native Apps yet HTML5 Monetization Sharing None None WeChat SMS FB Swift Obj-C IAP SMS
  17. 17. Highly Restrictive Little chance of IAP heavy gaming
  18. 18. Messenger Game Design
  19. 19. Meet Game Pigeon
  20. 20. Pool Battleships
  21. 21. Good Bad Pool Battleships
  22. 22. Give every choice meaning
  23. 23. Instant Skill Game Pigeon - Pool
  24. 24. Cobi Hoops Instant Action
  25. 25. Too many actions Battle Bash
  26. 26. Start with high intensity
  27. 27. FRVR Basketball Easy in,
  28. 28. Words with Friends Easy in, Easy Out
  29. 29. Rounds End Naturally
  30. 30. Meet EverWing
  31. 31. EverWing RPG + Social
  32. 32. EverWing Group Competition
  33. 33. EverWing Daily Messaging
  34. 34. Engagement and Retention
  35. 35. RelativeSessionCount Session Length (Seconds) 0 20 40 60 90 120 150 180 210 240 270 300 Good Game Session Count Game Session Length Data kindly shared by
  36. 36. RelativeSessionCount Session Length (Seconds) 0 20 40 60 90 120 150 180 210 240 270 300 Good Game Session Count Session Count Messenger Game Session Length Data kindly shared by
  37. 37. Design for 30s
  38. 38. Inherently Viral
  39. 39. Engaging Message EverWing
  40. 40. Dynamic Message Words with Friends
  41. 41. Challenging Message Cobi Hoops
  42. 42. Retention% Session Length (Seconds) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Good Game Retention (%) Retention Data kindly shared by
  43. 43. Retention% Days since install 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 Good Game Retention (%) Retention Messenger Games (%) Retention Data kindly shared by
  44. 44. Natural, dynamic content Retains
  45. 45. Conclusion 📈 Scale more important than monetization 🕑 Short Sessions - 30s ⚡ Instant Gameplay 👭 Build Dynamic Social Features
  46. 46. @mobileftp ✉ hello@mobilefreetoplay.com 🗞 Subscribe to our Newsletter Any Questions?

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