Kept the slide title generic to reflect rise in social gaming overall. When presenting, can get into specifics of growing usage among the MySpace demographic.
Speaker notes - The hot red and orange tells us that our users love this about our games and this is what differentiates us from other games. This jives well with our partner strategy where we are bringing high quality plots, story and graphics to our usersTag Cloud:Warm colors=high values in the game/positively seen by usersCold colors = low values in our game/negatively seen by usersBlack/green = indiferent,Bigger, more cited; lower, less cited
Band of Horses case study is pulled from the LolApps deck. Do we have anything similar we can share for non-promotional partners to show how they’re turning feedback into features? W/o running into confidentiality issues? Can be anonymous if needed.
Use channels more effectively Maximize conversions by A B testing creativesTest oftenFocus on game design Increase number of visitssocial pressureincentives for returningPsychological pressureIncrease viralitySocial hooks Integrate friends into the game with neighborsCompetitionsCollaboration
J. Tseng App Engagement Dynamics Social Developer Summit
Users spent a total of 9.1 billion minutes on the site</li></ul>MySpace Gamers…<br /><ul><li>Spends 2x longer on MySpace than non-game players
The top 100 apps on MySpace by DAU see avg. usage of over 7 minutes a day per user.
Some games see as high as nearly 25 minutes per user a day.
We have tens of thousands of Games and Apps total.</li></li></ul><li>Kontagent is the leading provider social analytics for social games<br />Tracking 500+ social games and applications<br />Tracking over 12M DAU<br />Tracking over 50M MAU<br />Kontagent<br />
Focus on Quality<br />Research shows that users are more likely to invite friends to apps with high production values <br />
Graphics<br />interaction<br />competition<br />battles<br />properties<br />story<br />references<br />customization<br />chapters<br />entertainment<br />fights<br />PLOT<br />leisure<br />challenge<br />Graphics and plot are this games strong and engaging features<br />Theme is also a strong value. <br />Competition and game mechanics also seem to be important for engagement.<br />Needs work on customization<br />
User Feedback<br />"It’s a bit of an addictive game, competitive, and does have a social feeling to it being able to communicate to my "mob" friends etc.“<br />(female user on why she likes Mobsters) <br />“Once you were the top player it felt like a good achievement." <br />(female user about games) <br />"I like it because I have a lot of friends that play and I’ve met a lot of new people playing." <br />(male user about why he likes games) <br />"These games (...) are always improving and offering something new to the games which urges you to return." <br />(male user about games)<br />
1. ITERATE<br />Lather, Rinse and Repeat<br />13<br />
CASE STUDY<br />Track and Experiment - Deep dive<br />14<br />
<ul><li>Complex flows can’t be analyzed using funnels
Split A/B Testing can be used to see if a change is effective
Split users cohorts by behavior, user attributes, time, random
General Idea: Group users and look for differences in behavior then to select the optimal one</li></ul>Using Split A/B Testing to Improve Monetization<br />
Case Study: Split A/B Testingwith User Timelines<br /><ul><li>Observation: Initial users pay a lot, but the majority of money is made later
Hypothesis: Increase monetization touch points further in the game
Methodology: Make changes to one group of users and split A/B test</li></li></ul><li>Selecting Cohorts for Testing<br /><ul><li>Test Setup: Compare 2 time based cohorts
Improvement: +16% increase monetization events in Test Cohort</li></li></ul><li>1. Simple Funnel/conversion A/B Testing<br />Optimize viral behavior<br />2. Split A/B Testing<br />Used to measure the effect of more complex behaviors<br />Summary of Testing Methodologies<br />
Improving Engagement: What Makes a Sticky Game? <br /><ul><li>Quality is king