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The Importance of Being Social

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The Importance of Being Social

  1. 1. grgetherhThe Importance of Being Social Oscar Clark Evangelist PapayaMobile Inc
  2. 2. Humans are social animals• We all play games in some form• We all respond to social Make the most of pressures the game• We all crave esteem Let me show off Who else plays?• Whats self-actualising? Build my trust Keep me entertained Image found via Flikr (Erica Glasier)
  3. 3. Pricing Elasticity of DemandMaximize theopportunity• Price affects supply• Revenue = Price times users• $0 to $0.001 is huge barrier• $0.001 to $1 is easier• Multiple low price purchases easier than fewer high price
  4. 4. Pricing Elasticity of DemandMaximize theopportunity• Price affects supply ≠• Revenue = Price times users• $0 to $0.001 is huge barrier• $0.001 to $1 is easier• Multiple low price purchases easier than fewer high price
  5. 5. Short term and long termNagging has an impacton long term loyalty•Consumables are easy short term•Durables are east longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
  6. 6. Short term and long termNagging has an impacton long term loyalty•Consumables are easy short term•Durables are east longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
  7. 7. Short term and long termNagging has an impacton long term loyalty•Consumables are easy short term•Durables are easy longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
  8. 8. Short term and long termNagging has an impacton long term loyalty•Consumables are easy short term•Durables are east longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
  9. 9. Understand the True FansTrue Fans are happy tospend money•Dont break the Free Player experience•Takes 8-12 days to start paying•Make it great to spend the first $1•Nurture one-time spenders & Minows•What are your ‘Gateway’ purchases?
  10. 10. Talking Social: Total Lifetime ValueWe dont just want a onenight stand•True fans can take 8-12 days to start spending•Work with the user lifecycle to keep them engaged•Build Anticipation between Games•Cross-Game Virtual Currency Typical number of Games an X-City player where spends money
  11. 11. Compulsion LoopsGive Players a reason tokeep coming back•Schedule of reinforcement•Grinding & flow•Visible achievement stream•"Just one more turn"•What happens betweensessions?
  12. 12. Case Study: Zombies… OMGSocial Effect last beyond the initial promotion• 500k installs in 4 weeks• 3 days of Pmail promotion• Social Accelerator effects
  13. 13. Who is PapayaMobile? The leading social gaming network for mobiles with 55 million users and 300+ games. •Founded in 2008 with $22M raised through DCM and Keytone. •90 staff with offices in San Francisco, London and Beijing •More than 80% of users come from US and Europe •Popular games earn more than $1 million per year.
  14. 14. Social SDKSocialize your game and connect to millionsof engaged, active users4.Integrated social features5.Virtual currency6.Support major develop tools7.Language support
  15. 15. Social Game EngineA Cross-Platform Social Game Engine forMobiles•Integrated social features•Virtual currency•Script based language•Advanced 2D graphics•Cross platform•Cloud server hosting•Language support
  16. 16. ...in the end its all about the game
  17. 17. Any Questions? oscarclark@papayamobile.comThank you :) Twitter: @Athanateus

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