The presentation by Elvin Li at Casual Connect Asia 2013 focuses on dissecting user behavior in gaming, highlighting factors that keep users engaged, such as social features and in-app purchases. It emphasizes understanding the casual gamer persona and leveraging user behaviors to enhance game design and player retention. The use of data analysis and targeted actions is presented as a strategy to increase virtual item consumption and improve overall user experience.

1. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
Day
2
Presenter:
Elvin
Li,
CEO,
.

2. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
What is User Gaming Behavior?

3. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
How do you study
it?
How is it helpful to
you?

4. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
What keeps people playing?
What people pay for?
What people trade for fun?
gameplay
biz
model
increase
#
of
players
social
features
friends
messages
ac&ons
personalize
feedback
connect

5. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
BIG
DATA
BIG
ANALYSIS
Collect
Analyze
Ac&on
GOLD

6. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Many
tools
Available

7. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
LEVERAGE
=
SUCCESS

8. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Candy Crush is Evil?
Youtube
video:
hQp://www.youtube.com/watch?v=aeLTx-­‐ZhlFQ

9. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Persona
–
The
Casual
Gamer
Characteris=c
• Time
Stressed
• Seek
moments
of
escape
• Family
Oriented
• Well
Organized
• Adept
Purchaser
of
Goods
and
Services
online
Sarah
Age:
39
Execu&ve
Assistant
“During
a
busy
day
at
the
office,
online
games
are
a
fun
stress
reliever
that
allow
me
to
have
a
bit
of
fun
and
they
help
break
up
the
day”
Behavior
• Short
burst
of
fun
• Some
skill/
challenge
involved
• Connect
with
friends
• Play
on
the
move/go/
anywhere
CRITICAL

10. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Leverage
User
Behavior
Behavior
• Playing
on
Mobile/
Any
where
Leverage
• Short
• Mul&ple
&mes
• Daily/
frequently
• Casual
&
Low
Commitment

11. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Leverage
User
Behavior
Behavior
• Compe&&ve
• Social
• Love
Challenge
ADDICTIVE

12. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Leverage
User
Behavior
Leverage
• In-­‐App
Purchases
• Purchases
for
advantages
• Purchases
for
less
wai&ng
&me
(less
frustra&on)
• Small
amounts
for
people
who
are
not
comfortable
with
online
payments
• Bigger
amounts
for
people
comfortable
with
online
purchases
BUY STUFF

13. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Leverage
User
Behavior
Learned
Social
Behavior
• Majority
Non-­‐paying
Users
• Limited
“Lives”
• Invite
friends
for
“Lives”
Law
of
Equivalent
Exchange
Life
Concept
INFECTIOUS

14. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
WHAT
DID
THEY
DO
WELL?

15. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Courtesy
of
Slideshare:
Sebas&an
Deterding
Managing FUN!
Schedules
of
Reinforcement

16. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Courtesy
of
Slideshare:
Sebas&an
Deterding
Incremental Difficulty

17. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Identify Trigger Points within Action Paths
Take Action here!!

18. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
OUR CASE STUDY: TARGETED ACTIONS

19. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
GOAL:
INCREASE VIRTUAL ITEM CONSUMPTION

20. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
SOGAMO IS NOW GOD
Divine Intervention
USER BEHAVIOR
PREDICT
&
ANALYZE
Suggest what a user needs
Shop Highlighting

21. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
VIRTUAL CURRENCY CONSUMPTION
RATE INCREASE AS HIGH AS ~60%

22. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Collaborative Filtering
Other Context:
• Level
• Dungeon
• Player Actions
• Demographics
• Time
CURRENCY USAGE
Chart: Individual Session-Action Activity
Activities seem to peak on Monday & Wednesday afternoons
where Positive Responses occur more frequently on
average ~40% and peaks at ~60%.

23. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
SUMMARY

24. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
SUMMARY
2013
Understand
Gamer
Behavior
Design
your
game
beQer
User
Ac&ons
Decide
where
are
the
key
trigger
points
NEXT
This Session was made possible by your kind attendance. Thank you!

25. Dissec&ng
User
Behavior
in
Games
Casual
Connect
Asia
2013
Elvin
Li
CEO,
Email:
elvin@sogamo.com