Social game monetizing
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This document discusses the rise of social games and monetization strategies. It begins with defining social games as games based on player interaction. It then provides an overview of the success of social games and discusses key factors such as engagement, virtual items and currency, social graphs, feedback, and endless gameplay. Various monetization models are examined including freemium, hybrid subscription/microtransaction, and the importance of establishing a micro economy within games. Emerging trends are also summarized such as the growth of mobile gaming and opportunities for brands to integrate advertising into social games. The document emphasizes the need for continuous testing to engage players and generate revenue from the social and networked nature of these games.
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Social game monetizing
- 1. THE RISE OF SOCIAL GAMES SG MONETIZATION SPARX UP AWARD 2011 SEMINAR SERIES. JAKARTA, JUNE 23, 2011 Mu’min Santoso @msantoz
- 2. Topics Definition Overview Social Game Success Factor Monetization Q&A
- 3. “Any game where the key game design elements are based on the interaction between the players”- KlaasKersting, Gameforge -
- 4. OVERVIEW
- 5. Ad:tech Sydney – March 2011
- 6. HOW DO SG MAKE MONEY?
- 7. EVOLUTION?
- 9. WHY CHANGE? BORN : 2007 CHANGE THE WAY WE PLAY GAME 35% Social Gamers have never played a game before ZINGA’S ‘CITYVILLE’ REACH 100M ACTIVE MONTHLY PLAYERS A MONTH AFTER LAUNCH 3rdsense – Adtech Sydney
- 12. RULE OF THE ‘GAME’ RockYou
- 13. WHY SOCIAL GAME RISING? NETWORK EFFECT
- 15. SOCIAL/VIRAL
- 16. REPEAT PLAY
- 17. SOUGHT AFTER
- 18. LONGEVITY
- 19. REWARDING
- 21. 5 COMPONENTS OF SUCCESSFUL SOCIAL GAMES ENGAGEMENT
- 23. Allow players to set goals (they save up to buy = long term objectives)
- 24. Promote Trading & exchanging (open up communication between players)
- 25. Large price variants between VI increases overall game depth
- 27. SOCIAL GRAPH 62% of all social gamers play with REAL friends PopCap, 2010
- 28. FEEDBACK
- 32. Keys to MONETIZATION RockYou
- 33. Who Plays SG?
- 36. Whale: > USD 1,000
- 37. Super Whale: > USD10,000
- 38. Mafia Wars, Happy Aquarium, etc
- 39. Small percentage (10%) of users in the category
- 42. Virtual CurrencyVia Zerealm
- 43. WHY FREEMIUM?
- 45. + Subscription
- 46. + Immersive Brand Advertising
- 48. Drive Action through ME
- 50. What’s Hot? CONVERGENCE MOBILE!
- 51. MOBILE? Mobile is the most powerful digital medium to the date
- 54. Why? It’s a BIG (numbers) It’s Personal (nature) It has More Context (Identification of Needs) It Can Make you Money
- 55. 61,88 % 38,12 % Mobile Others 24.195.080people internet mobile Source: Effective Measure, April 2011 Internet Habit connect with others showing existence 4 1 search and share information 2 ecommerce 5 play games 3 Source: BBC World Service poll, 2010 RazorFish 2010 IT IS BIG
- 57. 60% of Married people will not share their mobile with their spouse! –Wired Magazine 2006
- 59. Mobile Has More Context Personal Mass Media Always Carried Always On Built in Billing System Present at the point of Creative Impulse Accurate audience identification Captures social context Enables augmented reality
- 60. What’s Hot? BRAND 3RDSense on Ad:techSydney 2011
- 62. Advertising in games
- 63. Sponsoring part of games
- 64. Taking an existing game & re-skinning it
- 65. Creating games from scratch
- 66. Creating games portal
- 68. Deep band exposure
- 69. Collect Data
- 70. Establish a personal connection
- 71. Allow customers to interact directly with Brand
- 72. Leave people feeling good about your brand
- 73. Viral & Social
- 75. TO SUM IT UP PUMP THE NETWORK EFFECT ENGAGE TIGHTLY GRAB THE FUTURE POTENTION PREPARE REVENUE GENERATOR
- 76. QUESTION?
- 77. Thank you Mu’min Santoso @msantoz
Editor's Notes
- “Any game where the key game design elements are based on the interaction between the players”- KlaasKersting, Gameforge -
- 1.1 BILLION REGISTERED VIRTUAL WORLD ACCOUNTS
- Why The Change?In 2007, social gaming was born, removing all barriers to entry, allowing people to all ages to play together, anytime, anywhereSocial game represent a cultural shift in the way we play35% of social gamers have never played a game beforeZynga’s ‘CityVille” reached 100 million active monthly players a month after launch3rdsense – Adtech Sydney
- Greatly Desired
- Long Life, Great Duration
- The Most Important!
- VI can be Functional, decorative, gifts, status, rewards, collectibles VI allow players to set goals (they save up to buy = long term objectives) Promote Trading & exchanging (open up communication between players) Large price variants between VI increases overall game depth “Rare’ or exclusive VI promote a sense of urgency and impuls buys
- Used to buy VI = High Revenue Generator VC is earned progressively trough game play (high time requirement, no cost) Or VC is purchased instantly (low time requirement, high cost) Also acquired in other ways (by lead generation offers, etc) Can be multi-leveled, like Farm Ville VC+VI = Virtual Economy
- Makes the game “social”, like a party Play with/against friends, even when they’re not online Create a sense of realism community Create a strong emotional connection between players 62% of all social gamers play with REAL friends (PopCap, 2010)
- Lots of “JUICY” feedback (bright colors, positive, etc) Gives the player MOTVATION to keep playing Trophies, awards, secrets, bonuses, rewards Opportunities and reasons to BRAG (make it go viral) Very easy to get initially, becomes progressively harder (but more rewarding)
- Big social games never really end, player never ‘beat’ the game or ‘win’ Always add content based on demand Goals and objectives grow, as the players grow Updates > games should constantly improve
- Players who spend massively on virtual goods and gifts Whale: > USD 1,000 Super Whale: > USD10,000 Mafia Wars, Happy Aquarium, etc Small percentage (10%) of users in the category Single Minded
- Micro Transactions: Virtual Items Virtual Currency
- Micro Transaction + Subscription + Immersive Brand Advertising + Metered System
- Mobile is Personal: 91% of people have their mobile within arm’s reach 24/7 – Morgan Stanley 2007 60% of Married people will not share their mobile with their spouse! – Wired Magazine 2006 It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone – Unisys Survey 10% of under-25-year-orld find it OK to text whilst having sex – RetrevoGadgetology Report, 2010Via Volkerhisch, Scoreloopl @vhirsch
- 3RDSense onAd:tech Sydney
- How Brands can use games? Advertising around games Advertising in games Sponsoring games of part of games Taking an existing game & re-skinning it Creating games from scratch Creating games portal Create social game with Virtual Economy
- Cost effective form of Marketing Deep band exposure Collect Data Establish a personal connection Allow customers to interact directly with Brand Leave people feeling good about your brand Viral & Social Great way to educate