This document discusses strategies for mobile game developers to engage users and generate word-of-mouth marketing through social features. It notes that casual gamers do not follow media and developers need to improve stickiness. The BlackBerry Games app is highlighted as a way to connect gamers and discover friends' gaming activities through social sharing and a long tail of content. Key features include comparing skills with friends, seeing game launches and achievements, and highlighting gaming moments on a timeline.

1. 020 April 2013
How to win fans and engage people
Sonja Ängeslevä – skangas@blackberry.com
Scoreloop team

2. 120 April 2013
• Scoreloop SDKs cross platform since 2008
• Over 250M users across platforms
• BlackBerry 10:
• 4/10 Top Paid Games are social (April 4)
• 5/10 Top Free Games are social (April 4)
• Mobile social gamers 53% female (Flurry 2012)
• Social means viral (free!) marketing
• Mobile social gaming yearly growth rate 30%
(Plunkett Research 2012)
Prove it!
BlackBerry®Z10smartphone

3. 220 April 2013
This is not marketing

4. 320 April 2013
Lazy users don’t open the apps
1.2B mobile web users worldwide
Smartphones 40% of all
shipped handsets since
Feb 2012
1 in 4 mobile apps
once downloaded,
are never used again
Total app
downloads
13.4 billion
In Q1 2013
60% of developers
do not break even
1,5 million
apps on
App Store
and
Google Play

5. 420 April 2013
Community push <3 CPI & LTV
• Too many apps
• Casual gamers do not follow games media
• Developers are still learning about marketing:
How to improve stickiness and retention
• No word of mouth
• Fan community push an opportunity

6. 520 April 2013
0
100
200
300
400
500
600
700
800
900
A G m B WP
How to stand out?

7. 620 April 2013
74% of revenues from App Store
Apple App Store
Google Play, Windows
Phone Market, BlackBerry
World
26%
74%

8. 720 April 2013
App Store is not the only way
• Cross platform: gamers are not
in any one market
• Fragmented market
• Few companies gain revenues
vs. wider range of developers
making money
• Easier to push to top 10
BlackBerry®Z10smartphone

9. 820 April 2013
35-44 (26%)
26-34 (22%)
18-25 (30%)
13-17 (17%)
55-65 (2%)
45-54 (3%)
Source: Flurry 2012, N=63.727
Age group
2% 3%
26%
22%30%
17%
How to tell how awesome your game
is?

10. 920 April 2013
Remember long tail?

11. 1020 April 2013
BlackBerry Games app in a nutshell
• All games will be social & social
discovery is the key
– Social sharing
– Long tail discovery
• Instant messaging and SNS
communities to share gaming
moments
BlackBerry®Z10smartphone

12. 1120 April 2013
 Connect with other BB10 gamers
 Find friends on BBM & chat on BBM
 Discover your friends’ games
 See friends' gaming activities (started
playing, achievements, challenges
played, high scores…)
 Compare gaming skills with friends
 Download a game from the BlackBerry
World and/or launch a game from the
Games app
Key features

13. 1220 April 2013
Timeline is valuable
1. Be social (rank, chat, compare)
2. Manage (play, manage your presence)
3. Discover (activities, gaming moments)
4. Share (activities)
5. Possibility to highlight latest gaming moments
6. Easy to connect, invite, recommend and chat

14. 1320 April 2013
Contact & download
• I want to hear from you: skangas@blackberry.com
Scoreloop SDK:
• https://developer.blackberry.com/native/documentation/bb10/com.qn
x.doc.scoreloop.lib_ref/topic/overview.html
The Games application:
• http://devblog.blackberry.com/2013/03/social-gaming/