The document discusses several key points about social gaming: - Humans are social by nature and enjoy social interactions like playing games and seeking approval. - Pricing models should consider price elasticity, with very low initial prices to attract users and multiple lower-priced purchases preferred over fewer high-priced ones. - Both short-term "consumable" purchases and longer-term "durable" purchases are important, with durables helping build long-term loyalty by reducing nagging for purchases. - True fans who spend money take 8-12 days on average to start spending, so nurturing one-time spenders and low spenders is important.

1. grgetherh
The Importance of Being Social
Oscar Clark Evangelist
PapayaMobile Inc

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?
• What's self-actualising?
Build my trust
Keep me entertained
Image found via Flikr (Erica Glasier)

3. Pricing Elasticity of Demand
Maximize the
opportunity
•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. Pricing Elasticity of Demand
Maximize the
opportunity
•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. Short term and long term
Nagging has an impact
on 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. Short term and long term
Nagging has an impact
on 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. Short term and long term
Nagging has an impact
on 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. Short term and long term
Nagging has an impact
on 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. Understand the True Fans
True Fans are happy to
spend money
•Don't 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. Talking Social: Total Lifetime Value
We don't just want a one
night stand
•True fans can take 8-12 days
to start spending
•Work with the user lifecycle
to keep them engaged
•Build Anticipation between
Games
Typical number of
•Cross-Game Virtual Currency
Games an X-City
player where
spends money

11. Compulsion Loops
Give Players a reason to
keep coming back
•Schedule of reinforcement
•Grinding & flow
•Visible achievement stream
•"Just one more turn"
•What happens between
sessions?

12. Case Study: Zombies… OMG
Social Effect last beyond the
initial promotion
• 500k installs in 4 weeks
• 3 days of Pmail promotion
• Social Accelerator effects

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. Social SDK
Socialize your game and connect to millions of
engaged, active users
1.Integrated social features
2.Virtual currency
3.Support major develop tools
4.Language support

15. Social Game Engine
A Cross-Platform Social Game Engine for Mobiles
1.Integrated social features
2.Virtual currency
3.Script based language
4.Advanced 2D graphics
5.Cross platform
6.Cloud server hosting
7.Language support

16. ...in the end it's all about the game

17. Any Questions?
oscarclark@papayamobile.com
Thank you :) Twitter: @Athanateus