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Why whales sing?
Jussi Laakkonen
Founder & CEO, Applifier
Lots of data. Just 40 minutes.
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http://slideshare.net/abyssi/
Survey of 3000 mobile gamers
North America. February 2014.
Amazon Mechanical Turk
48%
51%
1%
Male Female Prefer not to say
Age Gender
0%
10%
20%
30%
40%
50%
18-24 25-34 34-44 45+
Survey of 3000 mobile gamers
North America. February 2014.
Amazon Mechanical Turk
Employment OS usage
0%
10%
20%
30%
40%
50%
iOS
40%
Android
46%
Both
14%
Understand social’s importance to
whales in comparison to others
Heavy payers
$10+ / month
15%
Moderate payers
$1 – 9 / month
27%
Non-payers
$0 / month
59%
$20+ / month
6%
$50+ / month
1%
Identity Discovery Engagement
How do you
find games?
Whales, who
are you?
What’s social
to you?
Sharing
What and
why?
Identity
Whales, who are you?
0%
10%
20%
30%
40%
50%
60%
Less than an
hour
1-4 hours 5-9 hours 10-14 hours 15-24 hours 25+ hours
Non-payer Moderate payer High payer
The more you pay,
the more you play
hours per week played
$20+ $50+
Likely to use a tablet
0%
10%
20%
30%
40%
50%
60%
Android phone iPhone iPad Android tablet Kindle Fire
Non-payer Moderate payer High payer $20+ $50+
0% 20% 40% 60% 80% 100%
General puzzle (eg. Angry Birds, Words with…)
Match 3 puzzle (eg. Candy Crush, Puzzles &...)
Arcade (eg. Fruit Ninja, R-Type)
Traditional (eg. Monopoly, Battleships)
Strategy & combat (eg. Clash of Clans)
Running (eg. Subway Surfers, Flappy Bird)
Casino (eg. poker, slots, bingo)
Role-playing (eg. Dungeon Hunter, Final Fantasy)
Resource management (eg. Hay Day, Dragonvale)
Racing (eg. Drag Racing, Hill Climb Racer)
Action (eg. Battlebears, Dead Trigger )
Creation (eg. MineCraft, Terraria)
Heavy payer Moderate payer Non-payer
Strategy, combat, role-playing, action
and casino appeal to heavy payers
Favorite genres $20+ $50+
male, 35-44 old, using iOS and
playing over 10h / week
$4.58
$5.63
$3.49
All mobile gamers
Male
Female
$4.58
$4.79
$6.07
$4.35
$3.73
All mobile gamers
45+
35-44
25-34
18-24
$4.58
$7.28
$5.26
$3.36
Overall
Both
iOS
Android
$4.58
$0.66
$2.55
$4.90
$15.15
All mobile gamers
Less than an hour
1-4 hours
5-10 hours
10+ hours
Average monthly spent by ageAverage monthly spent by gender
Average monthly spent by platform Average monthly spent by time played / week
0 1 2 3 4 5
To pass time while waiting
To relax
To get to the next level or stage
To serve as a diversion from something else
To find new and creative ways to solve challenges
or express creativity
Heavy payer Moderate payer
Non-payer
Passing time & relaxation
are shared top reasons for playing
Strongly
disagree
Strongly
agree
What best describes why
you play mobile games?
0 1 2 3 4 5
To get excited
To experience emotions I normally wouldn't feel in
the non-game world
To express myself differently than I do in the real
world
To do something that I could not normally do
To be the fastest and most skilled person playing
the game
To prove to my friends that I am the best
To play with other players
To connect with friends or family
To work collaboratively with a team
Heavy payer Moderate payer
Non-payer
Heavy payers play competitively
with others, look for escapism
Strongly
disagree
Strongly
agree$20+ $50+
What best describes why
you play mobile games?
Why whales sing?
Motivated by competitive play
and genres that enable that
Discovery
Whales, how do you find
games?
Offline word-of-mouth & App Store
are main discovery sources
% of all surveyed who discover via source
0% 20% 40% 60% 80% 100%
A friend tells me verbally
Featured apps on App Store
A friend shows gameplay to me
Top charts on App Store
User reviews on App Store
Video of the game
Website covering all kinds of games
Facebook post from a friend
Facebook invite to play the game from a friend
Invite (not on Facebook) to play the game from a
Website for mobile games
Advertisement in another app
Facebook advertisement
See it on TV
Mobile game discovery app
Twitter post from someone I follow
Read about it in a newspaper
Frequently Sometimes
Heavy payers download more
games à all discovery sources
more frequently used
% who frequently discover via source
0% 10% 20% 30% 40% 50%
A friend tells me verbally
A friend shows gameplay to me
Top charts on App Store
Featured apps on App Store
User reviews on App Store
Heavy payer Moderate payer Non-payer
Online word-of-mouth is much
more important to heavy payers
% who frequently discover via source
0% 10% 20% 30% 40% 50%
Facebook invite to play the game from a
friend
Invite (not on Facebook) to play the game
from a friend
Facebook post from a friend
Twitter post from someone I follow
Heavy payer Moderate payer Non-payer
$20+ $50+
Whales love gameplay video,
actively seek out new games and
respond to advertising
% who sometimes or frequently discover via source
0% 10% 20% 30% 40% 50%
Video of the game
Website for mobile games
Website covering all kinds of games
Facebook advertisement
Advertisement in another app
Mobile game discovery app
See it on TV
Read about it in a newspaper
Heavy payer Moderate payer Non-payer
$20+ $50+
Why whales sing?
Like discovering games via
online word-of-mouth
Actively seek out new games
Gameplay video is engaging
and influential
Facebook and YouTube are
key discovery sources
Engagement
What’s social to you?
Social features lead to higher retention,
especially for heavy payers
0 1 2 3 4 5
Competitive play with other players
Cooperative clans or guilds
Ability to challenge other players
A function that allows me to share my
achievements with other players
Ability to share my gameplay with other players
Voice chatting with other players
Text chatting with other players
Ability to see other player's gameplay
Heavy payer Moderate payer
Non-payer
I’d typically play a mobile game longer
if it features…
Strongly
disagree
Strongly
agree
$20+ $50+
The more you spend, the more you
“love” in-game social features
0% 10% 20% 30% 40% 50%
Sharing updates from my game to real-life friends
on social media
Sharing updates from my game to in-game friends
Responding to challenges from friends
Making new in-game friends
In-game chatting or calls with other players
Seeing what other players do in the game
Leaderboards showing other players progress
Heavy payer Moderate payer
Non-payer
% of who answered “Love it!” to
“How do you feel about these features” $20+ $50+
Game communities appeal
strongly to all payers
0 1 2 3 4 5
A game community makes the experience feel
more alive
Game communities are a great source for tips and
advice
Games with vibrant communities allow me to make
new friends
Games with communities allow me to exhibit my
game skills
When I can join groups or clans in game
communities, the game experience is more
Games with communities typically motivate me to
return to the game
Games where I have in-game friends motivates me
to return to the game so that I don't let them down
Game communities provide a great source of
shared content and entertainment
Heavy payer Moderate payer
Non-payer
How much do you agree with
the following statements?
Strongly
disagree
Strongly
agree$20+ $50+
Players strongly prefer to use
nicknames and avatars
0%
10%
20%
30%
40%
50%
My real name & photo
(eg. log in with
Facebook)
My nickname with
stylized or no photo
My nickname with an
avatar image
Nothing - I have no
identity
I dont play mobile
games with this group
of people
Real-life friends In-game friends Random players
Heavy payers more willing to use
real name & photo with real-life friend
Why whales sing?
To play competitively
To show off
To make new in-game friends and
connect with them
To participate in game communities
to amplify social play
Sharing
Whales, what do you like to
share and why?
Offline sharing is most frequent
way of sharing followed by rating
% of all surveyed
0% 20% 40% 60% 80% 100%
Create an FAQ or walkthrough
Discuss the game on the forums
Share tips and tricks
Live broadcast my gameplay
Share video replay of my game
Share screenshots of my game
Watch footage of someone else's game
Visit other players inside the game
Invite friends to play through Facebook
Invite friends to play (not through Facebook)
Rate the game on the app store
Show friend gameplay
Tell friends about the game verbally
Frequently Sometimes
0% 10% 20% 30% 40% 50%
Visit other players inside the game
Invite friends to play through Facebook
Invite friends to play (not through Facebook)
Rate the game on the app store
Show friend gameplay
Tell friends about the game verbally
Heavy payer Moderate payer
Non-payer
Heavy payers are much more likely
to frequently share from games
$20+ $50+
% who answered “frequently” to “how frequently
engage in following activities to share with friends and other players”
Heavy payers like to share content
and tips & tricks and use forums
0% 10% 20% 30% 40% 50%
Create an FAQ or walkthrough
Discuss the game on the forums
Share tips and tricks
Live broadcast my gameplay
Share video replay of my game
Share screenshots of my game
Watch footage of someone else's game
Heavy payer Moderate payer
Non-payer% who answered “frequently” to “how frequently
engage in following activities to share with friends and other players”
$20+ $50+
0% 10% 20% 30% 40% 50%
Facebook
YouTube
Skype
Twitter
Google+
Pinterest
SnapChat
Whats App
Tumblr
Heavy payer Moderate payer Non-payer
Facebook #1 share destination
followed by YouTube
$20+ $50+
% who answered “frequently” to “How frequently do you use the following to share mobile game experiences?”
Creativity is key driver for sharing,
while sharing to help others play or
discover games is important
0 1 2 3 4 5
I want to tell others about a game I like
I like to get my real-life friends to play with me
I like to record what I'm playing for myself
I like to make game reviews
I like to create tutorials and walkthroughs
I like to share tips and tricks
I like to be creative
Heavy payer Moderate payer
Non-payer $20+ $50+
How much do you agree with “I enjoy gameplay sharing because….”
Strongly
disagree
Strongly
agree
Payers share to be part
of the game community
0 1 2 3 4 5
I like to feel part of the game community
I want to be recognized in the game community
I want others to add me as in-game friends or
follow me
I want to share my achievements with others
I like to show that I won or achieved something
very difficult
I like to respond to challenges or requests from
other players
I want to participate in an in-game contest
Heavy payer Moderate payer
Non-payer $20+ $50+
How much do you agree with “I enjoy gameplay sharing because….”
Strongly
disagree
Strongly
agree
Why whales sing?
Enjoy sharing advice, tips & tricks
Are show-offs: share screenshots,
replays and live broadcast gameplay
Want to be creative, help others and
be part of game community
Make your whales happy
Competitive social play key ingredient
–  Amplify with sharing and in-game community
In-game community
–  To let players connect and enable competitive &
collaborative play with in-game friends
–  To let them share tips & tricks, and show off
Provide tools for easy sharing
–  Achievements, leaderboards
–  Screenshots, video replays, live broadcasting
Enable sharing to multiple social media
–  Facebook, YouTube key destinations
Mobile replay sharing
and in-game community
for your whales
and all players
SHARED WITH
developers.everyplay.com
slideshare.net/abyssi
@jussil

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Why whales share: competitive social play and discovery drive heavy spender engagement

  • 1. Why whales sing? Jussi Laakkonen Founder & CEO, Applifier
  • 2.
  • 3. Lots of data. Just 40 minutes. No need to write notes. Download presentation for data: http://slideshare.net/abyssi/
  • 4. Survey of 3000 mobile gamers North America. February 2014. Amazon Mechanical Turk 48% 51% 1% Male Female Prefer not to say Age Gender 0% 10% 20% 30% 40% 50% 18-24 25-34 34-44 45+
  • 5. Survey of 3000 mobile gamers North America. February 2014. Amazon Mechanical Turk Employment OS usage 0% 10% 20% 30% 40% 50% iOS 40% Android 46% Both 14%
  • 6. Understand social’s importance to whales in comparison to others Heavy payers $10+ / month 15% Moderate payers $1 – 9 / month 27% Non-payers $0 / month 59% $20+ / month 6% $50+ / month 1%
  • 7. Identity Discovery Engagement How do you find games? Whales, who are you? What’s social to you? Sharing What and why?
  • 9. 0% 10% 20% 30% 40% 50% 60% Less than an hour 1-4 hours 5-9 hours 10-14 hours 15-24 hours 25+ hours Non-payer Moderate payer High payer The more you pay, the more you play hours per week played $20+ $50+
  • 10. Likely to use a tablet 0% 10% 20% 30% 40% 50% 60% Android phone iPhone iPad Android tablet Kindle Fire Non-payer Moderate payer High payer $20+ $50+
  • 11. 0% 20% 40% 60% 80% 100% General puzzle (eg. Angry Birds, Words with…) Match 3 puzzle (eg. Candy Crush, Puzzles &...) Arcade (eg. Fruit Ninja, R-Type) Traditional (eg. Monopoly, Battleships) Strategy & combat (eg. Clash of Clans) Running (eg. Subway Surfers, Flappy Bird) Casino (eg. poker, slots, bingo) Role-playing (eg. Dungeon Hunter, Final Fantasy) Resource management (eg. Hay Day, Dragonvale) Racing (eg. Drag Racing, Hill Climb Racer) Action (eg. Battlebears, Dead Trigger ) Creation (eg. MineCraft, Terraria) Heavy payer Moderate payer Non-payer Strategy, combat, role-playing, action and casino appeal to heavy payers Favorite genres $20+ $50+
  • 12. male, 35-44 old, using iOS and playing over 10h / week $4.58 $5.63 $3.49 All mobile gamers Male Female $4.58 $4.79 $6.07 $4.35 $3.73 All mobile gamers 45+ 35-44 25-34 18-24 $4.58 $7.28 $5.26 $3.36 Overall Both iOS Android $4.58 $0.66 $2.55 $4.90 $15.15 All mobile gamers Less than an hour 1-4 hours 5-10 hours 10+ hours Average monthly spent by ageAverage monthly spent by gender Average monthly spent by platform Average monthly spent by time played / week
  • 13. 0 1 2 3 4 5 To pass time while waiting To relax To get to the next level or stage To serve as a diversion from something else To find new and creative ways to solve challenges or express creativity Heavy payer Moderate payer Non-payer Passing time & relaxation are shared top reasons for playing Strongly disagree Strongly agree What best describes why you play mobile games?
  • 14. 0 1 2 3 4 5 To get excited To experience emotions I normally wouldn't feel in the non-game world To express myself differently than I do in the real world To do something that I could not normally do To be the fastest and most skilled person playing the game To prove to my friends that I am the best To play with other players To connect with friends or family To work collaboratively with a team Heavy payer Moderate payer Non-payer Heavy payers play competitively with others, look for escapism Strongly disagree Strongly agree$20+ $50+ What best describes why you play mobile games?
  • 15. Why whales sing? Motivated by competitive play and genres that enable that
  • 16. Discovery Whales, how do you find games?
  • 17. Offline word-of-mouth & App Store are main discovery sources % of all surveyed who discover via source 0% 20% 40% 60% 80% 100% A friend tells me verbally Featured apps on App Store A friend shows gameplay to me Top charts on App Store User reviews on App Store Video of the game Website covering all kinds of games Facebook post from a friend Facebook invite to play the game from a friend Invite (not on Facebook) to play the game from a Website for mobile games Advertisement in another app Facebook advertisement See it on TV Mobile game discovery app Twitter post from someone I follow Read about it in a newspaper Frequently Sometimes
  • 18. Heavy payers download more games à all discovery sources more frequently used % who frequently discover via source 0% 10% 20% 30% 40% 50% A friend tells me verbally A friend shows gameplay to me Top charts on App Store Featured apps on App Store User reviews on App Store Heavy payer Moderate payer Non-payer
  • 19. Online word-of-mouth is much more important to heavy payers % who frequently discover via source 0% 10% 20% 30% 40% 50% Facebook invite to play the game from a friend Invite (not on Facebook) to play the game from a friend Facebook post from a friend Twitter post from someone I follow Heavy payer Moderate payer Non-payer $20+ $50+
  • 20. Whales love gameplay video, actively seek out new games and respond to advertising % who sometimes or frequently discover via source 0% 10% 20% 30% 40% 50% Video of the game Website for mobile games Website covering all kinds of games Facebook advertisement Advertisement in another app Mobile game discovery app See it on TV Read about it in a newspaper Heavy payer Moderate payer Non-payer $20+ $50+
  • 21. Why whales sing? Like discovering games via online word-of-mouth Actively seek out new games Gameplay video is engaging and influential Facebook and YouTube are key discovery sources
  • 23. Social features lead to higher retention, especially for heavy payers 0 1 2 3 4 5 Competitive play with other players Cooperative clans or guilds Ability to challenge other players A function that allows me to share my achievements with other players Ability to share my gameplay with other players Voice chatting with other players Text chatting with other players Ability to see other player's gameplay Heavy payer Moderate payer Non-payer I’d typically play a mobile game longer if it features… Strongly disagree Strongly agree $20+ $50+
  • 24. The more you spend, the more you “love” in-game social features 0% 10% 20% 30% 40% 50% Sharing updates from my game to real-life friends on social media Sharing updates from my game to in-game friends Responding to challenges from friends Making new in-game friends In-game chatting or calls with other players Seeing what other players do in the game Leaderboards showing other players progress Heavy payer Moderate payer Non-payer % of who answered “Love it!” to “How do you feel about these features” $20+ $50+
  • 25. Game communities appeal strongly to all payers 0 1 2 3 4 5 A game community makes the experience feel more alive Game communities are a great source for tips and advice Games with vibrant communities allow me to make new friends Games with communities allow me to exhibit my game skills When I can join groups or clans in game communities, the game experience is more Games with communities typically motivate me to return to the game Games where I have in-game friends motivates me to return to the game so that I don't let them down Game communities provide a great source of shared content and entertainment Heavy payer Moderate payer Non-payer How much do you agree with the following statements? Strongly disagree Strongly agree$20+ $50+
  • 26. Players strongly prefer to use nicknames and avatars 0% 10% 20% 30% 40% 50% My real name & photo (eg. log in with Facebook) My nickname with stylized or no photo My nickname with an avatar image Nothing - I have no identity I dont play mobile games with this group of people Real-life friends In-game friends Random players Heavy payers more willing to use real name & photo with real-life friend
  • 27. Why whales sing? To play competitively To show off To make new in-game friends and connect with them To participate in game communities to amplify social play
  • 28. Sharing Whales, what do you like to share and why?
  • 29. Offline sharing is most frequent way of sharing followed by rating % of all surveyed 0% 20% 40% 60% 80% 100% Create an FAQ or walkthrough Discuss the game on the forums Share tips and tricks Live broadcast my gameplay Share video replay of my game Share screenshots of my game Watch footage of someone else's game Visit other players inside the game Invite friends to play through Facebook Invite friends to play (not through Facebook) Rate the game on the app store Show friend gameplay Tell friends about the game verbally Frequently Sometimes
  • 30. 0% 10% 20% 30% 40% 50% Visit other players inside the game Invite friends to play through Facebook Invite friends to play (not through Facebook) Rate the game on the app store Show friend gameplay Tell friends about the game verbally Heavy payer Moderate payer Non-payer Heavy payers are much more likely to frequently share from games $20+ $50+ % who answered “frequently” to “how frequently engage in following activities to share with friends and other players”
  • 31. Heavy payers like to share content and tips & tricks and use forums 0% 10% 20% 30% 40% 50% Create an FAQ or walkthrough Discuss the game on the forums Share tips and tricks Live broadcast my gameplay Share video replay of my game Share screenshots of my game Watch footage of someone else's game Heavy payer Moderate payer Non-payer% who answered “frequently” to “how frequently engage in following activities to share with friends and other players” $20+ $50+
  • 32. 0% 10% 20% 30% 40% 50% Facebook YouTube Skype Twitter Google+ Pinterest SnapChat Whats App Tumblr Heavy payer Moderate payer Non-payer Facebook #1 share destination followed by YouTube $20+ $50+ % who answered “frequently” to “How frequently do you use the following to share mobile game experiences?”
  • 33. Creativity is key driver for sharing, while sharing to help others play or discover games is important 0 1 2 3 4 5 I want to tell others about a game I like I like to get my real-life friends to play with me I like to record what I'm playing for myself I like to make game reviews I like to create tutorials and walkthroughs I like to share tips and tricks I like to be creative Heavy payer Moderate payer Non-payer $20+ $50+ How much do you agree with “I enjoy gameplay sharing because….” Strongly disagree Strongly agree
  • 34. Payers share to be part of the game community 0 1 2 3 4 5 I like to feel part of the game community I want to be recognized in the game community I want others to add me as in-game friends or follow me I want to share my achievements with others I like to show that I won or achieved something very difficult I like to respond to challenges or requests from other players I want to participate in an in-game contest Heavy payer Moderate payer Non-payer $20+ $50+ How much do you agree with “I enjoy gameplay sharing because….” Strongly disagree Strongly agree
  • 35. Why whales sing? Enjoy sharing advice, tips & tricks Are show-offs: share screenshots, replays and live broadcast gameplay Want to be creative, help others and be part of game community
  • 36. Make your whales happy Competitive social play key ingredient –  Amplify with sharing and in-game community In-game community –  To let players connect and enable competitive & collaborative play with in-game friends –  To let them share tips & tricks, and show off Provide tools for easy sharing –  Achievements, leaderboards –  Screenshots, video replays, live broadcasting Enable sharing to multiple social media –  Facebook, YouTube key destinations
  • 37. Mobile replay sharing and in-game community for your whales and all players