eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES @JaumeTeixi 12/07/2011 Social Games (a little introduction) Player Types All Games Are Social? Definition Innovations Microtransactions with Virtual Goods Zynga and the Big Operators Design Copycats Near Future Innovations F2P - Free to Play Virtual Goods - Microtransactions Casual Gamers Social Graph’s Spam/Gameplay MVP – Minimum Viable Product Pivoting, A/B Tests, Metrics 4 All BVG – Branded Virtual Goods

1. eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES
Social Games
(a little introduction)
@JaumeTeixi
12/07/2011

2. Social Games
Player Types
All Games Are Social?
Definition
Innovations
Microtransactions with Virtual Goods
Zynga and the Big Operators
Design Copycats
Near Future

3. Player Types
J. Raddof’s Game Player Motivations

4. All Games Are Social?
J. Raddof’s History Of Social Games

5. Definition
Played on Social Networks
vs
Encourage Social Graph’s GamePlay
What is a Social Game?

6. Definition - Elements
Tutorial by Default
Personalization
Collecting /Achieving
Energy - Friends Visiting/Requesting
Isometric Perspective
Feedback
Statistics / Leaderborards
Trading

7. Innovations
F2P - Free to Play
Virtual Goods - Microtransactions
Casual Gamers
Social Graph’s Spam/Gameplay
MVP – Minimum Viable Product
Pivoting, A/B Tests, Metrics 4 All
BVG – Branded Virtual Goods

8. Innovations - Metrics
ARPU - Average Revenue Per User
ARPPU - Average Revenue Per Paying User
Churn - Constant loss and gain of members
Cohort Analysis - Aggregates On Time
DAU/MAU - Comparing Daily Active Users to
Monthly Active Users
MUU - Monthly Unique Users
LTV - Lifetime Value
UAC - User Acquisition Cost
k-Factor - Viral Rate/Virality

9. Microtransactions with Virtual Goods
“copyright is designed to provide
incentives to producers, while in
virtual goods scarcity provides
benefits to consumers directly”
V. Lehdonvirta, P. Virtanen A New Frontier in Digital
Content Policy: Case Studies in the Regulation of
Virtual Goods and Artificial Scarcity

10. Microtransactions with Virtual Goods
1. Microtransactions are user-led, not
developer-led
...
10. Microtransactions make more
money
N. Lovell 10 Reasons Microtransactions Are
Better Than Subscriptions

11. Zynga and the Big Operators
Real differences between the viral developers
Advertising strategy
Their willingness to exploit Facebook’s
virality features
Ability to cross-promote within games
Quality of internal metrics
T. Kelly - Zynga and the End of the Beginning

12. Zynga and the Big Operators
Zynga - Momentums
Social Good: Haiti $3 million
Is Zynga worth more than EA ?
Gaga Ville
14 acquisitions in 12 months
IPO 15 B$ ?

13. Zynga and the Big Operators
Social Networking Game Operators
Top 5 in 2010
Zynga
EA Playfish
Disney Playdom
Crowdstar
RockYou

14. Design Copycats
Original Desktop Farm (CD Install)
Farmerama (Browser)
Farm Town (Facebook)
Barn Buddy (Facebook)
FarmVille (Facebook, Browser, iPad...)
Aquarim/Fish*** Whatever
City/Ville*** Whatever

15. Near Future
Better Gameplay - Good Stories
New Technologies - Social Tech.
Out of the Isometric Perspective - AR..
SoLoMo - Social Local Mobile
Social Gameplay - Don’t Spam, Play
Standards HTML5/CSS3
Out of Apps (Or Embedded Browser)
Out of Facebook - Everywhere

16. eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES
Thank You!
Questions?
@JaumeTeixi
12/07/2011