Wilhelm Österberg Sr product manager
Wilhelm ÖsterbergSr PM, Wooga2
About Wooga              Founded in              January 2009              Based in Berlin              International team...
7 games on Facebook,1 mobile title70% of users are femaleAbout 43 million MAUand 10 million DAU
Vision:    „Games for everyone“6
WMSGDHtS: Top FiveMake games for the other 80%
9
10
11
12
13
Traditional gamer platforms       66          64                       96                        Total sold, worldwide in ...
16
WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down
3 types of games  Games of Chance  Games of Skill  Games of Labour
spam   games
Zynga University ofComputer game Knowledge
WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down         Move fast
„Ok guys, let‘s make an awesome            game!“             „Cities are all the rage now – the             game has to b...
28
MW Screenshots 129
Weekly iterations based on analytics30
31
32
Monster World 1 year B-day
WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down         Move fast         Learn fast
Small changes can have a huge impact! 35
Small changes can have a huge impact! 36
Small changes can have a huge impact!              +22% 37
WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down         Move fast          Learn fastPlay the g...
StepNew users (last 24h)                       38.86301 - Flash begin (0%)                      93,0%02 - Flash complete (...
WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down         Move fast          Learn fastPlay the g...
Let the best games win
Thank you!          wooga.com/jobs     wilhelm.oesterberg@wooga.com44
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck
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Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck

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Why Making Social Games Doesn’t Have to Suck


Among some students, gamers, and developers, social games are low in status, probably due to regrettable excursions into early versions of Farmville. But a world of change has taken place since then. This talk looks at some of the differences, from a development standpoint, between social games and traditional games - and presents the top 5 reasons social games are fun to develop.

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  • … and the most typical social game player: The stereotypical middle-aged housewife.
  • Monster World is one such game. No win/loss or conflict, but just a nice progression from start to end, based on your perseverance. If you continue forward you can be sure that more rewards, surprises and unlocks are coming. Progress is certain.Other examples obviously include FarmVille, Magic Land and CityVille.
  • “Social game design is unique,” Don Daglow, another veteran game designer, says, “because you get a score for every facet of your performance every day. ... How many first-time players came back the next day after the latest tutorial tweaks? What’s our DAU? How is monetization changing since we adjusted item prices? Did the test players like the new gorilla suit costume? All of business is a game, but the social games business has 24-hour scoreboards on every corner.”Making traditional AAA games is like training for the olympics. 4 years of more or less preparation for one big launch day. Get a gold medal or a last place. Then starts the next cycle.Making social games is like being in a soccer match in a full arena. You have the opponents right there, visible in the field where you can see what they do. And you have the audience around you, constantly hurling feedback onto the field.
  • Almost instant feedback on new features and design choices through metrics and A/B tests.This is an example of an A/B test in MW. We added the small +-button next to the Magic Wand button.This button allows you to buy more Magic Wands also when you already have some. (Before this button was there, you could only buy Wands when you ran out of them.)
  • This little button increased sales of Magic Wands with 22%. This is enough to hire several people.Running A/B tests like this one and getting the clear results helps you as a game designer to internalize a lot of knowledge – a lot of truths and principles to apply to your future work.There is no ambiguity in the numbers – every A/B tests really teaches you a lesson.
  • This is an example of the new user funnel for Monster World.Every time we make a change in a certain step of the tutorial we are checking the database to see the effect of our choices and changes.
  • Wilhelm Oesterberg-Nordic Game Conference 2012-Why Making Social Games Doesn't Have to Suck

    1. 1. Wilhelm Österberg Sr product manager
    2. 2. Wilhelm ÖsterbergSr PM, Wooga2
    3. 3. About Wooga Founded in January 2009 Based in Berlin International team of over 190 people from 30 nations
    4. 4. 7 games on Facebook,1 mobile title70% of users are femaleAbout 43 million MAUand 10 million DAU
    5. 5. Vision: „Games for everyone“6
    6. 6. WMSGDHtS: Top FiveMake games for the other 80%
    7. 7. 9
    8. 8. 10
    9. 9. 11
    10. 10. 12
    11. 11. 13
    12. 12. Traditional gamer platforms 66 64 96 Total sold, worldwide in millionsHow many MAU?How many DAU?15
    13. 13. 16
    14. 14. WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down
    15. 15. 3 types of games Games of Chance Games of Skill Games of Labour
    16. 16. spam games
    17. 17. Zynga University ofComputer game Knowledge
    18. 18. WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down Move fast
    19. 19. „Ok guys, let‘s make an awesome game!“ „Cities are all the rage now – the game has to be in a city!“ „Our shareholders demand results – have it done by Jan 31st!“ „Our new survey shows that users hate playing in cities. Cut that!“Game team Customer Executive #2 #1 Executive #4 #3 „Don‘t have too much flying, it will compete with our other games.“ „Hey! There has to be lots of flying, so that it fits with our movie!“ 27
    20. 20. 28
    21. 21. MW Screenshots 129
    22. 22. Weekly iterations based on analytics30
    23. 23. 31
    24. 24. 32
    25. 25. Monster World 1 year B-day
    26. 26. WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down Move fast Learn fast
    27. 27. Small changes can have a huge impact! 35
    28. 28. Small changes can have a huge impact! 36
    29. 29. Small changes can have a huge impact! +22% 37
    30. 30. WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down Move fast Learn fastPlay the game of making games
    31. 31. StepNew users (last 24h) 38.86301 - Flash begin (0%) 93,0%02 - Flash complete (100%) 86,5%03 - Tutorial – first harvest completed 82,7%04 - Tutorial – first planting completed 82,5%05 - Tutorial – Mr T’s magic applied 81,1%06 - Tutorial – second harvest compl. 79,8%07 - Level 2 reached 79,6%08 - Tutorial completed (plowing) 79,4%09 - Level 3 reached 78,8%10 - Level 4 reached 77,5%11 – Level 5 (or higher) reached 39 77,2%
    32. 32. WMSGDHtS: Top FiveMake games for the other 80%Suckage Level™ is going down Move fast Learn fastPlay the game of making games
    33. 33. Let the best games win
    34. 34. Thank you! wooga.com/jobs wilhelm.oesterberg@wooga.com44

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