dima roznouski, unity technologies

How sharing of game replays drives organic user

growth

What are the most popular ways to find new games?

Everyplay survey of 3000 mobile gamers in North America, Feb 2014.

% of all surveyed who discover via TOP5 sources.

More data: slideshare.net/abyssi

Friend tells meFriend shows

meFeatured apps

Top charts

User reviews

Game video

0% 20% 40% 60% 80% 100%

Top 3 ways to discover new games - friends (word of mouth), app store,

game video

In which ways do people share games?

Top 3 most popular ways of sharing games are telling friends, showing gameplay to friends and

rating. Offline sharing - still the most popular way to share.

% of all surveyed

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 FacebookInvite friends to play (not through

Facebook)Rate the game on the app store

Show friend gameplay

Tell friends about the game verbally

0% 20% 40% 60% 80% 100%

Frequently Sometimes

How often do users share games?

Visit other players inside the game

Invite friends to play through Facebook

Invite friends to play (not via Facebook)

Rate the game on the app store

Show friend gameplay

Tell friends about the game verbally

0% 10% 20% 30% 40% 50%

High payer Moderate payer Non-payer

High-paying users share games 3-5 times more often than non-paying users. Sharing tools =

revenue opportunities.

$20+ $50+

% who answered “frequently” to “how frequently engage in following activities to share with friends and other players”

Why do people enjoy sharing?

Users share to show off, to be recognised and to be part of a game community. Creating a

community is important.

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 dif-ficult

I like to respond to challenges or requests from other players

I want to participate in an in-game contest

0 1 2 3 4 5

High payer Moderate payerNon-payer

How much do you agree with “I enjoy gameplay sharing because….”

Stronglydisagree

Stronglyagree

Do social features increase user retention?

Users will play your game longer if they can compete and collaborate with other players, share achievements and

gameplay. Leaderboards and achievements are important for retention.

Competitive play with other players

Cooperative clans or guilds

Ability to challenge other players

Option 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

0 1 2 3 4 5

High payer Moderate payerNon-payer

I’d typically play a mobile game longer if it features…

Stronglydisagree

Stronglyagree

What do users think about social features in games?

20% users say they ‘LOVE’ in-game social features, including leaderboards, seeing others’ gameplay and

making new friends

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

0% 10% 20% 30% 40% 50%

High payerModerate payerNon-payer

% of who answered “Love it!” to “How do you feel about these features?”

What can you do to make your users happy?

Give users tools for easy sharing:

• Use achievements and leaderboards• Allow screenshots sharing, video replay

sharing, and live streaming

Help your users become a community

• Let players compete & collaborate with each other• Let players share tips & tricks, and show off their

achievements

200,000replays in the first week of April

Skyline Skaters

of daily installs came from Everyplay

7.5%an iOS game

Monetise and acquire high-quality users through video ads

$20 CPM10 of our top 30 games by revenue make

over $20 CPM per completed view

+

Thank you!