htw2011: branko milutinovic - social gaming - lessons learned
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Lessons Learned
Social Games Design
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Social Games Market
Social & Games
EmailPortalsInstant MessagingVideos
Search
Software Info
Auctions
*Other
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Social Games Design
• Game Design 101• Social Games Key Metrics• Social Game Design 101
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• Game is an interactive system• Feeling of “having fun” is a biochemical process• Fun mechanics:– Challenge– Progress– Context
Game & Fun
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Challenge (problem, quest)
• Balance• Repetitiveness• Feedback
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Progress
• Difficulty• Desired
characteristics• Longevity
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Context
Graphics and sound Narrative Setting Social aspect
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Cheats
• feedback + context > problem• Faking progress• Context as the game seller– Setting– Social
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Social Games key metrics
• Engagement– Daily active users - DAU– Monthly active users - MAU– DAU / MAU (stickiness)– Session length
• User acquisition – New users per h/d/m– Cost– Viral– Churn
• Monetizing– Paying vs. Non-paying users– Actions users spend money on
MAU DAU0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,0003300000
1000000
1800000
310000
840000
50000
360000
40000
Top ElevenEA FIFA SuperstarsBola (Playdom)Footy!
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Social Game Design
• We want to improve– Engagement– User acquisition– Monetization
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Engagement++
• Cuteness• Appointment dynamics• Daily bonuses
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Social++
• Crew dynamics• Friends competing each other• Gifting
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Monetization++
• Boosts• Energy bar• Limited offers