social games (a little introduction)
DESCRIPTION
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 GoodsTRANSCRIPT
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Social Games(a little introduction)
eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES
@JaumeTeixi
12/07/2011
![Page 2: Social Games (a little introduction)](https://reader033.vdocument.in/reader033/viewer/2022052820/54c812c74a795963728b45c6/html5/thumbnails/2.jpg)
Social Games
Player TypesAll Games Are Social?DefinitionInnovationsMicrotransactions with Virtual GoodsZynga and the Big OperatorsDesign CopycatsNear Future
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Player Types
J. Raddof’s Game Player Motivations
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All Games Are Social?
J. Raddof’s History Of Social Games
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Definition
Played on Social Networks
vs
Encourage Social Graph’s GamePlay
What is a Social Game?
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Definition - Elements
Tutorial by DefaultPersonalizationCollecting /AchievingEnergy - Friends Visiting/RequestingIsometric PerspectiveFeedbackStatistics / LeaderborardsTrading
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Innovations
F2P - Free to PlayVirtual Goods - MicrotransactionsCasual GamersSocial Graph’s Spam/GameplayMVP – Minimum Viable ProductPivoting, A/B Tests, Metrics 4 AllBVG – Branded Virtual Goods
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Innovations - Metrics
ARPU - Average Revenue Per UserARPPU - Average Revenue Per Paying User
Churn - Constant loss and gain of membersCohort Analysis - Aggregates On Time
DAU/MAU - Comparing Daily Active Users to Monthly Active UsersMUU - Monthly Unique UsersLTV - Lifetime Value
UAC - User Acquisition Costk-Factor - Viral Rate/Virality
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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
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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
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Zynga and the Big Operators
Real differences between the viral developers
Advertising strategyTheir willingness to exploit Facebook’s virality featuresAbility to cross-promote within gamesQuality of internal metrics
T. Kelly - Zynga and the End of the Beginning
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Zynga and the Big Operators
Zynga - Momentums
Social Good: Haiti $3 millionIs Zynga worth more than EA ?Gaga Ville14 acquisitions in 12 monthsIPO 15 B$ ?
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Zynga and the Big Operators
Social Networking Game OperatorsTop 5 in 2010
ZyngaEA PlayfishDisney PlaydomCrowdstarRockYou
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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
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Near Future
Better Gameplay - Good StoriesNew Technologies - Social Tech.Out of the Isometric Perspective - AR..SoLoMo - Social Local MobileSocial Gameplay - Don’t Spam, PlayStandards HTML5/CSS3Out of Apps (Or Embedded Browser)Out of Facebook - Everywhere
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Thank You!Questions?
eent EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES
@JaumeTeixi
12/07/2011