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#SOCIALGAMING TOO BIG TO IGNORE

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Page 1: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

#SOCIALGAMING TOO BIG TO IGNORE

Page 2: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Wei Chee ZA Solutions

Page 3: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

What is Social Gaming?

“Casual Gaming is the Arcade Business rising from the ashes of the 1980s”

- Nicholas Carlson, Business Insider

“Casual games designed to be played with friends on online social platforms”

- Justin Smith, Inside Facebook

Page 4: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

What is Social Gaming?

Page 5: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Statistics

¼ of “consumers” play social game The average social gamer is a 43 year old lady Female driven industry, 38% play several times a day 1 in 10 social gamers’ session last >3 hours 83% play on Facebook

Page 6: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

The Rise of Social Gaming

Page 7: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

The Rise of Social Gaming

Page 8: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

The Rise of Social Gaming

World of Warcraft 1,500,000 total users

Xbox live 20,000,000 total users

~ 207,000,000 Social Gamers Monthly active Users

Page 9: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

The Rise of Social Gaming

Zynga 360,000,000 Monthly active Users

Page 10: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

The Rise of Social Gaming

Page 11: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

The Rise of Social Gaming

The opening of social network platforms for 3rd Party developers

The rise of smart mobile devices

The rise of internet penetration, billing infrastructure

Page 12: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Designs

Onboarding

Habit-Building

Mastery

Newbie

Regular

Enthusiast 3 Key Stages of Player Life cycle

Page 13: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Designs

Page 14: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Designs

Engagement Loop

Positive Emotion Fun / Delight / Trust / Pride / Curious

Newbie Onboarding

(social) Call to Action Customize / Share / Help / Compete

Player (re)Engagement Task / Mission / Game / Quiz / Gift

Visible Progress Stats / Challenges / Awards / Messages

Page 15: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Life Cycle

Iteration

Iteration M

on

etiz

atio

n

Page 16: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Dynamics

Focus on social emotions – friendship, love, pride, envy, anger Social first, fun second No brainer, easy pick-me-up Target (niche) users Easy payment methods

Page 17: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Trend

Group Buying

Activity Streams

Virtual Worlds

Location-Aware Apps

Social Analytics

Gamification

Internet of Things

Social TV

Gartner’s Hype Cycle

Page 18: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Trend

Mobile Devices: The Shiny New Toy Location Based Game Virtual Social World Asia Market

Page 19: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Cost

1)Development Cost = $100k ~ $300k

2) Initial Marketing Cost = $50k ~ $200k

3) Live Operation = $12.5k ~ $22.5k

Cost of One game launch = $175.5k ~ $522.5k

Page 20: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Cost

Total cost of 4 games launch

Yearly Revenue (25% success rate)

Yearly Revenue (50% success rate)

$1.96 mil $770k ~ $12.3mil $1.54mil ~ $24.5mil

Market Assumptions: • Number of games: 4 • Average DAU for each successful game in a year: 400k • Number of successful games: 1~2 • Assumed monetization: $45/1000 DAU • Facebook cut: 30%

Page 21: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Social Gaming Cost

Case Study:

• Rovio 34th game • Initial dev cost of €100k++ • Current revenue USD $1mil/month

• OMGPop 36th game • Initial dev cost USD$250k??? • Current revenue USD $250k/day

Page 22: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

GAMIFICATION

Page 23: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes
Page 24: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Zanadu

Who are We: Specialize in multi-user virtual world platform solution

Team: 8+ developer, artist, designer, social media manager

Location: - Upstairs - Chiang Mai

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Page 27: TOO BIG TO IGNORE - WordPress.com · 2012-04-19 · TOO BIG TO IGNORE . Wei Chee ZA Solutions . What is Social Gaming? “asual Gaming is the Arcade usiness rising from the ashes

Thank you! [email protected] fb.com/leeweichee