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Social Gaming Strategies: Lessons and Trends

Explore the dynamics and distinctions of social gaming vs. casual games, key players like FB and MySpace, building games for social networks, common mistakes to avoid, and evolving trends in the social gaming landscape.

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Social Gaming Strategies: Lessons and Trends

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  1. Social Networking – Lessons Learned Hugh de LoayzaVP Business Development October 11, 2009

  2. What Is Social Gaming? • Games located and managed on any social network • Social games vs. Social gaming • A few key players • FB, MySpace, Bebo and Xiaonei, Kaixin • Smaller networks

  3. How Social Differ From Casual Games • Games rely on a “viral loop” • Play and invite friend • Multi-Player • - Asynchronous • - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary

  4. How Social Differ From Casual Games • Games rely on a “viral loop” • Play and invite friend • Multi-Player • - Asynchronous • - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary

  5. How Social Differ From Casual Games • Games rely on a “viral loop” • Play and invite friend • Multi-Player • - Asynchronous • - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary

  6. How Social Differ From Casual Games • Games rely on a “viral loop” • Play and invite friend • Multi-Player • - Asynchronous • - Synchronous • Community ? • Distribution is independent • Games not destinations • Business models vary

  7. Does My Casual Studio Have Social Games DNA? • Web 2.0 philosophy with a touch of gaming • - Air traffic control • Testing hypotheses • Constant tuning post release • - Daily or hourly • Analytical business approach; “transactions” monitored hourly • Installs • Invites • Notifications, etc. • Focus on traffic as much or more than game play • Constant metering of new mechanics being used successfully

  8. How Do I Build Games for Social Networks? • Make it more casual than casual • -KISS • Build mechanics that spur virality • -Gifting - Yoville • -Competition – Scramble, BB • -Crew mechanics – Mafia Wars • -Notifications – All • Less game, more social • Use ubiquitous technologies • -Flash • -PHP • Think reach • -Open social v. FBML • -Loco? Maybe someday

  9. How Do I Build Games for Social Networks? • Make it more casual than casual • -KISS • Build mechanics that spur virality • -Gifting - Yoville • -Competition – Scramble, BB • -Crew mechanics – Mafia Wars • -Notifications – All • Less game, more social • Use ubiquitous technologies • -Flash • -PHP • Think reach • -Open social v. FBML • -Loco? Maybe someday

  10. How Do I Build Games for Social Networks? • Make it more casual than casual • -KISS • Build mechanics that spur virality • -Gifting - Yoville • -Competition – Scramble, BB • -Crew mechanics – Mafia Wars • -Notifications – All • Less game, more social • Use ubiquitous technologies • -Flash • -PHP • Think reach • -Open social v. FBML • -Loco? Maybe someday

  11. How Do I Market? • Buy installs to seed your game • -SN’s • -SN agencies • Xpromo • -Other apps • -Bars • Build brand • -Quality • -Fun

  12. Biggest Mistakes • Licenses • Linking to a destination site • Converting existing games • Over-thinking everything • Widgets don’t work

  13. Biggest Mistakes • Licenses • Linking to a destination site • Converting existing games • Over-thinking everything • Widgets don’t work

  14. Biggest Mistakes • Licenses • Linking to a destination site • Converting existing games • Over-thinking everything • Widgets don’t work

  15. Trends In the Space • Attention to quality • Flash • Innovation over imitation • -Simulations • Multiple mechanics • -Harvest • -Gifting mechanic • -Hiring friends • Localization • Xpromo • The Network Effect

  16. Trends In the Space • Attention to quality • Flash • Innovation over imitation • -Simulations • Multiple mechanics • -Harvest • -Gifting mechanic • -Hiring friends • Localization • Xpromo • The Network Effect

  17. Trends In the Space • Attention to quality • Flash • Innovation over imitation • -Simulations • Multiple mechanics • -Harvest • -Gifting mechanic • -Hiring friends • Localization • Xpromo • The Network Effect

  18. Trends In the Space • Attention to quality • Flash • Innovation over imitation • -Simulations • Multiple mechanics • -Harvest • -Gifting mechanic • -Hiring friends • Localization • Xpromo • The Network Effect

  19. Trends In the Space • Attention to quality • Flash • Innovation over imitation • -Simulations • Multiple mechanics • -Harvest • -Gifting mechanic • -Hiring friends • Localization • Xpromo • The Network Effect

  20. The Network Effect • Attention to quality • Flash • Innovation over imitation • -Simulations • Multiple mechanics • -Harvest

  21. Synopsis • Create games specifically for social networks • Think more like an email marketer • Pick your platform • Your game ins’t a marketing tool • Release early and often • Measure and adapt accordingly

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