Social Serious Games

Serious Game Expo 2012Lyon, October 23th 2012

Program• Serious game– Key performance indicators– Usage

• Social game– KPI & usage– Mechanics

• Social serious game expectations

About speakerFounder of Succubus Interactive

• Pionneer of serious gaming (2002)

• Heaviest track record (dozens of games for B2B)

• Major accounts: Ministry of Industry, Electricité de France, …

• Best serious game in 2010 (Serious Game Expo award), best HR game in 2012 (e-virtuoses award)

• 2nd expertise of the company are non serious games over social networks

• Only company in France using Facebook for serious gaming

1. Serious game

What for?Simplify to the maximum the transmission of a message

• More enjoyable

• Easier to understand

• More persuasive

• …

Short Demo• No time for that now Catch me after my talk or try

for yourself: www.secrethappynight.com

Example

www.macyberautoentreprise.pme.gouv.fr

Example

What applications?

3 categories

• Formation - evaluation

• Information - sensibilization

• Promotion - marketing

KPI

• Understanding / memorizing Group A with SG, group B without, assess

• Audience How many people played the game

• Persuasive Data on behavioral change very hard to get Measure instead time of exposure

Serious gaming is casual gaming

• 1st entertainment in France

• 10 millions players play everyday (pop 60M)

• 73% play free online games

• 2/3 of major accounts have a serious game

• 1: number of times a SG tends to be played

2. Social game

ScopeWhat do I call a social game?

• A video game …

• … using social networks features “play with your friends”

• The « s » word will be misused in this conf

Metrics

Monthly Users (MAU)

ACQUISITION

Daily Users(DAU)

RETENTION

Paying UsersMONETIZATIO

N

Game mechanics

• Viralization– Invite / requests– Defy– Open Graph

• Engagement– Macro gameplay: unlock & collect content– Community management– Social status

Advergame• 9.5 millions visitors for Wilkinson « Fight For Kisses »

• 50,000 visitors over 1 month for Toyota « Auris » (16K contacts)

• 22% of product clicks for Panasonic « gyro runner »

• 4.5 millions visitors for King Kong mini-website (Pringles)

• 4 millions players for Presigame (French 2007 presidential election)

• 3 millions players for Sheeps of Rage (Sony)

3. Social serious game

For mass audience

• You’re not doing a serious game anymore you’re really doing a social game

• Socialization becomes the key point to achieve instead of retention it’s about bragging that you know more than others

• Business model is free2play without any monetization

For corporate or edu

• Intranet social networks are now common amongst big companies

• LMS are becoming more and more social

• New type of game mechanics– Multiplayer realtime serious gaming– Peer to peer knowledge sharing– Good old « bragging » always around, use it!

What you should strive for

• KPI understanding / memorizing raised If peer to peer knowledge sharing is achieved

• KPI audience x2-10 due to viralization

• KPI persuasive x10+ (time spent) due to gameplay retention mechanics

Questions?

laurent.auneau@succubus.fr

www.seriousgameblog.com

www.succubus.fr