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GROWtalks Vancouver - January 30th, 2014
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LEVEL UP YOUR ENGAGEMENTINSIDER TIPS FROM A MOBILE GAMES LEADER
ABOUT MYSELF
‣ Product Team Lead at A Thinking Ape
‣ 12 years in the video and mobile game industry
‣ Grew up on games, and still play them today
‣ I am not here to talk about the gaming industry
‣ I am here to talk about ENGAGEMENT
USER ENGAGEMENT
‣ ATA has two very popular mobile games
‣ Ranked on the Top Grossing Charts
‣ Why? A Highly ENGAGED Player Base
PARTY IN MY DORM KINGDOMS AT WAR
KINGDOMS AT WAR
‣ Consistently a Top 50 Grossing Game
‣ #20 just this December
‣ Released Four years ago
‣ One of the oldest, if not the oldest, game that is on the top grossing charts
KINGDOMS AT WAR VS OTHER PRODUCTS
‣ What is the secret to its success?
0%
10%
20%
30%
40%
50%
Day 1Day 10
Day 30Day 90
Day 180Day 360
‣ Shown Above - Retention Data
‣ Key Difference Maker - Long Term Engagement
WHERE DID WE GO WRONG?
‣ When designing a product, we focus on
‣ Design - Does it give users what they want?
‣ Art/Sound/UX - Is it Satisfying and intuitive to use?
‣ Content - Do users want your content?
‣ Both games executed equally well in these areas.
ANALYZING THE DIFFERENCE
‣ Started looking beyond the core product
‣ Examined the communities and social relationships formed
‣ Actions performed between two players
‣ Actions performed as a group
‣ Actions involving messages and chat
‣ The above actions, on a per user basis, has a direct correlation with the success of our products
THE KEY DIFFERENCE
‣ Our users do not naturally want to be Social
‣ We created the Incentives for our users to initiate Social Actions
‣ Social actions is what led to a high level of Engagement
INCENTIVESare the key to
ENGAGEMENT
ENGAGEMENT NEEDS INCENTIVES
‣ Incentivize User to User Interaction
‣ Incentivize Community Actions
‣ Incentivize Community Competition
‣ Incentivize their Next Visit
INCENTIVIZE USER TO USER INTERACTION
‣ Get your users interacting with each other at every opportunity possible
‣ In Games - User to User Gifting
‣ On Facebook - Likes
‣ On Linked In - Endorsements
‣ All these examples require 1 Button Press and incentivize your users to respond
INCENTIVIZE COMMUNITY ACTIONS
‣ Make group actions more rewarding than any individual actions.
‣ In Games - Let groups tackle challenges together
‣ Online Store - Give out free bonuses to all buyers when X number of a product is sold
‣ Kickstarter - Gated content until it has reached a number of supporters
‣ Give them an incentive to work together and communicate with each other.
INCENTIVIZE COMMUNITY COMPETITION
‣ Competing with real people is extremely compelling
‣ Keys to creating an amazing competitive environment
‣ Real People - Get your users competing with each other
‣ Make them work - Points, Trophies, Posts, Reviews, Check-ins
‣ Visible Reward - Not Real, but Visible
INCENTIVIZE COMMUNITY COMPETITION
‣ Examples Include
‣ Games - Leaderboards w/Prizes
‣ Yelp - Yelp VIP Status and Events
‣ FourSquare - Mayorships
INCENTIVIZE THEIR NEXT VISIT
‣ Treat your users as if it is the last time you will see them
‣ Give them a reason to return
‣ But how?
INCENTIVIZE THEIR NEXT VISIT
‣ It is already done. Your users are now the ones driving each other to return because they are all connected.
‣ Every time a message is sent between users, it brings them back
‣ Every time a group needs help, it brings them back
‣ Every time a competition is updated, it brings them back
You have created a
POSITIVE FEEDBACK LOOPfor User Engagement
BOTTOM LINE
‣ No matter how great your product’s Design, UX, Art, and Sound is, it can be replicated
‣ In a competitive marketplace, any success will inspire others just like you
‣ You have no competitive advantage
FOCUS ON CREATING SOCIAL CONNECTIONS
‣ You need to create something that cannot be replicated
‣ Incentivize your users to create social connections
‣ These social connections will keep your users coming back
‣ #1 Reason why our players keep playing our games
‣ They care who they play with. The only place they can do that is within our games.
THE PILLARS OF ENGAGEMENT SUCCESS
‣ Incentivize User to User Interaction
‣ Incentivize Community Actions
‣ Incentivize Community Competition
‣ and it will incentivize their next visit.
‣ Returning users are the key to long term user engagement.
THANK YOUQUESTIONS?