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The Importance of Being Social
Oscar Clark EvangelistPapayaMobile Inc
Humans are social animals
•We all play games in some form
•We all respond to social pressures
•We all crave esteem
•What's self-actualising?
Image found via Flikr (Erica Glasier)
Keep me entertained
Build my trust
Who else plays?
Let me show off
Make the most of
the game
Pricing Elasticity of Demand
Maximize the opportunity
•Price affects supply•Revenue = Price times users•$0 to $0.001 is huge barrier•$0.001 to $1 is easier•Multiple low price purchases easier than fewer high price
Pricing Elasticity of Demand
Maximize the opportunity
•Price affects supply•Revenue = Price times users•$0 to $0.001 is huge barrier•$0.001 to $1 is easier•Multiple low price purchases easier than fewer high price
≠
Short term and long term
Nagging has an impact on long term loyalty•Consumables are easy short term •Durables are east longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
Short term and long term
Nagging has an impact on long term loyalty•Consumables are easy short term •Durables are east longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
Short term and long term
Nagging has an impact on long term loyalty•Consumables are easy short term •Durables are easy longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
Short term and long term
Nagging has an impact on long term loyalty•Consumables are easy short term •Durables are east longer term•The existence of both affects player confidence & willing to buy•Durables should reduce the nagging/Blocking Events
Understand the True Fans
True Fans are happy to spend money•Don't break the Free Player experience•Takes 8-12 days to start paying•Make it great to spend the first $1•Nurture one-time spenders & Minows•What are your ‘Gateway’ purchases?
Talking Social: Total Lifetime Value
We don't just want a one night stand
•True fans can take 8-12 days to start spending
•Work with the user lifecycle to keep them engaged
•Build Anticipation between Games
•Cross-Game Virtual Currency
Typical number of Games an X-City player where spends money
Compulsion Loops
Give Players a reason to keep coming back
•Schedule of reinforcement•Grinding & flow•Visible achievement stream•"Just one more turn"•What happens between sessions?
Case Study: Zombies… OMG
Social Effect last beyond the initial promotion
•500k installs in 4 weeks•3 days of Pmail promotion•Social Accelerator effects
Who is PapayaMobile?
The leading social gaming network for mobiles with 55 million users and 300+
games.•Founded in 2008 with $22M raised through DCM and Keytone.
•90 staff with offices in San Francisco, London and Beijing •More than 80% of users come from US and Europe•Popular games earn more than $1 million per year.
Socialize your game and connect to millions of engaged, active users
1.Integrated social features
2.Virtual currency
3.Support major develop tools
4.Language support
Social SDK
A Cross-Platform Social Game Engine for Mobiles
1.Integrated social features
2.Virtual currency
3.Script based language
4.Advanced 2D graphics
5.Cross platform
6.Cloud server hosting
7.Language support
Social Game Engine
...in the end it's all about the game
