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Social Networking – Lessons Learned Hugh de Loayza VP Business Development October 11, 2009

Social Networking – Lessons Learned Hugh de Loayza VP Business Development October 11, 2009. 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.

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Social Networking – Lessons Learned Hugh de Loayza VP Business Development October 11, 2009

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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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