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Grow Your Game Like a Virus:

Grow Your Game Like a Virus:. The Viral Coefficient Revealed. THE SEARCH FOR A HIT GAME. THE SEARCH FOR A HIT GAME. THE SEARCH FOR A HIT GAME. Yeah Baby!!. …to 2.4 Million in 30 days. From 0…. Goals for Today. Overview of Viral Growth.

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Grow Your Game Like a Virus:

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  1. Grow Your Game Like a Virus: The Viral Coefficient Revealed.

  2. THE SEARCH FOR A HIT GAME

  3. THE SEARCH FOR A HIT GAME

  4. THE SEARCH FOR A HIT GAME

  5. Yeah Baby!! …to 2.4 Million in 30 days. From 0…

  6. Goals for Today • Overview of Viral Growth. • Breakdown of Viral Growth Calculation into its key elements. • Real world examples using real data. • Question and answers.

  7. What is Viral Growth? • The Viral Coefficient measures the net total number of new users to your game in a specific time period. 100 New Users

  8. What is Viral Growth? • The Viral Coefficient measures the net total number of new users to your game in a specific time period. 24 hour time period. Over a 24 hour period these 100 people cause 125 additional new users to join your game. 100 New Users

  9. What is Viral Growth? • The Viral Coefficient measures the net total number of new users to your game in a specific time period. 24 hour time period. 125 New Users Over a 24 hour period these 100 people cause 125 additional new users to join your game. 100 New Users

  10. What is Viral Growth? • The Viral Coefficient measures the net total number of new users to your game in a specific time period. 24 hour time period. 125 New Users Over a 24 hour period these 100 people cause 125 additional new users to join your game. 100 New Users 100 New Users

  11. What is Viral Growth? • The Viral Coefficient measures the net total number of new users to your game in a specific time period. 24 hour time period. 125 New Users 1.25 The Viral Coefficient Over a 24 hour period these 100 people cause 125 additional new users to join your game. 100 New Users 100 New Users

  12. The Power of a +1 Viral Coefficient.

  13. The Pain of a < 1 Viral Coefficient

  14. The Bad News and the Good News. • Bad News. • A sustainable +1 Viral Coefficient is extremely, extremely rare. • Good News • Any improvement in your viral coefficient can help you grow and reduce your customer acquisition costs.

  15. Expanding the Viral Coefficient Vk = V1 x V2 x V3 Motivation Potency Catchability

  16. Expanding the Viral Coefficient Motivation Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50%

  17. Expanding the Viral Coefficient Motivation Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50% 50% of users send Invention to friends.

  18. Expanding the Viral Coefficient Motivation Potency Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations. Our V2 then is 500.

  19. Expanding the Viral Coefficient Motivation Potency Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations. Our V2 then is 500. 50% of users send Invention to friends. These 50 users send out each an average of 10 invites. (50x10=500)

  20. Expanding the Viral Coefficient Motivation Potency Catchability Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V2 is 10. = Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25%

  21. Expanding the Viral Coefficient Motivation Potency Catchability Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V2 is 10. = Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25% 125 (25%) 50% of users send Invention to friends. These 50 users send out each an average of 10 invites. (50x10=500) 500 Invites

  22. Expanding the Viral Coefficient Motivation Potency Catchability Vk = V1 x V2 x V3 Start With: 100 new users = 50 users send out invitations to their friends. Our V1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V2 is 10. = Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25% Finish With: 125 new users = (V1)50% x (V2)10 x (V3)25% = 1.25 The Viral Coefficient

  23. Why Measure? Motivation Potency Catchability Vk = V1 x V2 x V3 Start With: 100 new users = Allows us to test and improve sharing points within our games. Really good measure of a users first impression. = Find out how much do they love your game. How broad of an audience does it reach? = Improve the marketing message to make people more willing to respond to requests. Finish With: 125 new users = (V1)50% x (V2)10 x (V3)25% = 1.25 The Viral Coefficient

  24. POP QUIZ • Which is the most important metric? V1, V2, or V3?

  25. POP QUIZ • Which is the most important metric? V1, V2, or V3? • Answer = V2 = Potency. Facebook neutered viral growth by limiting v2 to a set # of users per day.

  26. REAL WORLD EXAMPLE. • Real stats for Willy’s Sweet Shop:

  27. REAL WORLD EXAMPLE V1 A/B TEST • Problem: On July 30th, something happened on the Facebook platform that seriously whacked our V1.

  28. REAL WORLD EXAMPLE. • Real stats for Willy’s Sweet Shop:

  29. REAL WORLD EXAMPLE V1 A/B TEST • Problem: On July 30th, something happened on the Facebook platform that seriously whacked our V1. • Solution: Create new landing page for first time users and create a/b split test to optomize.

  30. REAL WORLD EXAMPLE V1 A/B TEST V1 = 23%

  31. REAL WORLD EXAMPLE V1 A/B TEST V1 = 35%

  32. REAL WORLD EXAMPLE V1 A/B TEST We were able to get our V1 back up to almost where it was…

  33. IMPROVING CATCHABILITY OF V3: Version A

  34. IMPROVING CATCHABILITY OF V3 Version B

  35. REAL WORLD EXAMPLE. • Our Gardenhood game on Facebook, has reached over 1 Million users in its first few months.

  36. REAL VIRAL #’S FROM GARDENHOOD.

  37. NEW FEATURE TO INCREASE V3 DRIVEN BY NEW V2 CHANNEL.

  38. NEW FEATURE TO INCREASE V3 DRIVEN BY NEW V2 CHANNEL. When users take photos of their garden it goes in their stream where their friends can see it too. We measure response to this click and it counts toward V3.

  39. REAL VIRAL #’S FROM GARDENHOOD. Adding additional v2 channel, increased V3 response rate, increase our V and results in average gain of 1,000 new users per day.

  40. FINAL THOUGHTS ON VIRAL MEASUREMENT. • Viral coefficient fluctuates over time. • Strongly influenced by outside environment. (eg. Facebook platform changes) • Still need good product for sustainable viral growth and repeat usage. • Measuring viral stats at least gives you better insight into what’s working and what’s not working.

  41. QUESTIONS? • Please Friend me:http://www.Facebook.com/southofspain • Email me:mwitz@mobscience.com • PS. We are hiring! Especially Flash Developers!! But also creative design, artists, php engineers, and product managers.

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