the design and business of social casinotwvideo01.ubm-us.net/o1/vault/gdc2014/presentations/...the...
TRANSCRIPT
![Page 1: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/1.jpg)
The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian Mahoney Senior Director of Game Design, GSN Games
![Page 2: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/2.jpg)
Jesse Janosov CEO, Blue Crystal Labs, Inc. VP, Zynga CEO, Rivet Games, Inc. VP Product, Playdom
Lightspeed Ventures
Harvard University MBA Microsoft Games Studios University of Pennsylvania BSE CS Engineering BA Economics
![Page 3: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/3.jpg)
Brian Mahoney Senior Director of Game Design, GSN Games
Primary Game Designer for GSN Casino, #10 Top Grossing on iPad for 2013
Designer of 30+ Social Casino Games
Previously at WorldWinner.com
![Page 4: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/4.jpg)
Social Casino Year in Review
15%
-40%
3%
10%
* Source: Appannie.com Data shows US 1/25/13 vs. 1/25/14 combined iPhone, iPad, Android
• Large hits displacing top 10 • Battle fought on devices not FB • Few new faces in top grossing
![Page 5: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/5.jpg)
Social Casino Metagame Formats
Progression System
With Unlocks Multiplayer Lobbies
Virtual Casino
![Page 6: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/6.jpg)
Pyramid of Free-to-Play Design
● Core Loop
● Slots / Bingo / Poker etc.
● Addictive, repeatable play
● Retention Game
● Progression, level-ups, achievements, content unlocks
● Superfan Game
● Hobbyism, spectating, high-level competition
Super-
fans
Retention Game
Core Loop
Credit: Nicholas Lovell
![Page 7: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/7.jpg)
Building A Core Loop
● There are three things casino players want:
1. A variety of wins and near-wins
2. A chance to get ahead
3. A satisfying amount of play time
![Page 8: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/8.jpg)
Optimizing the Core Loop
● Familiarity
● Emotion
● Avoid player fatigue
● Avoid negativity
● Monetization
![Page 9: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/9.jpg)
Layer On A Retention Game
● Retention design begins where the core loop ends
● Here’s what is next
● Multiple ways to play
● Reasons to come back
![Page 10: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/10.jpg)
Retention - Progression Systems
Slotomania Pharoah’s Way Riches of Olympus
![Page 11: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/11.jpg)
Retention - Competitions
Tournaments provide new goals and new ways to play
![Page 12: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/12.jpg)
Figure Out Your Superfan Game
● High Rollers
● Hobbyists
● Socialites
![Page 13: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/13.jpg)
Poker
0%
-33%
-40%
• Naturally ‘Winner-Take-Most’ • Managing a real economy • Same issues with social as
RMG: Fraud, Laundering etc…
*source: Appannie.com – Data show #of top grossing in top 100 grossing delta between snapshots
![Page 14: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/14.jpg)
Bingo
-25% -25%
0%
• Sticky Community • Easier to manage than poker • Worst $ unit economics in category
*source: Appannie.com – Data show #of top grossing in top 100 grossing delta between snapshots
![Page 15: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/15.jpg)
Bingo
Use of Licensed IP
![Page 16: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/16.jpg)
Bingo
Power-ups, Doobers, and Collectibles
![Page 17: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/17.jpg)
Bingo
Side Games
![Page 18: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/18.jpg)
Slots
-40%
50% 83%
• Least Network effects • Natural Chip Sink- no economy • Nobody has cracked social yet
*source: Appannie.com – Data show #of top grossing in top 100 grossing delta between snapshots
![Page 19: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/19.jpg)
Slots
● Variety and differentiation
● Math
● Choreography
![Page 20: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/20.jpg)
Other
400% 33%
50%
• Most of these are slots • Some ‘other’ games • Big Established Players
*source: Appannie.com – Data show #of top grossing in top 100 grossing delta between snapshots
![Page 21: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/21.jpg)
Other Gambling Games
Table Games Scratch Tickets
Sportsbetting Casual
Adaptations
![Page 22: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/22.jpg)
Social Casino vs. Real Money?
Source: http://www.viaden.com/products/gambling-industry-facts.html
![Page 23: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/23.jpg)
Social vs. RMG: Differences • Acquisition costs
• Differentiation
• Physical vs. Virtual
• Regulation
![Page 24: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/24.jpg)
Social Casino vs. Real Casino
● Social players can’t withdraw their winnings
● It’s not really gambling
![Page 25: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/25.jpg)
Social Casino vs. Real Casino
● Major differences in engagement and retention
● Switching casinos is easy
● Long-term retention is key
● Get players to come back daily
![Page 26: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/26.jpg)
Social Casino vs. Real Casino
● Social has the advantage of much less regulation
● Scripted FTUEs
● Currency bonuses
● Fast iteration and innovation
● New game mechanics
![Page 27: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/27.jpg)
The Future of Free to Play…
● Innovation?
● Domination??
● Regulation???
![Page 28: The Design and Business of Social Casinotwvideo01.ubm-us.net/o1/vault/GDC2014/Presentations/...The Design and Business of Social Casino Jesse Janosov CEO, Blue Crystal Labs, Inc. Brian](https://reader034.vdocuments.mx/reader034/viewer/2022051917/6008d8d04ee8d5477564b701/html5/thumbnails/28.jpg)
Q & A