the importance of being social
TRANSCRIPT
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grgetherh
The Importance of Being Social
Oscar Clark EvangelistPapayaMobile Inc
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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
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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
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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
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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
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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
![Page 7: The Importance of Being Social](https://reader034.vdocuments.mx/reader034/viewer/2022052618/554d178cb4c9052c5a8b56d7/html5/thumbnails/7.jpg)
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
![Page 8: The Importance of Being Social](https://reader034.vdocuments.mx/reader034/viewer/2022052618/554d178cb4c9052c5a8b56d7/html5/thumbnails/8.jpg)
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
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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?
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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
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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?
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Case Study: Zombies… OMG
Social Effect last beyond the initial promotion
•500k installs in 4 weeks•3 days of Pmail promotion•Social Accelerator effects
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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.
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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
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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
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...in the end it's all about the game