htw2011: branko milutinovic - social gaming - lessons learned
DESCRIPTION
TRANSCRIPT
Lessons Learned
Social Games Design
Social Games Market
Social & Games
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Social Games Design
• Game Design 101• Social Games Key Metrics• Social Game Design 101
• Game is an interactive system• Feeling of “having fun” is a biochemical process• Fun mechanics:– Challenge– Progress– Context
Game & Fun
Challenge (problem, quest)
• Balance• Repetitiveness• Feedback
Progress
• Difficulty• Desired
characteristics• Longevity
Context
Graphics and sound Narrative Setting Social aspect
Cheats
• feedback + context > problem• Faking progress• Context as the game seller– Setting– Social
Social Games key metrics
• Engagement– Daily active users - DAU– Monthly active users - MAU– DAU / MAU (stickiness)– Session length
• User acquisition – New users per h/d/m– Cost– Viral– Churn
• Monetizing– Paying vs. Non-paying users– Actions users spend money on
MAU DAU0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,0003300000
1000000
1800000
310000
840000
50000
360000
40000
Top ElevenEA FIFA SuperstarsBola (Playdom)Footy!
Social Game Design
• We want to improve– Engagement– User acquisition– Monetization
Engagement++
• Cuteness• Appointment dynamics• Daily bonuses
Social++
• Crew dynamics• Friends competing each other• Gifting
Monetization++
• Boosts• Energy bar• Limited offers
