jussi laakkonen
DESCRIPTION
TRANSCRIPT
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Building for
Word of Mouth Jussi Laakkonen, Applifier
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VW Passat
Fireballs???
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VW Passat
Family. Fun.
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0.25
million
50 million
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1 in a million
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Fluke, so
just ignore it
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Fluke, so
just ignore it
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Study, learn.
Because …
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Word of Mouth =
#1 discovery
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Friends/Family
Featured Apps
Website for mobile apps
From other apps
Traditional game site
Rankings page
Social media
Advertisements
Mainstream media
Blog
0% 5% 10% 15% 20% 25% 30% 35% 40%
EEDAR, http://www.gamasutra.com/view/news/178516/Research_How_mobile_players_find_new_games_to_play.php
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WoM, social
70% of players
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Going viral is
impossible
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Going viral is
possible
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Simple
Unexpected
Concrete
Credible
Emotional
Story
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Simple
Unexpected
Concrete
Credible
Emotional
Story
Get those pigs!
Slingshot birds
to smash pigs
Visuals, physics
Looks like lot of fun!
Revenge to pigs!
Sounds!
Get the stolen
eggs back!
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Whole game &
every bit of media
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Simple
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What’s in
the cube?
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Die Hard
in a bus
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One sentence
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One thing only
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Find the core
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Unexpected
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The core in an
unexpected way
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Break a pattern
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Surprise gets
your attention
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Curiosity keeps
your attention
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Create a gap in
knowledge
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Can you guess
how it turns out?
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Concrete
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“To reach for new heights
and reveal the unknown so
that what we do and learn
will benefit all humankind.”
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“We choose to go to the
moon in this decade”
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Understand
Remember
Co-ordinate
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Games as media
are perfect
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Don’t muddle it
in messaging
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Credible
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External
credibility
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Internal
credibility
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Vivid details
Testable
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Emotion
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Makes
people care
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Imagine
yourself ….
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Self-interest,
needs
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Transcendence
Self-actualization
Aesthetic
Learning
Esteem
Belonging
Security
Physical
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Transcendence
Self-actualization
Aesthetic
Learning
Esteem
Belonging
Security
Physical
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Story
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Structure that
binds it together
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Engaging
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Inspiring
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Plot lines
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Simple
Unexpected
Concrete
Credible
Emotional
Story
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S
U
C
C
E
S
Whole
Game
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S
U
C
C
E
S
Meaningful
Sharing
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text
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