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Social Gaming 101 Hugh de Loayza VP Business Development Zynga
3/25/09 Confidential
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Games located and managed on any social network
What is Social Gaming? Games located and managed on any social network Social games V. Social gaming A few key players FB, MySpace, Bebo and Hi5 Smaller networks Confidential
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Why social gaming differs from casual gaming?
Games rely on a “viral loop” I play game, invite friend Multi-Player Asynchronous Synchronous Community ? Distribution is independent Games not destinations Business models vary Confidential 3
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Why social gaming differs from casual gaming?
Games rely on a “viral loop” I play game, invite friend Multi-Player Asynchronous Synchronous Community ? Distribution is independent Games not destinations Business models vary Confidential 4
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Why social gaming differs from casual gaming?
Games rely on a “viral loop” I play game, invite friend Multi-Player Asynchronous Synchronous Community ? Distribution is independent Games not destinations Business models vary Confidential
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Why social gaming differs from casual gaming?
Games rely on a “viral loop” I play game, invite friend Multi-Player Asynchronous Synchronous Community ? Distribution is independent Games not destinations Business models vary Confidential 6
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Does my casual studio have social games DNA?
Web 2.0 philosophy with a touch of gaming – Air traffic control Testing hypotheses Constant tuning post release Daily or hourly Analytical business approach “transactions” monitored hourly Installs Invites Notifications Etc. Focus on traffic as much or more than game play Constant metering of new mechanics being used successfully
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How do I build games for social networks?
Make it more casual than casual KISS Build mechanics that spur virality Gifting - Yoville Competition – Scramble, BB Crew mechanics – Mafia Wars Notifications – All Less game, more social Use ubiquitous technologies Flash PHP Think reach Open social v. FBML Loco? Maybe someday
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How do I build games for social networks?
Make it more casual than casual KISS Build mechanics that spur virality Gifting - Yoville Competition – Scramble, BB Crew mechanics – Mafia Wars Notifications – All Less game, more social Use ubiquitous technologies Flash PHP Think reach Open social v. FBML Loco? Maybe someday
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How do I build games for social networks?
Make it more casual than casual KISS Build mechanics that spur virality Gifting - Yoville Competition – Scramble, BB Crew mechanics – Mafia Wars Notifications – All Less game, more social Use ubiquitous technologies Flash PHP Think reach Open social v. FBML Loco? Maybe someday
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Buy installs to seed your game
How do I market? Buy installs to seed your game SN’s SN agencies Xpromo Other apps Bars Build brand Quality Fun
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Linking to a destination site Converting existing games
Biggest mistakes Licenses Linking to a destination site Converting existing games Overthinking everything Widgets don’t work Confidential
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Linking to a destination site Converting existing games
Biggest mistakes Licenses Linking to a destination site Converting existing games Overthinking everything Widgets don’t work Confidential 13
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Linking to a destination site Converting existing games
Biggest mistakes Licenses Linking to a destination site Converting existing games Overthinking everything Widgets don’t work Confidential 14
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What trends are happening in the space?
Attention to quality Flash Innovation over imitation Multiple mechanics Localization Xpromo
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Create games specifically for social networks
Synopsis Create games specifically for social networks Think more like an marketer Pick your platform Your game ins’t a marketing tool Release early and often Measure and adapt accordingly
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