2009-08-18 10:59:09
GDCE session tue2 social networking: lessons learned
hugh de loayza from zynga
what is
social gaming / games?
basically it is games located at social
platform
social games are espacialy designed to allow social
interaction
facebook, myspace, bebo, xiaonei kaixin and smaller
networks
what divers casual from social gaming?
the games are
disgned to foster interaction between friends
i play, invite
friend
multiplayer
. asynchronus and sync
distribution
independent
advertising, micro transaction(item sell)
these are games
not a destination
gaming is a component of the common life of a social
player
communiy?
businessmodels vary
monitoring abuse and
numbers
analytic business approach
- transaction monitored
hourly
--installs
--invites
--notifications
--gifts
--etc
meas
ure as much as possible measure all
focus on traffic more than on
gameplay
where who when from? if possible why
building the game
20-25%
running the game 75-80%
deliver a constant stream of new game
option patches play content
make it more casual than
casual
KISS
build mechanics that spur vitality
gifting,
competition, crew mechanics, notifications
Less game more social
use
ubiquitous techs
- flash, php etc.
think reach
- open social vs
FBML
- Loco? Maybe someday
build seeds to install your
game.
big mistakes:
licances
people do not like it in social
networks
linking to a destination site
converting existing
games
can work, but it is not always the right thing. Better build bottom up
to evaluate and build in the social interaction
overthinking
everything
widgets don't work
Why?
Attention to
quality
innovation over imitation
. simulations
multiple
mechcanics
- harvest
- gifting
- hiring friends
Localization
because it is international
Crosspromo
if you have other games or
friends have games, promote your/their games
network effect
create
games speciffically 4 social networks
think like an email marketer
pick
your platform
your game is not an marketing tool
release early and
often
measure and adapt accordingly
GDCE session tue2 social networking: lessons learned
hugh de loayza from zynga
what is
social gaming / games?
basically it is games located at social
platform
social games are espacialy designed to allow social
interaction
facebook, myspace, bebo, xiaonei kaixin and smaller
networks
what divers casual from social gaming?
the games are
disgned to foster interaction between friends
i play, invite
friend
multiplayer
. asynchronus and sync
distribution
independent
advertising, micro transaction(item sell)
these are games
not a destination
gaming is a component of the common life of a social
player
communiy?
businessmodels vary
monitoring abuse and
numbers
analytic business approach
- transaction monitored
hourly
--installs
--invites
--notifications
--gifts
--etc
meas
ure as much as possible measure all
focus on traffic more than on
gameplay
where who when from? if possible why
building the game
20-25%
running the game 75-80%
deliver a constant stream of new game
option patches play content
make it more casual than
casual
KISS
build mechanics that spur vitality
gifting,
competition, crew mechanics, notifications
Less game more social
use
ubiquitous techs
- flash, php etc.
think reach
- open social vs
FBML
- Loco? Maybe someday
build seeds to install your
game.
big mistakes:
licances
people do not like it in social
networks
linking to a destination site
converting existing
games
can work, but it is not always the right thing. Better build bottom up
to evaluate and build in the social interaction
overthinking
everything
widgets don't work
Why?
Attention to
quality
innovation over imitation
. simulations
multiple
mechcanics
- harvest
- gifting
- hiring friends
Localization
because it is international
Crosspromo
if you have other games or
friends have games, promote your/their games
network effect
create
games speciffically 4 social networks
think like an email marketer
pick
your platform
your game is not an marketing tool
release early and
often
measure and adapt accordingly
