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Finding The User

Slides to a recent talk at the Mobile Gaming Conference at ICE. I blogged about this (with a little more background) here: http://vhirsch.com/blog/2011/01/28/finding-user-case-gaming-operators-slides/

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Volker Hirsch
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111 views

Finding The User

Slides to a recent talk at the Mobile Gaming Conference at ICE. I blogged about this (with a little more background) here: http://vhirsch.com/blog/2011/01/28/finding-user-case-gaming-operators-slides/

Uploaded by

Volker Hirsch
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Finding the User:

Mobile Social Gaming


Mobile Gaming Conference @ ICE
London, 25 Jan 2011

Volker Hirsch (@vhirsch)

http://www.wolfol.de/2009/labyrinth/Labyrinth2.jpg
$ 6,200,000,000
Valuation of Zynga*
$ 750,000,000
What Disney paid for Playdom
$ 400,000,000
What DeNA paid for ngMoco

* As per SharesPost as of 15 Jan 2011


Why MOBILE?
Internet Mobile

27% 20%

73% 80%

Internet Mobile
No Internet No Mobile

1.9 bn users 5.0 bn users


V~ N2

Metcalfe’s Law
More PROOF?
Each of GREE and DeNA are 1/20 of
the size of Facebook but have similar
revenues.

= ARPU is 20x that of Facebook.

98% MOBILE!!!
Why SOCIAL?
http://gapingvoidgallery.com
What is SOCIAL?

Social refers to the interaction of


organisms with other organisms and
to their collective co-existence [...]

Source: Wikipedia
You need CONTEXT!

http://flickr.com/photos/nolifebeforecoffee/124659356/
Good News (1):

Games are Social Objects


http://www.sngpokerstrategie.com/wp-content/uploads/2009/11/poker-chips-stapel_1600x1200.jpg
RISKS?
Scale alone kills conversations,
because conversations require dense
two-way conversations.

Clay Shirky, “A Group Is Its Own Worst Enemy”, Keynote, ETech, Santa Clara 2003
You need to ENGAGE!

http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
Good News (2):
Mobile is PERSONAL
• 91% of people have their mobile within arm’s
reach 24/7. Morgan Stanley 2007

• 60% of married people will not share their


mobile with their spouse!
Wired Magazine 2006

• It takes an average of 26 h for a user to


report a lost wallet but only 68 minutes to
report a lost mobile phone. Unisys Survey

• 10% of under-25 year-olds find it OK to text


whilst having sex. Retrevo Gadgetology Report, 2010
How is it Done?

http://gapingvoid.com
Discover Engage
How to ENGAGE
• Build in interactivity where it matters, in the
game and around the game.
• Provide enticing incentives in a social context.
• Encourage exchange with people the user cares
for, his/her friends.
How to CONVERT
• Integrate billing events where they are:
- relevant (adds value from a user point of
view),
- transparent (don’t con the user), and
- in context (seamless integration into game
dnamic).
• Provide the perception of real value.
http://www.abercrombieandfeast.com/wp-content/uploads/2008/08/img_0696.jpg
One last thing:

123,296,966,069,453

The Law of Big Numbers


We have the
SOLUTION
to do just all this!
(incl. virtual currencies, etc)
Thank you!

+44 7843 599 678

@vhirsch / @scoreloop

[email protected]

http://vhirsch.com/blog

http://scoreloop.com

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