Social Gaming 101 Hugh de Loayza VP Business Development Zynga

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Social Gaming 101Hugh de LoayzaVP Business
DevelopmentZynga

• 3/25/09

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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

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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

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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

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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

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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

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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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How do I market?

• Buy installs to seed your game
• SNs
• SN agencies
• Xpromo
• Other apps
• Bars
• Build brand
• Quality
• Fun

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Biggest mistakes

• Licenses
• Linking to a destination site
• Converting existing games
• Overthinking everything
• Widgets dont work

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Biggest mistakes

• Licenses
• Linking to a destination site
• Converting existing games
• Overthinking everything
• Widgets dont work

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Biggest mistakes

• Licenses
• Linking to a destination site
• Converting existing games
• Overthinking everything
• Widgets dont work

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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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Synopsis

• Create games specifically for social networks
• Think more like an email marketer
• Pick your platform
• Your game inst a marketing tool
• Release early and often
• Measure and adapt accordingly