Games&Social Media-Renan Bidoia
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Transcript of Games&Social Media-Renan Bidoia
Games & Social Mediaby Renan Bidoia
Prof. Robert Kozinets
AgendaDefinition
What’s going on?
Statistics
Cases/ExamplesZyngaVirtual WorldsFoursquare
Conclusion
What is Social Gaming?Web-based games, based on social network platforms
Multiplayer Interactive elements / Shareable content Awareness of others’ actions
Simple and creative games
Casual gamers
3 Main Types Social games in Social Networks Game Portals In-browser social games
Social Gaming Market
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
• Brands Visibility (In-Game Advertising)
• Worldwide Exposure• Social Media in great
growth• Low-Tech needs
• Reliance on the Social Networks
• Charge for Ads, Transactions and Space (No Free Virality)
• Diversify social network platforms (MySpace, Hi5, etc)
• “Niche Trend”• More time spent
online• Global Internet
Penetration (23% in 2008; 30% in 2012)
• Initial Stage (Fragile)• Social Networking
Fatigue (Loss of Attractiveness; Fad)
• Highly competitive market
Negative
Internal factors
Externalfactors
Positive
How companies make money?• V-Commerce• In-Game Advertising• Sponsorships
Developers and
Distributors
• Percentage fee of transactions, ads and space for virality
Social Networking Platforms
• PayPalPayment Providers
StatisticsDo you play social
games online?
ZyngaFounded in 2007
Already profitable (47% margin) $850 million revenues (2010)
Free Games Virtual Goods X Real Money Crops (FV), Guns (MW), Treasure (TI)
Over 215 million active users monthly
Valued at $4.5 billion Big set of investors ($219 million)
and advisors
FarmVille
Virtual WorldsUsers can create Avatars
Alternative Identities“The Sky is the Limit”
Corporate OpportunitiesAdvertisingV-CommerceMarketing ResearchHuman Resource Management Internal Process Management
Second Life
Foursquare Mixture of social, locative and gaming elements to encourage
people to explore the cities in which they live
“Check-Ins” Share location to friends Bookmark places
Users compete in a Leaderboard More Check-Ins More Points Unique discounts and benefits
Social Media Integration Update Facebook/Twitter status Login through Facebook Add Friends through Gmail, Facebook and Twitter
Foursquare for Business
Many advantages, such as:Increase loyaltyDeeper RelationshipConstant Feedbacks
Conclusions and TrendsVery positive perspectives in short-term
Demographic trends Social Network Growth Emerging Platforms Opportunities
Some threatening factors Reliance on Social Networks High Competitive Market
Without SM Platforms and its components, there’d be no Social Games
Mobile devices Huge importance
QUESTIONS ?
ReferencesSocial Gaming Report – Econsultancy
http://blogs.wsj.com/digits/2010/05/04/farmville-maker-zynga-valued-at-4-billion/
http://360.datamonitor.com/Product?pid=BI00028-007
http://360.datamonitor.com/Product?pid=BI00028-008
http://www.brandchannel.com/home/post/2011/02/24/Zynga-Profits-Soar.aspx