Grow Your Game Like a Virus:
41
GROW YOUR GAME LIKE A VIRUS: The Viral Coefficient Revealed.
-
Upload
quinn-vega -
Category
Documents
-
view
20 -
download
0
description
Grow Your Game Like a Virus:. The Viral Coefficient Revealed. THE SEARCH FOR A HIT GAME. THE SEARCH FOR A HIT GAME. THE SEARCH FOR A HIT GAME. Yeah Baby!!. …to 2.4 Million in 30 days. From 0…. Goals for Today. Overview of Viral Growth. - PowerPoint PPT Presentation
Transcript of Grow Your Game Like a Virus:
GROW YOUR GAME LIKE A VIRUS:The Viral Coefficient Revealed.
THE SEARCH FOR A HIT GAME
THE SEARCH FOR A HIT GAME
THE SEARCH FOR A HIT GAME
YEAH BABY!!
From 0…
…to 2.4 Million in 30 days.
GOALS FOR TODAY
Overview of Viral Growth.
Breakdown of Viral Growth Calculation into its key elements.
Real world examples using real data.
Question and answers.
WHAT IS VIRAL GROWTH?
The Viral Coefficient measures the net total number of new users to your game in a specific time period.
100 New Users
WHAT IS VIRAL GROWTH?
The Viral Coefficient measures the net total number of new users to your game in a specific time period.
Over a 24 hour period these 100 people cause 125 additional new users to join your game.
24 hour time period.
100 New Users
WHAT IS VIRAL GROWTH?
The Viral Coefficient measures the net total number of new users to your game in a specific time period.
Over a 24 hour period these 100 people cause 125 additional new users to join your game.
24 hour time period.
125 New Users
100 New Users
WHAT IS VIRAL GROWTH?
The Viral Coefficient measures the net total number of new users to your game in a specific time period.
Over a 24 hour period these 100 people cause 125 additional new users to join your game.
24 hour time period.
125 New Users
100 New Users
100 New Users
WHAT IS VIRAL GROWTH?
The Viral Coefficient measures the net total number of new users to your game in a specific time period.
Over a 24 hour period these 100 people cause 125 additional new users to join your game.
24 hour time period.
125 New Users
100 New Users
100 New Users
1.25
The Viral Coefficient
THE POWER OF A +1 VIRAL COEFFICIENT.
THE PAIN OF A < 1 VIRAL COEFFICIENT
THE BAD NEWS AND THE GOOD NEWS.
Bad News. A sustainable +1 Viral Coefficient is extremely,
extremely rare.
Good News Any improvement in your viral coefficient can
help you grow and reduce your customer acquisition costs.
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends. Our V1 then
= 50%=
Start With:100 new users
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends. Our V1 then
= 50%=
Start With:100 new users
50% of users sendInvention to friends.
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends.
Our V1 then = 50%=
These 50 users each send out an average of 10 invitations for a total of 500 new invitations. Our V2 then is 500.
=
Start With:100 new users
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends.
Our V1 then = 50%=
These 50 users each send out an average of 10 invitations for a total of 500 new invitations. Our V2 then is 500.
=
Start With:100 new users
50% of users sendInvention to friends.
These 50 users send out each an average of 10 invites. (50x10=500)
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends.
Our V1 then = 50%=
These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V2 is 10.
=
Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25%=
Start With:100 new users
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends.
Our V1 then = 50%=
These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V2 is 10.
=
Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25%=
Start With:100 new users
50% of users sendInvention to friends.
These 50 users send out each an average of 10 invites. (50x10=500)
500 Invites
125(25%)
EXPANDING THE VIRAL COEFFICIENT
Vk = V1 x V2 x V3 50 users send out invitations to their friends.
Our V1 then = 50%=
These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V2 is 10.
=
Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25%=
Start With:100 new users
(V1)50% x (V2)10 x (V3)25% = 1.25=
Finish With:125 new users The Viral Coefficient
WHY MEASURE?
Vk = V1 x V2 x V3 Allows us to test and improve sharing points
within our games. Really good measure of a users first impression.
=
Find out how much do they love your game. How broad of an audience does it reach? =
Improve the marketing message to make people more willing to respond to requests.=
Start With:100 new users
(V1)50% x (V2)10 x (V3)25% = 1.25=
Finish With:125 new users The Viral Coefficient
POP QUIZ
Which is the most important metric? V1, V2, or V3?
POP QUIZ
Which is the most important metric? V1, V2, or V3?
Answer = V2 = Potency. Facebook neutered viral growth by limiting v2 to a set # of users per day.
REAL WORLD EXAMPLE. Real stats for Willy’s Sweet Shop:
REAL WORLD EXAMPLE V1 A/B TEST
Problem: On July 30th, something happened on the Facebook platform that seriously whacked our V1.
REAL WORLD EXAMPLE. Real stats for Willy’s Sweet Shop:
REAL WORLD EXAMPLE V1 A/B TEST
Problem: On July 30th, something happened on the Facebook platform that seriously whacked our V1.
Solution: Create new landing page for first time users and create a/b split test to optomize.
REAL WORLD EXAMPLE V1 A/B TEST
V1 = 23%
REAL WORLD EXAMPLE V1 A/B TEST
V1 = 35%
REAL WORLD EXAMPLE V1 A/B TEST
We were able to get our V1 back up to almost where it was…
IMPROVING CATCHABILITY OF V3:Version A
IMPROVING CATCHABILITY OF V3Version B
REAL WORLD EXAMPLE. Our Gardenhood game on Facebook, has reached over 1 Million
users in its first few months.
REAL VIRAL #’S FROM GARDENHOOD.
Viral Statisitcs for Gardenhood
Date
V V1 V1% V2 V2T V3% V3 V3 V3 V3 V3 V3
Viral Coefficient# of new
users# who sent requests
% who sent
requests
# of requests per
user
Total requests
% of responses
# of responses
# of responses
feeds
# of responses feeds_fs
# of responses feeds_lvl
# of responses
feeds_s
# of respon
ses profile
7/3/09 5193 988 19.03 9.97 9853 13.91% 1371 31 55 286 8 8 0.34
7/4/09 4879 968 19.84 10.37 10037 13.07% 1312 35 76 236 5 8 0.34
7/5/09 5384 1094 20.32 9.94 10873 13.17% 1432 35 87 312 16 7 0.35
7/6/09 6274 1186 18.9 9.41 11155 15.10% 1684 55 100 320 10 7 0.35
7/7/09 6052 1116 18.44 10.06 11222 14.09% 1581 46 67 304 8 11 0.33
7/8/09 5307 973 18.33 9.92 9653 13.49% 1302 35 42 170 4 7 0.29
7/9/09 5711 1115 19.52 9.57 10672 13.71% 1463 35 67 288 8 16 0.33
7/10/09 5581 1070 19.17 9.01 9643 14.39% 1388 40 80 242 11 13 0.32
7/11/09 5976 1203 20.13 9.19 11050 14.81% 1636 41 94 295 13 8 0.35
7/12/09 5843 1159 19.84 9.11 10553 14.56% 1537 36 53 252 12 8 0.32
7/13/09 6308 1181 18.72 9.28 10963 14.55% 1595 47 98 287 11 5 0.32
7/14/09 6166 1131 18.34 8.93 10103 14.65% 1480 45 69 244 12 12 0.3
7/15/09 5592 1029 18.4 9.24 9504 13.55% 1288 26 96 188 8 7 0.29
7/16/09 5263 940 17.86 8.72 8201 14.43% 1183 24 58 247 12 4 0.29
7/17/09 5972 1205 20.18 8.64 10410 15.33% 1596 22 65 244 7 7 0.33
7/18/09 7206 1561 21.66 9.34 14580 14.01% 2042 40 240 324 11 7 0.37
7/19/09 7250 1511 20.84 9.32 14077 15.30% 2154 38 323 288 10 4 0.39
7/20/09 7794 1605 20.59 9.55 15335 14.70% 2255 40 353 343 16 6 0.42
7/21/09 8001 1566 19.57 9.03 14148 17.97% 2543 43 399 360 12 10 0.44
7/22/09 7948 1568 19.73 9.44 14795 16.19% 2395 70 402 308 11 7 0.42
7/23/09 8042 1557 19.36 9.27 14439 16.97% 2450 37 388 317 24 5 0.43
NEW FEATURE TO INCREASE V3 DRIVEN BY NEW V2 CHANNEL.
NEW FEATURE TO INCREASE V3 DRIVEN BY NEW V2 CHANNEL.
When users take photos of their garden it goes in their stream where their friends can see it too.
We measure response to this click and it counts toward V3.
REAL VIRAL #’S FROM GARDENHOOD.
Viral Statisitcs for Gardenhood
Date
V V1 V1% V2 V2T V3% V3 V3 V3 V3 V3 V3
Viral Coefficient# of new
users# who sent requests
% who sent
requests
# of requests per
user
Total requests
% of responses
# of responses
# of responses
feeds
# of responses feeds_fs
# of responses feeds_lvl
# of responses
feeds_s
# of respon
ses profile
7/3/09 5193 988 19.03 9.97 9853 13.91% 1371 31 55 286 8 8 0.34
7/4/09 4879 968 19.84 10.37 10037 13.07% 1312 35 76 236 5 8 0.34
7/5/09 5384 1094 20.32 9.94 10873 13.17% 1432 35 87 312 16 7 0.35
7/6/09 6274 1186 18.9 9.41 11155 15.10% 1684 55 100 320 10 7 0.35
7/7/09 6052 1116 18.44 10.06 11222 14.09% 1581 46 67 304 8 11 0.33
7/8/09 5307 973 18.33 9.92 9653 13.49% 1302 35 42 170 4 7 0.29
7/9/09 5711 1115 19.52 9.57 10672 13.71% 1463 35 67 288 8 16 0.33
7/10/09 5581 1070 19.17 9.01 9643 14.39% 1388 40 80 242 11 13 0.32
7/11/09 5976 1203 20.13 9.19 11050 14.81% 1636 41 94 295 13 8 0.35
7/12/09 5843 1159 19.84 9.11 10553 14.56% 1537 36 53 252 12 8 0.32
7/13/09 6308 1181 18.72 9.28 10963 14.55% 1595 47 98 287 11 5 0.32
7/14/09 6166 1131 18.34 8.93 10103 14.65% 1480 45 69 244 12 12 0.3
7/15/09 5592 1029 18.4 9.24 9504 13.55% 1288 26 96 188 8 7 0.29
7/16/09 5263 940 17.86 8.72 8201 14.43% 1183 24 58 247 12 4 0.29
7/17/09 5972 1205 20.18 8.64 10410 15.33% 1596 22 65 244 7 7 0.33
7/18/09 7206 1561 21.66 9.34 14580 14.01% 2042 40 240 324 11 7 0.37
7/19/09 7250 1511 20.84 9.32 14077 15.30% 2154 38 323 288 10 4 0.39
7/20/09 7794 1605 20.59 9.55 15335 14.70% 2255 40 353 343 16 6 0.42
7/21/09 8001 1566 19.57 9.03 14148 17.97% 2543 43 399 360 12 10 0.44
7/22/09 7948 1568 19.73 9.44 14795 16.19% 2395 70 402 308 11 7 0.42
7/23/09 8042 1557 19.36 9.27 14439 16.97% 2450 37 388 317 24 5 0.43
Adding additional v2 channel, increased V3 response rate, increase our V and results in average gain of 1,000 new users per day.
FINAL THOUGHTS ON VIRAL MEASUREMENT.
Viral coefficient fluctuates over time.
Strongly influenced by outside environment. (eg. Facebook platform changes)
Still need good product for sustainable viral growth and repeat usage.
Measuring viral stats at least gives you better insight into what’s working and what’s not working.
QUESTIONS?
Please Friend me:http://www.Facebook.com/southofspain
Email me:[email protected]
PS. We are hiring! Especially Flash Developers!! But also creative design, artists, php engineers, and product managers.
