Boston games forum universal design lessons - dave bisceglia
Making of My Star (Mobile Games Forum 2011)
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The Making of
description
My slides from MGF 2011. Looking at the unique retainment mechanics used in Mobile Pie's My Star.
Transcript of Making of My Star (Mobile Games Forum 2011)
The Making of
This TalkOverview Mobile Pie and My Star
Design goals
Retainment mechanics
Time, Location and Interruption
Business and revenue models
Neil Holroyd from Orange
Mobile Pie3 years old
7 employees
Games & entrainment
History of LBS
2011 = free to play and location
About My StarManage star from zero to hero
Social freemium sim RPG
Timed tasks, dual currencies, friends etc
Innovation
Location (Facebook Places)
Interruption (Orange APIs)
UK only ‘soft launch’
Reserved for video
Design GoalsRetention: Keep players coming back for long and short term goals.
Mass Appeal: Appeal to many ages and tastes.
Obtainment: Status symbols.
Social: Players meet friends and make new ones.
Fresh: Use user feedback to update.
Retention - Time
Standard ‘compulsion loop’
Return trigger is time
As browser game
Using Time - Instruments
Start instrument practice
Return when complete
Reward (Coins & Fame)
Instant finish (paid for)
Case for Location2006 research called Interweaving Mobile Games With Everyday Life*
Modes of play:
Augmenting routine (fixed)
Disrupting routine (mobile)
*available at http://eprints.gla.ac.uk/3420/1/mobilegames_life.pdf
Using Location - Posters
5 locations from FB
Select poster
Opt-in friend
Post
Instant reward
Continued time reward
Retention - Location
Return trigger is location
Unique to mobile
Using Interruption – Star Phone
Opt-in
Initiated by game, not user
Email, SMS or voice call from Star
Orange APIs
Value proposition
Come back, complete task, get reward
SubscriptionReal costs to calls and SMS
Fixed overhead - fixed return
Subscription - calls and SMS
Incentivised
Exclusive virtual goods and currency
Free - email
Future for My Starv3 - Early February
Studio
Worldwide release
v4 - Late February / March
Star Phone
Offer wall
Brand partnerships
Virtual goods and poster check-ins
Future for Mobile Pie
Building on existing tech
New platforms
Next IP
New mechanics
New innovation
Neil Holroyd
