Mobile + Social: The Case for Games

8/9/2019 Mobile + Social: The Case for Games

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Mobile + Social

Volker Hirsch (@vhirsch)

Social Media World ForumLondon - 15 March 2010

The Case forGames


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Mobile Games...

... can be a bit of a nightmare


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You do everything right...


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on the inside...


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... on the outside...


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... and on marketing


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Something is still missing ...


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THe $ Dilemma (carrier model)

total revenue

after VAT

after carrier

after distributor

after porting & QA

after License

after production

after overheads


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THe $ Dilemma (app store model)


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What is Social ?


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Social refers to theinteraction of organismswith other organisms andto their collective co-existence [...]

Source: Wikipedia


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A social network is not acommunity!


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You need Context !


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Prof Dr Karin Knorr-Cetina,Sociologist

Jyrri Engestrom,Founder Jaiku

Concept : Object-CenteredSociality


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A game is a Social Object?


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It always was!


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Its about Engagement

- Gamers Interact by the nature ofthe game.

- Gamers can be Fanatics !

- A game and the environment inwhich it is set matters to its fans.

games are powerful socialobjects


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- Interact with players incontext , i.e. in the game

- Let players interactbetween them (they have

a common object !)


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CwF + RtB = BM

Mike Masnick, TechDirt


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WTF ?


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WTF ?

Trent Raznor


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Nine Inch Nails- All Music free under CC license.

- All videos by fans aggregated onwebsite.

- Free iPhone app: Fan Finder.

- Double Album for $10- Deluxe Edition (Double Album + Photo

Book + BluRay + DVD) for $75

- 2,500 limited edition signed luxury sets(with Vinyl + prints) for $300

CwF

RtB

Limited Edition sold out in 30 hours !!!

$750k revenue in 30 hours, $2.3m in week 1.


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Lets recap:Social is interaction

in context

Object


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make sure that mobilelevers the Social Object(that is: your game)towards Your Users...


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Mobile is the mostpowerful digital medium

to date.Why?

1. Its Big (numbers)2.Its Personal (nature)3.Its really personal

(Identification of needs)


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1,700,000,000

4,600,000,000

1,800,000,000

2,250,000,000

Internet users (PC, Mobile, Web Cafe)

unique credit card holders

tooth brushes in use

mobile phone subscriptions

475,000,000circulation of newspapers

825,000,000registered cars

4,000,000,000FM Radios

various sources


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Mobile is a 1st !

Personal mass media Always carried Always on Built-in billing system

Always present at the point ofcreative impulse Accurate audience identification Captures social context Enables Augmented Reality

Tomi Ahonen, Mobile as 7th of Mass Media, 2008;Alan Moore & Jonathan MacDonald, The Glittering

Allure of the Mobile Society, 2008


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Its VERY personal...

91% of people have their mobile within arms reach24/7 .

64% of Americans are not willing to share theirmobile with anyone. 60% of married people will

not share their mobile with their spouse!

It takes an average of 26 h for a user to reporta lost wallet but only 68 minutes to report a

lost mobile phone .

Morgan Stanley 2007

Unisys Survey

Wired Magazine 2006

8 out of 10 German men would rather lose theirwife than their mobile phone.

Jonathan MacDonald; Survey of 10 German

men at 1am in a bar...


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OK, its huge, I get it.

But what do I dowith it?


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Address the uniquepropositions only

Mobile offers.


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Value Levers: the 6 Ms.

Movement

Me

Multi-User

Machines

Money

Moment

Source: Tomi Ahonen


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Mobile is a 1st !

Personal mass media Always carried Always on Built-in billing system Always present at the point of

creative impulse Accurate audience identification

Captures social context Enables Augmented Reality


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We need Tools


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What

- Create Fanatics .

- Provide avenues for playerspassion .

- Incorporate players strongestcommunity: his friends !

- Allow Choice : if, when and where toshare. Just offer the path.

- Keep it in context , i.e. in the game.


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Examples of how

- High-Scores ( Reward ) but makethem customizable ( context ).

- Connect to the community(Avenues of Passion ).

- Person-to-Person Challenges &Tournaments ( Playful contextualinteraction ).

- Awards / Rewards ( Fanatics ).- In-Game transactions & Virtual

Currencies ( Contextual Monetization ).

74% of all buying decisions are made


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Source: Bain Consulting

74% of all buying decisions are madeon a friend s recommendation


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Real Cross-promotion

- General ads disregard the powerof context & relevance (Spray-Can).

- Players = Fanatics = Ambassadors.

- Promotions by friends in contextare genuine cross-promotions .


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123,296,966,069,453

The Law of Big Numbers

One last thing:


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The Mass Market is here:


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dont forgetthe other

smartphones!

Ch t l th t


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Choose a tool thatdelivers all that.

Scoreloop does... ;-)


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So...Wheres the Money?


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Where it always was:

in your pocket...

Catchy phrase nicked fromJonathan MacDonald

S i


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Summing up:

Facilitate engagement . Offer avenues to activate the

players passion .

Deliver , and in big numbers .

Got all that? You have a winner !

And if the user wins, the rest (incl. $ $ $ ) comes almost on its own...

I C dit


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Image Creditshttp://biodisplay.tyrell.hu/2008/09/24/experimenting-with-resolution/ http://upload.wikimedia.org/wikipedia/commons/8/85/Numbers_grid_in_NY.jpghttp://gapingvoidgallery.comhttp://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg

http://upload.wikimedia.org/wikipedia/commons/5/56/Bhgs_crowd.jpghttps://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpghttp://www.easy-access.com/garagelo/coloring/tools.gifhttp://picasaweb.google.com/lh/photo/f-4eoJyuiitoJIPDaqrMJQhttp://blogs.fayobserver.com/faytoz/files/2008/10/davinci_toothed_gears_original.jpghttp://www.adsinn.com/wp-content/uploads/2008/01/1100109100-1.jpghttp://adsoftheworld.com/files/images/video-game.jpghttp://www.foldingbikehut.co.uk/images/Toolbox%20Travel.jpghttp ://ridgestonecondos.com/images/istock_000003282632medium_dollar_sign.jpghttp ://cdn2.libsyn.com/sellinggeek/mobilepic.jpGhttp ://www.footballpictures.net/data/media/75/River-Plate-Fanatics.jpghttp ://pervasivegames.files.wordpress.com/2009/04/124659356_bbe1e5 b661_o.jpg

http ://upload.wikimedia.org/wikipedia/commons/a/a8/FIFA_world_cup_2006_-_ Rome_circus_maximus_flag.jpghttp ://www.wallpaperez.in fo/wallpaper/movie/A-Nightmare-on-Elm-Street-1939.jpghttp ://www.thisfabtrek.com/journey/africa/egypt/20100112-egypt-desert/desert-road-egypt-4.jpghttp ://www.theninhotline.net/archives/old.images/tr_tdspromo2.jpghttp ://www.wright-brothers.org/TBR/Information%20Images/Photos/1903%20First%20Fligh t.jpghttp ://www.uwrf.edu/library/arc/images/diary.jpghttp ://news.msu.edu/media/photo/2009/12/2c305035-52be-4906-b034-022eadb86877.jpghttp ://www.jamesallen.com/engagement-rings/sold/1414/big/Micro-Pave-E ngagement-Rings.jpghttp ://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julie n-2048x1536.jpghttp ://writeontheinternet.files.wordpress.com/2007/09/superman.jpghttp ://www.math.nyu.edu/~crorres/Archimedes/Lever/leverBig.gif

http ://www.ruralmarketingservices.com/images/marketing_road_sign.jpghttp ://cnx.org/content/m23853/latest/Picture%201.pn ghttp ://www.saatchi-gallery.co.uk/museumimages/thumbnail1.php/p2j200749041149arc_ph t.jpg
http://www.saatchi-gallery.co.uk/museumimages/thumbnail1.php/p2j200749041149arc_pht.jpghttp://cnx.org/content/m23853/latest/Picture%201.pnghttp://www.ruralmarketingservices.com/images/marketing_road_sign.jpghttp://www.math.nyu.edu/~crorres/Archimedes/Lever/leverBig.gifhttp://writeontheinternet.files.wordpress.com/2007/09/superman.jpghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpghttp://www.jamesallen.com/engagement-rings/sold/1414/big/Micro-Pave-Engagement-Rings.jpghttp://news.msu.edu/media/photo/2009/12/2c305035-52be-4906-b034-022eadb86877.jpghttp://www.uwrf.edu/library/arc/images/diary.jpghttp://www.wright-brothers.org/TBR/Information%20Images/Photos/1903%20First%20Flight.jpghttp://www.theninhotline.net/archives/old.images/tr_tdspromo2.jpghttp://www.thisfabtrek.com/journey/africa/egypt/20100112-egypt-desert/desert-road-egypt-4.jpghttp://www.wallpaperez.info/wallpaper/movie/A-Nightmare-on-Elm-Street-1939.jpghttp://upload.wikimedia.org/wikipedia/commons/a/a8/FIFA_world_cup_2006_-_Rome_circus_maximus_flag.jpghttp://pervasivegames.files.wordpress.com/2009/04/124659356_bbe1e5b661_o.jpghttp://www.footballpictures.net/data/media/75/River-Plate-Fanatics.jpghttp://cdn2.libsyn.com/sellinggeek/mobilepic.jpg?nvb=20100306021019&nva=20100307022019&t=0e8ec4dbd7b61544abe52http://ridgestonecondos.com/images/istock_000003282632medium_dollar_sign.jpghttp://www.saatchi-gallery.co.uk/museumimages/thumbnail1.php/p2j200749041149arc_pht.jpghttp://www.saatchi-gallery.co.uk/museumimages/thumbnail1.php/p2j200749041149arc_pht.jpghttp://cnx.org/content/m23853/latest/Picture%201.pnghttp://cnx.org/content/m23853/latest/Picture%201.pnghttp://www.ruralmarketingservices.com/images/marketing_road_sign.jpghttp://www.ruralmarketingservices.com/images/marketing_road_sign.jpghttp://www.math.nyu.edu/~crorres/Archimedes/Lever/leverBig.gifhttp://www.math.nyu.edu/~crorres/Archimedes/Lever/leverBig.gifhttp://writeontheinternet.files.wordpress.com/2007/09/superman.jpghttp://writeontheinternet.files.wordpress.com/2007/09/superman.jpghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpghttp://www.jamesallen.com/engagement-rings/sold/1414/big/Micro-Pave-Engagement-Rings.jpghttp://www.jamesallen.com/engagement-rings/sold/1414/big/Micro-Pave-Engagement-Rings.jpghttp://news.msu.edu/media/photo/2009/12/2c305035-52be-4906-b034-022eadb86877.jpghttp://news.msu.edu/media/photo/2009/12/2c305035-52be-4906-b034-022eadb86877.jpghttp://www.uwrf.edu/library/arc/images/diary.jpghttp://www.uwrf.edu/library/arc/images/diary.jpghttp://www.wright-brothers.org/TBR/Information%20Images/Photos/1903%20First%20Flight.jpghttp://www.wright-brothers.org/TBR/Information%20Images/Photos/1903%20First%20Flight.jpghttp://www.theninhotline.net/archives/old.images/tr_tdspromo2.jpghttp://www.theninhotline.net/archives/old.images/tr_tdspromo2.jpghttp://www.thisfabtrek.com/journey/africa/egypt/20100112-egypt-desert/desert-road-egypt-4.jpghttp://www.thisfabtrek.com/journey/africa/egypt/20100112-egypt-desert/desert-road-egypt-4.jpghttp://www.wallpaperez.info/wallpaper/movie/A-Nightmare-on-Elm-Street-1939.jpghttp://www.wallpaperez.info/wallpaper/movie/A-Nightmare-on-Elm-Street-1939.jpghttp://upload.wikimedia.org/wikipedia/commons/a/a8/FIFA_world_cup_2006_-_Rome_circus_maximus_flag.jpghttp://upload.wikimedia.org/wikipedia/commons/a/a8/FIFA_world_cup_2006_-_Rome_circus_maximus_flag.jpghttp://pervasivegames.files.wordpress.com/2009/04/124659356_bbe1e5b661_o.jpghttp://pervasivegames.files.wordpress.com/2009/04/124659356_bbe1e5b661_o.jpghttp://www.footballpictures.net/data/media/75/River-Plate-Fanatics.jpghttp://www.footballpictures.net/data/media/75/River-Plate-Fanatics.jpghttp://cdn2.libsyn.com/sellinggeek/mobilepic.jpg?nvb=20100306021019&nva=20100307022019&t=0e8ec4dbd7b61544abe52http://cdn2.libsyn.com/sellinggeek/mobilepic.jpg?nvb=20100306021019&nva=20100307022019&t=0e8ec4dbd7b61544abe52http://ridgestonecondos.com/images/istock_000003282632medium_dollar_sign.jpghttp://ridgestonecondos.com/images/istock_000003282632medium_dollar_sign.jpghttp://www.foldingbikehut.co.uk/images/Toolbox%20Travel.jpghttp://www.foldingbikehut.co.uk/images/Toolbox%20Travel.jpghttp://adsoftheworld.com/files/images/video-game.jpghttp://adsoftheworld.com/files/images/video-game.jpghttp://www.adsinn.com/wp-content/uploads/2008/01/1100109100-1.jpghttp://www.adsinn.com/wp-content/uploads/2008/01/1100109100-1.jpghttp://blogs.fayobserver.com/faytoz/files/2008/10/davinci_toothed_gear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@vhirsch

http://vhirsch.com

[email protected]

+44 7843 599 678

http://scoreloop.com

(@scoreloop)
http://www.bluebeck.co.uk/http://www.bluebeck.co.uk/mailto:[email protected]:[email protected]://www.bluebeck.co.uk/http://www.bluebeck.co.uk/

Mobile + Social: The Case for Games

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