Supercharging word of mouth: best practices in mobile virality
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Supercharging word of mouth Jussi Laakkonen, Applifier
Atomic Hot Links
Oberazzi
How do players discover games?
Lydia Mann
What’s the role of
word of mouth?
questions million dollar
AMagill
The Bees
Survey 1800 responses
Mainstream users
US adults
62% male
38% female
64% 18-29 years
26% 30-39 years
10% 40+
Favorite game genres
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10%
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1-5 games / month 1-3 hours / week
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10%
20%
30%
40%
50% Games downloaded / month Hours played / week
For the last five games you’ve downloaded, what was highly influential in your decisions?
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120%
Word of mouth, social media
App Store TV, Youtube, web sites, print or other
media
Advertising
EEDAR: Social plays part in 70% of mobile game discovery, October 2012
0% 5%
10% 15%
20% 25% 30% 35% 40% 45% 50%
h"p://www.gamasutra.com/view/news/178516/Research_How_mobile_players_find_new_games_to_play.phpB
Nielsen: Word of mouth equal to App Store, Q3 / 2011
h"p://www.businessinsider.com/searchCisCtheCbiggestCdriverCofCappCdiscoveryC2012C8B
Word of mouth App Store
YoonhoChoi
App Store
68%: “Easy to find games on the App Store”
6%
26%
34%
34%
How do you rate the App Store for finding games?
Extremely di!cult
Somewhat di!cult
Easy to find a game I’d like to download
Easy to find any game I want to find
Reviews ! decision to download
For the last five games you’ve downloaded, what was highly influential in your decisions?
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User reviews Featured Top list Search result
App stores are good enough.
App Store Optimization. Test keywords, names, icons, screenshots
Ask users to review you. Target users likely to rate you highly.
Read your reviews. Fix issues.
Word of mouth
“Hey, you got to play this game. Watch this!”
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Hearing from a friend, family
Seeing gameplay
Facebook post
Tweet Shared screenshot
Fan videos
In person Online
For the last five games you’ve downloaded, what was highly influential in your decisions?
Opportunity
Which of the following features are important while playing? Part 1
Extremely important Somewhat important Not important
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Retention
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Which of the following features are important while playing? Part 2
Extremely important Somewhat important Not important
Viral growth
Playing together Sharing
Viral growth through
invites
Viral growth through
shared content
Playing together Sharing
Viral growth through
invites
Playing together
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20%
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Easy to invite friends Playing with real friends Playing with non-friends
Playing with real friends nearly 2 x more important than with non-friends
Extremely important Somewhat important Not important
Which of the following features are important while playing?
34% 44% 24%
But >60% prefer nicknames over real identity
21%
Real identity (e.g. login with Facebook)
19% Nick name + stylized photo that masks my real identity 43%
Nick name + avatar (e.g. game character)
17%
No identity even if it means friends can’t find me
How do you want to appear to others when you play?
Still, everyone is on Facebook
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Which social networks have you used in the last week?
And fairly few use social gaming services
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Which mobile game services have you used?
Your Contacts are your real friends.
Fairly few games leverage Contacts, while all social services do.
Go with nicknames or partial identity (e.g. “Jussi L”)
Don’t force FB login.
Demonstrate fun first, then upsell Facebook connect to play with friends
Incentivize FB connect (questionable, but works)
“We never spam your friends”
De-emphasize or even avoid FB in core and mid-core games
Viral growth through
shared content
Sharing
1% Create
9% Curate
90% Consume
Viral growth through
shared content
Sharing
1% Create
9% Curate
90% Consume
10-20% rank sharing extremely important
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40%
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100%
Sharing tips, helping others
Sharing achievements
Sharing screenshots
Sharing video replays
Broadcasting my game
Extremely important Somewhat important Not important
Which of the following features are important while playing?
Sharers
Sharers play more
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Games downloaded / month Hours played / week
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All respondents Sharing is extremely important
Sharers buy in-app purchases
All respondents Sharing is extremely important
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Did you purchase a mobile game in last 30 days?
Sharers are more social. Part 1
All respondents Sharing is extremely important
Which of the following features are extremely important while playing?
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Sharers are more social. Part 2
All respondents Sharing is extremely important
Which of the following features are extremely important while playing?
Sharers more likely to find games through WoM, advertisements, media
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Word of mouth, social media
App Store TV, Youtube, web sites, print or other
media
Advertising
All respondents Sharing is extremely important
For the last five games you’ve downloaded, what was highly influential in your decisions?
Remember this?
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05%
10%
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Hearing from a friend, family
Seeing gameplay
Facebook post
Tweet Shared screenshot
Fan videos
In person Online
For the last five games you’ve downloaded, what was highly influential in your decisions?
Opportunity
WoM: Sharers find games more often online than in-person
All respondents Sharing is extremely important
For the last five games you’ve downloaded, what was highly influential in your decisions?
00%
10%
20%
30%
40%
50%
Hearing from a friend, family
Seeing gameplay
Facebook post
Tweet Shared screenshot
Fan videos
Share from the game
Social media
Try a new game
Sharers
Get engaged
What type of sharing is most influential?
It’s like snake, but you fight monsters. Swipe to steer your snake made of heroes you level
up, kill the baddies and don’t hit anything!
SHARED WITH
>65% of all players, >80% of sharers watch game videos
All respondents Sharing is extremely important
What types of game-related videos did you watch last week?
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Videos drive installs, decision making and referral
All respondents Sharing is extremely important
What actions have you taken after watching game related video?
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You share if you care. Tap into emotions.
Show, don’t tell ! screenshots, video.
Automatic screenshots, instant replays ! just share!
Sharing is self-reinforcing
Build social features to attract & retain Sharers
Sharers play & pay and get your more users. You want them.
Word of Mouth & App Store
Reviews are crucial
Play with real friends
Sharers are your best users
In-person WoM ! Online Sharing
www.everyplay.com
[email protected] @jussil