8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
1/22
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
2/22
the social gaming tipping point
Brian ReynoldsAustin GDC9.18.09
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
3/22
Quick History of Me
18+ years in traditional games Civilization II, Alpha Centauri, Rise of Nations, Catan Founder of Firaxis and Big Huge Games
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
4/22
I Came from Traditional Videogames
Console Games - Presently a Shrinking Pond:
Six months of shrinking sales in 2009* 25% decline in hardware sales from 2009* Few publisher investments in new IP Game development costs rising geometrically
* source: GamesBeat, 9/10/09
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
1990 1994 1996 1999 2003 2006 2009
AAA Game Budgets
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
5/22
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
6/22
5
10
millions
0
15
DAUs (How about that for growth?)30Mtoday!
Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
7/22
Totally new space!
GAME MONTHLY ACTIVE DEVELOPER LAUNCHED
1 FARMVILLE 33,439,207 ZYNGA June 2009
2 MAFIA WARS 18,720,406 ZYNGA June 2008
3 FARM TOWN 18,298,995 SLASHKEY February 2009
4 MINDJOLT GAMES 16,490,304 MINDJOLT.COM 2008
5 PET SOCIETY 16,022,779 PLAYFISH August 2008
6 TEXAS HOLDEM 15,552,004 ZYNGA March 2008
7 YOVILLE 14,104,241 ZYNGA May 2008
9 RESTAURANT CITY 11,527,478 PLAYFISH March 2008
10 BEJEWELED BLITZ 6,817,188 POPCAM GAMES March 2008
TOP FACEBOOK GAMES BY MONTHLY ACTIVE
source: InsideSocialGames, 9/1/09
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
8/22
Social Gaming Also Outpacing Casual
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
9/22
The Opportunity
Young space - rules still being written!Largest genre (Farm) mostly didnt exist until Spring Current number one game launched June 2009Costs are cheap barriers of entry are low
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
10/22
Welcome to the Web
Reach, Retention, RevenueReal metrics, often available in real timeCan push new versions easily and quicklyMost game development happens after launch!
FARMVILLE DAU 6/09 to present MAFIA WARS DAU 6/08 to present
source: DeveloperAnalytics, 9/13/09
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
11/22
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
12/22
social games
three pillars
Play light interactions with social graph via game
Invest put time into game to progress & customize
Express its fun and efficiently generates social capital
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
13/22
Social Gaming Means Your Real Friends
Facebook = 250 Million active usersFriend networks represent real relationshipsGaming can be social but safePlayers build social capital with real friendsRapid viral growth from friend to friend
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
14/22
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
15/22
Metric-Driven Game Design
Unlike regular games we have a quick feedback loopCorrelate player clicks to metrics we want to drive Quietly try out new features on a subset of players Compare new features metrics to old one in real time!
New features released when proven not when cool
MAFIA WARS: Feature Analysis for CUBA
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
16/22
What Makes a Good Social Feature?
WIN!Easy & drives DAU
FAIL!Lots of work, doesnt drive any metric.
Really simple (my aunt will like it!) Aligned with at least one key metric Virality user-to-user and one-to-man Engagement come back regularly
Revenue something worth paying for
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
17/22
Examples of Features That Work Well
Not zero sum I win and you win Gifting Free social capital for coming back Collections Collecting and trading together Harvest Return compulsion
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
18/22
So How Do You Make Money?
Most players play for free Some will pay small amounts for extra turns Others will pay for exclusive items & collectingSocial Capital drives the desire to spend
MAFIA WARS: Crates and Cellphones
FARMVILLE: Tractor Fuel
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
19/22
How Do I Get Me Some of That?
Retention is easiest metric to drive with better design Humility very important to transition to this space Must forget all you know of intuitive game design You cant port a traditional game to the social space Start with proven social features then add gameplay
FAIL!Started with Diablo-style gameTried to find social features from thereNever managed to get it to catch fire
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
20/22
Whats Next?
Social games potential billion dollar market Virtual goods already huge in Asia, growing here Possible mass market inflection point on FB Big players will attempt to enter the space
Social games will need good game design Zynga the first with the most and best of breed
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
21/22
Mission
connect the world through games
8/12/2019 Reynolds.brian.austin GDC Preso_FINAL
22/22
Were Hiring!
Top Related