The document discusses key aspects of successful social games. It notes that humans are social animals who crave social interaction, esteem, and play. It also discusses identifying different types of players, giving players reasons to spend money through various monetization strategies like freemium models, understanding and rewarding "true fans", and using targeted advertising. The overall goal is to create engaging social game experiences that drive both social interaction and revenue.

1. grgetherh
The Importance of Being Social
Oscar Clark Evangelist
PapayaMobile Inc

2. Humans are social animals
• We all play games in some
form
• We all respond to social
pressures
• We all crave esteem
• What's self-actualising?
Image found via Flikr (Erica Glasier)

3. What is a social game anyway?
Social games are about
sharing experiences
• Friends & like-minded
• Discovery of new content
• Sharing public success
• Reasons for habits
• Showing off creativity

4. Who are your players?
Different Players buy for
different reasons
• Collector:
– "Got to catch them all"
• Explorer:
– "Where can I go today?"
• Socialiser:
– "I want to be popular"
• Competitor:
– "I'm going to Pwn ya!"

5. Give players reasons to spend money
Players want to be
entertained
• Purchase points are barriers
• Reduce the risk to the user
• Price Elasticity of Demand
• Players buy to show off
• Exchange money for time

6. Freemium
100:10:1 ratio (or
1:10:100 Rule*)
• Free player are critical to success
• Make it easy to spend the first $1
• Goods to show off (creativity & skill)
• Consumable which help gameplay
• Make it possible to spend $100+
• What about the ethics?
* Apologies to Nick Lovell

7. Understand the True Fans
True Fans are happy to
spend money
• Ensure that they get value for
paying
• Don't break the Free Player
experience
• Engage with your most valuable
players
• Avoid the 'hangover'

8. Advertising
Sponsored
experiences
• Can be a vital revenue stream
• Media buying is getting better
• Effective when relevant
• Needs to be increasingly
smart
• Is Freemium incentive
enough?

9. ...in the end it's all about the game

10. Who are Papaya?
13,611,930 1,050,000,000
$16.45/
37
• Founded in 2008 with $22M raised through DCM and Keytone.
• 90 staff with offices in San Francisco, London and Beijing
• More than 80% of users come from US and Europe
• Popular games earn more than $1 million per year
• Winner of Best Games Service Provider ME Awards 2011

11. Any Questions?
Thank you :)
oscarclark@papayamobile.com
Twitter: @Athanateus