2. About Me
• Worked at Epic Games over 9 years
• Primarily focused on online features for our
games and engine
• Sr. Online Architect at Epic
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3. About Infinity Blade 2
• Franchise introduced in December 2010
• Franchise has grossed > $30 million
• Infinity Blade 2
– 15 Perfect Scores
– More than 20 Game of the Year Awards
• “Simply put, you need this game” --G4TV.com
• “An iOS Masterpiece” --Touch Arcade
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4. About Infinity Blade 2
• Franchise introduced in December 2010
• Franchise has grossed > $30 million
• Infinity Blade 2
– 15 Perfect Scores
– More than 20 Game of the Year Awards
• “Simply put, you need this game” --G4TV.com
• “An iOS Masterpiece” --Touch Arcade
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5. About ClashMob
• Large scale challenge requiring thousands to
complete
• Everyone that participates receives the reward
• Bonuses given for social elements
– Friends that play
– “Like”-ing a ClashMob post on the Infinity Blade page
– Retweeting a ClashMob tweet
• In Infinity Blade 2, comprised of mini-games
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6. Goals for ClashMob
• Increase our player retention
– Give them a reason to come back again and again
• Increase reach, awareness, and virality
• Use social interactions to participate
– Retweeting a ClashMob tweet
– “Like”-ing the ClashMob post on the brand page
– Recording your participation as a comment
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11. Facebook Edge Rank
• Determines whether a post appears in a user’s feed
– Only 16% brand page posts are actually seen
• Based upon 3 criteria
– Affinity score: how interactive the fan has been with
past content
– Weight: based upon the type of interaction
• share > comment > like
– Time decay: how long ago the post occurred
• ClashMob interactions increase edge rank and
therefor increase reach
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12. Facebook Engagement Index (FEI)
• Uses the “talking about” counts as a percentage of
total “likes” for the page
• Measures how “engaged” your customers are with
your brand on Facebook
• Engagement increases the number of impressions
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23. ClashMob Facebook “Like” Support
• To “like” a ClashMob post, the client issues a web
request with the post’s ID
– The ID is given to the client by our backend server
– We use HTTP GET with method=post override
https://graph.facebook.com/163584600328189_462261520460494/likes?
method=post&
access_token=<user’s access token>
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24. ClashMob Facebook “Comment” Support
• Commenting is similar to creating a post, but to a
specific post ID
https://graph.facebook.com/163584600328189_462261520460494/comments?
method=post&
access_token=<user’s access token>&
message=<URL encoded message>
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25. ClashMob Twitter Retweet Support
• The Twitter API is RESTful so the game retweets a
ClashMob tweet by POSTing to an URL with an ID
https://api.twitter.com/1/statuses/retweet/225319026107228160.json
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28. ClashMob Facebook Brand Page Post Setup
1. Create a Facebook App that does the posting
2. Create a brand page for your product
3. Login as an administrator of the brand page
4. Grant the app permission to post as you
https://www.facebook.com/dialog/oauth?client_id=<app id>&
scope=publish_stream,offline_access,read_stream,manage_pages&
response_type=token
Example response
https://www.facebook.com/#access_token=AAABmbm...MUZD&expires_in=0
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29. ClashMob Server Facebook Brand Page Post
1. Query for accounts using our stored access token
to get the access token for the page
2. Post to brand page using returned access token
3. Periodically, read likes and comment counts to
update global participation state
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34. ClashMob Server Twitter Integration Setup
1. Sign into the account that will send Tweets
2. Create an application to send Tweets
3. Set the app permissions to read and write
4. Create an access token for the app
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36. ClashMob Server Twitter Integration
1. Tweet ClashMob information as the account owner
2. Periodically, read the Tweet to get retweet counts
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37. ClashMob Server Twitter Integration
1. Post tweet to account feed
https://api.twitter.com/1/statuses/update.json?
include_entities=true&
status=<OAuth encoded tweet>
Example JSON results
{ "id": 203261300,
"name": "Infinity Blade",
"followers_count": 31248,
"created_at": "Fri Oct 15 22:05:09 +0000 2010",
"verified": true,
"statuses_count": 1054,
"lang": "en",
"status": {
"created_at": "Wed Jul 18 16:00:50 +0000 2012",
"id": 225621159272656900,
"text": "ClashMob: Deal as much ...! Retweet to do 2,500 DAMAGE now! #infinityblade",
"retweet_count": 953, } }
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38. ClashMob Server Twitter Integration
2. Read a ClashMob tweet for retweet counts
https://api.twitter.com/1/statuses/show.json?id=223172555035508740
Example JSON results
{ "created_at": "Wed Jul 11 21:50:58 +0000 2012",
"id": 223172555035508740,
"text": "ClashMob: Combine gems in the Gem Forge to create powerful, rare gems! …#infinityblade",
"source": "<a href="http://infinitybladegame.com/" rel="nofollow">Infinity Blade II</a>",
"user": {
"id": 203261300,
"id_str": "203261300",
"name": "Infinity Blade",
"screen_name": "InfinityBlade",
"followers_count": 31248,
"listed_count": 463,
"created_at": "Fri Oct 15 22:05:09 +0000 2010",
"verified": true,
"lang": "en", },
"retweet_count": 984 }
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39. Summary
• We’ve seen that ClashMob has increased our player
retention
• We’ve seen that ClashMob has extended our reach
yielding impressions outside of our core community
• We’ve talked about how to integrate social
networks into the game client
• We’ve talked about how we integrate the game
server with social networks
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40. Questions?
Special thanks to:
Donald & Geremy Mustard Joe Graf
ChAIR Entertainment
Wes Hunt
Epic Games, Inc.
Josh Markiewicz Twitter: @EpicCog
Eric Newman Patent pending:
Ian Thomas 61/618,053 & 61/618,024
Sam Zamani
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