Designing for Virality - Vitaliy Zasadnyy @ Unite Singapore

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Designing for virality Vitaliy Zasadnyy Head of Mobile, GetSocial

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getsocial.im Credits: mo_selim_art

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“ The power of social features are highly undervalued in the game industry - Jeroen Bowman, CEO, GetSocial getsocial.im

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“ Social is hard to evaluate. It impacts a wide range of metrics - @zasadnyy getsocial.im

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Friend Invites Credits: Crush Them All

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MMO Game Developer Head of Mobile Vitaliy Zasadnyy

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getsocial.im The results of analyzing 88M Invites 140 Apps

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getsocial.im Integration time? Results? Lv.1 Lv.2 Lv.3

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Measuring results

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getsocial.im Invite a friend Entry point App installed

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getsocial.im Invite a friend Entry point App installed N sent invites/mille Conversion

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getsocial.im Viral coefficient c 1000 x N invites/mille DAU k x =

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Integration Lv.1 Just invite a friend

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getsocial.im Invite a friend

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getsocial.im Invite a friend

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Credits: Dream Walker

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getsocial.im 1 Day Invite a friend

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getsocial.im 6 Invites Per Mille 1.3% Sent/Install Conversion Results

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getsocial.im Invite a friend 10K 3K 0.2K

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getsocial.im Credits: Doomsday Clicker

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getsocial.im Credits: Doomsday Clicker Multiple entry points

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getsocial.im Credits: Doomsday Clicker Customised content

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getsocial.im Content per channel Image / GIF Credits: Doomsday Clicker

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“ After optimisations Doomsday managed to improve send to install conversion to 19% - @zasadnyy getsocial.im

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getsocial.im Why users should care?

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getsocial.im Bother friend ?

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Integration Lv.2 Rewarded invites

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getsocial.im Invite friend to… …get X coins …get Y% more gold every day …get unique cat Invite a friend

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getsocial.im Send invite Receive invite Deep link Validate Rewards have to be validated

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getsocial.im Invite a friend 2-5 Days

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Credits: Idle Miner and Fancy Dogs

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getsocial.im 17 Invites Per Mille 7% Sent/Install Conversion 2.7x 5.3x Results

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getsocial.im Invites per mille over time Invites sent Time

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getsocial.im Invites per mille over time Invites sent Time

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getsocial.im Recurring quests with unique rewards Credits: Castle Cats

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getsocial.im Super bonus Reset every week Credits: Sonic Forces Speed Battle

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getsocial.im Invites per mille over time Invites sent Time

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getsocial.im What if…

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Integration Lv.3 Invites as part of game mechanics

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getsocial.im Face UP flow

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getsocial.im Invite a friend ? Weeks

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getsocial.im 140 Invites Per Mille 4.8% Sent/Install Conversion Results 22x 4.7x

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“ Adding friend invites to the core game-loop brings around 140 invites sent per 1000 DAU getsocial.im

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getsocial.im Invite Connect Engage Re-engage

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Tuning is a king

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getsocial.im Entry point Incentive Message On-boarding Reward

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getsocial.im Too many variables to optimise

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getsocial.im Entry point Incentive Message On-boarding Reward

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getsocial.im A/B Testing

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getsocial.im

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getsocial.im Credits: mo_selim_art

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1 day 6 invites Lv.1 Lv.2 Lv.3 2-5 days 17 invites ? weeks 140 invites

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“ Rewarded invites are the sweet spot between results and integration time - @zasadnyy getsocial.im

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Thank you Vitaliy Zasadnyy @zasadnyy