Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Designing for Virality - Vitaliy Zasadnyy @ Unite Singapore

Designing for Virality - Vitaliy Zasadnyy @ Unite Singapore

Whether paid or free, the competition for users is heating up. Cost per install on the tier one markets crossed 3$. Google and Apple are changing recommendation algorithms that negatively impact organic in-store discovery.

During the session, we'll discuss how can you tap into your most valuable users and attract their friends. What are the three levels or virality features you can implement, how much effort will it take, what results you should expect and how to measure them.

We'll look into examples from the most viral games and check how new shiny Unity A/B testing tools can help you.

Vitaliy Zasadnyy

November 16, 2018
Tweet

More Decks by Vitaliy Zasadnyy

Other Decks in Technology

Transcript

  1. Designing for virality
    Vitaliy Zasadnyy
    Head of Mobile, GetSocial

    View Slide

  2. getsocial.im
    Credits: mo_selim_art

    View Slide


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

    View Slide


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

    View Slide

  5. Friend Invites
    Credits: Crush Them All

    View Slide

  6. MMO Game Developer
    Head of Mobile
    Vitaliy Zasadnyy

    View Slide

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

    View Slide

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

    View Slide

  9. Measuring results

    View Slide

  10. getsocial.im
    Invite a friend
    Entry point App installed

    View Slide

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

    View Slide

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

    View Slide

  13. Integration Lv.1
    Just invite a friend

    View Slide

  14. getsocial.im
    Invite a friend

    View Slide

  15. getsocial.im
    Invite a friend

    View Slide

  16. Credits: Dream Walker

    View Slide

  17. getsocial.im
    1
    Day
    Invite a friend

    View Slide

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

    View Slide

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

    View Slide

  20. getsocial.im
    Credits: Doomsday Clicker

    View Slide

  21. getsocial.im
    Credits: Doomsday Clicker
    Multiple entry
    points

    View Slide

  22. getsocial.im
    Credits: Doomsday Clicker
    Customised
    content

    View Slide

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

    View Slide


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

    View Slide

  25. getsocial.im
    Why users should care?

    View Slide

  26. getsocial.im
    Bother
    friend
    ?

    View Slide

  27. Integration Lv.2
    Rewarded invites

    View Slide

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

    View Slide

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

    View Slide

  30. getsocial.im
    Invite a friend
    2-5
    Days

    View Slide

  31. Credits: Idle Miner and Fancy Dogs

    View Slide

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

    View Slide

  33. getsocial.im
    Invites per mille over time
    Invites sent
    Time

    View Slide

  34. getsocial.im
    Invites per mille over time
    Invites sent
    Time

    View Slide

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

    View Slide

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

    View Slide

  37. getsocial.im
    Invites per mille over time
    Invites sent
    Time

    View Slide

  38. getsocial.im
    What if…

    View Slide

  39. Integration Lv.3
    Invites as part of game
    mechanics

    View Slide

  40. getsocial.im
    Face UP flow

    View Slide

  41. getsocial.im
    Invite a friend
    ?
    Weeks

    View Slide

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

    View Slide


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

    View Slide

  44. getsocial.im
    Invite
    Connect
    Engage
    Re-engage

    View Slide

  45. Tuning is a king

    View Slide

  46. getsocial.im
    Entry point Incentive Message
    On-boarding Reward

    View Slide

  47. getsocial.im
    Too many variables
    to optimise

    View Slide

  48. getsocial.im
    Entry point Incentive Message
    On-boarding Reward

    View Slide

  49. getsocial.im
    A/B Testing

    View Slide

  50. getsocial.im

    View Slide

  51. getsocial.im
    Credits: mo_selim_art

    View Slide

  52. 1 day
    6 invites
    Lv.1 Lv.2 Lv.3
    2-5 days
    17 invites
    ? weeks
    140 invites

    View Slide


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

    View Slide

  54. Thank you
    Vitaliy Zasadnyy
    @zasadnyy

    View Slide