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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.

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Vitaliy Zasadnyy

November 16, 2018
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Transcript

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

  2. getsocial.im Credits: mo_selim_art

  3. “ The power of social features are highly undervalued in

    the game industry - Jeroen Bowman, CEO, GetSocial getsocial.im
  4. “ Social is hard to evaluate. It impacts a wide

    range of metrics - @zasadnyy getsocial.im
  5. Friend Invites Credits: Crush Them All

  6. MMO Game Developer Head of Mobile Vitaliy Zasadnyy

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

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

  9. Measuring results

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

  11. getsocial.im Invite a friend Entry point App installed N sent

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

    x =
  13. Integration Lv.1 Just invite a friend

  14. getsocial.im Invite a friend

  15. getsocial.im Invite a friend

  16. Credits: Dream Walker

  17. getsocial.im 1 Day Invite a friend

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

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

  20. getsocial.im Credits: Doomsday Clicker

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

  22. getsocial.im Credits: Doomsday Clicker Customised content

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

  24. “ After optimisations Doomsday managed to improve send to install

    conversion to 19% - @zasadnyy getsocial.im
  25. getsocial.im Why users should care?

  26. getsocial.im Bother friend ?

  27. Integration Lv.2 Rewarded invites

  28. getsocial.im Invite friend to… …get X coins …get Y% more

    gold every day …get unique cat Invite a friend
  29. getsocial.im Send invite Receive invite Deep link Validate Rewards have

    to be validated
  30. getsocial.im Invite a friend 2-5 Days

  31. Credits: Idle Miner and Fancy Dogs

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

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

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

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

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

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

  38. getsocial.im What if…

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

  40. getsocial.im Face UP flow

  41. getsocial.im Invite a friend ? Weeks

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

    4.7x
  43. “ Adding friend invites to the core game-loop brings around

    140 invites sent per 1000 DAU getsocial.im
  44. getsocial.im Invite Connect Engage Re-engage

  45. Tuning is a king

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

  47. getsocial.im Too many variables to optimise

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

  49. getsocial.im A/B Testing

  50. getsocial.im

  51. getsocial.im Credits: mo_selim_art

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

    invites ? weeks 140 invites
  53. “ Rewarded invites are the sweet spot between results and

    integration time - @zasadnyy getsocial.im
  54. Thank you Vitaliy Zasadnyy @zasadnyy