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.

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