Designing Games for Virality

Designing Games for Virality

Slides presented at Unite Los Angeles 2018.
More info: https://unite.unity.com/2018/los-angeles
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Whether paid or free, the competition for mobile users is heating up. The cost per install on the Tier 1 markets surpassed $3. At the same time, Google and Apple are changing recommendation algorithms that negatively impact organic in-store discovery.

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

You'll also see examples from the most viral games and understand how shiny new Unity A/B testing tools and Tutorial Manager can help you.

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Vitaliy Zasadnyy

October 25, 2018
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Transcript

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

  2. Credits: mo_selim_art

  3. Friend Invites Credits: Crush Them All

  4. Game Developer Head of Mobile @zasadnyy

  5. Measuring virality

  6. Invite a friend Entry point App installed

  7. Invite a friend Entry point App installed N sent invites

    Conversion
  8. Viral coefficient c N sent invites DAU k x =

  9. Lv.0 Just invite a friend

  10. Invite a friend

  11. Invite a friend

  12. 1 Day Invite a friend

  13. Credits: Dream Walker and SmartFeud

  14. 6 Invites Per Mille 1.3% Sent/Install Conversion Results

  15. Invite a friend 10K 3K 0.2K

  16. Why users should care?

  17. Bother friend ?

  18. Lv.1 Incentivised Invites

  19. Invite friend to… …get X coins …get Y% more gold

    every day …get unique cat Invite a friend
  20. Send invite Receive invite Deep link Webhook Validate

  21. Invite a friend 2-5 Days

  22. Credits: Idle Miner and Fancy Dogs

  23. Credits: Idle Miner and Fancy Dogs

  24. 17 Invites Per Mille 7% Sent/Install Conversion Results 2.7x 5.3x

  25. Invites per mille over time Invites sent Time

  26. Invites per mille over time Invites sent Time

  27. Recurring quests with unique rewards Credits: Castle Cats

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

  29. Invites per mille over time Invites sent Time

  30. What if…

  31. Lv.2 Invites as part of game mechanics

  32. Designing a game around invites

  33. Face UP flow

  34. Invite a friend 2-10 Weeks

  35. 140 Invites Per Mille 4.8% Sent/Install Conversion Results 22x 4.7x

  36. Tuning is a king

  37. Entry point Incentive Message On-boarding Reward

  38. Too many variables to optimise

  39. Entry point Incentive Message On-boarding Reward

  40. A/B Testing

  41. None
  42. Tutorial Manager

  43. Credits: mo_selim_art

  44. Invite a friend Invite a friend Invite a friend 6

    17 140
  45. Viral coefficient c N sent invites DAU k x =

  46. Thank you Questions? Vitaliy Zasadnyy Head of Mobile @ GetSocial

    zasadnyy.com getsocial.im