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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.

Vitaliy Zasadnyy

October 25, 2018
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Transcript

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

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  2. Credits: mo_selim_art

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  3. Friend Invites
    Credits: Crush Them All

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  4. Game Developer
    Head of Mobile
    @zasadnyy

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  5. Measuring virality

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  6. Invite a friend
    Entry point App installed

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

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

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  9. Lv.0
    Just invite a friend

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  10. Invite a friend

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  11. Invite a friend

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  12. 1
    Day
    Invite a friend

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  13. Credits: Dream Walker and SmartFeud

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

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  15. Invite a friend
    10K 3K 0.2K

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  16. Why users should care?

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  17. Bother
    friend
    ?

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  18. Lv.1
    Incentivised Invites

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

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  20. Send invite Receive invite
    Deep link
    Webhook
    Validate

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  21. Invite a friend
    2-5
    Days

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  22. Credits: Idle Miner and Fancy Dogs

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  23. Credits: Idle Miner and Fancy Dogs

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

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  25. Invites per mille over time
    Invites sent
    Time

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  26. Invites per mille over time
    Invites sent
    Time

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  27. Recurring quests with
    unique rewards
    Credits: Castle Cats

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

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  29. Invites per mille over time
    Invites sent
    Time

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  30. What if…

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  31. Lv.2
    Invites as part of game
    mechanics

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  32. Designing a game
    around invites

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  33. Face UP flow

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  34. Invite a friend
    2-10
    Weeks

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

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  36. Tuning is a king

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  37. Entry point Incentive Message
    On-boarding Reward

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  38. Too many variables
    to optimise

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  39. Entry point Incentive Message
    On-boarding Reward

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  40. A/B Testing

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  42. Tutorial Manager

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  43. Credits: mo_selim_art

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  44. Invite a friend
    Invite a friend
    Invite a friend
    6 17 140

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

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  46. Thank you
    Questions?
    Vitaliy Zasadnyy
    Head of Mobile @ GetSocial
    zasadnyy.com
    getsocial.im

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