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.

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
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