Building Social GamesDesign Patterns & Actionable Metrics

Hiten ShahFacebook & Casual Games Meetup • June 16, 2010

• Start with a great game!

• Content is King & Creativity is the Queen

• Map the game to specific user funnels

• Create and measure each step of your funnels

Creating a Social Game

• Tutorials (Sign Up / First User Experience)

• Sharing (Viral)

• Gifting (Viral)

• Leveling Up (Engagement)

• Virtual Goods (Engagement & Revenue)

Common User Funnels

• Cross Promotion (Free)

• Viral Channels (Free)

• Ads (Paid)

Marketing a Social Game

Cross Promotion

Viral Channels

Ads

Design Patterns

Game Mechanics

Progress Bars

Friending

Achievements

Gifting

etc...

Progress Bars

Friending

Achievements

Gifting

• Clicks on the gifting tab

• Effectiveness of gifting prompts

• Gifting funnel

• Popularity of the gifts sent

What to measure (Gifting)

User Interface and Communication

Prompts

Emails

Tutorials

etc...

Prompts

vs

Email

Use SendGrid.com for Transactional Emails

Tutorials

Bouncing Arrows

• Conversion rate for each step of the tutorial

• % of people who come back the next day

• Traffic sources

What to measure (Tutorials)

Tutorial Funnel

hshah@kissmetrics.com@hnshah

Thank You!

Questions?