How to Grow your Game with Community featuring Tayber Voyer
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Transcript of How to Grow your Game with Community featuring Tayber Voyer
How to Grow Your Game With Community#UAisHard Webinar with Tayber Voyer
Host
[email protected] | @tapstreamApp | #UAisHard
Mack Flavelle
Biz Dev: Tapstream
Organizer: #UAisHard
Guest
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Tayber Voyer
Designer/Producer: A Thinking Ape
Founder: Vancouver Mobile Social Games
Consultant: Social/Mobile growth
About Tayber
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Challenges of GrowthFinding new sources of GOOD users.
(Good because they spend money.)(Good because they bring friends.)
First day retention.
Long term engagement.
Reengaging lost users.
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41 Shades of BlueYes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such minuscule design decisions. There are more exciting design problems in this world to tackle.
- Douglas Bowmanhttp://stopdesign.com/archive/2009/03/20/goodbye-google.html
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Design Spectrum
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Joshua Porter’s UX London 2010 Presentation
http://www.slideshare.net/bokardo/metricsdriven-design-4317168
Designing for Growth
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Implications
You should incorporate user feedback into yourproduct roadmap but you shouldn’t let player feedback steer the roadmap.
Test your assumptions and player behaviour against your data, and align both with your business objectives.
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Local Maxima Problem
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Minimum Viable Feature
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KAW Example
Hypothesis Social behaviour drives our player engagement and combining that with limited time promotions would help encourage players to play.
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FeatureWe ran new promotions every day for a month. Everyday someone would manually change the time the promotion started and ended. We used the forums to communicate the promotions to the players. We ‘hacked’ it in.
If it was successful we would build a promotion tool to automate the process.
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Hack it in
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Results- Metrics
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The results were mixed.
Only 1 promotion was effective.
New Content
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We tried cloning the effective promo based on metrics but without looking at the context of why it was popular.
ResultsNo Luck. Small boost in engagement metricsbut nothing compared to when we put a promo on our best Epic Battle.
We realized that a promo tool wouldn’t be effective and cloning the Epic Battle didn’t work either.
As result we wasted very little resources.
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Make it Social
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What if we gave players the power to start an Epic Battle for their clan?
Implications
We kept the idea of promotion but we allowed players to use rare drop items or a premium purchase to run the promo themselves for their clan.
We never would’ve found this solution without the context of player feedback.
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New Local Maxima
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Feedback Channels
Customer Support
Instant feedback
Community
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Instant Feedback
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Launch feedback Outages Urgent bugs Pulse of the game
Community
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Game feedback contests Community building Inform player base Announcements
Dedicated Beta TestersLow risk
Prosfocused feedback, you can build a diverse group of beta testers
Conslow reach, potential for abuse, no testing at scale, requires a lot of organizing Best used for testing mechanics that aren't easy to predict on a large scale.
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Full Beta TestMedium - high risk
Prostesting at scale, volume of player feedback is large, compensation for problems not always required
ConsFeedback is not focused, beta test affect player expectations, players aren't honest about competitive play, player behaviour in beta features is not the same as a normal feature
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Hidden Beta TestHigh risk
Consplayer feedback is not focused, if something goes wrong you have to apologize and offer compensation, volume of feedback is huge, player expectations are higher.
ProsFeedback and data tend to be more accurate.
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Recap1. Balance design assumptions with player feedback and
data to understand the context of your features.
2. Player feedback part of your core product cycle.
3. Optimize around local maxima, use data and community feedback to find new local maxima.
4. Use Minimal Viable Features to test your hypotheses before implementing robust feature sets.
5. Collect feedback and build community.
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Predictions?
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Round of Applause!
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Thanks Tayber!@tvtayber
Stick around to hear how Tapstream can help you grow organically.
How to Grow Your Game Organically#UAisHard Webinar with Tayber Voyer