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
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
Top Related