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Supercharging word of mouth
                   Jussi Laakkonen, Applifier




Atomic Hot Links
Oberazzi
How do players discover games?
What’s the
              role of
             word of
             mouth?




Lydia Mann
million
dollar
questions




            AMagill
Survey
           1800 responses
The Bees
Mainstream users
US adults


                           10%
                           40+
 38%
female              26%
         62%       30-39          64%
         male      years         18-29
                                 years
Favorite game genres
100%
90%
80%
70%
60%
50%
40%
30%
20%
 10%
00%
1-5 games / month                1-3 hours / week


       Games downloaded / month           Hours played / week
100%                              50%


80%                               40%


60%                               30%


40%                               20%


20%                               10%


00%                               00%
For the last five games you’ve downloaded,
  what was highly influential in your decisions?

120%


100%


80%


60%


40%


20%


00%
       Word of mouth,   App Store    TV, Youtube, web       Advertising
        social media                sites, print or other
                                            media
EEDAR: Social plays part in 70% of mobile
      game discovery, October 2012
50%
45%
40%
35%
30%
25%
20%
15%
10%
 5%
0%




       h"p://www.gamasutra.com/view/news/178516/Research_How_mobile_players_find_new_games_to_play.phpB
Nielsen: Word of mouth equal to App Store,
                 Q3 / 2011




               h"p://www.businessinsider.com/searchCisCtheCbiggestCdriverCofCappCdiscoveryC2012C8B
Word of mouth   App Store




YoonhoChoi
App Store
68%: “Easy to find games
                on the App Store”
                                       Extremely difficult

                                   6%
Easy to find any game
         I want to find                                 Somewhat
                                                       difficult
                           34%            26%




                                 34%
  Easy to find a game I’d
        like to download



         How do you rate the App Store for finding games?
Reviews ! decision to download
   50%

   45%

  40%

   35%

   30%

   25%

   20%

   15%

   10%

   05%

  00%
           User reviews         Featured           Top list        Search result

For the last five games you’ve downloaded, what was highly influential in your decisions?
App stores are good enough.

App Store Optimization. Test
keywords, names, icons,
screenshots

Ask users to review you. Target
users likely to rate you highly.

Read your reviews. Fix issues.
Word of mouth
“Hey, you got to play this game. Watch this!”


50%
              In person                                    Online
45%
                                   Opportunity
40%

35%

30%

25%

20%

15%

10%

05%

00%
      Hearing from    Seeing      Facebook        Tweet        Shared     Fan videos
        a friend,    gameplay       post                     screenshot
         family
                     For the last five games you’ve downloaded,
                     what was highly influential in your decisions?
Which of the following features
       are important while playing? Part 1
100%


80%


60%
                         Retention
40%


20%


 0%




   Extremely important     Somewhat important   Not important
Which of the following features
   are important while playing? Part 2
       Playing together                   Sharing
100%


80%



                         Viral growth
60%


40%


20%


 0%




   Extremely important      Somewhat important      Not important
Playing together     Sharing




 Viral growth      Viral growth
   through           through


  invites          shared
                   content
Playing together




 Viral growth
   through

  invites
Playing with real friends nearly
   2 x more important than with non-friends

100%

              34%                        44%                         24%
80%



60%



40%



20%



 0%
       Easy to invite friends   Playing with real friends   Playing with non-friends

              Which of the following features are important while playing?
       Extremely important             Somewhat important               Not important
But >60% prefer nicknames
                        over real identity

No identity even if it means
      friends can’t find me                   Real identity (e.g. login
                                             with Facebook)
                               17%   21%




                                                 Nick name + stylized
                                       19%       photo that masks my
                               43%               real identity
   Nick name + avatar
 (e.g. game character)




        How do you want to appear to others when you play?
Still, everyone is on Facebook

100%
90%
80%
70%
60%
50%
40%
30%
20%
 10%
00%




       Which social networks have you used in the last week?
And fairly few use social gaming services

100%
90%
80%
70%
60%
50%
40%
30%
20%
 10%
00%




                Which mobile game services have you used?
Your Contacts are your real
friends.

Fairly few games leverage
Contacts, while all social services
do.

Go with nicknames or partial
identity (e.g. “Jussi L”)
Don’t force FB login.

Demonstrate fun first, then upsell
Facebook connect to play with
friends

Incentivize FB connect
(questionable, but works)

“We never spam your friends”

De-emphasize or even avoid
FB in core and mid-core games
Sharing




Viral growth
  through

shared
content
Sharing
  1%
Create

 9%
Curate
          Viral growth
            through


  90%     shared
Consume   content
1%
Create

 9%
Curate



  90%
Consume
10-20% rank sharing extremely important

                                                      Sharers
100%


80%


60%


40%


20%


 0%
        Sharing tips,      Sharing        Sharing      Sharing video    Broadcasting
       helping others   achievements    screenshots       replays         my game

               Which of the following features are important while playing?
        Extremely important             Somewhat important               Not important
Sharers play more

       Games downloaded / month                   Hours played / week

100%                                 50%


80%                                  40%


60%                                  30%


40%                                  20%


20%                                   10%


00%                                  00%




                  All respondents   Sharing is extremely important
Sharers buy in-app purchases
50%


40%


30%


20%


10%


00%




          Did you purchase a mobile game in last 30 days?
        All respondents         Sharing is extremely important
Sharers are more social. Part 1
100%
90%
80%
70%
60%
50%
40%
30%
20%
 10%
 0%




       Which of the following features are extremely important while playing?
                All respondents          Sharing is extremely important
Sharers are more social. Part 2
100%
90%
80%
70%
60%
50%
40%
30%
20%
 10%
 0%




       Which of the following features are extremely important while playing?
                All respondents         Sharing is extremely important
Sharers more likely to find games through
        WoM, advertisements, media
140%

120%

100%

80%

60%

40%

20%

00%
        Word of mouth,         App Store        TV, Youtube, web       Advertising
         social media                          sites, print or other
                                                       media


For the last five games you’ve downloaded, what was highly influential in your decisions?

                   All respondents          Sharing is extremely important
Remember this?


40%
              In person                                    Online
35%                                Opportunity
30%

25%

20%

15%

10%

05%

00%
      Hearing from    Seeing      Facebook        Tweet        Shared     Fan videos
        a friend,    gameplay       post                     screenshot
         family
                     For the last five games you’ve downloaded,
                     what was highly influential in your decisions?
WoM: Sharers find games more
              often online than in-person
50%


40%


30%


20%


10%


00%
      Hearing from     Seeing      Facebook        Tweet         Shared        Fan videos
        a friend,     gameplay       post                      screenshot
         family


For the last five games you’ve downloaded, what was highly influential in your decisions?

                     All respondents          Sharing is extremely important
Share from                  Social
 the game     Sharers       media




      Get                 Try a
    engaged             new game
What type of sharing
 is most influential?
Supercharging word of mouth: best practices in mobile virality
It’s like snake, but you fight monsters. Swipe
to steer your snake made of heroes you level
  up, kill the baddies and don’t hit anything!
Supercharging word of mouth: best practices in mobile virality
SHARED WITH
>65% of all players, >80% of sharers
             watch game videos
50%


40%


30%


20%


10%


00%




          What types of game-related videos did you watch last week?
            All respondents          Sharing is extremely important
Videos drive installs,
      decision making and referral
50%


40%


30%


20%


10%


00%




      What actions have you taken after watching game related video?
         All respondents          Sharing is extremely important
You share if you care. Tap into
emotions.

Show, don’t tell ! screenshots,
video.

Automatic screenshots, instant
replays ! just share!

Sharing is self-reinforcing

Build social features to attract &
retain Sharers

Sharers play & pay and get your
more users. You want them.
Word of Mouth & App Store

      Reviews are crucial

     Play with real friends

  Sharers are your best users

In-person WoM ! Online Sharing
jussi@everyplay.com
       @jussil




www.everyplay.com

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Supercharging word of mouth: best practices in mobile virality

  • 1. Supercharging word of mouth Jussi Laakkonen, Applifier Atomic Hot Links
  • 3. How do players discover games?
  • 4. What’s the role of word of mouth? Lydia Mann
  • 6. Survey 1800 responses The Bees
  • 8. US adults 10% 40+ 38% female 26% 62% 30-39 64% male years 18-29 years
  • 10. 1-5 games / month 1-3 hours / week Games downloaded / month Hours played / week 100% 50% 80% 40% 60% 30% 40% 20% 20% 10% 00% 00%
  • 11. For the last five games you’ve downloaded, what was highly influential in your decisions? 120% 100% 80% 60% 40% 20% 00% Word of mouth, App Store TV, Youtube, web Advertising social media sites, print or other media
  • 12. EEDAR: Social plays part in 70% of mobile game discovery, October 2012 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% h"p://www.gamasutra.com/view/news/178516/Research_How_mobile_players_find_new_games_to_play.phpB
  • 13. Nielsen: Word of mouth equal to App Store, Q3 / 2011 h"p://www.businessinsider.com/searchCisCtheCbiggestCdriverCofCappCdiscoveryC2012C8B
  • 14. Word of mouth App Store YoonhoChoi
  • 16. 68%: “Easy to find games on the App Store” Extremely difficult 6% Easy to find any game I want to find Somewhat difficult 34% 26% 34% Easy to find a game I’d like to download How do you rate the App Store for finding games?
  • 17. Reviews ! decision to download 50% 45% 40% 35% 30% 25% 20% 15% 10% 05% 00% User reviews Featured Top list Search result For the last five games you’ve downloaded, what was highly influential in your decisions?
  • 18. App stores are good enough. App Store Optimization. Test keywords, names, icons, screenshots Ask users to review you. Target users likely to rate you highly. Read your reviews. Fix issues.
  • 20. “Hey, you got to play this game. Watch this!” 50% In person Online 45% Opportunity 40% 35% 30% 25% 20% 15% 10% 05% 00% Hearing from Seeing Facebook Tweet Shared Fan videos a friend, gameplay post screenshot family For the last five games you’ve downloaded, what was highly influential in your decisions?
  • 21. Which of the following features are important while playing? Part 1 100% 80% 60% Retention 40% 20% 0% Extremely important Somewhat important Not important
  • 22. Which of the following features are important while playing? Part 2 Playing together Sharing 100% 80% Viral growth 60% 40% 20% 0% Extremely important Somewhat important Not important
  • 23. Playing together Sharing Viral growth Viral growth through through invites shared content
  • 24. Playing together Viral growth through invites
  • 25. Playing with real friends nearly 2 x more important than with non-friends 100% 34% 44% 24% 80% 60% 40% 20% 0% Easy to invite friends Playing with real friends Playing with non-friends Which of the following features are important while playing? Extremely important Somewhat important Not important
  • 26. But >60% prefer nicknames over real identity No identity even if it means friends can’t find me Real identity (e.g. login with Facebook) 17% 21% Nick name + stylized 19% photo that masks my 43% real identity Nick name + avatar (e.g. game character) How do you want to appear to others when you play?
  • 27. Still, everyone is on Facebook 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 00% Which social networks have you used in the last week?
  • 28. And fairly few use social gaming services 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 00% Which mobile game services have you used?
  • 29. Your Contacts are your real friends. Fairly few games leverage Contacts, while all social services do. Go with nicknames or partial identity (e.g. “Jussi L”)
  • 30. Don’t force FB login. Demonstrate fun first, then upsell Facebook connect to play with friends Incentivize FB connect (questionable, but works) “We never spam your friends” De-emphasize or even avoid FB in core and mid-core games
  • 31. Sharing Viral growth through shared content
  • 32. Sharing 1% Create 9% Curate Viral growth through 90% shared Consume content
  • 33. 1% Create 9% Curate 90% Consume
  • 34. 10-20% rank sharing extremely important Sharers 100% 80% 60% 40% 20% 0% Sharing tips, Sharing Sharing Sharing video Broadcasting helping others achievements screenshots replays my game Which of the following features are important while playing? Extremely important Somewhat important Not important
  • 35. Sharers play more Games downloaded / month Hours played / week 100% 50% 80% 40% 60% 30% 40% 20% 20% 10% 00% 00% All respondents Sharing is extremely important
  • 36. Sharers buy in-app purchases 50% 40% 30% 20% 10% 00% Did you purchase a mobile game in last 30 days? All respondents Sharing is extremely important
  • 37. Sharers are more social. Part 1 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Which of the following features are extremely important while playing? All respondents Sharing is extremely important
  • 38. Sharers are more social. Part 2 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Which of the following features are extremely important while playing? All respondents Sharing is extremely important
  • 39. Sharers more likely to find games through WoM, advertisements, media 140% 120% 100% 80% 60% 40% 20% 00% Word of mouth, App Store TV, Youtube, web Advertising social media sites, print or other media For the last five games you’ve downloaded, what was highly influential in your decisions? All respondents Sharing is extremely important
  • 40. Remember this? 40% In person Online 35% Opportunity 30% 25% 20% 15% 10% 05% 00% Hearing from Seeing Facebook Tweet Shared Fan videos a friend, gameplay post screenshot family For the last five games you’ve downloaded, what was highly influential in your decisions?
  • 41. WoM: Sharers find games more often online than in-person 50% 40% 30% 20% 10% 00% Hearing from Seeing Facebook Tweet Shared Fan videos a friend, gameplay post screenshot family For the last five games you’ve downloaded, what was highly influential in your decisions? All respondents Sharing is extremely important
  • 42. Share from Social the game Sharers media Get Try a engaged new game
  • 43. What type of sharing is most influential?
  • 45. It’s like snake, but you fight monsters. Swipe to steer your snake made of heroes you level up, kill the baddies and don’t hit anything!
  • 48. >65% of all players, >80% of sharers watch game videos 50% 40% 30% 20% 10% 00% What types of game-related videos did you watch last week? All respondents Sharing is extremely important
  • 49. Videos drive installs, decision making and referral 50% 40% 30% 20% 10% 00% What actions have you taken after watching game related video? All respondents Sharing is extremely important
  • 50. You share if you care. Tap into emotions. Show, don’t tell ! screenshots, video. Automatic screenshots, instant replays ! just share! Sharing is self-reinforcing Build social features to attract & retain Sharers Sharers play & pay and get your more users. You want them.
  • 51. Word of Mouth & App Store Reviews are crucial Play with real friends Sharers are your best users In-person WoM ! Online Sharing
  • 52. jussi@everyplay.com @jussil www.everyplay.com