How to Grow your Game with Community featuring Tayber Voyer

How to Grow
Your Game
With
Community#UAisHard Webinar with Tayber Voyer

Host
mack@tapstream.com | @tapstreamApp | #UAisHard
Mack Flavelle
Biz Dev: Tapstream
Organizer: #UAisHard

Guest
Tayber Voyer
Designer/Producer: A Thinking Ape
Founder: Vancouver Mobile Social Games
Consultant: Social/Mobile growth

About Tayber

Challenges of Growth
Finding new sources of GOOD users.
(Good because they spend money.)
(Good because they bring friends.)
First day retention.
Long term engagement.
Reengaging lost users.

41 Shades of Blue
Yes, 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 Bowman
http://stopdesign.com/archive/2009/03/20/goodbye-google.html

Design Spectrum
Joshua Porter’s UX London 2010
Presentation
http://www.slideshare.
net/bokardo/metricsdriven-
design-4317168

Designing for Growth

Implications
You should incorporate user feedback into your
product 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.

Local Maxima Problem

Minimum Viable Feature

KAW Example
Hypothesis
Social behaviour drives our player
engagement and combining that with limited
time promotions would help encourage players
to play.

Feature
We 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.

Hack it in

Results- Metrics
The results were
mixed.
Only 1 promotion was
effective.

New Content
We tried cloning the
effective promo based on
metrics but without looking
at the context of why it was
popular.

Results
No Luck. Small boost in engagement metrics
but 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.

Make it Social
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.

New Local Maxima

Feedback Channels
Customer Support
Instant feedback
Community

Customer Support
Bug reporting
Account support

Instant Feedback
Launch feedback
Outages
Urgent bugs
Pulse of the game

Community
Game feedback contests
Community building
Inform player base
Announcements

Dedicated Beta Testers
Low risk
Pros
focused feedback, you can build a diverse group of beta testers
Cons
low 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.

Full Beta Test
Medium - high risk
Pros
testing at scale, volume of player feedback is large, compensation for problems
not always required
Cons
Feedback 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

Hidden Beta Test
High risk
Cons
player feedback is not focused, if something goes wrong you have to apologize
and offer compensation, volume of feedback is huge, player expectations are
higher.
Pros
Feedback and data tend to be more accurate.

Recap
1. 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.

Predictions?

Round of Applause!
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

How to Grow your Game with Community featuring Tayber Voyer

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Kürzlich hochgeladen (15)

Empfohlen

Empfohlen (20)

How to Grow your Game with Community featuring Tayber Voyer