J. Tseng App Engagement Dynamics Social Developer Summit
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Social Developer Summit
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J. Tseng App Engagement Dynamics Social Developer Summit
- 1. Increasing Application Engagement Presented by: Manu Rekhi, GM of MySpace Games, Developer Platform & Content Jeff Tseng, CEO/Co-Founder of Kontagent
- 3. Sees 100,000 signups every day
- 5. The top 100 apps on MySpace by DAU see avg. usage of over 7 minutes a day per user.
- 6. Some games see as high as nearly 25 minutes per user a day.
- 8. 4. TRACK 4
- 10. Messages Sent/Posted - # of outbound messages/per user
- 11. Used to optimize engagement if messages are sent to existing users
- 12. A/B test to optimize the call to action
- 13. Acceptance or click-through - ratio of user interactions with a viral msgs
- 14. Used to optimize engagement
- 15. A/B test to optimize CTREngagement w/ Viral A/B Testing
- 16. 3. EXPERIMENT 6
- 18. Organize around small nimble teams
- 21. 2. LISTEN AND LEARN 9
- 22. Focus on Quality Research shows that users are more likely to invite friends to apps with high production values
- 23. Graphics interaction competition battles properties story references customization chapters entertainment fights PLOT leisure challenge Graphics and plot are this games strong and engaging features Theme is also a strong value. Competition and game mechanics also seem to be important for engagement. Needs work on customization
- 24. User Feedback "It’s a bit of an addictive game, competitive, and does have a social feeling to it being able to communicate to my "mob" friends etc.“ (female user on why she likes Mobsters) “Once you were the top player it felt like a good achievement." (female user about games) "I like it because I have a lot of friends that play and I’ve met a lot of new people playing." (male user about why he likes games) "These games (...) are always improving and offering something new to the games which urges you to return." (male user about games)
- 25. 1. ITERATE Lather, Rinse and Repeat 13
- 26. CASE STUDY Track and Experiment - Deep dive 14
- 28. Split A/B Testing can be used to see if a change is effective
- 29. Split users cohorts by behavior, user attributes, time, random
- 30. General Idea: Group users and look for differences in behavior then to select the optimal oneUsing Split A/B Testing to Improve Monetization
- 32. Hypothesis: Increase monetization touch points further in the game
- 34. 392K average DAUs for Original Cohort
- 38. Original Cohort: 6,943 monetization events
- 39. Test Cohort: 8,088 monetization events
- 42. Graphics, theme, and game plot are key
- 43. Ability to play with and without friends
- 44. Strengthens bonds, allows you to maintain your social ties.
- 45. Game play is intuitive and easy
- 48. Achievements
- 49. Make them public
- 51. Customization is specially important among female gamers and RPGs.
- 52. Competition and bragging rights
- 53. No ending to the game, ever changing and growing.
Editor's Notes
- Kept the slide title generic to reflect rise in social gaming overall. When presenting, can get into specifics of growing usage among the MySpace demographic.
- Manu
- Speaker notes - The hot red and orange tells us that our users love this about our games and this is what differentiates us from other games. This jives well with our partner strategy where we are bringing high quality plots, story and graphics to our usersTag Cloud:Warm colors=high values in the game/positively seen by usersCold colors = low values in our game/negatively seen by usersBlack/green = indiferent,Bigger, more cited; lower, less cited
- Band of Horses case study is pulled from the LolApps deck. Do we have anything similar we can share for non-promotional partners to show how they’re turning feedback into features? W/o running into confidentiality issues? Can be anonymous if needed.
- Use channels more effectively Maximize conversions by A B testing creativesTest oftenFocus on game design Increase number of visitssocial pressureincentives for returningPsychological pressureIncrease viralitySocial hooks Integrate friends into the game with neighborsCompetitionsCollaboration