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What We Talk About When We Talk About Social by Adam Gutterman Business Development Google Play Games @adamgutterman

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Talk I gave at the Stanford d.school on social mechanics in video games.

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Page 1: What We Talk About When We Talk About Social

What We Talk About When We Talk About

Social

by Adam Gutterman Business Development

Google Play Games @adamgutterman

Page 2: What We Talk About When We Talk About Social

Why Social?

Page 3: What We Talk About When We Talk About Social

Why Social?

Revenue

Page 4: What We Talk About When We Talk About Social

Why Social?

Engagement <—> Revenue

Page 5: What We Talk About When We Talk About Social

Why Social?

Love <—> Engagement <—> Revenue

Page 6: What We Talk About When We Talk About Social

Why Social?

Love Vacuum

Page 7: What We Talk About When We Talk About Social

How to Social?

Page 8: What We Talk About When We Talk About Social

Leaderboard!

“Metasocial”

!

!

!

!

Page 9: What We Talk About When We Talk About Social

Two Dots

Progress

• Popularized by Friend Bar in “Social Games” • Progress Comparative PvE —> • “Parallel Play” • Social Proof

Page 10: What We Talk About When We Talk About Social

Two Dots

• Popularized by arcade games • Prowess Comparative PvE —> • Weak PvP • Social Proof + Base Competition

Prowess

Page 11: What We Talk About When We Talk About Social

Choice Comparative PvE

Page 12: What We Talk About When We Talk About Social

Player! Environment!

Page 13: What We Talk About When We Talk About Social

Player! Environment! Leaderboard

Page 14: What We Talk About When We Talk About Social

Player! Environment!

Leaderboard!!

Friend 1 Friend 2

.

.

. Player

.

.

. Friend N

Friend N+1

Page 15: What We Talk About When We Talk About Social

PvP!“True Social”

!

!

!

!

Page 16: What We Talk About When We Talk About Social
Page 17: What We Talk About When We Talk About Social
Page 18: What We Talk About When We Talk About Social
Page 19: What We Talk About When We Talk About Social

Player! Environment!

Page 20: What We Talk About When We Talk About Social

Player!

Environment!Player 1 Player 2

.

.

. Player N

Player N+1

Page 21: What We Talk About When We Talk About Social

Co-op!

“True Social”

!

!

!

!

Page 22: What We Talk About When We Talk About Social
Page 23: What We Talk About When We Talk About Social
Page 24: What We Talk About When We Talk About Social

Player! Environment!

Page 25: What We Talk About When We Talk About Social

Player!Teammate 1 Teammate 2

Player . . .

Teammate N

Environment!

Page 26: What We Talk About When We Talk About Social

Player!Teammate 1 Teammate 2

Player . . .

Teammate N

Environment or

Guild 1 Guild 2

.

.

. Guild N

Page 27: What We Talk About When We Talk About Social

Persistence!

“No Clean Slates”

!

!

!

!

Page 28: What We Talk About When We Talk About Social

Player!Teammate 1 Teammate 2

Player . . .

Teammate N

Environment or

Guild 1 Guild 2

.

.

. Guild N

Page 29: What We Talk About When We Talk About Social

My Guild!Teammate 1 Teammate 2

Player . . .

Teammate N

Environment or

Guild 1 Guild 2

.

.

. Guild N

Persistence of Shared Spaces

Page 30: What We Talk About When We Talk About Social

Leaderboards, PvP Plumbing, & More

Mobile: Google, Apple, Amazon

Console: Microsoft, Sony, Nintendo

Desktop: Valve, Blizzard


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