David vs. GoliathVille: A Call to Arms for Social Game Designers
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My Design Track Keynote from the 2010 Montreal International Game Summit. From the description: As the social gaming space is increasingly dominated by major players, we as an industry already run the risk of stagnation in our newest field. Intended as a call to arms for indies, this talk seeks to dispel the myths surrounding what "success" means in social game development. Market share is not the only winning path -- no matter what the VC's tell us -- and we’ll break down how indies are in a unique position to innovate, take risks, move fast, and push the medium forward in a way that the lumbering goliaths are unable (or unwilling) to do.
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David vs. GoliathVille: A Call to Arms for Social Game Designers
- 1. Davidvs. GoliathVilleacall to armsforindiesocialgamedesigners Scott Jon Siegel @numberless http://numberless.net scottjonsiegel@gmail.com montreal international game summit 2010
- 2. Davidvs. GoliathVilleacall to armsforindiesocialgamedevelopersThe opinions expressed here are those of the presenter, and do not necessarily represent the views of his employer. but first, a brief disclaimer: Scott Jon Siegel @numberless http://numberless.net scottjonsiegel@gmail.com
- 3. Scott Jon Siegel Social Game Designer Zynga; June 2008 - August 2009 ‣ Scramble Live, iPhone ‣ Café World, Facebook Playdom/Disney; September 2009 - Present ‣ City of Wonder, Facebook
- 4. intro
- 5. call to arms
- 6. call to arms
- 8. call to arms
- 9. call to arms
- 10. call to arms
- 11. call to arms
- 12. part one
- 13. part one
- 14. part one
- 15. part one
- 16. the outsider
- 21. the outsider 1. HOWDOYOUDEFINE“INDIE”? 2. HOWDOYOUDEFINE“SOCIAL GAMES”? 3. WHYDOINDIESHATESOCIAL GAMESSOMUCH? ThreeSimpleQuestions
- 24. the outsider “These are dumb questions.” Chris Hecker Co-Founder, Indie Game Jam
- 25. the outsider “The whole ‘what's indie’ thing is a pointless circular discussion I’m trying to distance myself from.” Phil Fish Chief Creative Officer, Polytron
- 26. the outsider “A lot of people seem to want to talk about that, but it never produces interesting ideas or useful discussions.” Jonathan Blow Designer/Programmer, Braid
- 27. the outsider “Indie is hard to define.” Jenova Chen Co-Founder, ThatGameCompany
- 28. the outsider “There’s indie as method [...] and then there’s indie as style...” Frank Lantz Chief Creative Officer, area/code
- 29. the outsider Whether you’re indie as method, or indie as style, social games have something compelling to offer.
- 31. the outsider “GAMES ON FACEBOOK”
- 32. the outsider “GAMES INVOLVING SOCIAL INTERACTION”
- 33. the outsider “IT’S A POOR TERM, WHATEVER IT IS”
- 36. the outsider Social Games are those which evoke “emergent social play” - Zimmerman/Salen, 2004
- 37. the outsider
- 40. the outsider SOCIALGAMES^ network ‣ social graph ‣ platform communication channels
- 42. the outsider “Indie game developers generally don't make social games because they tend to actually like games, and they tend to respect their players and want to give the players good experiences. ‘Social game’ development is generally about the opposites of these things. It should be pretty obvious.”
- 45. i <3 social games they’re HUGE.
- 46. i <3 social games ‣ over 195,000,000 active users on Facebook every day ‣ 24% of all internet users in US & UK play social games. ‣ of those users, 49% log in to social networks specifically to play social games. Source: Information Solutions Group, February 2010 11% 80% 9% The complete lack of necessity for a chart on this slide. The pressure to do it anyway so the slide wouldn’t feel unbalanced. How sad I make myself sometimes.
- 47. i <3 social games they’re DIVERSE.
- 48. i <3 social games 0% 6% 12% 18% 24% 30% < 18 18 -21 22 -29 30 -39 40 -49 50 -59 60+ Percentage of Social Gamers by Age Percentage US UK 0% 12% 24% 36% 48% 60% Male Female Percentage of Social Gamers by Gender Percentage Source: Information Solutions Group, February 2010
- 49. i <3 social games Source: Information Solutions Group, February 2010 the average social gamer is a 43 year-old woman.
- 50. i <3 social games Source: Information Solutions Group, February 2010 the average social gamer is a 43 year-old woman.
- 51. i <3 social games they’re PROFITABLE.
- 52. i <3 social games ‣ 28% of social gamers have spent real money in social games. ‣ users who spend once are exponentially more likely spend again. ‣ Virtual goods on track to generate $1.6 billion in US revenue in 2010. ‣ Estimated to account for 20% of all gaming revenue by 2011. Sources: Information Solutions Group, February 2010 http://news.cnet.com/8301-13846_3-20004317-62.html http://www.socialtimes.com/2010/02/56-of-social-game-buyers-buy-again-according-to-social-gold/
- 53. i <3 social games social gaming is BROAD social gaming PRINTS MONEY
- 54. i <3 social games social gaming is BROAD social gaming PRINTS MONEY
- 55. i <3 social games ParkingWars area/code,2007
- 56. i <3 social games
- 57. i <3 social games
- 58. i <3 social games
- 59. i <3 social games
- 60. i <3 social games ^ MY STREET MY FLEET >
- 61. i <3 social games = $
- 62. i <3 social games
- 63. i <3 social games
- 64. i <3 social games
- 65. i <3 social games
- 66. i <3 social games
- 67. i <3 social games
- 68. i <3 social games
- 69. i <3 social games
- 70. i <3 social games
- 71. i <3 social games
- 72. i <3 social games Skyrates CarnegieMellon,2006
- 73. i <3 social games Skyrates AirshipStudios,2006
- 74. i <3 social games Sharkrunners area/code,2007
- 75. i <3 social games Sharkrunners area/code,2007
- 76. i <3 social games “SOCIAL”GAMES
- 77. i <3 social games RSSReallySimpleSyndication
- 78. i <3 social games BeforeRSS
- 79. i <3 social games AfterRSS
- 80. i <3 social games INFORMATIONCOMPULSION
- 81. i <3 social games INFORMATIONCOMPULSION ‣ NewsSites ‣ Blogs ‣ YouTube ‣ Facebook ‣ Twitter ‣ Tumblr
- 82. i <3 social games SHALLOW ESCAPISM ashort-formindulgementof distraction,oftenasa punctuatedinstanceofamore long-termformofescapism.
- 83. i <3 social games SOCIALGAMES^ network ‣ social graph ‣ platform communication channels
- 84. i <3 social games
- 85. i <3 social games
- 86. i <3 social games Source: AppData.com, November 2010
- 87. i <3 social games amaitokyo.deviantart.com
- 88. part three
- 91. david vs. goliathville Source: DeveloperAnalytics.com, November 2010
- 97. the end Scott Jon Siegel http://numberless.net scottjonsiegel@gmail.com @numberless THANKS! IMAGE CREDITS: ‣ sijm.ca ‣ indiecade.com ‣ expdot.com ‣ babycastles.com ‣ apps.facebook.com/cowclicker ‣ flickr.com/photos/masterslate/2529062829 ‣ apps.facebook.com/friendwheel ‣ apps.facebook.com/parkingwars ‣ areacodeinc.com ‣ http://www.flickr.com/photos/splityarn/3483403854 ‣ commons.wikimedia.org/wiki/File:The_Red_Magic_Circle.gif ‣ skyrates.net ‣ sharkrunners.com ‣ flickr.com/photos/joanna_young/3167061329 ‣ flickr.com/photos/9422878@N08/4005702259 ‣ someecards.com ‣ amaitokyo.deviantart.com ILLUSTRATIONS by Shelley Monahan ‣ amachinethatmadesilence.tumblr.com SPECIAL THANKS to Jenova Chen, Eric Zimmerman, Chris Hecker, Darius Kazemi, Phil Fish, Frank Lantz, Jon Blow, & Chaim Gingold.