“Branded IP Doesn't Work on Facebook" (And Other Myths)
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“Everyone Knows Branded IP Doesn't Work on Facebook” (and a few other myths): How Family Feud Broke the Rules
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“Branded IP Doesn't Work on Facebook" (And Other Myths)
- 2. The Feud
- 12. The Stats
- 17. The Brand Play
- 18. What Brands will Succeed? Inherently Social Mass Appeal Instantly Understood
- 20. Some Bad News But Mostly Good News
- 22. The End
Notes de l'éditeur
- Truly brilliant format…
- Four rounds – try to find top answer to survey asked of 100 people. It should be noted this is 100 AMERICANS, so britishisms such as “fag” for cigarette don’t work or “shepherd’s pie” for “Name a delicious snack to eat at a bar.” don’t work.
- If you beat average score, move on to fast money.
- The really cool thing here is that you know if your friend answered the same as you. You also get to see your friend’s answers; you get a sense of their humor (or lack thereof), their intelligence, how busy they were at the time they answered; a true glimmer of personality In this way, it’s one of the few social game that's actually a bit social and a bit of game
- In this case my friends obviously think I either care for pop-business or have the literacy of an 8 year old girl. In reality I’m a contemporary literary fiction kind of guy…
- You can however earn more episodes by unlocking prize stages. You can also brag about completing prize sets. Rich system with Trading, gifting, and Win-Only prize support.
- 2 free every 24 hours. Once you use them up, you must buy more directly or via offers.
- With a bit of promotion to kick it off.. But no paid marketing 30% engagement… At 900K DAU Hit 4M yesterday
- Our ratings are pretty much split between 5-star folks who just love the Feud and are highly addicted and 1-star people who hate the fact that they can only play two free episodes per day (and thus are also highly addicted!) ----
- Been going to conferences and talking to folks and reading blogs and playing a lot and hit social games fall into these 10 commandments… Of course, it could be strongly argued that our model of buying Episodes is still virtual goods, with the episode refresh being a special type of good. But I do view it as more akin to the try before buying model. Or more so, similar to ARCADE model of dropping a quarter in the slot for continued play. Experimenting with pop-ups – they truly do work to drive behavior. But careful to talk to community and gauge response.
- the brand really has to work for the mass market – core and casual game powerhouses may not be enough. The “game” behind any brand you choose must be familiar. Ideally, without a single tutorial or walk-through… the way a friend is instantly familiar. 3. and be adaptable to a format that lends itself to truly social gameplay IMO Bejeweled Blitz succeeds primary because of the gameplay, not as much the brand. Also helps if it the brand has a lot of content… If you’re just buying a glossy name to slap on a mediocre game, would expect the same lackluster results mobile, console, and downloadable publishers have seen.
- LICENSOR IS PARTNER not mere licensor Not a port. Can’t be help up by long approval processes. If someone with a law degree is involved in your game release process, you’re gonna fail -- Flexibility : Revenue Models, Game Design, You Name It Supportive of Experimentation and Metrics Forecasting is hard, especially if genre is new.. Structure deal with potential upside but also understanding that it can take a while to turn out a hit
- Bad news for small startups or shops: Brands will become on of the few paths to win big, as happened on the iPhone But there’s more good news: The rules are just myths! Break them! Experimentation Still Possible! Virtual Goods models are great, but limited to specific genres of games. Core content CAN be gated… if the content is strong enough. Which means deep, true FUN will one day matter again!