Games in Social Media. Janne Paavilainen Project Manager Game Research Lab

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1 Games in Social Media Janne Paavilainen Project Manager Game Research Lab

2 Introduction Janne Paavilainen (M.Sc.Econ), doctoral candidate Project manager, games researcher, lecturer, independent consultant Game usability, playability and user experience Design and evaluation methods Focus on qualitative, applied research F2P Model Completed research projects GameSpace 2006 Casual, mobile, multiplayer? SoPlay 2008 Triangle 2010 Games and play in social media Free-to-play, game experience Game Design Player Experience Game Research Lab, University of Tampere:

3 Content Social Games 101 Design features & characteristics Social Games Research: Four Perspectives The Players Perspective The Psychological Perspective The Playability Perspective The Payment Perspective Final thoughts Balance & tradeoffs New F2P research project!

4 Social Games 101: Design Features & Characteristics

5 Social Games 101: Definitions Social NETWORK Games, i.e. Facebook games Games that adapt your online friendship ties for their play purposes, while accommodating your daily routines (Järvinen, 2011) Asynchronous, massively parallel single player games

6 Social Games 101: Basics Social network as a platform Huge, heterogenous audience Viral platform Accessibility Free-to-play revenue model (i.e. free-to-pay) Core use is free of charge Micropayments for premium content and boosters Double currency Offline progress mechanics Metric driven service paradigm Casual game design values Accessibility, Acceptability, Simplicity, Flexibility (Kultima, 2009) Fiction, Usability, Interruptability, Difficulty & Punishment, Juiciness (Juul, 2010)

7 Social Games 101: Design Five design drivers for social games (Järvinen, 2009) Spontaneity Symbolic Physicality Inherent Sociability Narrativity Asynchronicity

8 Social Games 101: Going Deeper High-Level 1. Accessibility 2. Interruptability 3. Continuity 4. Discovery 5. Virality 6. Narrativity 7. Expression 8. Reciprocity 9. Sociability 10. Competition Paavilainen (2012) Mid-Level 1.1 Approachable title and theme 1.2 Efficient tutorial 1.3 Understandable core mechanics 1.4 Intuitive goals and rewards 1.5 Minimize click fatique 1.6 Familiar UI conventions Accomodate Assimilate Accelerate Low-Level (Järvinen, 2010)

9 Social Games 101: Metrics The ARM Acquisition Retention Monetization Some Key Metrics DAU/MAU Engagement Conversion rate ARPU/ARPPU LTV CAC (Kontagent, 2011)

10 Social Games Research: Four Perspectives

11 The Players Perspective SoPlay project, semi-structured in-depth interviews 18 Finnish Facebook users How they perceive and play Facebook games Perception Playing Fun Frustration Sociability Micropayments Toys, not-real-games, just past-time... Whenever, where-ever, spontaneous... Organizing, collecting, building... Spam, simplicity, external requirements... Low but essential, friends are important... Quality, vices, cheating, trust... Paavilainen et al. (in review)

12 The Players Perspective SGs are mainly played to kill time, fill gaps and to relax... Displacement activity? External audience has a role Emergent social playfulness Everyone wants more challenge There are hardcore social gamers Commitment to digital life Reverse engineering game mechanics Play several games in parallel to evade offline progress mechanics Sometimes fierce competition emerges People cheat also in social games

13 The Psychological Perspective Cognitive biases in decision making A cognitive bias describes a replicable pattern in perceptual distortion, inaccurate judgment, illogical interpretation, or what is broadly called irrationality. (Wikipedia, 2012) Examples: Anchoring Buying a used car Availability heuristic Prime example Bandwagon effect... Let s buy Facebook!

14 The Psychological Perspective Perspectives from behavioral economics to analyzing game design patterns: loss aversion in social games (Hamari, 2011) Biases towards loss aversion Endownment effect Sunk-cost fallacy Status quo effect Insensitivity to income changes Biases towards goals Quota anchoring Goal-gradient anchoring Endownment progress effect Withering crops... Effort made... [X] Yes... Spending... One more turn... Soon finished! Kickstart yey!

15 The Playability Perspective Heuristic evaluation of Island god (Digital Chocolate, 2010) social game 18 novice inspectors, two week evaluation period Nokia playability heuristics (usability, gameplay, multiplayer) Three meta-evaluators Total of 50 unique playability problems Boring, repetitive gameplay Gameplay Domain specific Interrupting pop-ups Usability Domain specific No difference between good and evil Gameplay Content Overlapping objects selection Usability UI control Help not available Usability Help Awkward cursor interaction mode Usability UI control Friend requirements for progress Multiplayer Domain specific

16 The Playability Perspective Current social games design features cause domain specific playability problems, which might diminish game experience Domain specific problems were found from all evaluated categories: usability, gameplay and multiplayer Novice inspectors have hard time to analyse problems thoroughly, causing confusion and mixing the root cause of the problem, and the consequences caused by the problem Established playability heuristics are useful for evaluating social games Evaluating playability in the early design is important, because players can easily switch to another game in free-to-play, social network domain Paavilainen et al. (in print)

17 The Payment Perspective We conducted a large survey on free-to-play games, n=3675 Survey was advertised in various domains Multiple constructs with multiple question items each Question items based on earlier research in the domain Structural Equation Modeling (SEM) SUBJN ATT PI PE CUI ATT = Attitude towards purchasable virtual goods CUI = Continuous Use Intentions, PE = Perceived Enjoyment, PI = Purchase Intentions SUBJN = Subjective Norm

18 The Payment Perspective Surprising results Enjoyment has NEGATIVE effect on purchase intentions Examples from TF2 and Habbo Hotel data (similar findings from SNGs as well)

19 Final Thoughts: Balance & Tradeoffs

20 Game Content Accessibility Depth

21 User Interface Simplicity Complexity

22 Target Group Mass Audience Niche

23 Monetization Friendly Aggressive

24 Virality Single Player Multiplayer

25 Experience Happy Misery

26 Free-to-Play Culture

27 New Research Proposal: Free2Play Studying the best practices of free-to-play game services Fast-paced, results driven applied research in cooperation with Tekes Skene program and game industry Currently mapping industry interests, project would start in early 2013 Work packages: WP1: Predictive consumer behavior models based on large survey data WP2: Case Studies on Best Practices: analysis and designer interviews WP3: Player Studies: interviews with paying users WP4: Gambling and Free-to-Play Games The team Prof. Frans Mäyrä (scientific leader), Janne Paavilainen (project manager), Juho Hamari, Jani Kinnunen, Kati Alha Interested to participate? Contact

28 References Hamari, J. (2011). Perspectives from behavioral economics to analyzing game design patterns: loss aversion in social games. Paper presented at the CHI2011 Social Games Workshop, Vancouver, Canada. Juul, J. (2009). The Casual Revolution. Cambridge, MA: MIT Press. Järvinen, A. (2009). Game Design for Social Networks: Interaction Design for Playful Dispositions. Proceedings of the 2009 ACM SIGGRAPH Symposium on Video Games. DOI= Järvinen, A. (2011, February 8-10) State of Social in Social Games. Presentation at the Casual Connect Europe. Retrieved from: Kultima, A. Casual Game Design Values Proceedings of the 13th International MindTrek Conference: Everyday Life in the Ubiquitous Era. New York, NY: ACM. DOI= Paavilainen, J. (2010) Critical Review on Video Game Evaluation Heuristics: Social Games Perspective. Proceedings of the International Academic Conference on the Future of Game Design and Technology. DOI= Paavilainen, J. (2012) Design and Evaluation Heuristics for Social Network Games. Paper presented at the FDG2012 Player Experience Workshop, Raleigh, NC, USA. Paavilainen, J., Alha, K., Korhonen, H. (in print). Exploring Playability of Social Network Games. Approved for ACE 2012 conference as full paper. Paavilainen, J., Hamari, J., Kinnunen, J., Stenros, J.(in review). Social Games on Facebook: Players Perspective.

29 Thank You!

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