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Think Big. Move Fast.

Worlds in Motion has coverage of comments from senior figures from Zynga, Playdom and Gameforege speaking at GDC Europe about the free to play game market:

Gameforge co founder Kerstig noted:

Gameforge was formed in 2003 by Kersting and his partner Alexander Roesner as a developer of free-to-play browser and client-based MMOGs and has since released 15 MMOG titles in over 50 different languages. Their games have attracted over 85 million players worldwide and have nearly one million users playing at any one time…

“The challenge for publishers is to make it as easy as possible to get their games to gamers” says Kersting. Online distribution is a much better choice for both developers and users for numerous reasons – the cost of distribution “is close to zero”, access to media is easier and “the customer wants to get what he is looking for as easy and fast as possible”, according to Kersting….

He says gamers buy virtual items “for faster game progres, to enhance their gaming experience” and due to “vanity” — “so that they can say ‘I have the biggest house, garden etc.”

De Loayza from Zynga gives some tips on social game design:

The exec explained that the San Francisco-headquartered Zynga now has 15-20 million active daily users, which compares favorably to existing websites like EA’s Pogo.com, which gets a similar amount of visitors — but every month, not every day….

The Zynga exec noted that simplicity is the key to success for many social games. In fact, he said: “Make it less game, more social,” and it’s important to “focus on traffic as much or more as gameplay.” He cited a successful title like Kickmania, where the gameplay is a simple as ‘kicking’ a friend on a network, with leaderboards and other things layered on top. He also noted that often, the more straightforward mechanic is the better.

There are some particularly good viral-related game mechanics, says De Loayza, with gift giving being a particularly good way to alert other users and get them to join your game. He cited PopCap’s Bejeweled Blitz as a notably interesting example of competition as a viral mechanic, where users can team up to compete and win prizes.

In addition, crew mechanics on more standard ‘spreadsheet games’ like Mafia Wars, where adding friends to the game gets you to level up, can be a major growth factor. As for notifications, which are the way social network games communicate with your users, “use them as much as possible,” says De Loayza. He did acknowledge in the Q&A that what could be considered as ‘spamming’ does happen in the space, even as Zynga tries to keep their notifications useful.

How about the biggest mistakes you can make in the social network game space? De Loayza cited licenses, commenting: “I am not convinced that licenses necessarily work in this space… people just don’t seem to be that interested in it,” as well as linking to a destination site outside the social network, which “breaks the viral loop.”

Meretzhy from Playdom also had some tips on building virality and monetization:

He explained that the key issue of virality, or how to get your game to reach the widest possible audience, can be achieved using several popular mechanics. Game requests, active “wall-posts” and passive notifications are the favored methods where players are prodded to beat each other’s scores, join each other’s mobs or exchange gifts.

However, Meretzky pointed out that it’s not as easy as simply applying these mechanics: “Virality is made more complex by nearly everything falling outside of the terms of service,” making it necessary for a user to be in constant contact with the social networks.

Recently other methods have emerged to further the viral nature of social games.Farmville, Zynga’s hugely popular new Facebook game, uses a combined gifted invite method in its “lost cow” mechanic. When a cow wanders on to your virtual farm you aren’t allowed to keep it yourself, but can send it to a friend to get them started. This type of invite has a much higher acceptance rate than the standard message invite.

Another new mechanic brought in by Big Fish Games in their social game Restaurant Empire is the “be my employee” system, where you can task your friends with jobs in your restaurant. This system has two ways of hooking players: either your friends want to return the favor by employing you, or they want to seek revenge if you have given them a demeaning task. How do they get this revenge? By employing you in their restaurant to perform the same (or even a worse) job…

Meretzky was quick to point out though that, “monetization follows engagement.” In order for the player to start spending money in the game they must be very engaged and invested in it.

Meretzky detailed some of the way to get players to re-engage with a game, including login rewards, collecting stores of money that will not increase over a set amount, harvesting, and notifications of friends beating your high score.

He said of the high score mechanism that when you see a friend has passed you on a leader board, “the natural inclination is to jump right in and pass them right back”, clearly a very strong re-engagement technique.