Social Game Design: Monetization Methods and Mechanics Paperback – Dec 12 2011
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About the Author
Tim Fields has been in the game industry since 1995 as a producer, project manager, design lead, and business developer. Tim has helped small studios and top publishers like EA and Microsoft run teams that create great games. He has worked on shooters, sports games, racing titles, and RPGs using talent and teams from North America, Asia, Europe, and the UK.
Brandon Cotton has over 10 years of game industry experience covering a wide variety of technology, platforms and game types. He is active in the social and online game design community, and currently serves as a founder, design lead, and programmer for Portalarium. He has built games for NCSoft, Ubisoft, and Microsoft, and holds a degree in Computer Science from the University of Texas.
Inside This Book(Learn More)
Most Helpful Customer Reviews on Amazon.com (beta)
The book provides a multi-mode discussion of the issues surrounding social game design. The modes are text, interviews, examples and illustrations. The book is is not a how-to manual so much as a how-to-think-about-it discussion. Fields and Cotton make good use of direct discussions, interviews with gaming legends and examples to illustrate their points.
Business executives and aspiring game developers will each benefit from this book. Business executives will learn how traditional business concepts apply to social gaming and better understand the terminology and ethos behind the people that create the games. Aspiring game developers will learn from their peers as well as how to position and talk the business talk. Both valuable reasons for reading this book.
The book covers a wide range of game types and platforms from a conceptual, business and operational standpoint. People looking for more technical specs, discussions, hints and tips will be disappointed. The topics discussed are helpful and interesting but at times the advice can be a little obvious which is part of the reason for the three star review.
Recommended for people who want to understand the social gaming phenomenon at the next level -- below that of a magazine article -- as its breadth and format makes the content very accessible. Not particularly recommended for people looking for technical advice and support.
It covers things that you may not have considered, including the newest business models, selling virtual goods within a game, and more importantly, how to engage and captivate your players to keep them coming back for more. There are a ton of case studies -- Zynga, Microsoft, Spacetime, OMGPop, Ravenwood Fair, and more -- to give you real-world examples of how other companies have blazed trails, and what you can learn from their successes (and misses). There are sections on keeping your game "sticky" so that people return day after day, explanations of internal currencies, and types of games to inspire you to create your own social game, whether or not you're currently a programmer.
The section on metrics is worth the whole cost of the book, in fact. Learning how to acquire and interpret KPI data to improve not only your players' experience, but also to refine your monetization strategies, is, really, priceless...and something all too many otherwise good games get wrong.
This is *not* a technical how-to manual. You won't find information on how to code the things you want here. You won't get step-by-step instructions on how to create in-app purchases. Instead, think of it more as an overview of what's possible, and a very detailed survey of what's currently working (some of the data is from as late as early 2012, so it's very current at the time of this review), and how to structure the idea you might have for a game so that you can communicate that to a team or a programmer (or to yourself, if you're a programmer yourself). It touches on marketing concepts that are integral to success, and really dives into user interaction with each business model, so you can make informed choices about which direction to go with your game.
Fields and Cotton have produced a fabulous primer with this book. If you've got a game brewing in you that you're just not sure how to get out profitably, this book can begin to illuminate your path to getting it done, getting out there, and getting it *great*.
Throughout the book, each chapter features a detailed interview with experienced game designers/executives that amplify some of the points made in the chapter. While the interview format (reads like a verbatim script) and lack of a quick summary of the salient points from the interview can be distracting to some readers, it is well-worth the read. A reader will also be able to gain information nuggets along the lines of potential revenue streams (using Facebook as the example) for social media - the evolution of Facebook's revenue models alluded to in various chapters is also instructive.
As a researcher exploring the role of social media in healthcare, one area where the authors could have spent some additional time is to discuss how social media/games can be integrated with other service models whose sole purpose is not gaming/entertainment. While most of the discussion is focused exclusively on gaming-for-sake-of-gaming, the principles could be very well adapted for other service models (though that is left primarily to the reader's imagination). A more enterprising reader interested in game design for service models will be well served by exploring the discussions in Reality Is Broken: Why Games Make Us Better and How They Can Change the World and books on experience design such as Infinite Possibility: Creating Customer Value on the Digital Frontier. Nevertheless, this book provides an excellent starting point for those interested in understanding how games are designed, game designers and those exploring the role of social games in other service models (retail, healthcare, etc.).
Now, this book is not by any means a 'How to' book, so don't expect detailed tips on how to program social games, rather it is a 'What' book that provides some background history of the game industry and its evolution, including the details of how the audience and monetization have grown from simple sandwich bagged floppies sold to computer geeks to downloaded or server hosted applications that appeal to broad segments of the population.
The authors offer up numerous examples and case studies to illustrate the current market and methods of getting users to part with their money. Overall, I would have to say this is a great book to get up to speed on the industry and garner a few ideas from the current practices, with the understanding that in two or three years this information may be little more than history. P-)
I’ve been suggested this book. Working in the game industry, I have already been exposed since day one to its rules and acronyms and I was merely interested in a title that focused on KPIs. This title marginally touch the subject, even if it’s about monetization.
Don’t get me wrong, it’s a pleasant book to read that, in my case, didn’t really get me any real value. I simply had the wrong expectations from it, maybe driven by the title, which could have been different, indeed.
The authors describe the many concepts that anyone into social games must know, starting with a history lesson about how the industry evolved from text based adventures to MMORPGs and games asynchronously played on the major social networks and/or on mobile devices.
This approach is used throughout the eleven chapters: all the topics are introduced first as they were in the past, when solo playing was the rule; then as they are now, in a world where everyone is connected and playing together.
Among them, I have particularly enjoyed those about the power of competition and cooperation, as well as the desire to show off success and vanity goods. The importance to quickly adapt, through A/B testing, to a fast moving cruel industry where hundreds of competitors are ready to get a piece of your cake is constantly highlighted.
There are a couple of things that I’ve particularly liked about this book: the first is that the authors often accompany the concepts with real world examples of companies and games and how they were able to exploit this or that social feature. The second detail that I have really loved is the interview with some legend of the game industry that you find at the end of each chapter. These interviews usually take up some good 4 to 5 pages and are a great mix of wisdom learned from the past and vision of the present/future of the industry.
So, this title is a good up to date read, as long as you are not expecting to get some formula or technical details about monetization. A pleasure to read.
As usual, you can find more reviews on my personal blog: http://books.lostinmalloc.com. Feel free to pass by and share your thoughts!