|Social Whales: Understanding and Leveraging a New Kind of Player
|Track / Format:
|Free to Play Design & Business Summit
Did you know free users get access to 30% of content from the last 2 years?
|This session focuses on how players impact each other. Social value is the extra spending generated when players cause each other to play and spend more (or less). It's measurable, and can be acted on. Players with a lot of this value are "social whales" who cause a ripple effect out on to other players. Measuring and harnessing that value has big implications for smarter user acquisition, monetization and retention strategies. Dmitri Williams describes the concept, the mechanics of player-to-player right data, methods for deriving scores, and case studies of the scores in action.