The games themselves may change, but there are certain elements you can wrap around every social title you launch to ensure it fully engages your audience.
That's according to King.com CMO Alex Dale, who talking during his keynote at the latest F2P Summit in Shoreditch, London lifted the lid on the social gaming giant's steps to success.
Real wrapper
Internally, such steps are dubbed the 'saga framework', and begin with building in a simple tutorial to introduce players to the game's basics.
Then, he claimed, you follow that up with a 'collaborative element' for example, you build in an easy way for players to engage their friends, rewarding them with coins or prizes if they sign up.
King.com also builds in a storyline and map to give players a sense of progression as they make their way through play something that post release optimisation based on analytics can also help with, enabling the firm to iron out the bumps if players are struggling with a particular level or task en masse.
"The key balance when it comes to optimisation is delivering something that challenges the player, but also doesn't leave too many of them behind," said Dale.
"After a particularly difficult level, we then give the player a relatively simple level. This reinforces the idea of progress."
Making the switch
Dale also detailed King.com's progression from a Facebook-focused outfit to one with a hunger for mobile, spelling out the practical difficulties when re-coding a game for a smartphone interface.
Elements such as text, for example, can be replaced with simple symbols to help accommodate the smaller real estate a mobile's display provides.
"We have a fairly distinct development process," he concluded, suggesting King.com only delivers the cream of the crop to smartphones, with the company aiming to convert half of its Facebook userbase to mobile longterm.
"We start with working on games for www.king.com. The best of those we then re-engineer with the saga framework and launch on Facebook, with the best of those then re-launched on mobile."
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
News
Apr 18th, 2024
AI joins the team at King: "Our challenge is to create the right amount of challenge"
Feature
Apr 2nd, 2024
Hot Five: GDC highlights, Tencent’s strategy shift, and Candy Crush’s biggest tournament yet
Top Stories
News
3 hours, 13 minutes ago
UK skills crisis prompts call for games industry-led body to tackle key challenges
News
3 hours, 28 minutes ago
AI joins the team at King: "Our challenge is to create the right amount of challenge"
News
4 hours, 28 minutes ago
Discover essential UA and retention techniques plus key monetisation trends at the Dubai GameExpo Summit
News
5 hours, 43 minutes ago
Auctus Capital Partners and Remote Control to invest in European games companies
News
Apr 17th, 2024
Monopoly GO! celebrates its first birthday and shares its behind-the-scenes story
Feature
Apr 15th, 2024
46 top mobile games in soft launch: CSR 3, Plants vs. Zombies 3, LEGO Hill Climb Adventures, Candy Crush Blast, and more
Feature
Apr 15th, 2024
Hot Five: XCOM Legends’ rumoured shutdown, Squad Busters verges on soft launch, and Royal Match reaches $3 billion
Events
HIT Games Conference Istanbul 2024 | Apr 18th | |
Game Job Fair – Spring Edition 2024 | Nordic | Apr 18th |
Arts DAO Fest 2.0 | Middle East | Apr 20th |
App Promotion Summit London | Europe | Apr 25th |
Esports Future Summit | Middle East | Apr 27th |
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th |