The Game Layer On the WorldAnd How Brands Can Capitalize

John DobrowolskiVP & Brand Alchemist

Leverage powerful trends

A powerful medium

Biggest entertainment launch ever?

First day sales of $401.6MM!!!

64 million monthly active uniques

Average player? 48 year old female

Universal appeal

The power of fun

Current game layer

New game layer

Land

Building

Game

Appointment dynamics

appointment dynamic. ə-’póint-mənt: a dynamic in which to succeed, one must return at a predefined time to take a predetermined action. Appointment dynamics are often deeply related to interval based reward schedules or avoidance dynamics.

Appointment dynamics

Appointment dynamics

Influence and status

influence. status. ‘stā-təs. : the ability of one player to influence another players actions through some form of social or game related pressure. Generally linked to status – rewarding progress of a player with a visualization and proclamation of their achievement.

“oooh, shiny”

Influence and status

Status and influence

“oooh, black”

Actualization

actualization. ,ak-ch(ə-w)ə-lə-ˈzā-shən: the juxtaposition of an idealized reality and an actual reality presented alongside incremental and clearly apparent steps to merge the two realities.

Actualization

virality. vocalization.: the concept that the growth of anything can be transmitted through social networks, social graphs, gifting, invites or other requirements engineered into the game that engenders more users to sign up. Vocalization is turning silent players into loud ones.

Virality and vocalization

Virality and vocalizationwww.inception.scvngr.com

Creation vs. collection

John Dobrowolskijohnd@scvngr.com

617.417.0724www.scvngr.com