Building for

Word of Mouth Jussi Laakkonen, Applifier

VW Passat

Fireballs???

VW Passat

Family. Fun.

0.25

million

50 million

1 in a million

Fluke, so

just ignore it

Fluke, so

just ignore it

Study, learn.

Because …

Word of Mouth =

#1 discovery

Friends/Family

Facebook

Featured Apps

Website for mobile apps

From other apps

Traditional game site

Rankings page

Social media

Advertisements

Mainstream media

Blog

0% 5% 10% 15% 20% 25% 30% 35% 40%

EEDAR, http://www.gamasutra.com/view/news/178516/Research_How_mobile_players_find_new_games_to_play.php

WoM, social

70% of players

Going viral is

impossible

Going viral is

possible

Simple

Unexpected

Concrete

Credible

Emotional

Story

Simple

Unexpected

Concrete

Credible

Emotional

Story

Get those pigs!

Slingshot birds

to smash pigs

Visuals, physics

Looks like lot of fun!

Revenge to pigs!

Sounds!

Get the stolen

eggs back!

Whole game &

every bit of media

Simple

What’s in

the cube?

Die Hard

in a bus

One sentence

One thing only

Find the core

Unexpected

The core in an

unexpected way

Break a pattern

Surprise gets

your attention

Curiosity keeps

your attention

Create a gap in

knowledge

Can you guess

how it turns out?

Concrete

“To reach for new heights

and reveal the unknown so

that what we do and learn

will benefit all humankind.”

“We choose to go to the

moon in this decade”

Understand

Remember

Co-ordinate

Games as media

are perfect

Don’t muddle it

in messaging

Credible

External

credibility

Internal

credibility

Vivid details

Testable

Emotion

Makes

people care

Imagine

yourself ….

Self-interest,

needs

Transcendence

Self-actualization

Aesthetic

Learning

Esteem

Belonging

Security

Physical

Transcendence

Self-actualization

Aesthetic

Learning

Esteem

Belonging

Security

Physical

Story

Structure that

binds it together

Engaging

Inspiring

Plot lines

Simple

Unexpected

Concrete

Credible

Emotional

Story

S

U

C

C

E

S

Whole

Game

S

U

C

C

E

S

Meaningful

Sharing

text

www.everyplay.com

jussi@applifier.com

@jussil