New UX in mobile social games

[Music] there you go all right hey sounds quick intro so I'm going to start right now guys sounds like we're a little behind my name is Dan Cho I'm the co-founder and the chairman of the board of a company colino spars we're a mobile game publisher that is based in South Korea we have operations in Beijing China as well as the u.s. most of our games the big difference between our game is there's a lot of social centric elements to our games have created we have created game that are genres from social network games to strategy games Idol genre and finally we've actually came out with their own genre so having said that having said that let me just kind of run you by a short clip to give you a idea of what great games we have

Oh [Music] [Music] yeah that's a lot of different genres in there and if you actually understand what I said there is importance is there is a very strong social centric and element to the game and what we did is we thought about this for years back this company has been around for five years now we said you know what there's so many different games out there but end of the day they're very similar a lot of people are following after some of the successes we see such as you may realize this a they look very similar to clash of Clan we might look very close

to Dragon Vale so what we did is we have to go create something that is different and it's very difficult to do so four years ago it said hey you got to do something and we looked around the world that said hey what's what's our background a lot of our Korean publisher or game developers come from PC world so they are very familiar with free-to-play but they're also familiar with massively multiplayer RPG but you know they are enough they are quite a bit of MMORPG nowadays and that's predominantly pretty popular within Asia and they're highly monetized games but what we did is we said hey you know what there are growing consensus or users that come in about and their female users and there are people that want to do nonviolent games so what can we do to accommodate that and really leverage what we do best which is social centric so what we did is we've taken that all in we created into Jon rrah call mm OS and gee I've

done this before another talk so if anyone here would help you to understand what MMOs and Z stands for any guess so you want you know what nmo is right so hence the deep part of it is social game so if you actually see this picture I think this is perfect portrayal of what happens in the world there are various growing and have grown estimates messengers that are used widely especially in Asia in China they call it WeChat in Korea they call it Kakao Japan restoration here we call it whatsapp and we're a facebook Messenger and I'll give you a scenario I mean I'm sitting in a cafe in Seoul and they have about six seven people that kind of walks in probably in their 20s mid 20s six of them are seven to say I mean they come into a cafe they order drink they all sit down they look at each other

they not and without any word they sit down they take out a cell phone and they start going at it and within 15 seconds entire six people start laughing going crazy and another person looks is not it and go at it so that scenario for you people socially interact nowadays with this messenger platform so what we thought about it is you know what why do it in a text form like can we take that person to a next level and create an avatar so that's exactly what we did three years ago or three half years ago so these are representation of those people and the difference is it right now the network as well as our phone allows us to do that so this is a smaller glimpse of what's happened is we've created a scene where

it's a campfire and the campfire isn't created by our own game our games like a platform someone of the person called their friends and say hey I got to run a tent fire at certain time and they fight them over and these are real pvps that are actively talking to each other so why is this possible right now let me give you some sort of statistics there are mo games that are very popular and doing very well that's clash Royale I'll now become a little more than one to one player if you go to Asia they're games like new origin from China as well as lineage revolution so just giving you the stats for a linear revolution that game is launched by published by a company called netmarble the first day they generate just wild guess it had a director drug just sales record how much money do you think they

generate the first day then when you're launched in Korea MMO MMO RPG the first day higher well how much billion dollars okay thank you can you let me know how to do that that'd be great little a little higher than three million come on seven very close six point five million dollars first day one country Korea so there's huge potential of this happening so this is what it is possible because it allows us to do this at the same place at the same time where there are no social games thus far that lobsters do that if you actually look at most the social or plate social games what you really do is it's very similar mechanics you know the heydays of the world we call this turn base you go visit the

town you come back you never meet your friends so let me give you a little glimpse of our game [Music] [Music]

[Music] so this is a Trinity town this is a new game new genre what we call it the MMO social game so all these characters you see the avatar it's a real people or people that actually had game users I really play they are a bit of a little bit of NPCs that helps out the conductor's and others but it's really a mathlete multiplayer so this experience so what you experience we provide for this type of genre one we're able to actually express yourself where you're express yourself who you are and how you represent yourself through avatar that's one second the way that you talk is socialize and you can share your moments

instantaneously or later on and thirdly the parties that you create these are actually user generated activities that can become a game in itself and to get to the stardom there is elements how that creates person to thrive and play more games and forth how do we take the virtual world and the real world make it seamless so that you're playing the game but you're actually doing things that bridges both both of these two worlds and finally to really experience the social game the next generation social game it has to be very different the experience has been different and these are five things that we will provide through a trendy town and let me actually explain a little more detail into this so like I mentioned avatar that represents who you are so it reflects who you are in the virtual world and

you're able to express that the expression of the Avatar doesn't just stop there of just showing emojis so what we did is we've actually created different clothing fish expressions eyebrows hair color fashion currently we can we have up to 20 billion different variations that's a lot but we want to stop there we need to continue to build more because we considered this too there are more than 20 billion very variations of the people in the world and the fashions of fashions and things of that sort are very important to represent you so it could be a real person who you are you want to be someone else in the virtual world so how do we express yourself if you actually use your the chatting the SMS Texas you are pretty familiar with the emojis so when you see emojis you have a smiley face sometimes it animates but what

we've done is we've taken the avatar to do an action of what that emojis look like if you're smiling you're smiling so the mote the Avatar would physically smile or he would take a different action so second what we did is when you're actually engaging in a conversation or Chad I don't want to be just smiling and people to watch me so I could actually select another avatar say I want to kiss you and avatar accepts it they engage in action avatar just like the lady in the guy so there are diverse ways you can express yourself through emojis and action through avatar and we talked about how how do we communicate there is five different ways to communicate I think it's pretty people are familiar with instant chats but this is happening in a real screen so the dialogue bubble pops up as you're engaging and there's a ways you can

actually do a private engaging eavesdrop secret messaging and also as I mentioned before an avatar action to show real feelings and simulations with you what you want and then we've taken a bit of MMORPG elements but took a violent side of out of it so the lounge is more like guild war where people get together build up an army to fight instead of doing that you're actually taking an interest of each other of a subject and you start building your groups and how that applies to the guild your social system goes up which makes you very popular person very similar to NN RPG that makes your hero you become a start-up and then there is messaging piece obviously to communicate that also happens in the RPG world too and we add another element to it because the fact that we're not very popular so we can really get Instagram

to engage with us so we created its own Instagram called news bug we figure once this actually gets propagated we believe that we can actually try throw that away and get Instagram to LinkedIn so that's kind of the two things we've done so when I talked about this and this is a bit of very interesting way to look at it let me talk about the middle piece so if you become a stardom we one person to really thrive to become a star and this is why once you become a star and this is how you become a star can you put yourself out there and you can continue to engage in numerous people that you know you don't know and your social system ranking goes up by people giving you awesome so once you get to a certain level your entire body kind of glows in the middle of open area your body glows so curiosity some of the

habits or the users will click on that person and it will show a a profile along with clothes as well as the features they have so the person who purchases those item or changes in the star gets incentivized so they get rewarded for that so there is an engagement why you want to continue to become a star because there's not incentives that happen and also with the trends there is a magazine called the trendy magazine so there is a weekly magazine that talks about who's who are the top ten fashion most fashion auto or athletes so that also helps scores - and these are scored by other avatars or other users and the user generated content or user-generated events that it plays can be from a fireplace camping fireworks but we have a nightclub that sets our set up in a

open area or open it we call it the square and let me show you kind of a short you know animation how that works - interesting [Music] so a person can create his own kind of clubs club time club scene and he can invite 10 20 people and there is a bit of activities that the person puts through so there is a social engagement that happens and person can play the bartender DJ so there's a lot of bit of a social elements that happen in this game and fourth I talk to ad with a seamless world so what we did is we took a location-based system so that when you're playing a game where you are

located Natchez the time as well as a weather because as you're playing the game you want you're looking outside to the window of your home or outside the car or a bus exact temperature as well as weather conditions matches so what that allows you to do in a social game per second person can feel the emotions and transfer the emotions as you're playing the game as well as outside the world so we're trying to tie those two together and when you see that this is a part of the one scene of the Royal square that you see and you see a lot of dialogue bubbles are happening but he get confused by at the same time there are ways you can engage on a one-on-one base chats that people can have privately through messengers in emojis and I talked about the optimizing UX this is one of the most important elements of

this game because right now if you actually play a lot of these social game strategy games how many times do you actually play them in a vertical mode rarely because you want the full landscape mode to see entire game so what we did is we thought about this way hey when do people really play this a lot when when do people play in games do they sit down engage on full one hour probably not they probably do it for ten minutes maybe fifteen between travel commutes in the morning as well as evening so what we did is we thought about this we went through experimental and did this or so to the subway people are holding onto the top you can have a landscape view so responsive view allows you to rotate and it's seamless movement so you can play but it's hard to play with one finger so what we did is also we thought about this and said why don't you create a smart button smart button is the I don't know if you can make it on the left corner there's a little rainbow the tile button it does

we don't want user to feel like it's intrusive and scared to play social game because there's a bunch of buttons numbers you know levels hearts so what we did is this game could be engaged by controlling an avatar like you're part of a animation movie or cartoon and it allows us to really think about we can provide this beyond just a mobile phone it could be PC L as well as smart smart TV and you say hey how do you play social game in a smart TV with the remote control no you can actually drag your avatar because avatars central control or mechanism of the game so that allows you to play the game that way and what we did also is how do we allow people to engage not only from mobile or mobile phone because when people travel commute they use mobile phone but when they get to the office to use PC when

they go to home they could not they may be using Smart TV so we allow them to accommodate all the platforms and build the game based on that so what are the key differentiator to make a true social game we believe that the users want to control the game meaning they want to actually control and create their own game by generating their own content it's not when I say generator and then for their own content they're not creating a new game by coding they're creating activities second we'll have consistent update of the game so you don't exhaust for the content such as clothing variations some of the small little minigames and third user wants to be engaged so they want to incentivize a user like I said get to start them they get sent advised by people clicking and get involved so we believe those three key differentiators differentiators are the true to the new social games for user experience thank you

[Applause] you [Music]