community & gamification in dating industry - idate 2013 cologne

Community & Gamification in Dating industry

How games can effect dating market and change community management

Daniele Antoniani – Community Manager at Mail.ru Games

Gamification? What is it and what is not

Use the dynamic and mechanic of game in non-game context

Is not a video game, but games to date

How gamification can effect dating?

Search and Play and while playing get to know each other and become intimate.

Not a role game for dating, but a platform for games

• Open the API's data;• Offer a wide choice of opportunity to play;• Increase engagement and time spending on your platform;• Increase recurrence of users;• Increase your revenue!

Why users would prefer play than search? Some example.

Find your match without boring tests, tedious messaging, and viewing repeated profiles.

"More fun" it's actually more fun to play than search!

Scenario nr. 1

Hello! How is it going...“ or “Hi! You are really nice...“

We must be very creative to catch the attention!

Scenario nr. 2

Have you ever play in real at spin bottle? Probably was a way to give a first kiss :)

Users are forced to interact.

Scenario nr. 3

Easy and fun way to find the partner with most affinity. Or, Would you like to spend more time filling an affinity test or play with other to find

your affinity partner?

Users Engagement

The case history of Sweet Match say that some users spend up to 8 hours on dating game per day!

Fast growing market

Social Games by 2014

• $8.6 billion in worldwide revenues;

• 50% of social networking users will play a social games;

• 34% of total internet populationwill be a gamer.

Worldwide Social Gaming Market 2010 - 2014E ($, billions) http://www.superdataresearch.com

Does will change the community management?

Community Manager in Dating &

Community Manager in Game

CM in Dating

Your goal: make the community grow!o Recruite new member;o Listen;o Create; o Engage; o Grow!

CM in Game industry

Your goal: engage with the community!o Talk with players;o Be an expert gamer;o Be a leader;o Be a storyteller;o Be an educator; o Thick Skinned;o Be patient.

The gamification process will not transform date platform in a game, the community management

will not substantially change.

Gamification will change business model.

Let’s the game start!