Check out this post from our Chief Marketing Officer, Ben Webley, that appeared on GamesBeat on how social-first gameplay and out-of-game ecosystems can encourage meaningful long-term connections for players.
It features insights from leaders across our portfolio of games, “MONOPOLY GO!” GM, Massimo Maietti, “Stumble Guys” GM, Naz Amarchi, and “Star Trek Fleet Command” GM, David Eckelberry,
Hear a few Scopely tips and tricks. 👇
The future of gaming: Social ecosystems that transcend platforms
Developers have a popularly-held belief: We’re not just competing for players’ time and affinity in an increasingly crowded games market, we’re also vying for their attention against all digital activities, from social media to messaging apps, original content, and more.
But what if instead of viewing our audience’s varied media consumption as a competitive threat, we see it as an opportunity to fundamentally expand our game ecosystems and engage with our players through even more touchpoints?
To succeed, game companies need differentiated ecosystems that are part of a constantly evolving flywheel of community, engagement and evergreen worlds. Developers are defining the breakneck evolution and future of digital experiences. That responsibility — both to players and to the industry — needs to be taken seriously, because it will impact everything from engagement and retention to your reputation and your bottom line.
How do you make that happen? I asked this question to key leaders across Scopely’s portfolio of games, including Massimo Maietti, VP of product at Scopely and general manager of “MONOPOLY GO!”; Naz Amarchi, SVP at Scopely and general manager of “Stumble Guys”; and David Eckelberry, SVP at Scopely and general manager of “Star Trek Fleet Command.” Read on for their crucial insights.
What does an ecosystem look like?
Game ecosystems offer multiple online touchpoints for social interaction, such as Facebook Groups, Discord servers and regular company-hosted live events — all in order to cultivate communities of players who feel empowered to engage whenever, wherever and however they desire. Ensuring community interaction is easy to find and join helps make it central to the gaming experience, and keeps players regularly coming back for more.
In fact, this ethos keeps over 100 million players actively engaged with Scopely games every month, and lays a foundation that extends beyond in-game interactions to real community-based connections.
We believe that community-driven experiences matter now more than ever. Gamemakers are learning how to integrate game experiences into players’ lives, offering avenues for joy, expression and authentic connections across social, platform-agnostic features and new content. Together, this all nurtures player loyalty and fosters a sense of belonging.
Think socially, starting from day one
Most game makers understand the power of social media as a key community-building tool for a game once it’s released — it’s where the most engaged player communities convene outside of games. That’s why social platform integration should be considered in the earliest days of the development process.
Our team built “MONOPOLY GO!” with social interaction as the driver behind major features, meticulously creating loops between in- and out-of-game platforms.
For example, the game’s sticker-collecting events direct players to a thriving Facebook group (more than 5M players) to connect with other players who want to trade duplicate stickers, and then sends users back into the game to make swaps with their new friends. Moderators also drop daily dice giveaways via Instagram stories to incentivize players to follow and create timely reasons for them to return to the game.
“MONOPOLY GO!’s” in-game community events have supercharged engagement both in and out of the game. They also add a collaborative element to “MONOPOLY GO!”
Through these events, we observed a 100% increase in playtime and have seen new installs from friend invites increase by up to 74%. This underscores how developing gameplay with player socialization as the focus can lead to incredible results.
Make sure your social channels are, well, social
It might sound like a no-brainer, but game channels can’t be a one-way street. Instead, social channels need to serve as a forum for players to form meaningful connections with one another, and developers can help encourage that kind of connection.
For instance, on Discord, the “MONOPOLY GO!” Sever is a social hub for players, many of whom are brand-new to the platform. They’ve joined because they’re craving more peer-to-peer interaction and the Discord server is a prominent part of the game’s social ecosystem, making chatting and connections easy. The server is also an opportunity for developers to nurture even more engagement. For instance, the "MONOPOLY GO!" server moderator asked members to share the best songs to listen to while playing the game, and then created a themed Spotify playlist, “Musicopoly,”
On Facebook, not only is there an official “MONOPOLY GO!” Group, player-moderated Facebook groups are bustling community gatherings where players connect with friends and meet new people. They also serve as discovery platforms for new event promotion and creator partnerships on TikTok and Instagram, expanding the ecosystem.
Personalize community play
Tailored gameplay experiences provide an inclusive ecosystem for a diverse audience. “Gamers” are a collection of countless subcategories of people who each want something different from the experience. They need platforms that offer players the opportunity to connect and engage with a variety of communities.
”Stumble Guys” has become a social platform in its own right by partnering directly with members of the community to provide exclusive access to new content, which they share with their friends and followers to spark discovery and engagement from the wider player base. Promo codes offer ways for the community to share revenue and feel a greater sense of ownership in the “Stumble Guys” experience.
Partnering with brands, IPs and creators is a way to consistently infuse gameplay with novel experiences and give players moments to rally around. For instance, Scopely has partnered with Barbie, NERF, Hot Wheels and MrBeast to introduce all-new features, mechanics and live events into the “Stumble Guys” title.
MrBeast is the world’s most subscribed creator, and when he invites his community of fans to play against him and each other in Stumble Guys, he brings communities and fandoms that would typically only convene on YouTube into the “Stumble Guys” universe.
And the “Stumble Guys” Custom Parties let players without large social followings shape their own experiences. They allow anyone to start a private party to enjoy the game how they want, when they want, and with whomever they want. This lets communities of all sizes socialize and play on their own terms.
Break down walls between players
The games industry, at its core, remains largely siloed. As much as the community has grown and converged, there is still a stark difference between a casual mobile player and a PC gamer. It’s crucial today to create games that bring together all demographics to meet players wherever they are, however they like to play, across platforms. For example, Scopely’s 2021 PC iteration of “Star Trek Fleet Command” allows PC and mobile gamers to play as one, without friction.
More than 15% of monthly active users are now PC-specific. And in a game where over 90% of players are in an alliance, cross-platform play creates a uniquely social bridge between the PC and mobile communities.
The Star Trek team has also organized in-person meetups for players to commemorate the fifth anniversary of the game, celebrate all things Star Trek, and create rewarding social experiences for its most devoted fans.
Walking the line between building games and building ecosystems isn’t always easy; it requires a thoughtful approach blended with audacious experimentation. Thriving social ecosystems are dynamic mediums that add to the player experience, cultivate meaningful relationships and serve as bridges between in-game and out-of-game experiences. These ecosystems keep players coming back regularly and for many years long after a game launches.