Task: Rewarding Social Behaviour
One of the key aspects to the game economy in TSL was rewarding of Taymoji.
Taymoji are used as a form of currency. Players collect them and spend them in order to earn rewards. The player's aim is to collect all available taymojis, and use their favourite while playing the game.
We needed to figure out the simplest way to get players to collect Taymoji. The most obvious way to do that was through likes.
When a player liked another players post, they’d be awarded with a common Taymoji. Using a Taymoji as a form of emote on another players post, awarded players more rare Taymoji
Likes per user
The Swift Life Daily Active Users (DAU) averaged a whopping 94 likes day. In comparison Instagram DAU averaged 8.4 likes per day, and Facebook DAU averaged 4.2 likes per day
Posts Per Day (PPD)
We also found that players were creating more Posts Per Day (PPD) on The Swift Life than other social networks at the time, creating 5.2 posts per day
FB users averaged 3.1 PPD, Twitter users averaged 0.31 PPD and Instagram users averaged 0.2 PPD
On the surface these numbers look great, however, because we were incentivizing likes, players were creating what amounted to “ Taymoji Farming posts”. These were posts that were created with the sole purpose of giving followers a post to like and to get Taymoji.
Average Number of Friends
Directly incentivizing social connections through the gameplay loop lead players to connect with a larger than average number of people.
Average Number of friends in TSL 1249 , Twitter = 707 and Facebook = 338
However, we found out through conversations in the app that the larger number was less about making real connections and more about gaining access to more posts to mine for Taymoji.
Average Time Spent in App
Average Time spent in app 47 Mins
FB - 35
Snapchat = 25
IG = 15
TW = 5