Draw some conclusions from the #Drawsome social data
A rumoured $210 million deal sees OMGPOP join the Zynga family after a whirlwind 6 weeks since the launch of the highly-addictive mobile game ‘Draw Something’. 30 million downloads; 1 billion drawings and 15,000+ social mentions a day in the last week tell you everything you need to know about ‘going viral’. But what about the story behind the growth? The social data gleaned from SDL SM2 (Was Alterian SM2) tells us a number of interesting stories about Draw Something users, their thoughts on the game and just how soon we can expect to see ‘Drawsome’ appearing in a Dictionary near you.
As with many viral growth patterns – just look at Pinterest – we can see evidence that it is the leveraging of existing communities and networks that help games, videos, memes and more to rapidly scale a user base.
The top domains where references are made to the game can be found in some of the following communities:
- Community Reddit
- Gaia Online
Dan Porter, CEO of OMGPOP signed off his Zynga acquisition blog post with the following:
“Just like Draw Something is a cooperative game where two players work together and have a lot of fun, we hope to replicate that same feeling with OMGPOP and Zynga, It's going to be drawsome ;)”
Looking at the lexicon of the game spilling over into the social streams is evidence enough of a mainstream adoption of the game and the word ‘Drawsome’ itself. The #Drawsome hashtag is gaining traction and it won’t be long before teachers and parents are bemoaning the overuse of the word in classrooms and at the dinner table. Shy of a month ago, “Drawsome” picked up a handful of mentions.
There is a 1333% increase in “Drawsome” mentions from February compared with March 1st to date.
Monetising within the game
To buy bombs or colours? Do you prefer to enable your talents to flourish with additional colour palettes or do you prefer to cycle through words you are confident enough to draw or remove letters to ease the guessing process? The social data implies that additional colours are the ‘must-have’ accessory. By withdrawing functionality and applying a monetised bonus pack model, we can see there is an appetite to go along with expanding your colour range.
If we look deeper, we can see that people prefer to buy colours and not bombs because the incentive is not to keep the back and forth of a game going, it is to scale up on your colour palettes to enable more elaborate drawings. This means that bombs have no value, as demonstrated by more people talking about the purchase of a colour pack than additional bombs. Could this affect the game-play development and the commercial opportunities?
Have you got the doodle bug? How would you adapt the game knowing some of the above user information?