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|Session Name:||Viral Mechanics Uncovered|
|Company Name(s):||Digital Chocolate|
|Track / Format:||Game Design|
|Overview:||How do the viral mechanics of popular social games create engagement through word of mouse? In the lecture, Lead Social Designer Aki Jrvinen, Ph.D., uncovers the viral mechanics of social games. His perspective combines psychological concepts such as persuasion with game design principles. Case studies of popular social games viral features will be used to pinpoint how viral loops have been successfully created via specific mechanics. Besides detailed analysis of viral mechanics originating directly from the game, the lecture will also cover the broader contexts of viral marketing and customer relationship building, such as e-mail and Facebook product pages.|