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|Session Name:||Social Whales: Understanding and Leveraging a New Kind of Player|
|Company Name(s):||Ninja Metrics|
|Track / Format:||Free to Play Design & Business Summit|
|Overview:||This session focuses on how players impact each other. Social value is the extra spending generated when players cause each other to play and spend more (or less). It's measurable, and can be acted on. Players with a lot of this value are "social whales" who cause a ripple effect out on to other players. Measuring and harnessing that value has big implications for smarter user acquisition, monetization and retention strategies. Dmitri Williams describes the concept, the mechanics of player-to-player right data, methods for deriving scores, and case studies of the scores in action.|