Insider info on Russian Social Networks

Artur Sakalis Head of API department

ODNOKLASSNIKI.ru

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Industry overview 

• Total industry audience 60 000 000 users

• Annual growth revenue in 2010 – 70M USD (+230% comparing to previous year)

• Average monthly ARPU– 0.1 USD

ODNOKLASSNIKI.ru 

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28%

МAU– 51%DAU– 30%Paying audience ~ 2%

37%

49%51%

Platform Compare

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Social games distribution network

Social games distribution platform mix

Social games platform

Challenge #1: Everybody is everything

• More than 200 players (~80% single title companies)

• About 8 publishers (2 of them really are)• 2-3 players develop own gaming social network• Unwillingness to choose one-two business

development directions

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Opportunity #1: Choose your role

• Developer• Publisher• Traffic manager• Platform• Distributor• Localizer

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Challenge #2: Most popular genres are overcrowded

• You will not be the first one• You will need traffic to succeed

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Opportunity #2: Rise above the crowd

• Uniqueness stand above the crowd• Few unique hit games• New games can win

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Challenge #3: You have been cloned

• In some cases even high quality clones

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Opportunity #3: You have additional stats

• Your cloners made mistakes you will not repeat

• Western developers know how to survive hazard Facebook environment

• All viral methods are similar to Facebook

• Some social networks has new entry points

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Opportunity #4: You know how to administrate

• Generally all the same• Different time zones• Reaction time

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But you don’t know everything

• Some functions will work in Russia, but not on FB• Some functions will work on FB… and in Russia• Culture differences (music, history, traditions, folklore)• Some monetization maneuvers are risky

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Cultural difference

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Cultural difference

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What will happen soon?

• Market roles will crystallize• New hits will appear• Publisher’s value will become more significant• New-old genres will appear• More games from Western developers• Facebook will grow

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Why Facebook position is not strong enough yet?

• Facebook penetration from top to bottom• Isolated national environment• Russia has own strong local content generators and

sharing mechanisms• Not yet reached critical mass for rapid growth

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Thank you for your attention!