Growing a Hard-Core Game on Facebook

Leonard FrankelHead of Biz Dev, Plarium

Company Overview●Established 4 summers ago●HQ in the start-up land Israel

● 3 studios world-wide● 350 employees & 70 open positions

Yes, I will share metrics

Starting Up●First poker game in the Russian SNs

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2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000 Farmandia

RussiaFacebook

Time

Players (m)

Plarium’s Strategy Games

Plarium’s Strategy Games

Plarium’s Strategy Games

1 19 37 55 73 91 109127145163181199217235 -

1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000

10,000,000

Improving Acceptance

Total DominationStormfall

Days

Players (m)

1 19 37 55 73 91 109127145163181199217235 -

1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000

10,000,000

Improving Acceptance

Total Domination

Days

Players (m)

We’re on Facebook, now what?●Localize everything (Care for a hotdog?)

We’re on Facebook, now what?●Localize everything (Care for a hotdog?)

We’re on Facebook, now what?●Localize everything (Care for a hotdog?)●New countries – World bank, Facebook ads

We’re on Facebook, now what?●Localize everything (Care for a hotdog?)●New countries – World bank, Facebook ads

Increasing ROI●25 professionals in user acquisition●51 in supporting departments: Art, Development & BI and Support●Perfecting Facebook integration● Identifying gamers characteristics

Sponsoring on Facebook●Open Graph

●Page posts

Open Graph – Case Study●OG stories with emphasis on

● Achievements that players are proud of● Meaningful Actions and Objects

●January 2013 – 800k MAU● 13 million stories, 136 million impressions

●75% increase in viral users with Open Graph

200000500000800000

11000001400000

Total Domination - MAU

Open Graph integration

Players (m)

Retargeting● Custom audiences

●Payers: “Your army awaits”, features●Non-payers are harder to lure back

●Action spec Targeting: games.plays

Player Acquisition●CPIs are rising (Platform, Game’s age, Genre)●Facebook ARPDAU up 104.4% to 0.4$ - 0.5$

Jan-12Jan

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12Ap

r-12

May-12Jun

-12Jun

-12Jul-12Au

g-12Sep

-12Oct-

12Oct-

12Nov

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12Jan

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13Ap

r-13

May-13Jun

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Total Domination ARPDAU, $

ARPDAU, Moving Avg.

Improving the Monetization

Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13

StormfallARPDAU

● PvP Element

Improving the Monetization

Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13

StormfallARPDAU

● PvP Element● Holiday Promo

Improving the Monetization

Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13

StormfallARPDAU

● PvP Element● Holiday Promo● Troops Revive

Improving the Monetization

Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13

StormfallARPDAU

● PvP Element● Holiday Promo● Troops Revive● Immortal Guardians

Improving the Monetization

Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13

StormfallARPDAU

● PvP Element● Holiday Promo● Troops Revive● Immortal Guardians● Holiday Promo

Improving the Monetization

Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13

StormfallARPDAU

● PvP Element● Holiday Promo● Troops Revive● Immortal Guardians● Holiday Promo● Legendary Heroes

Offer Wall Performance ●Nano payments, performance varies●2.6% of total revenues●Doubled paying users up to 2%-3%

Thank You! Any questions?

leonard@plarium.com