Growing a Hardcore Game on Facebook - GDC Europe 2013
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Plarium is the second largest hard-core games developer on Facebook. Some of the popular titles include Stormfall and Soldiers Inc. In this talk I reviewed some of the techniques we used to grow our games on the platform such as utilizing Facebook's features, marketing techniques and so on. I also looked at some of the features and promotions we implemented and their effect on our revenues
Transcript of Growing a Hardcore Game on Facebook - GDC Europe 2013
- 1. Growing a Hard-Core Game on Facebook Leonard Frankel Head of Biz Dev, Plarium
2. 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 3. Starting Up First poker game in the Russian SNs - 2 4 6 8 10 12 14 Time Farmandia Russia Facebook Players (m) 4. Plariums Strategy Games 5. Plariums Strategy Games 6. Plariums Strategy Games - 1 2 3 4 5 6 7 8 9 10 1 26 51 76 101 126 151 176 201 226 Days Improving Acceptance Total Domination Stormfall Players (m) - 1 2 3 4 5 6 7 8 9 10 1 26 51 76 101 126 151 176 201 226 Days Improving Acceptance Total Domination Players (m) 7. Were on Facebook, now what? Localize everything (Care for a hotdog?) 8. Were on Facebook, now what? Localize everything (Care for a hotdog?) 9. Were on Facebook, now what? Localize everything (Care for a hotdog?) New countries World bank, Facebook ads 10. Were on Facebook, now what? Localize everything (Care for a hotdog?) New countries World bank, Facebook ads 11. Increasing ROI 25 professionals in user acquisition 51 in supporting departments: Art, Development & BI and Support Perfecting Facebook integration Identifying gamers characteristics 12. Sponsoring on Facebook Open Graph Page posts 13. 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 0.2 0.5 0.8 1.1 1.4 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12 1/13 2/13 3/13 4/13 Total Domination - MAU Open Graph integration Players (m) 14. Retargeting Custom audiences Payers: Your army awaits, features Non-payers are harder to lure back Action spec Targeting: games.plays 15. Player Acquisition CPIs are rising (Platform, Games age, Genre) Facebook ARPDAU up 104.4% to 0.4$ - 0.5$ Jan-12 Feb-12 Mar- Apr-12 May- Jun-12 Jul-12 Aug- Sep- Oct-12 Nov- Dec- Jan-13 Feb-13 Mar- Apr-13 May- Jun-13 ARPDAU, $ Total Domination ARPDAU, Moving Avg. 16. Improving the Monetization Stormfall ARPDAU PvP Element 17. Improving the Monetization Stormfall ARPDAU PvP Element Holiday Promo 18. Improving the Monetization Stormfall ARPDAU PvP Element Holiday Promo Troops Revive 19. Improving the Monetization Stormfall ARPDAU PvP Element Holiday Promo Troops Revive Immortal Guardians 20. Improving the Monetization Stormfall ARPDAU PvP Element Holiday Promo Troops Revive Immortal Guardians Holiday Promo 21. Improving the Monetization Stormfall ARPDAU PvP Element Holiday Promo Troops Revive Immortal Guardians Holiday Promo Legendary Heroes 22. Offer Wall Performance Nano payments, performance varies 2.6% of total revenues Doubled paying users up to 2%-3% 23. Thank You! Any questions? [email protected]
