Growing a Hardcore Game on Facebook - GDC Europe 2013
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Growing a Hard-Core Game on Facebook Leonard Frankel Head of Biz Dev, Plarium
description
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
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
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000 Farmandia
Russia
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 Domination
Stormfall
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
200000
500000
800000
1100000
1400000Total 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-
12
Jan-
12
Feb-
12
Mar-1
2
Apr-1
2
May-1
2
Jun-
12
Jun-
12
Jul-1
2
Aug-1
2
Sep-
12
Oct-1
2
Oct-1
2
Nov-1
2
Dec-1
2
Jan-
13
Feb-
13
Mar-1
3
Mar-1
3
Apr-1
3
May-1
3
Jun-
13
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
Stormfall
ARPDAU
● 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
Stormfall
ARPDAU
● 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
Stormfall
ARPDAU
● 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
Stormfall
ARPDAU
● 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
Stormfall
ARPDAU
● 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
Stormfall
ARPDAU
● 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%
