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!
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