Global  Opportuni.es    &  Tips  on  Facebook

Flash  Gamm  Moscow  May  2012  

1 Confiden'al

Arthur  Chow  COO,  6waves  

 

•  About  6waves  •  Global  Gaming  Opportuni6es  •  Top  5  6ps  for  developers  

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ABOUT  6WAVES

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“The Largest Independent Publisher of

Social Games on Facebook”

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Company Snapshot

5

#1

Independent publisher on Facebook

20mm Monthly Active Users on Facebook

2.9mm Monthly Active Users on Facebook

120+ Games launched since 2009

5 Global presence (Hong Kong | San Francisco | Tokyo | Beijing | Moscow)

6 Platforms

Bringing  Users  and  Developers    Together  Through  Games  

6

Growth & Distribution

Real-Time Analytics Localization

Social Platform

Cross Promotion Engagement

6waves  Global  Partners  

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Top  Games  that  6waves  Published  

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6w  has  helped  scale  many  games  across  a  range  of  genres    Peak  1M+  MAU  Titles  on  Facebook:    §   Township  § Astro  Garden  § Ravenskye  City  §   Airport  City  §   Zombie  Island  §   Baby  &  Me  §   Mystery  Manor  §   Ravenwood  Fair  §     Mall  World    

§ Kingdoms  of  Camelot    § Animal  Paradise  §   Resort  World  §   Simply  Hospital  §   Big  Business  §   Birdland    §   Legacy  of  Rome  §   Spartacus:  The  Game  §   My  Fishbowl    

6waves  Network  Cross-­‐Promo  

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Cross  Promo  Bar

Banner

Tab

User  Acquisi'ons  Strategy •  SoM-­‐launch  with  minimal  

new  users  to  secure  the  game  stability  and  basic  metrics  review  for  op'miza'on  

•  Once  stable,  turn  on  paid  acquisi'on  and  cross  promo'on  are  the  base  for  organic  growth  

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   Source:  6waves  Internal  Data,

Case  Studies  

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GLOBAL  SOCIAL  OPPORTUNITIES  

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Global Social Networks

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Best  PlaSorm  for  Global  Audience  

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Source:  www.socialbakers.com  

Selected  Countries  with  Low  Penetra'on  

•  India  con'nues  to  grow  with  big  market  poten'al  

•  Japan  penetra'on  s'll  low  

•  China  con'nues  to  be  blocked  

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  Country FB  users penetra.on

1 India            45,825,620   3.9%

2 Indonesia            42,272,040   17.4%

3 Egypt            10,669,020   13.3%

4 Japan                8,700,080   6.9%

5 South  Korea                7,026,120   14.5%

6 Pakistan                6,423,800   3.6%

7 Russia                5,629,400   4.0%

8 South  Africa                4,583,480   9.3%

9 Morocco                4,297,920   13.6%

10 Nigeria                4,133,900   2.7%

       

  China                    510,920   0.04%

Source:  www.socialbakers.com  

Japan

Tokyo,  Japan  Japan •  Game-­‐friendly  society  (than  the  

West)  •  Fast,  reliable  internet  infrastructure  •  Mobile  Country  •  100+  MM  SNS/social    game  users  •  ARPU  could  be  5X  –  10X  other  

countries  •  Reten'on  could  be  2X  –  5X  other  

countries  •  Users  expecta'ons  high  

China　

Beijing,  China  

China -­‐  800+  MM  social  network  users    -­‐  Lower  APRU  but  explosive  growth  

poten'al  -­‐  High  ARPU  games  have  PvP  

elements  -­‐  Requires  Heavy  Community  

Promo'on  -­‐  Weibo/Forum  

-­‐  More  webgames  integrated  into  social  plaSorms  

-­‐  Leverage  on  exis'ng  networks  

Top  5  Tips  for  Facebook  Developers

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SELECT  ALL  FRIENDS TIP  #1  –  USER  ACQUISITION

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Select  All  Friends -­‐  Let  users  help  you  grow  the  game  with  1  click  

-­‐  Extra  coding  is  needed  to  make  “Select  All  Friends”  func'on,  but  it’s  worth  it!  

-­‐  Applicable  to  giM  (reten'on)  and  invite  (user  acquisi'on)  

-­‐  Double  the  viral  effect!  

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Invite  Requests

DAU

Select  All  Friends  implemented

Select  All  Friends

   Source:  6waves  Internal  Data,

INSTANT  COMPLETION TIP  #2  -­‐  MONETIZATION

Instant  Comple'on

•  “Finish  Instantly”  allows  players  to  use  Facebook  credits  to  complete  a  training  session  instantly.  

•  These  accelerators  are  priced  modestly  to  lower    the  barrier  to  purchase.  

Instant  Comple'on

DISCOUNTS  VS  BUY  1  GET  1  FREE TIP  #3  -­‐  MONETIZATION

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Price  Promo'on 50%  off   Buy  1  get  1  free  

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$2   Now  $1!  free  

Buy  1  Get  X  Free

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Timer  adds  urgency  for  users  to  buy  

Buy  1  Get  X  Free

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Revenue  

Date  (Days)

Buy  1  Get  2  Free  Events

No'ce  the  increased  frequency  of  promo'on  will  not  reduce  the  revenue  in  the  later  period

   Source:  6waves  Internal  Data,

$  VS  $$$  PAYMENT  PAGE  OPTIMIZATION

TIP  #4  -­‐  MONETIZATION

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Paying  Users  •  Now  they  are  interested  to  buy    …  help  make  it  easy  for  them!  

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Payment  Page  Op'miza'on

BEFORE  

How  to  increase  pay  rate  and  ARPU?  -­‐  Label  and  highlight  the  ‘Best  

Deal’  op'on  -­‐  Make  sure  the  ‘Best  Deal’  

op'on  is  above  the  fold  (visible  without  scrolling  down)  

-­‐  Give  away  special  items  when  players  buy  the  ‘Best  Deal’  package  

-­‐  Set  a  higher  threshold  for  the  cheapest  payment  op'on,  e.g.  US$2  (20  Facebook  Credit)  

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TRY  BEFORE  YOU  BUY TIP  #5  -­‐  MONETIZATION

Try  Before  You  Buy

Try  Before  You  Buy

Try  Before  You  Buy

SUMMARY  

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Going  Global Maximize  Revenue  Poten'al  of  the  Game  

Users  in  other  countries  may  also  like  the  game  

Leverage  Facebook  Global  Reach  That’s  900  million  users  

Work  with  Local  Partners  Know  the  differences  and  parallels  to  the  west  Expert  in  op'mizing  the  game  for  the  local  audience  Strong  Rela'onships  with  Local  PlaSorms  

               Local  Marke'ng  channels  +  Customer  Service  

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Library  of  Best  Prac'ces  from  6waves Reten'on   Viral  Features   Mone'za'on   Tutorial  Op'miza'on  

…  and  more!

Achievements  

Daily  Login  Bonus  

GiMing  System  

Fric'onless  Requests  

Help  from  Friends  

Power  of  Neighbors  

CraMing  System  

Point  of  Sales  

Consumable  Items  

Flow  Op'miza'on  

Magic  Arrows  

Educate  Players  to  Spend  

Thanks  

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BD  enquiries  bd@6waves.com      BD  Director  (Russia  and  Europe)  Alexey  Shcherbakov  alexey.shcherbakov@6waves.com