http://www.games2win.com/

The F.A.C.E.B.O.O.K of Facebook

Insights

Name – Alok KejriwalCEO and Co-Founder, Games2win.comDate – 28th August 2009

Games2win• 25 million unique visitors (portal and network) – June comScore 2009

• Portal is in the top 50 in the world ( Zapak below 200, Miniclip is no 3)

• Traffic from India – 5%, USA – 30%, EU – 30%, China – 15%

• Business model – make 1 new game a day at the lowest cost on the planet, make everyone in the world who has Internet play it and make money from their eyeballs

• Venture funded by Clearstone and SVB – 6 months away to breakeven

How we spell Facebook

F = Friends. ▪ Sure, we know you have friends, but we are interested

in your friends friends…

▪ We launched a game called SuperMom as a stand aloneapp extension of our game on FB (Click here to view)

▪ In less than 2 months, we had traffic from over 120 countriesplaying the app, and interestingly a special and uniquegroups of young Muslim girls in Egypt, Syria,Jordan etc playing this game (Click here for Analysis)

▪ These are consumers we could not have befriended

▪ Go beyond the obvious when it comes to friends

A = Audiences. ▪ Facebook owns audiences. Period

comScore SNS scorecard

India Worldwide

▪ As a developer, attracting audiences is a very tough job.Let FB tackle that - you should be really getting yourcontent right

▪ Another piece of friendly advise – stop bothering with otherSNS platforms for the moment. Concentrate on gettingthis one right

  May-09 Jun-09 Jul-09Orkut 14,564 15,553 17,069Facebook 6465 6887 7472Ibibo 1485 1609 1562BigAdda 638 723 1015

  May-09 Jun-09 Jul-09Orkut 51184 51729 54562Facebook 316000 340011 369551Ibibo 2378 2610 2337BigAdda 1350 1037 1303

C = Content. ▪ We believe that a Mafia Wars or a Texas Hold ‘Em Up comes

after years of patience, lots of luck and first mover advantage.

▪ There is a large upside in getting the long term content story right!

▪ If it costs much lesser in India to develop content,why not ‘spray and pray’?

▪ Our strategy is to launch 20 new apps each month! (Click here)

▪ And get each of them to contribute – if we have a big hit, even better

E = Excitement (not engagement). ▪ Its all about excitement – engagement is a by product.

▪ Your app needs to make consumers feel good –beginning with themselves and then taking it to friends.

▪ From our point of view, its variety that we offer asexcitement (like a TV channel that refreshes content)and this is what brings consumers back, wanting more..

▪ Call to Action should be customized not generic. For each of our games we provide a special reason for friends to share. (Click to view)

B = Bottom Line! ▪ Unless you are a hobbyist, the ultimate test of any app is:

Cost of dev + hosting cost < Revenue

▪ First get your revenue plan sorted before you start development

▪ Simulate some revenue projections

▪ Ideas:

Advertising Inventory (not so hot)

Branded Apps – Indian clients love this (Apps on Orkut)

Micro-payments

O = Originality. ▪ Be original with your development. Who wants to play the

48th version of scrabble?

▪ Don’t launch apps for the sake of it!

▪ (Lil) Green Patch, Scrabulous, Mindjolt – all have beenfirst movers in a genre they created and later dominated

▪ Should the app be customized to FB?

Yes to take advantage of the unique environment

No if that’s not your core offering and just a brand extension

O = Outside works inside!▪ Just creating an app and ‘hoping’ that it runs away is like

hoping that one day Bangalore traffic will disappear

▪ Figure out how to ‘influence’ your app to start performing

▪ You need to be a great marketer as much as a developer!!

▪ We created simple ‘call to action’ thrusters for our apps:

Tell your friends you are playing (on site)

All our games get stolen…

Instead of fighting, we use that to our advantage

Invizible strip for FB that becomes visible on the Pirate site(Click here to view)

▪ Making the app was just part 1 – work harder to get it noticed

K= Kismat, Kismet, Kissmet,Kissmat.. And whatever else you may call it!

▪ You may have the best app, the best tech, the besteverything and still not make it

▪ There is no real science behind content and consumerentertainment content – it’s lots of luck, timing andsome great ideas coming together

▪ With our costs and overheads, no place better thanIndia to try, try, try again till you come out on top!

Contact me!

Alok@games2win.com

Or

Meet me on FB/Twitter/Linkedin