global opportunities for social games & tips for developers arthur chow coo arthur@6waves.com 1...

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Global Opportunities forSocial Games

& Tips for Developers

Arthur ChowCOO

arthur@6waves.com

Casual Connect Singapore 2012

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• About 6waves

• Global Opportunities

• Top 3 tips for developers

agenda

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ABOUT 6WAVES

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“The Largest Independent Publisher of

Social Games on Facebook”

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To Bring the Best Games to Users All Over the World

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Company Snapshot

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2008 Company founded in Hong Kong

#1 Independent publisher on Facebook

20mm Monthly Active Users on Facebook

2.9mm Daily Active Users on Facebook

120+ Games launched since 2009

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

6 Platforms

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Bringing Users and Developers Together Through Games

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Growth & Distribution

Real-Time Analytics

Localization

Social Platform

Cross Promotion

Engagement

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6waves Global Partners

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6waves and Singapore

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Well Diversified User Base

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30%

9%

30%

25%

3%

3%

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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: TownshipAstro GardenRavenskye 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

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User Acquisitions Strategy• Soft-launch with minimal

new users to secure the game stability and basic metrics review for optimization

• Once stable, turn on paid acquisition and cross promotion are the base for organic growth

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Source: 6waves Internal Data,

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Case Studies

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GLOBAL SOCIAL OPPORTUNITIES

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Global Social Networks

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Industry Reports• Growth in social games to come from:– games in newer genres on Facebook;– improving monetization of games on Facebook

• conversion rates (from free-users to paying users)• alternative monetization such as ads;

• Social games off Facebook including other social networks, and platforms– such as mobile, online, and console.

• Overall, we expect the worldwide social game market to grow at 30%

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Source: Lazard Capital Markets, Oct 2011

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Social/Mobile Represents the Highest Growth

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$ 50 Bn$ 8.4 Bn

Game Industry

2012

Social-Mobile

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Best Platform for Global Audience

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Source: www.socialbakers.com

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Selected Countries with Low Penetration

• India continues to grow with big market potential

• Japan penetration still low

• China continues to be blocked

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Country FB users penetration

1India 45,825,620 3.9%

2Indonesia 42,272,040 17.4%

3Egypt 10,669,020 13.3%

4Japan 8,700,080 6.9%

5South Korea 7,026,120 14.5%

6Pakistan 6,423,800 3.6%

7Russia 5,629,400 4.0%

8South Africa 4,583,480 9.3%

9Morocco 4,297,920 13.6%

10Nigeria 4,133,900 2.7%

China 510,920 0.04%

Source: www.socialbakers.com

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JAPAN

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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• Retention could be 2X – 5X

other countries• Users expectations high

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Case Study - Big Business

Big Business Ranked in Top 10 on Yahoo! mobage

Launched August, 201180,000 MAU27,000 DAUPlayrate 34%

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CHINA

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

potential- High ARPU games have PvP

elements- Requires Heavy Community

Promotion- Weibo/Forum

- More webgames integrated into social platforms

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Localization

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Take photo of games and post it to Weibo and

Qzone

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Top 3 Tips for Developers

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INSTANT COMPLETION

TIP #1 - MONETIZATION

• “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 Completion

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DISCOUNTS VS BUY 1 GET 1 FREE

TIP #2 - MONETIZATION

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Price Promotion50% off Buy 1 get 1 free

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$2 Now $1!free

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Buy 1 Get X Free

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Timer adds urgency for users to buy

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Buy 1 Get X Free

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Revenue

Date (Days)

Buy 1 Get 2Free Events

Notice the increased frequency of promotion will not reduce the revenue in the later period

Source: 6waves Internal Data,

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$ VS $$$PAYMENT PAGE OPTIMIZATION

TIP #3 - 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 Optimization

BEFORE

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

Deal’ option- Make sure the ‘Best Deal’

option is above the fold (visible without scrolling down)

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

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TRY BEFORE YOU BUY

BONUS TIP - MONETIZATION

Try Before You Buy

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Try Before You Buy

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Try Before You Buy

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Library of Best Practices from 6wavesRetention Viral Features Monetization Tutorial Optimization

… and more!

Achievements

Daily Login Bonus

Gifting System

Frictionless Requests

Help from Friends

Power of Neighbors

Crafting System

Point of Sales

Consumable Items

Flow Optimization

Magic Arrows

Educate Players to Spend

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SUMMARY

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Going GlobalMaximize Revenue Potential of the Game

Users in other countries may also like the game

Leverage Facebook Global ReachThat’s 900 million usersBut other country networks could be low hanging fruit

Work with Local PartnersExpert in optimizing the game for the local audienceStrong Relationships with Local Platforms

Local Marketing channels + Customer Service

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Thanks & See Us @ Booth

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BD enquiriesbd@6waves.com

BD Director, AsiaGene Soogene.soo@6waves.com