brian balfour presentation
TRANSCRIPT
6 MYTHS OF SOCIAL GAMING BEYOND FACEBOOK
Nov/Dec 2010
By Brian Balfour
2
• We are a leading social gaming publishing platform that delivers top tier content to high value networks worldwide. Focus on North America, Europe, and S. America audiences.
About viximo
Brian BalfourCo-Founder
VP, Product Marketing
http://viximo.comhttp://blog.viximo.comhttp://socialdegree.com
SOME OF OUR PARTNERS
3
FACEBOOK IS THE ONLY PLACE TO FIND A LARGE NUMBER OF USERS
SOCIAL GAMING MYTH
1 2 3 4 5 6
4
THERE IS A HUGE UNTAPPED OPPORTUNITY BEYOND FACEBOOK
Share of WW Top 100 Social Networks Audience 1.8 billion WW (incl. duplication)
Source: comScore Monthly Unique Visitors, May 2010
MySpace (6%), Orkut 3%), Hi5 (2%) & 7
others
Open platforms that reach a large audience in
aggregate, but individually too small
to be compelling.
StudiVZ, Multiply, Sonico, Tuenti & dozens of others
Over 100 networks with 2M+ WW users
each.
Closed platforms, not easily accessible by
developers.
Over 70% of Social Networking Audience Remains Untapped
1 2 3 4 5 6
5
1 2 3 4 5 6
USERS OUTSIDE OF FACEBOOK DON’T MONETIZE WELL
SOCIAL GAMING MYTH
6
Non-Facebook Users Monetize Well With a Little Bit of Effort
Viximo Social
Networks
$0.02 - $0.03* Avg. Daily Revenue per DAU
$0.05 - $0.07 Avg. Daily Revenue per DAU
*Source: Inside Virtual Goods Report, October 2009
1 2 3 4 5 6
<
Network Compared to Fbook
VZnet .75X - 1.5X
Mixi 3X - 4XOrkut .5X - .66X
VK.com .5X
7
A NETWORK WITH MORE MONTHLY UNIQUES = GREATER CHANCES OF A
SUCCESS
SOCIAL GAMING MYTH
1 2 3 4 5 6
8
ENGAGEMENT IS THE Largest Success Indicator For A Network
• Successful monetization goes beyond audience size and requires site engagement
• Smaller social networks perform better against such metricsFewer monthly unique users, but more connected and passionate audience
*Source: Viximo Game Developers Survey, May 2010
Success Ratio = Site DAUSite MAU
1 2 3 4 5 6
Network Rank Engagement1. Tuenti 41%2. NK.Pl 38%
3. VZnet 36%4. Hyves 36%5. Orkut 34%
6. Facebook 32%34. - Hi5 15.1%
35. - Myspace 14.8%
9
1 2 3 4 5 6
OPEN SOCIAL IS AN EASY & EFFICIENT WAY TO DISTRIBUTE OFF FACEBOOK
SOCIAL GAMING MYTH
10
Open Social Does not solve Network Fragmentation
*Source: Viximo Game Developers Survey, May 2010
• Not a uniform standard or complete APISignificant changes with each new version results in poorly performing reference implementations
• Ambiguous Support for Critical FeaturesLacks robust support for viral channels and virtual currency
• Only addresses technology aspect (poorly)Open Social technology only addresses small part of equationDevelopers still need to manage user acquisition, promotion, marketing.
• When asked*: “Open Social is succeeding at making it easier and more efficient to develop applications to run across multiple social networks”, 56% of developers answered Disagreed or Undecided.
1 2 3 4 5 6
11
DIFFERENT MARKETS DEMAND DIFFERENT GENRES OF SOCIAL GAMES
SOCIAL GAMING MYTH
1 2 3 4 5 6
12
NO MATTER WHERE YOU PLAY,PLAYERS ENJOY SIMILAR GENRES
*Source: Social Games Observer, November 2010
Location Germany Brazil Russia
Top Genres
1. Farming2. Virtual Pets
3. Fish4. Mafia5. Cafe
6. Arcade/Skill
1. Farming2. Virtual Pets
3. Cafe4. Arcade/Skill
5. Soccer6. Fish
7. City Building8. Poker.
9. Mafia RPG
1. Farming2. City Building
3. Mafia4. Mall/Fashion
5. Fish6. Virtual Pets7. City Building
8. Poker.9. Bar/Nightlife
1 2 3 4 5 6
13
ADDING FACEBOOK CONNECT MAKES YOUR SITE SOCIAL
SOCIAL GAMING MYTH
1 2 3 4 5 6
14
SOCIAL GAMING REQUIRES A NATIVE SOCIAL GRAPH
• Finding, adding, playing with, sending notifications to people you know is the appeal of social gaming experience
• Facebook Connect is a tempting “shortcut” to add social graph
• There needs to be social context around the game and site, not just the game itself.
1 2 3 4 5 6
15
6 REALITIES OF SOCIAL GAMING
*Source: Viximo Game Developers Survey, May 2010
1.THERE IS A HUGE UNTAPPED OPPORTUNITY BEYOND FACEBOOK
2.NON-FACEBOOK USERS MONETIZE JUST AS WELL
3.SOCIAL GAMING REQUIRES A NATIVE SOCIAL GRAPH
4.OPEN SOCIAL IS NOT WHAT WE’VE BEEN WAITING FOR
5.ENGAGEMENT IS THE KEY SUCCESS METRIC
6.NO MATTER WHERE YOU PLAY, PLAYERS ENJOY SIMILAR GAMES
16
QUESTIONS?
17
Brian K BalfourCo-Founder, VP Product Marketing
Thank you