global opportunities for social games & tips for developers arthur chow coo [email protected] 1...
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Global Opportunities forSocial Games
& Tips for Developers
Arthur ChowCOO
Casual Connect Singapore 2012
Confidential. All Rights Reserved.
Confidential 2
• 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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