messenger gaming - new platform, new opportunities

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Messenger Gaming - New Platform, New Opportunities Tom Kinniburgh | Head of Developer Relations @ GameAnalytics @kinnth

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Page 1: Messenger Gaming - New Platform, New Opportunities

Messenger Gaming - New Platform, New Opportunities

Tom Kinniburgh | Head of Developer Relations @ GameAnalytics@kinnth

Page 2: Messenger Gaming - New Platform, New Opportunities

“iMessage is the glue that keeps me stuck to the iPhone”

http://www.theverge.com/2016/10/10/13225514/apple-iphone-cant-switch-pixel-android-imessage-addiction

“iMessage is the glue that keeps me stuck to the iPhone”

Lauren Goode, The Verge

Page 3: Messenger Gaming - New Platform, New Opportunities

“23 minutes and 23 Seconds”

https://www.similarweb.com/blog/messaging-apps

SimilarWeb, Report 2016

Page 4: Messenger Gaming - New Platform, New Opportunities
Page 5: Messenger Gaming - New Platform, New Opportunities
Page 6: Messenger Gaming - New Platform, New Opportunities
Page 7: Messenger Gaming - New Platform, New Opportunities
Page 8: Messenger Gaming - New Platform, New Opportunities

Every game requires two to play

Virality unlocked through phone book

Inherently Social

Page 9: Messenger Gaming - New Platform, New Opportunities

A New dedicated iMessage App Store

Relatively low number of developers

Huge feature potential

Blue Ocean

Page 10: Messenger Gaming - New Platform, New Opportunities

Engagement and Retention

Page 11: Messenger Gaming - New Platform, New Opportunities

Rel

ativ

e Se

ssio

n C

ount

Session Length (Seconds)

0 20 40 60 90 120 150 180 210 240 270 300

Session count

Messenger App Session Length

Page 12: Messenger Gaming - New Platform, New Opportunities

Rel

ativ

e Se

ssio

n C

ount

Session Length (Seconds)

0 20 40 60 90 120 150 180 210 240 270 300

Session count Session Count Messenger

Messenger App Session Length

Page 13: Messenger Gaming - New Platform, New Opportunities

Retention

Ret

entio

n (%

)

0.25

0.5

0.75

1

Days

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Retention Good Games (%)

Page 14: Messenger Gaming - New Platform, New Opportunities

Messenger Retention

Ret

entio

n (%

)

0.25

0.5

0.75

1

Days

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Retention Good Games (%) Retention Messenger Games (%)

Page 15: Messenger Gaming - New Platform, New Opportunities

Meet Game Pigeon

Page 16: Messenger Gaming - New Platform, New Opportunities

Good Bad

Page 17: Messenger Gaming - New Platform, New Opportunities

“Make every choicehave meaning”

Page 18: Messenger Gaming - New Platform, New Opportunities

Meet Battle Bash

Page 19: Messenger Gaming - New Platform, New Opportunities

Bad

Page 20: Messenger Gaming - New Platform, New Opportunities

“Start with highintensity”

Page 21: Messenger Gaming - New Platform, New Opportunities

Meet Cobi Hoops

Page 22: Messenger Gaming - New Platform, New Opportunities

Good

Page 23: Messenger Gaming - New Platform, New Opportunities

“Force short skilfulSessions”

Page 24: Messenger Gaming - New Platform, New Opportunities

Conclusion

Naturally viral and engaging platform

Relatively blue ocean compared to the App Store

Design short app sessions with meaning

Page 25: Messenger Gaming - New Platform, New Opportunities

Thanks!

Find out more at:

www.gameanalytics.comwww.mobilefreetoplay.com