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5 things we can learn from mobile social games

Social Developer forum

April 2013

@jamescoops

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What are mobile social games?

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Some examples Resource   Match3  

Turn-­‐based  Sim/  Story  Card  Battle  

Puzzle    

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Mobile social games companies – not just zynga…

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BIG BUSINESS

Deal   Value  Open+ient   $104m  OMG  Pop   $180m  Funzio   $210m  Ngmoco   $400m  

100  

30  

15  

7  

Puzzles  &  Dragons  

Clash  of  Clans  

Anipang  

Tapped  Out  

Monthly  Revenues  $m   Valuations  $m  

Source:  Press  Reports,  Company  Data    

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“The  future  is  already  here  —  it's  just  not  very  evenly  distributed”  William  Gibson  

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5 Things we can learn from mobile social games

1.  In app purchase: A Hyper Efficient Business model 2.  Networks within networks 3.  Metrics 4.  Making mobile ads work 5.  Social hooks

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1. In-app Purchase – A hyper-efficient business model

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1. In-app Purchase – A hyper-efficient business model

Customer  Segment  

Social  &  Gifting  

Time  Constrained  

Competitive   Cash  Poor  

In-­‐App  Purchase  

Decorative  items  

More  Energy   Performance  enhancers  

Tasks  or  Ads  

Something  for  everyone  

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1. In-app Purchase – A hyper-efficient business model

Hacking  the  Demand  Curve  

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2. Networks within Networks

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3. metrics

MAUs

DAUs

MAUDAU

CPI

CPD

CPA

CPX

WTF

OMG

D + 1

D + 7

D + 30 “the  real  work  starts  when  you  launch  the  game  

and  you  start  analyzing  all  the  data  coming  in.”  

Cohorts

Segments

Funnels

Core Loops

ARPDAU

ARPMAU

LTV

Mike Lu, Product Director, GREE

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4. making mobile ads work

•  Reaches  300m  devices  per  month  

•  6bn  monthly  game  sessions  

•  Installed  on  12k  games  

•  Pro+itable  

•  $19m  raised  from  Sequoia    

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5. Social hooks

Invite  your  friends    

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5. Social hooks

+  Clans  

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5. Social Hooks

Total  integration  

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5 Things we can learn from mobile social games

1.  In app purchase: A Hyper Efficient Business model 2.  Networks within networks 3.  Metrics 4.  Making mobile ads work 5.  Social hooks

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The next facebook?

?

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The next apple?

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And beyond …

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For more  

http://mobyaf+iliates.com    

http://apppromotionsummit.com    

@mobyaf+iliates    

@apppromotion    

@jamescoops    

jamescoops@gmail.com