Getting Big on FacebookDan Laughlin • Executive Director, Business Development

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Agenda

§ 6waves Intro

§ Why Eastern Europe?

§ User Growth on Facebook

§ Q&A

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About Me

Dan Laughlin is the Executive Director of Business Development at 6waves Lolapps, where he is responsible for setting strategy and growing the company’s global portfolio of developer partnerships.

Since joining the 6waves Lolapps team in early 2011, Dan has played a key role in solidifying the company’s position as the largest publisher of independent games on Facebook. Prior to joining the company Dan worked at Microsoft Game Studios, where he gained a balanced understanding of game development via positions as a Lead Producer and a Senior Business Development Manager.

Dan also spent time at Thomson Reuters and MarketOne International. He holds an MBA from the Kellogg School of Management at Northwestern University, and a BA from the University of Colorado, Boulder.

About 6waves

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6waves Evolution

2008 2009 2010 2011

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6waves…

§ Is an established network with millions of users across 30+ Facebook games

§ Provides critical services to help independent social game developers grow and profit:

Distribution

Hosting Game Advisory

Marketing Localization

FLISO Game Engine

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Our Network Size

29 MILLION Monthly Active Users

4.6 MILLION Daily Active Users

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Top Games We Have Published6waves has helped scale many games across a range of genres

• Ravenskye 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

Peak 1M+ MAU Titles on Facebook:

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Our User Distribution

6waves maintains a geographically diverse user base

25%40%

35%

Why Eastern Europe?

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Why Eastern Europe / Russia

We See HUGE Opportunity Here!The region is: • Competitive• Talented• Efficient• Proven

6waves Partners in the region:• Game Insight• Vizor• Socialinus• Redspell

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Airport City from Game Insight

• Attractive theme, solid execution, and aggressive monetization

• Resulting in efficient cost-per-installs and impressive DARPU

• Allowing 6waves to spend tens of thousands USD per day to grow aggressively

Growing Your Game on Facebook

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Benefits of Big

§ Revenue Funnel§ Operational cashflow§ PR§ Raising Funding or

Getting Acquired

The benefits of being a big game (DAU & MAU) are clear

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Growing Fast

§ Cross-Promotion via an existing network§ Marketing Spend§ Localization / global distribution§ Leverage a known brand

There are a variety of ways to grow. In today’s super-competitive environment multiple tactics are often necessary

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Marketing Spend

§ Clear-cut, but expensive way to acquire users

§ Spend based on incoming revenue and/or LTV

§ Need to have the ability and willingness to spend big upfront

Facebook ad spending is effective, but increasingly expensive

Country Avg. CPC

New Zealand $0.68

United States $0.61

Denmark $0.58

Russia $0.57

South Africa $0.56

Norway $0.53

Brazil $0.50

United Kingdom $0.48

Australia $0.48

Ireland $0.48

Country Avg. CPC

New Zealand $1.63

Norway $1.60

Russia $1.59

Australia $1.54

Denmark $1.30

Japan $1.17

South Africa $1.16

United States $1.14

Netherlands $1.13

Ireland $1.12

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Click Exchange

Click exchanges are only effective on a small scale, as growth is bounded by the size of the game joining the exchange.

§ Developers can also buy credits to participate more actively in exchanges

§ Traffic quality from click exchanges should be monitored closely

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Publishing Agreements

§ Key Benefits• Network for cross-

promotion

• Publisher funds advertising

• Marketing efficiency

• Localization / regional knowledge

• Studio can focus on game development

§ Key Tradeoffs• Revenue share

• Exclusivity

• Competition for resources versus rest of portfolio

Publishing is an increasingly relevant model in social games. Developers must decide if the tradeoffs align with company goals

Established

Trying…

Starting Now…

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A Great Game

All of these methods are pointless if your game doesn’t retain users and monetize. So…go make GREAT games!!!

THANK YOU!Contact: bd@6waves.com