casual connect kyiv 2011
DESCRIPTION
A presentation I gave at Casual Connect in Kyiv on the challenges east European and Russian developers face when entering the Facebook game space.TRANSCRIPT
AGENDA
Background
Current Situation
Why?
What to Do
Summary
LLOYD MELNICK
fiveonenine games
STRONG LOCALLY
BUT ALSO STRONG ON OTHER NETWORKS
Germany Brazil Netherlands Spain
NOT ON FACEBOOK
No App in top-75
Top East European/Russian publisher is 64
Multiple Asian, Turkish and west European publishers ranked higher
EXTENSIVE MARKETING DEMANDS
No equivalent of Big Fish
Need to attract users yourself
Major players spend over $4 million/month on a hit game
BIG PLAYERS HAVE HUGE USER BASE
261 Million MAU
102 Million MAU
29 Million MAU
DEV COSTS ORDER OF MAGNITUDE GREATER
$1 million to $2 million for top-10 game
$100k-$250k monthly maintenance
Cost differential does not compensate
ANALYTICS FOCUSED
Games built around
analytics
Designer has secondary
role
DIFFICULT TRANSITION FOR WESTERN
COMPANIES AS WELL
FAIL
Playfish
Ubi Soft
EA initially
Big Fish
CO-PRODUCTION MODEL IS A PROVEN WINNER
EE Team
US Partner
Hit Game
LICENSE A STRONG BRAND
• Over 4 million MAU and 1 million DAU with no advertisingSmurfs
• Top-5 Fastest Growing Every week since launchDirty Dancing
• Most recent Zynga gameIndiana Jones
• Just launched by CBSThe Big Bang
Theory
LICENSE YOUR IP
REPLICATE WOOGA’S SUCCESS
Bet it all on Facebook
Raise money
REPLICATE MERSCOM’S SUCCESS
Leverage strong IP
Co-production
Media partners help with
promotion
Pick The
Right
Partner
THANK YOU
Twitter: Lloyd Melnick
http://lloydmelnick.com/