growing a hard core game on facebook - gdc europe 2013
Post on 13-Sep-2014
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Plarium is the second largest hard-core games developer on Facebook. Some of the popular titles include Stormfall and Soldiers Inc. In this talk I reviewed some of the techniques we used to grow our games on the platform such as utilizing Facebook's features, marketing techniques and so on. I also looked at some of the features and promotions we implemented and their effect on our revenues.TRANSCRIPT
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Growing a Hard-Core Game on Facebook
Leonard FrankelHead of Biz Dev, Plarium
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Company Overview●Established 4 summers ago●HQ in the start-up land Israel
● 3 studios world-wide● 350 employees & 70 open positions
Yes, I will share metrics
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Starting Up●First poker game in the Russian SNs
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2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000 Farmandia
RussiaFacebook
Time
Players (m)
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Plarium’s Strategy Games
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Plarium’s Strategy Games
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Plarium’s Strategy Games
1 19 37 55 73 91 109127145163181199217235 -
1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000
10,000,000
Improving Acceptance
Total DominationStormfall
Days
Players (m)
1 19 37 55 73 91 109127145163181199217235 -
1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000
10,000,000
Improving Acceptance
Total Domination
Days
Players (m)
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We’re on Facebook, now what?●Localize everything (Care for a hotdog?)
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We’re on Facebook, now what?●Localize everything (Care for a hotdog?)
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We’re on Facebook, now what?●Localize everything (Care for a hotdog?)●New countries – World bank, Facebook ads
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We’re on Facebook, now what?●Localize everything (Care for a hotdog?)●New countries – World bank, Facebook ads
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Increasing ROI●25 professionals in user acquisition●51 in supporting departments: Art, Development & BI and Support●Perfecting Facebook integration● Identifying gamers characteristics
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Sponsoring on Facebook●Open Graph
●Page posts
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Open Graph – Case Study●OG stories with emphasis on
● Achievements that players are proud of● Meaningful Actions and Objects
●January 2013 – 800k MAU● 13 million stories, 136 million impressions
●75% increase in viral users with Open Graph
200000500000800000
11000001400000
Total Domination - MAU
Open Graph integration
Players (m)
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Retargeting● Custom audiences
●Payers: “Your army awaits”, features●Non-payers are harder to lure back
●Action spec Targeting: games.plays
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Player Acquisition●CPIs are rising (Platform, Game’s age, Genre)●Facebook ARPDAU up 104.4% to 0.4$ - 0.5$
Jan-12Jan
-12Feb
-12Mar-
12Ap
r-12
May-12Jun
-12Jun
-12Jul-12Au
g-12Sep
-12Oct-
12Oct-
12Nov
-12Dec-
12Jan
-13Feb
-13Mar-
13Mar-
13Ap
r-13
May-13Jun
-13
Total Domination ARPDAU, $
ARPDAU, Moving Avg.
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Improving the Monetization
Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13
StormfallARPDAU
● PvP Element
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Improving the Monetization
Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13
StormfallARPDAU
● PvP Element● Holiday Promo
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Improving the Monetization
Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13
StormfallARPDAU
● PvP Element● Holiday Promo● Troops Revive
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Improving the Monetization
Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13
StormfallARPDAU
● PvP Element● Holiday Promo● Troops Revive● Immortal Guardians
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Improving the Monetization
Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13
StormfallARPDAU
● PvP Element● Holiday Promo● Troops Revive● Immortal Guardians● Holiday Promo
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Improving the Monetization
Date Nov-12Dec-12Dec-12 Jan-13 Jan-13 Feb-13 Feb-13 Mar-13 Mar-13 Apr-13 Apr-13 May-13May-13 Jun-13 Jun-13
StormfallARPDAU
● PvP Element● Holiday Promo● Troops Revive● Immortal Guardians● Holiday Promo● Legendary Heroes
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Offer Wall Performance ●Nano payments, performance varies●2.6% of total revenues●Doubled paying users up to 2%-3%