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Global	
  Opportuni.es	
  	
  
&	
  Tips	
  on	
  Facebook
      Flash	
  Gamm	
  
    Moscow	
  May	
  2012	
  

               Arthur	
  Chow	
  
               COO,	
  6waves	
  
        	
  
                   Confiden'al
      1
g n a
a e d
        •  About	
  6waves	
  
        •  Global	
  Gaming	
  Opportuni6es	
  
        •  Top	
  5	
  6ps	
  for	
  developers	
  




                           Confiden'al
                2
ABOUT	
  6WAVES




        Confiden'al
   3
“The Largest Independent
        Publisher of
Social Games on Facebook”




          Confiden'al
        4
Company Snapshot

   #1   Independent publisher on Facebook



20mm    Monthly Active Users on Facebook



2.9mm   Monthly Active Users on Facebook



 120+   Games launched since 2009



    5   Global presence (Hong Kong | San Francisco | Tokyo | Beijing | Moscow)



    6   Platforms




                                                                                 5
Bringing	
  Users	
  and	
  Developers	
  	
  
        Together	
  Through	
  Games	
  



                           Social Platform


 Growth &        Cross                  Real-Time
                           Engagement               Localization
Distribution   Promotion                Analytics




                               6
6waves	
  Global	
  Partners	
  




            Confiden'al
            7
Top	
  Games	
  that	
  6waves	
  Published	
  
6w	
  has	
  helped	
  scale	
  many	
  games	
  across	
  a	
  
range	
  of	
  genres	
  
	
  
Peak	
  1M+	
  MAU	
  Titles	
  on	
  Facebook:	
  	
  
§ 	
  Township	
                  § Kingdoms	
  of	
  Camelot	
  	
  
§ Astro	
  Garden	
               § Animal	
  Paradise	
  
§ Ravenskye	
  City	
             § 	
  Resort	
  World	
  
§ 	
  Airport	
  City	
           § 	
  Simply	
  Hospital	
  
§ 	
  Zombie	
  Island	
          § 	
  Big	
  Business	
  
§ 	
  Baby	
  &	
  Me	
           § 	
  Birdland	
  	
  
§ 	
  Mystery	
  Manor	
          § 	
  Legacy	
  of	
  Rome	
  
§ 	
  Ravenwood	
  Fair	
         § 	
  Spartacus:	
  The	
  Game	
  
§ 	
  	
  Mall	
  World	
         § 	
  My	
  Fishbowl	
  	
  
	
  
                                            Confiden'al
                   8
6waves	
  Network	
  Cross-­‐Promo	
  
        Cross	
  Promo	
  Bar




                  Banner




                    Tab




                         Confiden'al
      9
User	
  Acquisi'ons	
  Strategy
      •  SoM-­‐launch	
  with	
  minimal	
                  •  Once	
  stable,	
  turn	
  on	
  paid	
  
         new	
  users	
  to	
  secure	
  the	
                 acquisi'on	
  and	
  cross	
  
         game	
  stability	
  and	
  basic	
                   promo'on	
  are	
  the	
  base	
  for	
  
         metrics	
  review	
  for	
                            organic	
  growth	
  
         op'miza'on	
  




	
  
	
  
Source:	
  6waves	
  Internal	
  Data,

                                                   Confiden'al
                                             10
Case	
  Studies	
  




     Confiden'al
      11
GLOBAL	
  SOCIAL	
  OPPORTUNITIES	
  




          Confiden'al
                   12
Global Social Networks




               Confiden'al
   13
Best	
  PlaSorm	
  for	
  Global	
  Audience	
  




Source:	
  www.socialbakers.com	
  

                                      Confiden'al
           14
Selected	
  Countries	
  with	
  Low	
  Penetra'on	
  
	
           Country                   FB	
  users                                           penetra.on
                                                                                                             •  India	
  con'nues	
  to	
  grow	
  
           1 India                     	
  	
  	
  	
  	
  	
  45,825,620	
                          3.9%       with	
  big	
  market	
  poten'al	
  
           2 Indonesia                 	
  	
  	
  	
  	
  	
  42,272,040	
                         17.4%
           3 Egypt                     	
  	
  	
  	
  	
  	
  10,669,020	
                         13.3%
                                                                                                             •  Japan	
  penetra'on	
  s'll	
  
           4 Japan                     	
  	
  	
  	
  	
  	
  	
  	
  8,700,080	
                   6.9%       low	
  
           5 South	
  Korea            	
  	
  	
  	
  	
  	
  	
  	
  7,026,120	
                  14.5%
           6 Pakistan                  	
  	
  	
  	
  	
  	
  	
  	
  6,423,800	
                   3.6%
                                                                                                             •  China	
  con'nues	
  to	
  be	
  
           7 Russia                    	
  	
  	
  	
  	
  	
  	
  	
  5,629,400	
                   4.0%       blocked	
  
           8 South	
  Africa           	
  	
  	
  	
  	
  	
  	
  	
  4,583,480	
                   9.3%
           9 Morocco                   	
  	
  	
  	
  	
  	
  	
  	
  4,297,920	
                  13.6%
          10 Nigeria                   	
  	
  	
  	
  	
  	
  	
  	
  4,133,900	
                   2.7%
	
           	
                        	
                                                    	
  
	
           China                     	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  510,920	
            0.04%



       Source:	
  www.socialbakers.com	
  

                                                                                                    Confiden'al
                                   15
Japan	
Japan
•  Game-­‐friendly	
  society	
  (than	
  the	
            Tokyo,	
  Japan	
  
   West)	
  
•  Fast,	
  reliable	
  internet	
  infrastructure	
  
•  Mobile	
  Country	
  
•  100+	
  MM	
  SNS/social	
  	
  game	
  users	
  
•  ARPU	
  could	
  be	
  5X	
  –	
  10X	
  other	
  
   countries	
  
•  Reten'on	
  could	
  be	
  2X	
  –	
  5X	
  other	
  
   countries	
  
•  Users	
  expecta'ons	
  high	
  
China 	
China
-­‐    800+	
  MM	
  social	
  network	
  users	
  	
  
-­‐    Lower	
  APRU	
  but	
  explosive	
  growth	
  
       poten'al	
                                         Beijing,	
  China	
  
-­‐    High	
  ARPU	
  games	
  have	
  PvP	
  
       elements	
  
-­‐    Requires	
  Heavy	
  Community	
  
       Promo'on	
  
          -­‐  Weibo/Forum	
  
-­‐    More	
  webgames	
  integrated	
  into	
  
       social	
  plaSorms	
  
-­‐    Leverage	
  on	
  exis'ng	
  networks	
  
Top	
  5	
  Tips	
  for	
  
Facebook	
  Developers



            Confiden'al
          18
TIP	
  #1	
  –	
  USER	
  ACQUISITION
SELECT	
  ALL	
  FRIENDS




              Confiden'al
                19
Select	
  All	
  Friends
-­‐  Let	
  users	
  help	
  you	
  grow	
  
     the	
  game	
  with	
  1	
  click	
  
-­‐  Extra	
  coding	
  is	
  needed	
  to	
  
     make	
  “Select	
  All	
  
     Friends”	
  func'on,	
  but	
  
     it’s	
  worth	
  it!	
  
-­‐  Applicable	
  to	
  giM	
  
     (reten'on)	
  and	
  invite	
  
     (user	
  acquisi'on)	
  
-­‐  Double	
  the	
  viral	
  effect!	
  

                                         Confiden'al
   20
Select	
  All	
  Friends
                                                    Select	
  All	
  Friends	
  
                                                    implemented

Invite	
  
Requests




  DAU




 	
  
 	
  
 Source:	
  6waves	
  Internal	
  Data,

                                                   Confiden'al
                     21
TIP	
  #2	
  -­‐	
  MONETIZATION
INSTANT	
  COMPLETION
Instant	
  Comple'on
Instant	
  Comple'on

•  “Finish	
  Instantly”	
  
   allows	
  players	
  to	
  use	
  
   Facebook	
  credits	
  to	
  
   complete	
  a	
  training	
  
   session	
  instantly.	
  

•  These	
  accelerators	
  are	
  
   priced	
  modestly	
  to	
  
   lower	
  	
  the	
  barrier	
  to	
  
   purchase.	
  
TIP	
  #3	
  -­‐	
  MONETIZATION
DISCOUNTS	
  VS	
  BUY	
  1	
  GET	
  1	
  FREE




                 Confiden'al
                       25
Price	
  Promo'on
    50%	
  off	
                         Buy	
  1	
  get	
  1	
  free	
  




$2	
     Now	
  $1!	
  
                                        free	
  




                          Confiden'al
                                      26
Timer	
  adds	
  
                         Buy	
  1	
  Get	
  X	
  Free
urgency	
  for	
  
users	
  to	
  buy	
  




                                   Confiden'al
           27
Buy	
  1	
  Get	
  X	
  Free



Revenue	
  

                                                                                             Buy	
  1	
  Get	
  2	
  
                                                                                             Free	
  Events



                                          No'ce	
  the	
  increased	
  frequency	
  of	
  
                                          promo'on	
  will	
  not	
  reduce	
  the	
  
                                          revenue	
  in	
  the	
  later	
  period

	
  
	
                                                                Date	
  (Days)
Source:	
  6waves	
  Internal	
  Data,

                                                                     Confiden'al
                                   28
TIP	
  #4	
  -­‐	
  MONETIZATION
$	
  VS	
  $$$	
  
PAYMENT	
  PAGE	
  OPTIMIZATION




            Confiden'al
             29
Paying	
  Users	
  
•  Now	
  they	
  are	
  interested	
  to	
  buy	
  	
  …	
  help	
  make	
  it	
  
   easy	
  for	
  them!	
  




                                    Confiden'al
                                   30
Payment	
  Page	
  Op'miza'on




                      BEFORE	
  
How	
  to	
  increase	
  pay	
  rate	
  and	
  
         ARPU?	
  
         -­‐  Label	
  and	
  highlight	
  the	
  ‘Best	
  
              Deal’	
  op'on	
  
         -­‐  Make	
  sure	
  the	
  ‘Best	
  Deal’	
  
              op'on	
  is	
  above	
  the	
  fold	
  
              (visible	
  without	
  scrolling	
  
              down)	
  
         -­‐  Give	
  away	
  special	
  items	
  
              when	
  players	
  buy	
  the	
  ‘Best	
  
              Deal’	
  package	
  
         -­‐  Set	
  a	
  higher	
  threshold	
  for	
  the	
  
              cheapest	
  payment	
  op'on,	
  
              e.g.	
  US$2	
  (20	
  Facebook	
  
              Credit)	
  
Confiden'al
                                                 32
TIP	
  #5	
  -­‐	
  MONETIZATION
TRY	
  BEFORE	
  YOU	
  BUY
Try	
  Before	
  You	
  Buy
Try	
  Before	
  You	
  Buy
Try	
  Before	
  You	
  Buy
SUMMARY	
  




        Confiden'al
   37
Going	
  Global	
Maximize	
  Revenue	
  Poten'al	
  of	
  the	
  Game	
  
        Users	
  in	
  other	
  countries	
  may	
  also	
  like	
  the	
  game	
  


Leverage	
  Facebook	
  Global	
  Reach	
  
        That’s	
  900	
  million	
  users	
  


Work	
  with	
  Local	
  Partners	
  
                                Know	
  the	
  differences	
  and	
  parallels	
  to	
  the	
  west	
  
                                Expert	
  in	
  op'mizing	
  the	
  game	
  for	
  the	
  local	
  audience	
  
                                Strong	
  Rela'onships	
  with	
  Local	
  PlaSorms	
  
	
  	
  	
  	
  	
  	
  	
  	
  Local	
  Marke'ng	
  channels	
  +	
  Customer	
  Service	
  
Library	
  of	
  Best	
  Prac'ces	
  from	
  6waves
   Reten'on	
                  Viral	
  Features	
                    Mone'za'on	
                  Tutorial	
  Op'miza'on	
  




  Achievements	
              Fric'onless	
  Requests	
                CraMing	
  System	
               Flow	
  Op'miza'on	
  




Daily	
  Login	
  Bonus	
      Help	
  from	
  Friends	
                 Point	
  of	
  Sales	
              Magic	
  Arrows	
  




  GiMing	
  System	
          Power	
  of	
  Neighbors	
              Consumable	
  Items	
          Educate	
  Players	
  to	
  Spend	
  

                                                 …	
  and	
  more!
                                                        Confiden'al
                                                                  39
Thanks	
  
BD	
  enquiries	
  
bd@6waves.com	
  	
  
	
  
BD	
  Director	
  (Russia	
  and	
  Europe)	
  
Alexey	
  Shcherbakov	
  
alexey.shcherbakov@6waves.com	
  




              Confiden'al

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6waves: Key metrics and benchmarks for Facebook games

  • 1. Global  Opportuni.es     &  Tips  on  Facebook Flash  Gamm   Moscow  May  2012   Arthur  Chow   COO,  6waves     Confiden'al 1
  • 2. g n a a e d •  About  6waves   •  Global  Gaming  Opportuni6es   •  Top  5  6ps  for  developers   Confiden'al 2
  • 3. ABOUT  6WAVES Confiden'al 3
  • 4. “The Largest Independent Publisher of Social Games on Facebook” Confiden'al 4
  • 5. Company Snapshot #1 Independent publisher on Facebook 20mm Monthly Active Users on Facebook 2.9mm Monthly Active Users on Facebook 120+ Games launched since 2009 5 Global presence (Hong Kong | San Francisco | Tokyo | Beijing | Moscow) 6 Platforms 5
  • 6. Bringing  Users  and  Developers     Together  Through  Games   Social Platform Growth & Cross Real-Time Engagement Localization Distribution Promotion Analytics 6
  • 7. 6waves  Global  Partners   Confiden'al 7
  • 8. Top  Games  that  6waves  Published   6w  has  helped  scale  many  games  across  a   range  of  genres     Peak  1M+  MAU  Titles  on  Facebook:     §   Township   § Kingdoms  of  Camelot     § Astro  Garden   § Animal  Paradise   § Ravenskye  City   §   Resort  World   §   Airport  City   §   Simply  Hospital   §   Zombie  Island   §   Big  Business   §   Baby  &  Me   §   Birdland     §   Mystery  Manor   §   Legacy  of  Rome   §   Ravenwood  Fair   §   Spartacus:  The  Game   §     Mall  World   §   My  Fishbowl       Confiden'al 8
  • 9. 6waves  Network  Cross-­‐Promo   Cross  Promo  Bar Banner Tab Confiden'al 9
  • 10. User  Acquisi'ons  Strategy •  SoM-­‐launch  with  minimal   •  Once  stable,  turn  on  paid   new  users  to  secure  the   acquisi'on  and  cross   game  stability  and  basic   promo'on  are  the  base  for   metrics  review  for   organic  growth   op'miza'on       Source:  6waves  Internal  Data, Confiden'al 10
  • 11. Case  Studies   Confiden'al 11
  • 12. GLOBAL  SOCIAL  OPPORTUNITIES   Confiden'al 12
  • 13. Global Social Networks Confiden'al 13
  • 14. Best  PlaSorm  for  Global  Audience   Source:  www.socialbakers.com   Confiden'al 14
  • 15. Selected  Countries  with  Low  Penetra'on     Country FB  users penetra.on •  India  con'nues  to  grow   1 India            45,825,620   3.9% with  big  market  poten'al   2 Indonesia            42,272,040   17.4% 3 Egypt            10,669,020   13.3% •  Japan  penetra'on  s'll   4 Japan                8,700,080   6.9% low   5 South  Korea                7,026,120   14.5% 6 Pakistan                6,423,800   3.6% •  China  con'nues  to  be   7 Russia                5,629,400   4.0% blocked   8 South  Africa                4,583,480   9.3% 9 Morocco                4,297,920   13.6% 10 Nigeria                4,133,900   2.7%           China                    510,920   0.04% Source:  www.socialbakers.com   Confiden'al 15
  • 16. Japan Japan •  Game-­‐friendly  society  (than  the   Tokyo,  Japan   West)   •  Fast,  reliable  internet  infrastructure   •  Mobile  Country   •  100+  MM  SNS/social    game  users   •  ARPU  could  be  5X  –  10X  other   countries   •  Reten'on  could  be  2X  –  5X  other   countries   •  Users  expecta'ons  high  
  • 17. China  China -­‐  800+  MM  social  network  users     -­‐  Lower  APRU  but  explosive  growth   poten'al   Beijing,  China   -­‐  High  ARPU  games  have  PvP   elements   -­‐  Requires  Heavy  Community   Promo'on   -­‐  Weibo/Forum   -­‐  More  webgames  integrated  into   social  plaSorms   -­‐  Leverage  on  exis'ng  networks  
  • 18. Top  5  Tips  for   Facebook  Developers Confiden'al 18
  • 19. TIP  #1  –  USER  ACQUISITION SELECT  ALL  FRIENDS Confiden'al 19
  • 20. Select  All  Friends -­‐  Let  users  help  you  grow   the  game  with  1  click   -­‐  Extra  coding  is  needed  to   make  “Select  All   Friends”  func'on,  but   it’s  worth  it!   -­‐  Applicable  to  giM   (reten'on)  and  invite   (user  acquisi'on)   -­‐  Double  the  viral  effect!   Confiden'al 20
  • 21. Select  All  Friends Select  All  Friends   implemented Invite   Requests DAU     Source:  6waves  Internal  Data, Confiden'al 21
  • 22. TIP  #2  -­‐  MONETIZATION INSTANT  COMPLETION
  • 24. Instant  Comple'on •  “Finish  Instantly”   allows  players  to  use   Facebook  credits  to   complete  a  training   session  instantly.   •  These  accelerators  are   priced  modestly  to   lower    the  barrier  to   purchase.  
  • 25. TIP  #3  -­‐  MONETIZATION DISCOUNTS  VS  BUY  1  GET  1  FREE Confiden'al 25
  • 26. Price  Promo'on 50%  off   Buy  1  get  1  free   $2   Now  $1!   free   Confiden'al 26
  • 27. Timer  adds   Buy  1  Get  X  Free urgency  for   users  to  buy   Confiden'al 27
  • 28. Buy  1  Get  X  Free Revenue   Buy  1  Get  2   Free  Events No'ce  the  increased  frequency  of   promo'on  will  not  reduce  the   revenue  in  the  later  period     Date  (Days) Source:  6waves  Internal  Data, Confiden'al 28
  • 29. TIP  #4  -­‐  MONETIZATION $  VS  $$$   PAYMENT  PAGE  OPTIMIZATION Confiden'al 29
  • 30. Paying  Users   •  Now  they  are  interested  to  buy    …  help  make  it   easy  for  them!   Confiden'al 30
  • 32. How  to  increase  pay  rate  and   ARPU?   -­‐  Label  and  highlight  the  ‘Best   Deal’  op'on   -­‐  Make  sure  the  ‘Best  Deal’   op'on  is  above  the  fold   (visible  without  scrolling   down)   -­‐  Give  away  special  items   when  players  buy  the  ‘Best   Deal’  package   -­‐  Set  a  higher  threshold  for  the   cheapest  payment  op'on,   e.g.  US$2  (20  Facebook   Credit)   Confiden'al 32
  • 33. TIP  #5  -­‐  MONETIZATION TRY  BEFORE  YOU  BUY
  • 37. SUMMARY   Confiden'al 37
  • 38. Going  Global Maximize  Revenue  Poten'al  of  the  Game   Users  in  other  countries  may  also  like  the  game   Leverage  Facebook  Global  Reach   That’s  900  million  users   Work  with  Local  Partners   Know  the  differences  and  parallels  to  the  west   Expert  in  op'mizing  the  game  for  the  local  audience   Strong  Rela'onships  with  Local  PlaSorms                  Local  Marke'ng  channels  +  Customer  Service  
  • 39. Library  of  Best  Prac'ces  from  6waves Reten'on   Viral  Features   Mone'za'on   Tutorial  Op'miza'on   Achievements   Fric'onless  Requests   CraMing  System   Flow  Op'miza'on   Daily  Login  Bonus   Help  from  Friends   Point  of  Sales   Magic  Arrows   GiMing  System   Power  of  Neighbors   Consumable  Items   Educate  Players  to  Spend   …  and  more! Confiden'al 39
  • 40. Thanks   BD  enquiries   bd@6waves.com       BD  Director  (Russia  and  Europe)   Alexey  Shcherbakov   alexey.shcherbakov@6waves.com   Confiden'al