Facebook and non-facebook social network gaming market analysis and forecast 2013 - 2018

1. Facebook vs. Non-Facebook Social Network
Ecosystem and Market Analysis 2013 – 2018
Gaming
http://mindcommerce.com/Publications/FBvsNonFB_SocialGaming_2013-2018.php
Published: Oct 2013
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Social network-based gaming has exploded within the last few years, led by the
dramatic rise of Facebook with hundreds of millions of users. Social gaming is
increasingly becoming a key focal point within the gaming community due in large part
to the higher average revenue per unit through monetization of global social networks,
local social networks, mobile social networks, and second screen social gaming.
At present, the fragmented nature of the industry is due largely to a lack of industry
recognition that the biggest change driver is user consumption preferences rather than
the specific games or platforms. We anticipate that the current trend of bite-size gameplay will transform to an ecosystem of hard-core social gamers consisting of free-toplay, “freemium”, and pure-paid models. Similarly local contents along with niche
market approach will be the key monetization and growth factors.
This research evaluates industry developments in social gaming, company and solution
analysis for major players, ecosystem assessment, global vs. regional market strategy
evaluation, and market projections. The report provides a comparative analysis
between Facebook vs. Non-Facebook social gaming as well as a breakdown of subcategories including local social networks and mobile social network gaming.
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Target Audience:
Social network companies
Mobile application developers
Wireless infrastructure suppliers
OTT application and service providers
Social entertainment application developers
Wireless carriers and other service providers
Online, mobile, casual, and console game companies
Companies in Report:
51.com
91 Wireless

2. Amazon
Ameba Pig
AppChina
Apple
Badoo
Baidu
Bebo
BlackPlanet
BlueBat Games
Chillingo
Come2Play
Crowdstar
Cuteacute
D.Cn Games
DeNA Mobage
Digital Chocolate
Disney
EA
Facebook
Fold.it
Friendster
Gaia Online
Gfan
Glu
Google
GoPlay
GREE
Habbo
Half the Sky Movement
HeyZap
Hi5
Hyves
Kaixin
KakaoTalk
Kik Messenger
Line
MeetMe
Microsoft
Millat
Millee Literacy Game
Mixi

3. MySpace
Nasza-Klasa
Netlog
Orkut
Perfspot
Playdom
PopCap Games
Qihoo 360
QQ Mobile
Raise the Village
RecycleBank
Renren
SinaWeibo
Sojo Studios
Sonico
SPENT
Tagged
Tango
Tencent
Tiltfactor Lab
Tuenti
Twitter
Ubisoft
Viximo
Vkontakte
VZ.Net
Wandoujia
WeChat
WhatsApp
Yahoo-Mobage
Yonja
Zalo
Zorpia
Zynga
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Key Findings:
By 2018, the Facebook gaming market is expected to reach $ 5.6 B USD globally on a
554 M gaming customer base whereas Non-Facebook social networking gaming market
is anticipated to represent a global $ 9.6 B USD market based on 692 M gamers
The Social casino genre and second-screen gaming on mobile social networks will be
key growth driver of the industry

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APAC will remain the market leader during the period followed by Latin America &
Europe
Report Benefits:
Identify which social gaming genres will be most successful at going mainstream
Learn why local social networks including mobile platform will be key growth drivers
Market sizing for Facebook vs. Non-Facebook over key regions during the period 2013 –
2018
Learn about the market for social network gaming across the regions driven by gamer
preferences over genres
Learn how traditional video games are going to merge with socially playable features
and create market disruption
Identify trends in emerging business models in social network gaming and the impacts
on mobile gaming development
In-depth analysis of Facebook ecosystem, genres, business models, LTV generation,
and initiatives for second screen space
Table of Contents:
1.0 EXECUTIVE SUMMARY 8
2.0 SOCIAL NETWORK GAMING OVERVIEW & TREND ANALYSIS 10
2.1 SOCIAL NETWOK GAMING LANDSCAPE REVIEW 2013 AND BEYOND 10
2.1.1 FACEBOOK SOCIAL NETWORKING PLATFORM 10
2.1.2 NON-FACEBOOK SOCIAL NETWORKS 10
2.1.3 MOBILE SOCIAL NETWORK GAMES 11
2.2 SOCIAL NETWORK GAMING AND BUILDING BLOCKS OF SUCCESSFUL SOCIAL
NETWORK GAME 11
2.3 IMPORTANCE OF MEANINGFUL GAMES IN SOCIAL NETWORK GAMING 14
2.3.1 BEJEWELED VS. LAYOFF GAME CASE: FUN VS. MEANING 14
2.3.2 KABUL KABOOM GAME CASE: LEARNING VS. INSPIRATIONAL VALUE 16
2.4 MARKET TREND ANALYSIS 16
2.4.1 MALE DOMINANCE AS HARDCORE SOCIAL GAMERS 17
2.4.2 GAME-PLAY SHIFTING TO MOBILE SPACE 17
2.4.3 GROWING DEMAND OF LOCAL CONTENT 18
2.4.4 SOCIAL NETWORK BATTLE AND EMERGING CROSS-PLATFORM GAMING 19
2.4.5 CHANGING MONETIZATION METHODS 20
2.4.6 SUCCESS OF FRANCHISING BUSINESS MODEL 21
2.4.7 MERGER & ACQUISITION FOSTERING GROWTH IN EMERGING MARKET 22
3.0 SOCIAL NETWORK GAMING BUSINESS MODEL ANALYSIS 23
3.1 VIRTUAL ITEMS AND MICRO TRANSACTIONS 23
3.2 IN-GAME AD / BRANDED GAMES 23
3.3 SUBSCRIPTION/BUNDLE PACK WITH VIRTUAL ITEMS TRADING 24

5. 3.4 IN-GAME AD / BRANDED GAME WITH IN-STORE BENEFITS 24
3.5 PREMIUM GAME WITH IN-STORE BENEFITS 24
3.6
3.7
3.8
4.0
CASINO / CLUB GAMBLING MODEL 25
USER GENERATED MODEL 25
RESEARCH & GAMIFICATION CENTRIC MODEL 26
SOCIAL NETWORK GAMING MARKET VS. OPPORTUNISTIC APPROACH ANALYSIS 27
4.1 GAMING INDUSTRY PEAK VS. NON-PEAK: A COMPARATIVE ANALYSIS 27
4.2 USER ACQUISITION APPROACH: WESTERN VS. JAPANESE & ASIAN APPROACH 28
4.3 REVENUE BATTLE BETWEEN DEVELOPERS VS. PUBLISHERS AND IMPACT ON
SOCIAL GAMER 29
4.4
4.5
4.6
4.7
IMPORTANCE OF APPLE AS CHANNEL PARTNER 30
GOOGLE & APPLE NAILS OVER CONNECTED CONSOLE AND WEARABLE DEVICES 31
INTEGRATED GOOGLE PLAY GAME SERVICE 31
MICROSOFT FOR INDIE SELF-PUBLISHER 32
4.8 DISNEY WITH VIDEO GAMING PLATFORM “INFINITY” 33
4.9 ZYNGA PLATFORM (ZYNGA.COM) 33
4.10 FACEBOOK MOBILE GAME PUBLISHING APPROACH 35
4.11 SOCIAL GAMIFICATION TREND AND BLUEBOX VS. GOPLAY CASE 35
4.12 CIVIC LEARNING: SATIRICAL PRISM GAME DATA DEALER CASE BY CUTEACUTE 37
4.13 MOBILE STRATEGY BLENDED WITH MOBILE SOCIAL GAME, SMS, & QR CODE:
RED BULL CASE 37
4.14 MICROSOFT BUZZ WITH AR GAMING GLASSES 38
5.0 NEXT GEN SOCIAL NETWORK GAME: BLENDING WITH REAL-WORLD GOOD DEED
40
5.1 VIRTUAL TO REAL-WORLD DONATION & SOCIAL ACTION: HALF THE SKY
MOVEMENT 40
5.2 RESEARCH FOR MANKIND & COMMUNITY PATENT: FOLDIT CASE 41
5.3 COMMUNITY AWARENESS: RECYCLEBANK CASE 42
5.4 EDUCATION & LITERACY: MILLEE LITERACY GAME CASE 43
5.5 POVERTY ALLEVIATION: SPENT CASE 44
5.6 CONSTRUCTING VILLAGE: RAISE THE VILLAGE CASE 44
5.7 CHARITIES FOR CHILDREN: WETOPIA CASE 45
5.8 CHARITIES FOR ANIMAL: JOY KINGDOM CASE 46
5.9 SOCIAL-GOODS FOCUSED GAMING: ZYNGA, SOJO STUDIOS, GRAMBLE, ONEHAZE,
& BUDGE 47
6.0 FACEBOOK VS. NON-FACEBOOK MARKET PROJECTIONS 2013 - 2018 49
6.1 FACEBOOK VS. NON-FACEBOOK SOCIAL NETWORK GAMING GLOBAL MARKET
VALUE 49
6.2 FACEBOOK VS. NON-FACEBOOK SOCIAL NETWORK GAMING MARKET SHARE 50
6.3 SOCIAL NETWORK GAMING MARKET VALUE IN REGIONS 50
6.4 SOCIAL NETWORK GAMING MARKET VALUE OF TOP 15 COUNTRIES VS. REST OF

6. THE WORLD 51
6.5 FACEBOOK VS. NON-FACEBOOK SOCIAL NETWORK GAMER GLOBAL PROJECTIONS
51
6.6 FACEBOOK VS. NON-FACEBOOK SOCIAL NETWORK GAMER MARKET SHARE 52
6.7 SOCIAL NETWORK GAMER PROJECTION IN REGIONS 53
6.8 SOCIAL NETWORK GAMER OF TOP 15 COUNTRIES VS. REST OF THE WORLD 54
6.9
7.0
7.1
7.2
SOCIAL NETWORK GAMING REAL ARPU 54
FACEBOOK SOCIAL GAMING ECOSYSTEM ANALYSIS 56
FACEBOOK MAU SPLIT OVER TOP 15 CONTRIES 56
FACEBOOK USER SHARE IN SEVEN CONTINETS 56
7.3
7.4
7.5
7.6
FACEBOOK USER NUMBER IN SEVEN CONTINENTS 57
FACEBOOK PENETRATION RATE BY CONTINENTS 57
HOW USERS INSTALL APPS FROM FACEBOOK PLATFORM? 58
GROWTH TREND OF FACEBOOK GAME GENRE 58
7.7 APP CENTER ANALYSIS FOR TOP-RATED SOCIAL GAME 59
7.7.1 GENRES VS. LEADING COMPANY VS. MAU AND COMPETITION ANALYSIS 59
7.7.2 GENRE VS. PER DAY ARPPU FROM FACEBOOK APP CENTRE 60
7.7.3 REGIONAL DISTRIBUTION OF TOP-RATED GAMES 61
7.7.4
7.7.5
7.7.6
7.7.7
REGIONAL DISTRIBUTION OF TOP-RATED GAMES 61
TRIVIA & WORLD GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 62
SPORTS GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 65
SIMULATION GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 68
7.7.8 STRATEGY GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 71
7.7.9 PUZZLE GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 74
7.7.10 HIDDEN OBJECT GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 76
7.7.11 FAMILY APPS GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 77
7.7.12 CARD GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 80
7.7.13 CASINO GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 81
7.7.14 ACTION GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 84
7.7.15 ADVENTURE AND RPG GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER
85
7.7.16 ARCADE GENRE GAMES BY REGION VS. COUNTRY VS. DEVELOPER 87
7.8 ZYNGA AND FACEBOOK INTERDEPENDENCY: A CRITICAL ANALYSIS 90
7.9 BUSINESS MODEL AND MARKET STRATEGY ANALYSIS 92
7.10 WHALES IN FACEBOOK GAME 93
7.11 LOCAL CURRENCY PAYMENTS API 94
7.12 ECOSYSTEM STATISTICS 95
7.13 GAMIFICATION TRAJECTORY 95
7.14 FACEBOOK IN MOBILE AND SOCIAL GAMING ERA 97
7.15 NEW MOBILE GAMING ADS IN FACEBOOK NOTIFICATION 99
7.16 FACEBOOK MOBILE PAYMENT SYSTEM “FACEBOOK BUY NOW” 100

7. 8.0 NON-FACEBOOK SOCIAL NETWORK GAMING ECOSYSTEM ANALYSIS 101
8.1 WHAT IS BEYOND FACEBOOK SOCIAL GAMING? 101
8.2 LOCAL SOCIAL NETWORK IN EMEA 101
8.2.1 HYVES IN NETHERLAND 102
8.2.2 TUENTI IN SPAIN 103
8.2.3 VKONTAKTE IN RUSSIA 104
8.2.4 VZ.NET IN GERMANY AND EXPANSION NETWORK IN FRANCE, ITALY, SPAIN AND
POLAND 105
8.2.5 YONJA IN TURKEY 106
8.2.6 NETLOG 106
8.2.7 NASZA-KLASA IN POLAND 107
8.3 LOCAL SOCIAL NETWORK IN AMERICAS 107
8.3.1 MEETME 107
8.3.2 ORKUT IN BRAZIL 108
8.3.3 SONICO 109
8.3.4 BLACKPLANET IN US 109
8.4 LOCAL SOCIAL NETWORK IN APAC 110
8.4.1 SINA WEIBO IN CHINA 110
8.4.2
8.4.3
8.4.4
8.4.5
TENCENT NETWORK IN CHINA: WEIBO, QZONE AND PENGYOU 111
RENREN IN CHINA 111
KAIXIN001 IN CHINA 112
51.COM IN CHINA 112
8.4.6
8.4.7
8.4.8
8.4.9
MIXI IN JAPAN 113
CYWORLD IN KOREA 114
IBIBO GAMES IN INDIA 115
MILLAT FACEBOOK IN PAKISTAN 115
8.4.10 YAHOO-MOBAGE IN JAPAN 116
8.4.11 AMEBA PIG IN JAPAN 116
8.5 SOCIAL NETWORK: GLOBAL IN NATURE 117
8.5.1 BEBO 117
8.5.2 TWITTER 117
8.5.3 AMAZON 118
8.5.4 ZORPIA 119
8.5.5 PERFSPOT 120
8.5.6 FRIENDSTER 120
8.5.7 GAIA ONLINE 121
8.5.8 BADOO 122
8.5.9 TAGGED 123
8.5.10 HI5 123
8.5.11 HABBO 123
8.5.12 COME2PLAY 124

8. 8.5.13 VIXIMO GAME NETWORK 124
8.6 EMERGING MOBILE SOCIAL GAMING NETWORK ANALYSIS 125
8.6.1
8.6.2
8.6.3
8.6.4
CHILLINGO 125
WECHAT & QQ MOBILE: INTEGRATED MOBILE GAMING PLATFORM 126
KAKAOTALK 127
LINE 128
8.6.5
8.6.6
8.6.7
8.6.8
91 WIRELESS 129
WHATSAPP 129
TANGO 130
KIK MESSENGER 130
8.6.9 ZALO 131
8.6.10 QIHOO 360 PLATFORM 131
8.6.11 WANDOUJIA 131
8.6.12 BAIDU APP STORE 132
8.6.13
8.6.14
8.6.15
8.6.16
APPCHINA 132
D.CN GAMES CENTER 133
GFAN 133
MOBAGE IN JAPAN 133
8.6.17 HEYZAP 134
9.0 CONCLUSIONS AND RECOMMENDATIONS 135
9.1 RECOMMENDATIONS FOR FACEBOOK AND NON-FACEBOOK SOCIAL NETWORKS
135
9.2 RECOMMENDATIONS FOR GAME DEVELOPERS AND/OR PUBLISHERS 136
9.3 RECOMMENDATIONS FOR BRANDS 137
List of Graphs
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1: GUI of Bejeweled 15
2: GUI of Layoff 15
3: GUI of Kabul Kaboom 16
4: Facebook MAU by top 14 Languages 19
5: McDonald Features Special events on Firmville 21
6: CSI Franchise Adaptation on Facebook 22
7: User Interface of Data Dealer Game 37
8: Leaked Image of AR Gaming Glasses 39
9: In-game Donation Opportunity for Brands and Gamers 41
10: Protein Puzzle and Social Ranking 42
11: Recycle – Redeem – Reward Quest 43
12: Literacy Game vs. Community Engagement 43
13: Money Flow in the Game 44
14: African Village Quest in the Game 45

9. Figure 15: Contribution for Children Education in WeTopia 46
Figure 16: Contribution for Animals in Joy Kingdom 47
Figure 17: Facebook vs. Non-Facebook Social Network Gaming Global Market Value
2013 - 2018 49
Figure 18: Facebook vs. Non-Facebook Social Network Gaming Market Share among
Total Social Gaming Market Value 50
Figure 19: Social Network Gaming Market value in Regions: APAC vs. North America vs.
Europe vs. South America vs. Africa 2013 – 2018 50
Figure 20: Facebook vs. Non-Facebook Social Network Gamer Global Projections 2013 –
2018 52
Figure 21: Facebook vs. Non-Facebook Social Network Gamer Market Share among
Global Social Network Gamers 53
Figure 22: Social Network Gamer Projection in Regions: APAC vs. North America vs.
Europe vs. Latin America vs. Africa 2013 – 2018 53
Figure
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Social Network Gaming Real ARPU 2013 – 2018 55
Facebook MAU by Top 15 Countries vs. % of Total MAU 2013 56
Facebook User Share by Seven Continents 2013 57
Facebook User Number in Seven Continents 2013 57
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Facebook Penetration Rate by Seven Continents 2013 58
App Install Percent by Viral vs. Cross Promo vs. Paid 2013 58
Growth Trend of Facebook Game Genre 2011 – 2013 59
Ranking of Leading Social Gaming Company and their MAU against 12 Genre
Categories on Facebook as of March 2013 59
Figure 31: Top-rated games by studios in regions as on March 2013: NA vs. Europe vs.
Asia vs. ME vs. SA vs. Australia 61
Figure 32: Payments and other Revenue for Facebook Q3 2010 – Q3 2012 91
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Distribution of Facebook’s Payment Revenue in Regions 2011 – 2013 92
Facebook Gaming ARPU from regions 2011 – 2013 92
Zynga DAU Trajectory 96
Connected Smartphone Statistics vs. Facebook 97
SongPop Cross-platform Game Display 98
Facebook Notification Ads for Game 99
Hyves Game Portal 103
Mixi Park with 3D Avatar Facility 114
Top 5 Free vs. Paid Downloaded Applications 119
Game on Zorpia group section 120
Games & Reward on Friendster 121
WE-LINK Mobile Social Game on Android 127
Accumulated Kakao Game Subscription 128
List of Tables

10. Table 1: Social Network Gaming Market Value by Top Countries 2013 – 2018 51
Table 2: Social Network Gamer Projection of Top 15 countries vs. Rest of the World
2013 - 2018 54
Table 3: Per Day ARPPU by Genre from Facebook App Centre 60
Table 4: Number of Gaming Apps in Facebook by Genres and Distribution in Asia vs. NA
vs. Europe vs. Australia vs. ME vs. SA 62
Table
Table
Table
Table
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Trivia & World Games by Region, Country and Industry Leader 62
Trivia & World Games by Developer and Country 65
Number of Sports Games by Region, Country and Industry Leader 66
Sports Games by Developer and Country 68
Table
Table
Table
Table
9: Simulation Games by Region, Country and Industry Leader 69
10: Simulation Games by Developer and Country 71
11: Strategy Games by Region, Country and Industry Leader 72
12: Strategy Games by Developer and Country 74
Table
Table
Table
Table
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Puzzle Games by Region, Country and Industry Leader 75
Puzzle Games by Developer and Country 76
Hidden Object Games by Region, Country and Industry Leader 77
Hidden Object Games by Developer & Country 77
Table
Table
Table
Table
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Number of Family Apps Games by Region, Country and Industry Leader 78
Family Apps Games by Developer & Country 80
Card Games by Region, Country and Industry Leader 80
Card Games by Developer and Country 81
Table
Table
Table
Table
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Casino Games by Region, Country and Industry Leader 81
Casino Games by Developer and Country 84
Action Games by Region, Country and Industry Leader 84
Action Games by Developer and Country 85
Table
Table
Table
Table
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RPG Games by Region, Country and Industry Leader 85
Adventure and RPG Games by Developer and Country 87
Games by Region, Country and Industry Leader 88
Arcade Games by Developer and Country 90
Contact: Kabir Ahmad, Email: kabir@mindcommerce.com