1. Global Domination for Your
Social and Mobile Games
Sociality Rocks! Kyiv 2012
Stephen Lee, Executive Director, Business Development
Confidential

2. • About 6waves
• Global Social Opportunities
• Asia
– Japan and China
• Insights for Developers
• Summary
Confidential All Rights Reserved. 2

3. ABOUT 6WAVES
Confidential All Rights Reserved. 3

4. “The Largest Independent
Publisher of Social Games on
Facebook”
Confidential All Rights Reserved. 4

5. “To Bring the “To Bring
Best Games to Global Gamers
Users All Over to our Partners
the World” Games”
Confidential All Rights Reserved. 5

6. Company Snapshot
2008 Company founded in Hong Kong
#1 Independent publisher on Facebook
15mm Monthly Active Users on Facebook
2.5mm Daily Active Users on Facebook
130+ Games launched since 2009
5 Global teams (Hong Kong | San Francisco | Tokyo | Beijing | Moscow)
6 Platforms
All Rights Reserved. 6

7. Bringing Users and Developers
Together Through Games
Social Platform
Growth & Cross Real-Time
Engagement Localization
Distribution Promotion Analytics
7
All Rights Reserved.

8. Well Diversified User Base
30% 30%
25%
3%
9%
3%
Confidential All Rights Reserved. 8

9. 6waves Global Partners
Confidential All Rights Reserved. 9

10. 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
Confidential All Rights Reserved. 10

11. User Acquisition Strategy
• Soft-launch with minimal • Once stable, turn on paid
new users to secure the acquisition and cross
game stability and basic promotion are the base for
metrics review for organic growth
optimization
Source: 6waves Internal Data,
Confidential All Rights Reserved. 11

12. Case Studies
Confidential All Rights Reserved. 12

13. GLOBAL SOCIAL OPPORTUNITIES
Confidential 13

14. Industry Reports
• Growth in social games to come from:
– games in newer genres on Facebook;
– improving monetization of games on Facebook
• conversion rates (from free-users to paying users)
• alternative monetization such as ads;
• Social games off Facebook including other social
networks, and platforms
– such as mobile, online, and console.
• Overall, we expect the worldwide social game market
to grow at 30%
Source: Lazard Capital Markets, Oct 2011
Confidential All Rights Reserved. 14

15. Social/Mobile Represents the Highest Growth
Game
Social- $ 8.4
Industry
2012 $ 50 Bn Mobile Bn
Confidential All Rights Reserved. 15

16. Reaching the Social Gamers
Confidential. All Rights Reserved. 16

17. Best Platform for Global Audience
Over 900mm users…and counting
Confidential All Rights Reserved. 17

18. Confidential. All Rights Reserved. 18

19. Confidential. All Rights Reserved. 19

20. Confidential. All Rights Reserved. 20

21. What About Asia?
• 3,879,740,877 Asia Population
• 1,016,799,076 Internet Users
SOURCES: INTERNET WORLD STATS ACCESSED Dec 2011; www.socialbakers.com
Confidential. All Rights Reserved. 21

22. Selected Countries with Low Penetration
• Japan penetration still
low
• China continues to be
blocked
Source: www.socialbakers.com
Confidential All Rights Reserved. 22

23. JAPAN
Confidential All Rights Reserved. 23

24. Japan
The Opportunity
• Game-friendly society
• Fast, reliable internet
infrastructure
• Mobile Country
• 100+ MM SNS/social
game users
• ARPU could be 5X – 10X
other countries
• Retention could be 2X –
5X other countries
• 11 games launched by
6waves
All Rights Reserved.

25. Japan
The Challenge
- Localization
- Developer Support
- Regulatory Issues
- User Consumption
- Customer Service
- The platform
All Rights Reserved.

26. Localization – Not Just Translation
Confidential. All Rights Reserved. 26

27. Localization

28. Localization

29. Localization

30. Developer Support Issue
Integration: Submission:
User Authentication Apply for launch and if
Payment API rejected, fix errors/bugs
Friend API according to the platform
Text Data API review (repeat as
Etc. necessary)

31. Regulatory Issues
Airport City Coin Purchase Page
• Japan platform’s
regulations and policies
are very strict
• By law, virtual currencies
(i.e. in-game currencies)
must expire in 180 days
from the date of
purchase
• Gacha mechanism being
banned

32. Japanese Users Consume Rapidly
JP Users consumed virtual items quickly just
• JP users go through the after 2 days of launch of Ravenwood Fair
game quickly.
– Unique features for the JP
version will extend
gameplay and retain users.
• Higher consumption of
virtual goods
– JP users consume more
New assets and features made uniquely
virtual items = high
for the Ravenwood Fair JP version
ARPU. More assets mean
higher monetization.

33. JP Customer Support
Airport City Community Page on Yahoo! Mobage
JP users are highly
sensitive to CS and CM
issues.
Unattended bug reports
and suggestions can
lead to flaming and poor
game performance.
More care is required
for JP customer
maintenance.

34. The Platforms
Promotional channels
are limited
Banner ads must be bid
for, and some are not
for sale
Developers must stay in
sync with platforms

35. CHINA
Confidential 35

36. Facebook vsQzone
251 m 550 m
Confidential. All Rights Reserved. 36

37. Huge Market
Confidential. All Rights Reserved. 37

38. But It’s Also Complicated
Confidential. All Rights Reserved. 38

39. ChinaSocial Games
The Opportunity
- 800+ MM social network users
- Chinese internet users spend 41% of
their online time on social networks
- Lower APRU but explosive growth
potential
- High ARPU games have PvP
elements
All Rights Reserved.

40. Top China Social Networks
Users in Millions
600
550
500
400
310
300
250
200
137
116
100
0
Tencent Qzone Tencent Weibo Sina Weibo Renren Kaixin
Source: Reported by respective websites
Confidential. All Rights Reserved. 40

41. Tencent
• 3/2011
– 1 billion installs
• 9/2011
– Top developers with
monthly revenue over
$1.5m
• 3/2012
– 200 million MAUs for 3rd
party developers
• 45,000 applications
• 30,000 developers
• Total rev share $90m
Confidential. All Rights Reserved. 41

42. China Social Games
The Challenge
- Localization
- Developer Support Issue
- Regulatory Issues
- User Behavior
- Customer Service/Community
- The platform itself
All Rights Reserved.

43. Localization - Platform VIP system
Attractive VIP benefit VIP members get discount on purchase
Confidential 43

44. Localization - Weibo
Interact with your friends thru Weibo Get update news from Weibo
Share your decoration to Weibo
Confidential 44

45. Localization - Sharing
Qzone will integrated your QQ IM friends
list, you can easily invite your best friends Incentive reward via sharing
Confidential 45

46. Localization – virtual items
Confidential 46

47. Developer Support Issues
• Open platform APIs
available but limited
English support
• Complicated submission
process
• Differences across
different platforms
A good local partner can ensure smooth integration, launch, and
developer/customer support.

48. Regulatory Issues
• Strict policies/regulations on
online gaming
• Need to apply for several licenses
to operate online games in China
• Gamers need to register their
account with ID and real name
• Restriction on the playing time of
those under 18.

49. Chinese Consumers
PVP element is key to high ARPU Gift Works
The Chinese way of showing your girlfriend the love 
”Loyal “ Customers
Generally high retention and lower pay rate

50. Customer Support/Community
Ravenwood Fair’s QQ Discussion Group
• Email support requests are
rare, users prefer to use
instant messaging tools to
get answers;
• Weibo(Chinese Twitter) + QQ
Pages + old-style discussion
boards are also popular;

51. The Platform
Huge channel cut
All games must be
approved
The power to make or
break your game

52. Industry Insights
for Developers
Confidential

53. THE COMPETITIVE LANDSCAPE
HOW ARE MY PROSPECTS?

54. The Playing Field is Not Level
The Challenges
- Discovery
- Fierce Competition
- Marketing Budget
- Marketing Expertise
- Short Life Cycle
All Rights Reserved.

55. BIGGER DOES NOT NECESSARILY
MEAN BETTER
WHY DAU AND MAU ARE LESS IMPORTANT

56. Profitability Matters Most
The Challenges
- Market saturation
- Increasing acquisition costs
- Most users won’t pay
All Rights Reserved.

57. GLOBAL DOMINATION
WHAT’S THE NEXT STEP?

58. Find the Right Partner
The Challenges
- Experience
- Advice and expertise
- Trustworthiness
- Relationships
- Synergies
All Rights Reserved.

59. Payment Page Optimization
BEFORE
All Rights Reserved.

60. How to increase pay rate and
ARPU?
- Label and highlight the ‘Best
Deal’ option
- Make sure the ‘Best Deal’
option is above the fold
(visible without scrolling
down)
- Give away special items
when players buy the ‘Best
Deal’ package
Confidential All Rights Reserved. 60

61. All Rights Reserved.

62. All Rights Reserved.

63. Library of Best Practices from 6waves
Retention Viral Features Monetization Tutorial Optimization
Achievements Frictionless Requests Crafting System Flow Optimization
Daily Login Bonus Help from Friends Point of Sales Magic Arrows
Gifting System Power of Neighbors Consumable Items Educate Players to Spend
… and more!
Confidential All Rights Reserved. 63

64. SUMMARY
Confidential 64

65. Going Global
Leverage the Global Reach of Social Networks
Facebook - 900 million users
Huge opportunities in Asia
Maximize Revenue Potential of the Game
Bigger is not always better
Know your audience, and how to reach them
Work with the Right Local Partners
Expert in optimizing the game for the local audience
Local Marketing channels + Customer Service
Strong Relationships with Dominant Platforms
All Rights Reserved.

66. Thanks
BD enquiries
bd@6waves.com
stephen@6waves.com
Confidential