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Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
Social & Facebook game space at a glance
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Social & Facebook game space at a glance

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An analysis of the opportunities, costs, risks, and realities of the social game space on Facebook. Gives an idea of what publishers and developers are really getting into when they attempt to …

An analysis of the opportunities, costs, risks, and realities of the social game space on Facebook. Gives an idea of what publishers and developers are really getting into when they attempt to develop social games for Facebook.

Developed by Bitfold Online Games

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    • 1. Social Game Success<br />Overview of the business cases, costs, challenges, and rewards in the social game space<br />By Michael Turner, Managing Partner at Bitfold Online Games<br />
    • 2. Part 1: Market Analysis<br />
    • 3. Before We Start - Who is Bitfold?<br />Who are We: <br />Bitfold is an online game development company dedicated to developing fun & original social & MMO games.<br />Focus Areas: <br /><ul><li>Full cycle MMO & social game development
    • 4. Original social game IP development
    • 5. Social game operation & monetization
    • 6. MMO & social game technology development</li></ul>Team: <br />30+ game developers, artists, designers, and QA professionals focused on social games & MMOs<br />Location: <br /><ul><li>Minsk, Belarus</li></ul>Social Games Portfolio: <br /><ul><li>2 original social games with 800k+ total installs
    • 7. 2 currently in development
    • 8. Games Live on many different social networks</li></li></ul><li>Why did we do this analysis?<br />Because the social games market can be confusing to new entrants<br />Because many developers & publishers have gone in with the wrong idea about how to succeed in social games & lost money<br />Because social games offer large potential to reach millions of users & create significant amounts of recurring revenue<br />Because we believe in the free & open sharing of information<br />Because we’ve released several social games and believe we can help shed some light on what the social games space is & what it realistically takes to succeed in it<br />
    • 9. What’s Unique about Social Games<br />Game progress is tied to the player’s personal profile<br />Players get personal ownership over their achievements and progress<br />Players interact with their “real world” social network<br />Players interact with family & friends instead of only other gamers.<br />Asynchronous interaction<br />Users are rarely on at the same time, therefore most player to player interaction is played asynchronously.<br />Progress Limits<br />Most games limit the amount of advancement that can be had in a session. This incentivizes users to return frequently & to pay real money when they want to speed progress.<br />
    • 10. The social game market at a glance<br /><ul><li>Revenues: US social game revenues were $856 million in 2010 & are projected to be $1+ billion in 2011[1]
    • 11. Player Base: 53 million US internet users played social games in 2010, 62 million are expected to play in 2011[1]
    • 12. Opportunity for New Developers: The userbase of the top 5 social game developers shrunk significantly in 2010, while that of small & medium developers rose. [2]
    • 13. International Markets: International social game markets are growing, with markets like Japan earning $1.2 billion USD in virtual goods revenue in 2010[3]
    • 14. Multiple Social Networks: Many gamers exist in social networks outside Facebook (Myspace alone boasts 30 million gamers[4]) making extra monetization outside of Facebook possible</li></ul>Fig. 1 Social game market revenue projections. Source: emarketer.com <br />Fig. 2 Demographics of social gamers 2009-2010. Source gamesindustry.com <br />
    • 15. How does a social game make money?<br />Revenue Sources<br />1. Virtual goods purchases (direct purchases & offers)<br />2. Advertising<br />Virtual Goods Revenue Model<br />A game’s virtual goods revenue potential depends maximizing the following metrics:<br />1. Number of Active Users<br />2. Percentage of paying users<br />3. Return per paying user<br />Multiplying the above metrics gives a rough estimate of revenue:<br />(Number of users)*(Percentage of paying users)*(return per paying user) = game revenue<br />Fig. 3 Breakdown of social games revenue. Source emarketer.com<br />Fig 4. Comparison of a successful & unsuccesful game monthly & daily active user counts. Source: appdata.com<br />
    • 16. Key social game performance metrics<br />Game Performance Metrics<br />The following metrics are key to measuring a game’s performance<br />MAU (Monthly Active Users): Number of users active at least once in the last month<br />DAU (Daily Active Users): Number of users active in a game on a given day<br />DAU/MAU: Ratio of DAU to MAU in a game<br />ARPU: Average monetary return per user<br />Percentage Paying Users: Percentage of users who have paid<br />Retention: Percentage of users that revisit an app within 1-6 weeks<br />Engagement: How involved a user is. Measured by metrics like session length & number of sessions/day<br />LTV (Lifetime Value): Lifetime amount of money a user pays in a game<br />(CAC) %Customer Acquisition Cost: Cost required to acquire a paying customer<br />Fig. 5 Cityville’s DAU, MAU, & DAU/MAU ratio. Source: Appdata.com<br />Fig. 6 A sample app’s Percentage Paying Users. Source: Kontagent.com<br />
    • 17. Nuances of key metrics<br />Daily vs. Monthly Active Users: <br />DAU is often considered a more important success metric than MAU because it measures how regularly users are playing a game.<br />Engagement: <br />Measured by metrics such sessions/day, session length, etc. It is considered highly important to monetization because users who are returning regularly & spending lots of time in game are more likely to make a buying decision.<br />DAU/MAU:<br />Roughly measures how often monthly users are returning daily to play. A high DAU/MAU signals the is game engaging & well engaged users generally monetize better.<br />Customer Acquisition Cost vs Lifetime Value<br />It is a key goal of social games key to minimize CAC while maximizing LTV of users. Engagement is key to maximizing LTV.<br />Fig. 5 Cityville’s DAU, MAU, & DAU/MAU ratio. Source: Appdata.com<br />Fig. 6 A sample app’s Percentage Paying Users. Source: Kontagent.com<br />
    • 18. Social Game Revenue Potential<br />Calculating Revenue<br />Most public social game metrics are limited to historical DAU & MAU data. Using methods provided by social game developer RockYou[5], revenue estimates for several games can be created with DAU & MAU data from appdata.com.<br />Method Details:<br />1. According to RockYou, return ranges from $10-$30 per 1000 DAUs on average[5]<br />2. A sum of DAUs from 1/17/11 to 2/18/11 was sampled from appdata.com<br />3. The following equation was then used (Average return per 1000 DAUs) x(Summed DAU from 1/17-2/18/11)<br />Cases for both $10/1k & $30/1k DAU are used to establish revenue bounds<br />Results<br /><ul><li>Games with high DAU (100k+) can earn millions yearly if monetized well</li></ul>Table 1: Revenue estimates of 7 popular games using RockYou’s estimates of revenue per 1000 DAU <br />
    • 19. Cost of Acquiring Users (CAC)<br />Balancing Advertising Costs & Revenue<br /><ul><li>Only a small percent of users pay, thus games require hundreds of thousands of users to make millions.
    • 20. Acquiring users through advertising is expensive
    • 21. Developers must get the lifetime value of paying users higher than the cost of user acquisition to make money</li></ul>Methods & Costs of Acquiring Customers<br /><ul><li>Facebook Ads (Official Facebook Ads)
    • 22. $0.50-$3 per install (dependent on many factors)[6]
    • 23. Cost per 100k installs can range from $50k-$300k
    • 24. Targets users based on interest which leads to high quality leads (i.e. players who return)[7]
    • 25. Banner & Offers
    • 26. Banners & offers via other Facebook apps
    • 27. Cost: $0.10-$.60 per user[7]
    • 28. Low quality leads (i.e. leads don’t often return)[7]
    • 29. Viral Acquisition (Viral wall posts, Notifications)
    • 30. Free! Reduces reliance on ads (and therefore cost)
    • 31. Requires a large number of users to be effective
    • 32. Virality is limitedon Facebook, so it is only a cost reduction measure, ad purchases are a must</li></ul>Fig. 7 Optimal balance between LTV & CAC. Source: Forentrepreneurs.com <br />Fig. 8 Cost of user acquisition vs. quality of different ad types. Source: Adparlor.com <br />
    • 33. How Developers get Lifetime Value > CAC<br />Good Design<br /><ul><li>Good Gameplay: First & foremost the game must be fun & engaging in the first place. A badly designed game will never be successful.
    • 34. Targeting a Niche: Targeting a niche is a good way to get dedicated players who pay.</li></ul>Reduce CAC (Advertisting Costs)<br /><ul><li>Optimize ad campaign effectiveness
    • 35. Monitor Metrics to gauge performance
    • 36. Optimize creative appeal of ads
    • 37. Optimize demographic targeted
    • 38. Increasing Virality
    • 39. Analyze game metrics to determine the best way to incentivize users to bring in friends</li></ul>Maxime ARPU, % Paying, & LTV<br /><ul><li>Optimize gameplay & sales funnel
    • 40. Determine gameplay improvements that increase retention/engagement
    • 41. Determine how to balance the game & virtual goods prices to increase ARPU</li></ul>Fig. 9 Optimization of the Virtual Good Sales Pipeline. Source: Kontagent.com<br />Fig. 10 Metrics on performance of a Facebook app advertising campaign. Source: Kontagent.com<br />
    • 42. Games – What are the popular Genres? <br />Management<br />Build something cool over time & maintain it<br />Ex: Farms, City, Café, Pets<br />Skill<br />Skill, card, gameshow, & board games. Users share scores. <br />Ex: Uno, Bejeweled, Family Fued<br />Arcade/Action<br />Engage in social combat with an arcade mechanic, build armies<br />Ex: Pirates, PvP Combat or RTS<br />Girl Games<br />Feminine themed management games<br />Ex. Fashion, Mall, etc<br />Sports<br />Social sports simulation games<br />Ex. Build team, play friends<br />RPG<br />RPG epics or RPG city building games<br />Mafia Wars Clones<br />Games that emulate Mafia Wars gameplay mechanics<br />Ex. War, Boxing, Racing<br />
    • 43. Games – Subgenres<br />Management & Simulation<br />Skill Games<br />Farming & City Building<br />Arcade Skill Games<br />Monster World<br />Monster World<br />Millionaire city<br />Bejeweled Blitz<br />Zuma Blitz<br />Gameshow<br />Pet Games<br />Family Fued<br />Pet Society<br />Happy Pets<br />Wheel of Fortune<br />Card, Gambling & Table<br />Business Simulation<br />Nightclub City<br />Nightclub City<br />Café World<br />Texas Hold’em Poker<br />Farkle<br />
    • 44. Games – Subgenres<br />Action/Arcade<br />Mafia Wars Clones<br />Combat Simulations<br />RealtimePvP Arcade & RTS<br />MMA Pro Fighter<br />World War<br />Wild Ones<br />Backyard Monsters<br />Miscellaneous Simulations<br />Turn-Based Battle<br />Ninja Saga<br />Street Racing<br />Jersey Shore<br />Monster Galaxy<br />RPG<br />Girl Games<br />City Building<br />Adventure<br />Mall World<br />It Girl<br />Castle Age<br />Kingdoms of Camelot<br />Mall World<br />It girl<br />
    • 45. Games – What genres are successful?<br />Analysis of the top 300 apps<br />Shown below is a table of the top 300 apps on 2/18/11 classified by genre & measured for number of games in each genre & total DAU & MAU in each genre<br />Table 2. Top 300 English language games by genre, measured by number of games, DAU, MAU, & DAU/MAU<br />
    • 46. Games – What genres are successful?<br />Fig. 11. Breakdown of number of games by DAU count in each genre . Source: Appdata.com<br />Fig. 12. Total DAU of all games in each by Genre on 2/18/2011. Data Source: Appdata.com<br />Fig. 13. Average DAU/Game by genre: Data Source: Appdata.com<br />
    • 47. Games – What genres are successful?<br />Results<br />1. Management games are the most numerous & have the most DAU<br />2. Skill games are 2nd in place & have high DAU/MAU<br />3. Arcade & girl games show decent potential as niches<br />4. RPG games & mafia wars clones have the lowest performance<br />
    • 48. Games – Branded Games on Facebook<br />Types of brands & existing IP on Facebook<br />Brands that developers have adapted to Facebook fall into 5 major categories listed below<br />Popular Skill Games (Zuma, Bejeweled, etc.)<br />Card & Table Games (ex. Uno, Mahjong)<br />Gameshow(ex. Family Fued, Wheel of Fortune)<br />Existing Game IPs (ex. Asteroids (Atari), Settlers (Ubisoft)<br />MMO Games (ex. Evony, Habbo Hotel)<br />Sports<br />(ex. Madden NFL, EA Soccer)<br />
    • 49. Games – Success of Branded Games<br />Brand Success on Facebook<br />The table to the right compares the success of various brand types in terms of DAU & MAU<br />Results:<br />1. Skill, Gameshow, Sports & Card/Table brands have large userbases (with some games over 1m DAU)<br />2. Most of the successful brands are household names<br />3. MMO, Casual, & ‘hardcore’ game IPs adapted to Facebook from other gaming platforms have not managed to gain large userbases<br />Conclusions<br />Brands that are household names do best<br />Facebook gamers are very diverse in gender & age. Thus brands that everyone knows are the most likely to interest millions of people.<br />Game IPs from other platforms perform badly<br />Many game IPs lose their brand strength in the social space for 2 main reasons. <br />1) The gameplay mechanics that make many game IP brands successful don’t work well on social networks<br />2) Since social gamers are so diverse, a majority of social gamers don’t know titles from other platforms<br />Good game design matters the most<br />A game’s success in the social space depends much more on good design & uniqueness than brand<br />Table 3 – Total DAU & MAU of all games in each brand category. Source Data: appdata.com<br />Performance of existing IPs from other gaming platforms on Facebook<br />Fig .14 – The combined DAU count of eight separate Ubisoft IPs ported to Facebook is less than 170k<br />Fig. 15 - Atari’s Asteroids Online & Sony’s PoxNora have each gained less than 1000 DAU <br />
    • 50. Gamer Demographics<br />Demographic Targeting<br />Design<br />Any game’s ability to capture users and make money will depend on how well it appeals to the demographic it targets. Therefore a game should be designed with its demographic in mind.<br />Targeting<br />Developers should use in-game metrics platforms to determine what demographic s make up the largest segments of active and paying users so that they can:<br />Target ADS towards that demographic to bring more players<br />Focus gameplay mechanics & content to better engage & monetize these key demographics<br />Age: 13<br />Age: 13<br />Age: 65<br />Age: 65<br />Age: 13<br />Age: 13<br />Age: 65<br />Age: 65<br />Age: 13<br />Age: 13<br />Age: 65<br />Age: 65<br />Monetizeable Demographics<br />Microtransactions<br />Microtransaction revenue mostly comes from users with the capability to pay, which is generally males & females ranging from 20-65, with females being the larger overall paying audience of social games. <br />Age: 13<br />Age: 13<br />Age: 65<br />Age: 65<br />Fig. 16 – Gender & age of players of several popular Facebook games in Dec 2010 Source: Datagenetics.com[8]<br />
    • 51. Developers at a glance<br />Table 4 – List of number of Apps, DAU, & MAU of top 25 game developers on Facebook. Data Source: Appdata.com<br />
    • 52. Developers at a glance – key trends<br />Fig 17 – Relative DAU Share of top 5 Facebook game developers vs. trailing 40 developers. Source Data: appdata.com<br />Developer Analysis<br />On this page is an analysis of key trends noticed from analyzing the DAU & MAU of each the top 45 Facebook game developers & their top 3 games on March 7, 2010<br />Key trends<br /><ul><li>A few developers hold a majority of social gaming users, but smaller ones are still able to capture millions
    • 53. Many medium size developers gain most of their active users from their 2-3 most popular games, indicating that a well designed, well supported game is worth a lot.
    • 54. Over 50% of the top 45 game developers have DAU counts of 750k or above. For the developers that have monetized their games well, this likely means many millions per year in revenue.
    • 55. Many of the top 45 game developers are new game companies or casual game companies.</li></ul>Fig 18 – Number of developers in the top 45 Facebook game developers whose top 3 games account for more than %70 of their DAU. Source Data: appdata.com<br />Fig 19 – Top 45 Facebook Game Developers grouped by DAU count. Source Data: appdata.com<br />
    • 56. Growth Potential for New Developers<br />Growth potential for medium & small developers<br />According to insidesocialgames.com (a leading social app analysis site) data has show that overall, social games overall have been experiencing a shrinking number of DAU[2].<br />However, it was found that when performance data from the top 5 developers was excluded, games actually showed growth in the number of DAU over the last year and that much of the loss came from the largest games on Facebook like Farmville[2]. This indicates that for developers willing to invest proper resources, the opportunity still exists to capture decent market share.<br />Fig. 20– DAU Growth of all top 250 Facebook Games <br />Fig. 21– DAU Growth of Facebook Games ranked 26-175<br />
    • 57. Games - Conclusions<br />Revenue Potential<br /><ul><li>Social games make money through advertising & virtual goods
    • 58. Games with hundreds of thousands of DAU have potential to make millions
    • 59. Game profits must outweigh high advertising costs to be profitable</li></ul>Demographics<br /><ul><li>The target demographic should be kept in mind during the design process
    • 60. Developers should monitor their metrics to determine who to best advertise to & optimize their game for </li></ul>Existing Developers<br /><ul><li>A few developers hold a majority of users, but overall the userbases for small & medium developer’s games grew from 2010-2011
    • 61. Many developers get most of their users from 1 or 2 big hits
    • 62. Several developers have multiple game IPs to increase revenue & gain free cross-promotional advertising of their other games</li></ul>Successful Genres<br /><ul><li>Management & Skill Games are the most popular genres, but niches exist in other genres</li></ul>Brand Success<br /><ul><li>Brands that are household names (Bejeweled, Uno, Family Fued, etc.) and have casual gameplay mechanics have the highest chance of seeing success on account of their brands
    • 63. Most game IP adapted to Facebook from other gaming platforms (PC, MMO, Console, etc.) has done poorly
    • 64. GOOD GAME DESIGN IS ESSENTIAL!</li></ul>Metrics<br /><ul><li>DAU is considered more important than MAU because it’s a better measure of engagement
    • 65. Engagement is key to monetization</li></li></ul><li>Part 2: Production<br />
    • 66. Social Game Development Essentials<br />Development Time<br />3-6 months to beta[9][10]<br />Technology Required<br />Front-End Flash Engines<br />Simple to implement, but reduces cost & time to market if developer has suitable engines pre-existing<br />Back-End Server Technology<br />A server technology that supports 100k+ concurrent user requests, has robust data backups, & is tied into Facebook’s social graph is required<br />Metrics Technology<br />A good metrics tool is crucial to monetizing a game. Technology should measure in-game events, key monetization KPIs, sales statistics, & should be capable of A/B testing<br />Costs<br />Development: <br />Zynga states that most social games take from $100k-$300k to create & launch[9][10]<br />Marketing: <br />Marketing costs usually range from $.50-$3 an install [6][7]. Often initial marketing costs range from 50-100% ($50k-$300k) of the development budget for initial marketing costs . Be prepared to spend a lot on marketing for Facebook games.<br />Live Operation: <br />In our experience, live teams can cost anywhere from $12k/month to $40k/month depending on the team & level of ongoing content and gameplay changes needed<br />Team Composition<br />In our experience, a typical social game development team should include 2-3 server developers, 2-3 flash developers, 4-5 artists, a QA lead, a designer (& product owner), and a scrum master<br />
    • 67. Development Process of a Social Game<br />Iteration Results<br />Perfomance Enhancements<br /><ul><li>Better Engagement/Retention
    • 68. Reduced CAC
    • 69. Increased ARPU & Conversion
    • 70. Increased User LTV</li></ul>Post Release Development (Perpetual)<br />
    • 71. Detail Cost Estimate (Development)<br />Detail Estimate (Pre-Release  Beta)<br />To the right are two tables that show the typical team arrangements & costs estimates for development of a social game. <br />A man month cost range is established between offshore rates (~$3500/month) and US/EU rates (~$6500/month)<br />Table 5 – Development cost estimation for both a large scale & small scale Facebook game<br />
    • 72. Post-Release: Live Team<br />Live Team Duties<br />Almost all social games in the market have teams of developers & artists maintaining them. Below are the typical duties of a live operation team<br />
    • 73. Post Release: Monetization<br />Game Monetization Pipeline<br />1. User Acquisition<br /><ul><li>Good design (Attracts users to play)
    • 74. Marketing Campaigns
    • 75. User acquisition via viral posts</li></ul>2. Engagement & Retention: <br /><ul><li>Base game mechanics should natrually encourage repeat visits & long sessions
    • 76. Optimize gameplay & content using metrics & A/B to determine what content & features increase engagement & retention
    • 77. Constantly add new content to keep interest</li></ul>3. Optimize Monetization (ARPU & % Paying)<br /><ul><li>Frequent opportunities to buy credits
    • 78. Active sales (recommending items based on an individual user’s play patterns)
    • 79. Easy payments methods
    • 80. Determine which demographic pays the most & target those users in ad campaigns</li></ul>Fig. 22 – Social Game Monetization Pipeline. Source: Kontagent.com<br />Fig. 23 – Monetization through a game’s lifecycle. Source: Kontagent.com<br />
    • 81. Live Operation: Cost Estimates<br />Live Team Cost<br />The table to the right illustrates the amount of resources needed to run a basic live team & cost ranges depending on developers chosen. <br />Additionally it illustrates the rough focus of each phase, with the first being major balancing of the game.<br />Table 6 – Estimated Month by month development costs for a live team team for a 6 month timeframe<br />Marketing<br />The graph to the bottom right shows a graph of marketing expenditures over 6 months and the resulting DAU (assuming a sufficiently engaging game) based on an assumed rate of $1 per install<br />Table 7 – Estimated month by month marketing costs for a social game for a 6 month timeframe<br />
    • 82. Live Operation: Cost vs. Revenue<br />Revenue Projections<br />Extending the numbers from the previous slide 6 more months, a yearly projection is created. It’s notable that the graph on the left which assumes climbing user return yields significantly more income. This shows the importance of using metrics to continually lower CAC, & improve engagement, retention, & sales pipelines<br />Weeks<br />Weeks<br />Fig 23 – 1 year income assuming rising return per 1000 DAU <br />Fig 24 – 1 year income assuming flat return of $25/1000 DAU<br />Weeks<br />Weeks<br />Fig 26 – DAU, costs & income assuming flat return of $25/1000 DAU<br />Fig 25 – DAU, costs & income assuming a rising return per 1000 DAU<br />
    • 83. Risks<br />Business & design<br />Gamers don’t like the game or the game gains a low # of users<br /><ul><li>Spend special effort to create a engaging design upfront
    • 84. Target a niche
    • 85. Run a closed beta or only spend a small initial amount on marketing to gauge whether the game will be a big failure or has possibility for success before spending a large amount of marketing dollars to .
    • 86. Don’t depend on only one game, launch multiple titles</li></ul>Advertising becomes prohibitively expensive <br /><ul><li>Run viral marketing campaigns prior to launch
    • 87. Increase virality
    • 88. Use metrics to understand where your highest quality users come from & focus efforts on those channels
    • 89. Initial balance issues or bugs scare away initial users
    • 90. Run a closed beta to work crucial issues out
    • 91. Game monetizes badly
    • 92. Use metrics to improve monetization</li></ul>Don’t let this happen to you!!! Be realistic about what works on Facebook & make a good game!!<br />Assuming $1/install<br />$100k for 100k users<br />Assuming $1/install<br />$100k LOST!<br />Fig 27 – MAU count post release of a Facebook game released by a major publisher. Source Data: DeveloperAnalytics.com<br />Live Operations<br /><ul><li>Servers crash & lose player data
    • 93. Create a robust concurrent backup system</li></li></ul><li>How to select a social game developer<br />There are thousands of companies claiming they can develop social games. Here are a few best practices for how to choose them. <br />Experience & Process<br /><ul><li>Choose a developer with 2 or more social games built
    • 94. Ensure they have skilled production management & developers with networking & flash experience
    • 95. Use of GOOD agile software development & quality assurance methods in-house is A MUST!
    • 96. Experience monetizing games is a BIG plus
    • 97. Staff in-house dedicated to marketing, monetization, or metrics is also a BIG plus</li></ul>Ensure the developer can demonstrate firm understanding of the following<br /><ul><li>How to design a social game for monetization
    • 98. Understanding of live operation
    • 99. Understanding of the monetization pipeline on Facebook
    • 100. How to use social game metrics to improve game’s monetization pipeline</li></ul>Ensure when the developer engages in the creative process:<br /><ul><li>They submit a game design that will work on social networks & is targeted towards a specific demographic
    • 101. Have a good plan for how to monetize the game & sales funnels
    • 102. Addresses how the game is unique & mechanics will drive engagement & retention</li></ul>Ensure the developer has the following technology<br /><ul><li>A server engine & extendable flash front end that has been used in published social games
    • 103. Is already tied into social networks & can publish ton them easily</li></li></ul><li>Citations & Sources<br />1. "US Social Gaming Marketing to Surpass $1 Billion in 2011." eMarketer.com. January 12, 2011. <br />eMarketer Inc. Date of Access: February 18, 2011. <http://www.emarketer.com/PressRelease.aspx?R=1008173>.<br />2. Chris Morrison. "An In-Depth Look at the Social Gaming Industry’s Performance and Prospects on Facebook" insidesocialgames.com. January 24th 2010. <br /> Inside Network Inc. Date of Access: February 18, 2011 <http://www.insidesocialgames.com/2011/01/24/an-in-depth-look-at-the-social-gaming-industry%E2%80%99s-performance-and-prospects-on-facebook>.<br />3. Dr. Serkan Toto. "How Big is Japan’s Social Gaming Market?." serkantoto.com. February 20th, 2011. <br /> Dr. Serkan Toto - Japan Web Consulting & Research. Date of Access: February 24th, 2011. <http://www.serkantoto.com/2011/02/20/japan-social-gaming-market-stats/>.<br />4. Eric Eldon. "MySpace Adds More Viral Platform Features, Reports Positive Early Results." Insidesocialgames.com. September 16th, 2010. <br /> Inside Network Inc. Date of Access: ebruary 16th, 2011 <http://www.insidesocialgames.com/2010/09/16/myspace-adds-more-viral-platform-features-reports-positive-early-results/>.<br />5. Lisa Marino. "Monetizing Social Games." www. March, 2010. RockYou, Inc. Date of Access: February 16th, 2011. <http://www.slideshare.net/shayrockyou/monetizing-social-games-rockyou-at-gdc>.<br />6. Hussein Fazad. "Facebook Ads and the rising cost of user acquisition" insidesocialgames.com. January 18th, 2011. <br /> Inside Network Inc. Date of Access: February 16th, 2011 <http://www.insidesocialgames.com/2011/01/18/facebook-ads-and-the-rising-cost-of-user-acquisition/>.<br />7. Adparlor Inc.. "Purchasing Facebook Application Installs: Everything you need to know." www.adparlor.com. June, 2010. AdParlor, Inc. Date of Access: February 17th, 2011. http://www.adparlor.com/Docs/Purchasing%20Facebook%20Application%20Installs%20-%20Everything%20you%20need%20to%20know.pdf<br />8. DataGenetics Inc. "Facebook Casual Gamer Demographics." Datagenetics.com. December 12th, 2010. <br />DataGenetics Inc. Date of Access: February 18th, 2010. <http://www.datagenetics.com/blog/december12010/index.html>.<br />9. Wanda Meloni. "The Ups and Downs." gamingbusinessreview.com. January 2010. M2 Publishing Inc. Date of Access: Febuary 17th 2011. <http://www.gamingbusinessreview.com/theupsanddowns.htm><br />10. Brian Reynolds. "The Social Game Tipping Point." gdcvault.com. March 2011. Zynga Inc. Date of Access: March 4th, 2011. <www.gdcvault.com/play/1011894/The-Social-Gaming-Tipping><br />11. Albert Lai. "A.R. M Metrics Framework: Se7en Deadly Social Game Metrics." slideshare.net. January 2011. Kontagent Inc. Date of Access: February 15th, 2011. <http://www.slideshare.net/kontagent/kontagent-top-7-deadly-arms-metrics-for-social-games><br />Special thanks to Inside Network, Rockyou, Adparlor, Datagenetics, Kontagent, Dr. Serkan Toto, DeveloperAnalytics.com, & Zynga for freely sharing your data & business conclusions with the open market!<br />
    • 104. Thank you!<br />Thank you for Your time!<br />Contact Info<br />Developer<br />Mike Turner<br />Bitfold LLC<br />Managing Partner<br />mike@bitfold.net<br />D: 217.903.5777<br />C: 224.430.1877<br />Representation<br />Ed Dille<br />CEO<br />Fog Studios<br />eddille@fogstudios.com<br />

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