Growing Big on Facebook: A Case Study - Dan Laughlin - 6waves Lolapps
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Growing Big on Facebook: A Case Study - Dan Laughlin - 6waves Lolapps



Facebook's gaming environment has rapidly matured, creating a highly competitive environment with challenging economics. Understanding how to implement a multi-faced marketing strategy that ...

Facebook's gaming environment has rapidly matured, creating a highly competitive environment with challenging economics. Understanding how to implement a multi-faced marketing strategy that complements ongoing content development is crucial to giving your game the longevity needed to produce a sizable profit. In a case study you don't want to miss, 6waves, the largest independent publisher of social games, will share key insights from one of its most successful titles.



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Growing Big on Facebook: A Case Study - Dan Laughlin - 6waves Lolapps Growing Big on Facebook: A Case Study - Dan Laughlin - 6waves Lolapps Presentation Transcript

  • Getting Big on Facebook: A Case StudyDan Laughlin • Executive Director, Business Development
  • Agenda 6L Intro Facebook Growth Strategies Case Study: Mystery Manor Q&A
  • About MeDan Laughlin is Executive Director, Business Development at 6wavesLolapps (6L):• Responsible for growing the company’s global portfolio of developer partnerships for social and mobile.• Previously at Microsoft Game Studios as a Lead Producer and a Senior Business Development Manager.• Before entering the industry, spent time at Thomson Reuters and MarketOne International.• Holds an MBA from the Kellogg School of Management at Northwestern University, and a BA from the University of Colorado, Boulder.
  • About Us
  • 6L… A network with tens of millions of users multiple platforms Games from over 50 global partners Expanding its strategy to mobile Providing critical services to developers : Distribution Marketing Localization Hosting Game Advisory
  • Our Network Size25 MILLIONMonthly Active Users3.7 MILLIONDaily Active Users
  • Top Games We Have Published6L has helped scale many games across arange of genresPeak 1M+ MAU Titles on Facebook: Ravenskye City  Animal Paradise Airport City  Resort World Zombie Island  Simply Hospital Baby & Me  Big Business Mystery Manor  Birdland Ravenwood Fair  Legacy of Rome Mall World  Spartacus: The Game Kingdoms of Camelot  My Fishbowl
  • Russia / Eastern EuropeThe region is extremely important to 6L Existing 6L Partners: Game Insight, Vizor Interactive, Signus Labs, Playrix, Drimmi, Redspell, Can’t Stop Games, iLogos, iEvoTech, OSA We are seeking to expand our presence in the region and bring more Russian games to a global audience 6L now has full-time representation in Moscow!  Alexey Shcherbakov, Director of Business Development
  • Facebook Growth Strategies
  • Click ExchangeClick exchanges are effective on a small scale, as growth isbounded by the size of the game joining the exchange.  Credits can be purchased to engage  Traffic quality should be more actively in exchanges monitored closely
  • Self PublishingLong-term company goals and financial strategy shouldinform if self-publishing is the appropriate strategy Key Considerations: 1. Capital to fund expensive user acquisition 2. Headcount and mindshare for marketing 3. Time to build marketing effectiveness 4. Ability to distribute globally 5. Desire to own End Users and build a network
  • Publishing PartnershipsPublishing is an increasingly relevant model on Facebook Key Benefits Established:  Network for cross-promotion  Funds for user acquisition  Marketing efficiency  Localization / regional knowledge  Studio focuses on development Starting Up: Key Tradeoffs  Revenue share  Exclusivity  Competition versus rest of portfolio  End User data ownership
  • Case Study: Mystery Manor
  • The Partnership Focusing on its strengths in game production and Russian markets, Game Insight partnered with 6L to grow on Facebook With six titles from Game Insight’s talented developers, the partnership has yielded a collective peak of 14M MAU on Facebook: 1. Mystery Manor (3.8M) 2. Resort World (3.5M) 3. Airport City (2.8M) 4. Big Business (2.2M) 5. Vegas (1.1M) 6. My Country (0.6M) Multiple titles also launched on Mixi and Yabage social networks in Japan
  • Mystery Manor: Game OverviewFor ten months 6L and Game Insight have worked closelyto evolve and grow Mystery Manor (MM): • The first major Hidden Object release on Facebook • Gameplay built around the free2play model • High quality art • Consistent content and feature updates
  • MM Pre-Launch Planning6L Product Management worked with MM producers to build towards full global launch: 1. Iterate on game feature roadmap 2. Review game flow, tutorial, virality, etc 3. Localization start 4. Hosting / Scaling plan 5. User acquisition planning 6. Facebook platform changes (e.g. early tester of “fluid canvas”)
  • Phased User Growth 6L has spent millions of dollars promoting Mystery Manor 6L cross-promotion and email campaigns drive “soft money” installs Quality EN Test EN Full ENCross-sell Test Localized email Cross-sell Paid Paid Traffic Acquisition Campaigns Traffic Acquisition Acquisition SE Asia US, UK, ~$10K Spending Localized 200M+ Turkey test spend tens of ad copy / emails Aus/NZ thousands images per per day campaign
  • Expanding the Addressable MarketMystery Manor in 10 languages:  Live: Russian, English, Chinese, Japa nese, French, Italian, German, T urkish  In development: Portuguese, Arabic, Thai  6L manages translation and shares costs with developers  6L employs native speakers for final quality assurance tests
  • Ongoing DevelopmentContinuous development allows 6L tosustain marketing: Feature Development – monetization improvement shows impact of an improving game Content Releases – Healthy retention and revenue spikes due to predictable content releases
  • User Acquisition The 6L user acquisition team employs marketers, analysts, artists, and programmers in San Francisco and Hong Kong. Internally developed tools and processeses analyze spend efficiency and cohort performance. Mystery Manor Marketing:  Continuous A/B testing  200+ pieces of art  25+ variations of ad copy – each in 7 current languages  Extensive keyword targeting
  • The Results: Sustained Success
  • Mystery Manor: What Worked1) A close relationship2) Constant product improvement3) Evolved targeting4) Marketing coordinated with product updates5) Translated content and ad copy6) Cross-promotion and email campaigns7) Spending big to acquire users
  • THANK YOU!Contacts:••