Social Gaming Research

IN THIS DECK SOCIAL GAMING OVERVIEW MAJOR PLAYERS DATA MONITORING TOOLS RESOURCES 2  Vexed Social Gaming Research 

SOCIAL GAMING OVERVIEW 3  Vexed Social Gaming Research 

TODAY’S SOCIAL GAMES ARE METRIC DRIVEN MAKE THE GAME SOCIAL FIRST, FUN SECOND GAMES MUST GENERATE “SOCIAL CAPITAL” RELEASE REGULAR UPDATES & NEW ITEMS REACH+RETENTION+REVENUE = SUCCESS 4  Vexed Social Gaming Research 

TRAD. VS SOCIAL GAMING 4 YRS TO MAKE 4 MONTHS TO MAKE ONE VERSION WEEKLY UPDATES ONE TIME DEAL MICRO-TRANSACTIONS SALES MADE DATA GENERATED 10MM AVERAGE GARAGE START-UP BUDGET 5  Vexed Social Gaming Research 

¼ OF “CONSUMERS” PLAY SOCIAL GAMES POPCAP GAMES: http://popcap.mediaroom.com/index.php?s=43&item=149 THE AVERAGE SOCIAL GAMER IS A 43 YEAR OLD WOMAN POPCAP GAMES: http://popcap.mediaroom.com/index.php?s=43&item=149 SOCIAL GAMES ARE PROJECTED TO GENERATE $1BN POPCAP GAMES: http://popcap.mediaroom.com/index.php?s=43&item=149 FEMALE DRIVEN INDUSTRY, 38% PLAY SEVERAL TIMES A DAY POPCAP GAMES: http://popcap.mediaroom.com/index.php?s=43&item=149 1 IN 10 SOCIAL GAMERS SAY THEIR SESSIONS LAST FOR 3 HOURS OR MORE POPCAP GAMES: http://popcap.mediaroom.com/index.php?s=43&item=149 83% PLAY ON FACEBOOK, 24% ON MYSPACE, 7% ON BEBO, 5% ON FRIENDSTER. POPCAP GAMES: http://popcap.mediaroom.com/index.php?s=43&item=149 6  Vexed Social Gaming Research 

ZINGA HAVE 315,664,870 ACTIVE USERS WHO PLAY AN AVERAGE OF TWO SOCIAL GAMES Brian Reynolds, Chief Game Designer at Farmville-developer Zynga TOP SOCIAL GAMING COMPANIES HAVE GROWN 5X IN SIX MONTHS Brian Reynolds, Chief Game Designer at Farmville-developer Zynga 3%-5% OF ACTIVE USERS ARE WILLING TO SPEND MONEY ON SOCIAL GAMES Brian Reynolds, Chief Game Designer at Farmville-developer Zynga 31,000,000 PLAY FARMVILLE EVERY DAY Brian Reynolds, Chief Game Designer at Farmville-developer Zynga THE LARGEST GENRE DIDN’T EXIST UNTIL EARLY LAST YEAR Brian Reynolds, Chief Game Designer at Farmville-developer Zynga MAJORITY OF PEOPLE PLAY AT WORK Brian Reynolds, Chief Game Designer at Farmville-developer Zynga 7  Vexed Social Gaming Research 

SOCIAL GAMING FEATURES & MECHANICS SIMPLE NON-ZERO SUM COLLECTING HARVEST + WITHER / REWARD FRIEND FINDER ENGAGEMENT MECHANICS SOCIAL MECHANICS 8  Vexed Social Gaming Research 

MAJOR PLAYERS 9  Vexed Social Gaming Research 

ZYNGA GOOGLE HAS INVESTED ANYWHERE BETWEEN $100 - $200 MM IN ZYNGA PRODUCED TOP 4 SOCIAL GAMES ON FACEBOOK 315,664,870 ACTIVE USERS MAKING AT LEAST $94,699 EVERY DAY (1PPDAU) 10  Vexed Social Gaming Research 

ROCKYOU SECOND MOST POPULAR SOCIAL GAME DEVELOPER 55,934,658 ACTIVE USERS MOST POPULAR GAME: ZOO WORLD (25 849 474 ACTIVE USERS) 11  Vexed Social Gaming Research 

PLAYFISH BOUGHT BY ELECTRONIC ARTS FOR $300MM 44,709,261 ACTIVE USERS MOST POPULAR GAME: RESTAURANT CITY (21 325 242 ACTIVE USERS) AND PET SOCIETY (13 772 266) 12  Vexed Social Gaming Research 

CROWDSTAR 32,371,547 ACTIVE USERS MOST POPULAR GAME: HAPPY AQUARIUM (12,131,782 ACTIVE USERS) AND HAPPY ISLAND (11,798,788) 13  Vexed Social Gaming Research 

PLAYDOM RECENTLY BOUGHT BUY DISNEY INTERACTIVE FOR $763.2MM 30,639,536 ACTIVE USERS MOST POPULAR GAME: SOCIAL CITY (9,000,000ACTIVE USERS) 14  Vexed Social Gaming Research 

TOP SOCIAL MEDIA GAMES DEVELOPER MONTHLY GAME ACTIVE GROWTH USERS ZYNGA 86% Texas Holdem Poker 83,763,917 ZYNGA Café World 76,318,218 ZYNGA FarmVille 61,071,479 ZYNGA Mafia Wars 46,467,418 ROCKYOU 98% Zoo World 25,849,474 ZYNGA PetVille 25,155,033 PLAYFISH 33% Restaurant City 21,325,242 PLAYFISH Pet Society 13,772,266 CROWDSTAR Happy Aquarium 12,131,782 CROWDSTAR Happy Island 11,798,788 PLAYDOM Social City 9,275,592 h?p://www.facebakers.com/   15  Vexed Social Gaming Research 

TOP FACEBOOK APPS DEVELOPER APP ACTIVE USERS ZYNGA Texas Holdem 83,763,917 Poker FACEBOOK MOBILE 77,058,724 ZYNGA Café World 76,318,218 FACEBOOK IPHONE APP 46,467,418 FACEBOOK STATIC FBML 62,290,206 ZYNGA FarmVille 61,071,479 h?p://www.facebakers.com/   16  Vexed Social Gaming Research 

TOOLS 17  Vexed Social Gaming Research 

PPDAU METRIC PENNIES PER DAILY ACTIVE USER 1 PENNY PER USER EACH TIME THEY PLAY A GAME EXAMPLE: IF 3% PAY 1 PENNY EACH TIME THEY PLAY & THEY PLAY JUST ONCE A DAY THEN ZYNGA MAKE AT LEAST $94,699 EVERY DAY 18  Vexed Social Gaming Research 

ZYNGA SUCCESS MODEL PLAY Light Interaction with social graph EXPRESS INVEST Players want to create “social capital”. Get players to invest money but more importantly time Social games need to make (clicks)! the link between virtual goods and real social relationships Games are a way to create an excuse to have an interaction with someone Brian Reynolds, Chief Game Designer at Farmville‐developer Zynga  h?p://g4tv.com/thefeed/blog/post/702694/zynga‐designer‐discusses‐social‐gaming‐boom‐during‐dice‐2010‐presentaNon.html   19  Vexed Social Gaming Research 

DEVELOPER ANALYTICS CREATE USAGE GRAPHS MEASURE USAGE BY DEMOGRAPHIC, GEOGRAPHIC AND PLATFORM DAILY, MONTHLY, YEARLY LEADER BOARDS 20  Vexed Social Gaming Research 

DEVELOPER ANALYTICS EXCLUSIVELY FACEBOOK MEASURE DAILY, MONTHLY, YEARLY ACTIVE USERS MEASURE MONTHLY, WEEKLY GROWTH MEASURE INDIVIDUAL APP/GAME USE BY DEVELOPER 21  Vexed Social Gaming Research 

METRIC-DRIVEN GAME DESIGN TRY NEW IDEAS, USE METRICS TO ADJUST, ADAPT AND UNDERSTAND WHAT TURNS A VISITOR INTO A GAMER USE DATA MINING TO LEARN THINGS THAT ARE COUNTERINTUITIVE 22  Vexed Social Gaming Research 

RESOURCES 23  Vexed Social Gaming Research 

DICE CONFERENCE h?p://g4tv.com/thefeed/blog/post/702694/zynga‐designer‐discusses‐social‐gaming‐boom‐during‐ dice‐2010‐presentaNon.html   24  Vexed Social Gaming Research 

DICE CONFERENCE h?p://g4tv.com/videos/44277/DICE‐2010‐Design‐Outside‐the‐Box‐PresentaNon/   25  Vexed Social Gaming Research 

SETH PRIEBATSCH: THE GAME LAYER h?p://www.ted.com/talks/seth_priebatsch_the_game_layer_on_top_of_the_world.html   26  Vexed Social Gaming Research 

RISE OF SOCIAL GAMING h?p://www.viralblog.com/viral‐games/zynga‐the‐rise‐of‐social‐gaming/? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A +viralblog+%28VIRALBLOG.COM+‐+VIRAL+IDEAS+%26+SOCIAL+TRENDS%29   27 

SOCIAL GAMING NETWORK GAMES REVIEWS AND INDUSTRY NEWS h?p://www.sgn.com/index.php   28  Vexed Social Gaming Research 

THANKS ANTHONY KONDEATI VEXED DIGITAL T: +44 (0)20 7221 4529 E: Anthony@vexeddigital.com Twitter: @Vexeddigital @Akondeati 29  Vexed Social Gaming Research 

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Social Gaming Research

by Vexed Digital & Future Platforms on Aug 24, 2010

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Social Gaming Research — Presentation Transcript