6waves: Как стать заметным на Facebook

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Времена, когда можно было особо не думать о виральности и легко привлечь аудиторию на Facebook, увы, давно минули. Сегодня необходимо тщательно продумать маркетинговую стратегию, чтобы затраты на разработку игры окупились. Узнайте подробнее о методах, применяемых разработчиками и издателями для привлечения миллионной аудитории на Facebook.

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6waves: Как стать заметным на Facebook

  1. 1. Getting Big on FacebookDan Laughlin • Executive Director, Business Development
  2. 2. Agenda § 6waves Intro § Why Eastern Europe? § User Growth on Facebook § Q&A December 11, 2011 2
  3. 3. About MeDan Laughlin is the Executive Director of Business Development at6waves Lolapps, where he is responsible for setting strategy andgrowing the company’s global portfolio of developer partnerships.Since joining the 6waves Lolapps team in early 2011, Dan has played akey role in solidifying the company’s position as the largest publisher ofindependent games on Facebook. Prior to joining the company Danworked at Microsoft Game Studios, where he gained a balancedunderstanding of game development via positions as a Lead Producerand a Senior Business Development Manager.Dan also spent time at Thomson Reuters and MarketOne International.He holds an MBA from the Kellogg School of Management atNorthwestern University, and a BA from the University of Colorado,Boulder. December 11, 2011 3
  4. 4. About 6waves
  5. 5. 6waves Evolution2008 2009 2010 2011 December 11, 2011 5
  6. 6. 6waves…§ Is an established network with millions of users across 30+ Facebook games§ Provides critical services to help independent social game developers grow and profit: Distribution Marketing Localization Hosting Game Advisory FLISO Game Engine December 11, 2011 6
  7. 7. Our Network Size 29 MILLION Monthly Active Users 4.6 MILLION Daily Active Users 11, 2011 December 7
  8. 8. Top Games We Have Published6waves has helped scale many games across a range of genres Peak 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 December 11, 2011 8
  9. 9. Our User Distribution 40% 25% 35%6waves maintains a geographically diverse user base December 11, 2011 9
  10. 10. Why Eastern Europe?
  11. 11. Why Eastern Europe / RussiaWe See HUGE Opportunity Here!The region is: • Competitive • Talented • Efficient • Proven6waves Partners in the region: • Game Insight • Vizor • Socialinus • Redspell December 11, 2011 11
  12. 12. Airport City from Game Insight• Attractive theme, solid execution, and aggressive monetization• Resulting in efficient cost-per- installs and impressive DARPU• Allowing 6waves to spend tens of thousands USD per day to grow aggressively December 11, 2011 12
  13. 13. Growing Your Game on Facebook
  14. 14. Benefits of Big The benefits of being a big game (DAU & MAU) are clear § Revenue Funnel § Operational cashflow § PR § Raising Funding or Getting Acquired December 11, 2011 14
  15. 15. Growing Fast There are a variety of ways to grow. In today’s super- competitive environment multiple tactics are often necessary§ Cross-Promotion via an existing network§ Marketing Spend§ Localization / global distribution§ Leverage a known brand December 11, 2011 15
  16. 16. Marketing Spend Facebook ad spending is effective, but increasingly expensive JULY 2011OCTOBER 2010 Country Avg. CPC Country Avg. CPC New Zealand $0.68 New Zealand $1.63 United States $0.61 Norway $1.60 Denmark $0.58 Russia $1.59 Russia $0.57 Australia $1.54 South Africa $0.56 Denmark $1.30 Norway $0.53 Japan $1.17 Brazil $0.50 South Africa $1.16 United Kingdom $0.48 United States $1.14 Australia $0.48 Netherlands $1.13 Ireland $0.48 Ireland $1.12 § Clear-cut, but expensive way to acquire users § Spend based on incoming revenue and/or LTV § Need to have the ability and willingness to spend big upfront December 11, 2011 16
  17. 17. Click ExchangeClick exchanges are only effective on a small scale, as growthis bounded by the size of the game joining the exchange.§ Developers can also buy credits to participate more actively in exchanges§ Traffic quality from click exchanges should be monitored closely December 11, 2011 17
  18. 18. Publishing AgreementsPublishing is an increasingly relevant model in social games.Developers must decide if the tradeoffs align with company goals§ Key Benefits Established • Network for cross- promotion Trying… • Publisher funds advertising • Marketing efficiency Starting Now… • Localization / regional knowledge • Studio can focus on game December 11, 2011 18
  19. 19. A Great GameAll of these methods are pointless if yourgame doesn’t retain users and monetize.So…go make GREAT games!!! December 11, 2011 19
  20. 20. THANK YOU!Contact: bd@6waves.com

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