“Top Social Gaming Trends in 2011″
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“Top Social Gaming Trends in 2011″

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What are the most important trends for social gaming in 2011? Will user acquisition cost continue to go up? What about the number of transaction, have they increased as FB credits mature? What about ...

What are the most important trends for social gaming in 2011? Will user acquisition cost continue to go up? What about the number of transaction, have they increased as FB credits mature? What about new games being developed, what genre will be most popular? What about branding, will more games start leveraging popular movies and celebrities? What about geographic, which countries/platform are growing most aggressively? Rex Ng, CEO of 6waves will discuss these emerging trends and their ramification for developers.

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  • Hiddden Object games (Mystery Manor by Game insight, Garden of time by paydom)After Zuma blitz, connect 3 games (Bejewel2, Diamand Dash by wooga,Bubble speed by Game Duell)
  • Hardcore gamesBrowser based MMO (sacred seasons 2 by Emerald city, Maplestory byNexon, Dreamland online by IGG)3D Unity platform games (Uberstrike, NOVA by Gameloft )
  • Following success of “Family feud”Jeopardy by GSNCSI Crime city by UbisoftPawn starSpartacus the movie
  • Madden NFL SuperstarsMMAprofighterKobe basket ball academy
  • Snoop Dog offering a line of Snoop-branded avatar clothing, pets, and virtual gifts on virtual worlds like WeeWorld, Gaia Online, and Zwinkygrossed over $200,000 in sales.FarmVille has partnered with Cascadian Farm on FarmvilleDuring “Public Enemies Week” on Mafia Wars, players completed various "jobs" (playing the game) in order to unlock Public Enemies "loot" (branded virtual goods) offered for a limited time. Public enemies loot garnered nearly 55 million interactions during the week-long campaign. Starting May 17, FarmVille players can access a Lady Gaga-branded farm decorated with themes from Lady Gagas “Born This Way” music video.
  • A one currency economyFB Credit exclusive in July
  • Buy With Friends and Frictionless Credits Micropayments.Buy With Friends will allow users to share that they’ve made an in-app purchase to their stream. Friends can then make the same purchase using Credits, sometimes at a discount, in-line from the news feed. Developers will be able to set the discount level and which items trigger the sharing feature.Over the last few months, it has been testing these systems with the aim of making spending virtual currency a social, seamless part of the Facebook experience.The Frictionless Credits micro-payments system will allow users to make purchases of up to 20 or 30 Credits without having to go through an approval and success step. This allows them to spend currency without interrupting the game. Without the approval or success step, spending Credits is much faster and less distracting, and users are more likely to convert.Frictionless micropayments will be especially helpful when users are just a few Credits short of making a larger purchase, and might decide not to buy if they had to stop the game action to go through the traditional Credits purchase flow.

“Top Social Gaming Trends in 2011″ “Top Social Gaming Trends in 2011″ Presentation Transcript

  • Casual Gaming Trends
    May 2011
  • Introduction to 6Waves
    From game developer to publisher
  • Agenda
    Games
    Branding
    Payment
    Monetization
    Users markets
    Cross platform
  • Games
  • A Crowded Space…
    New developers jump-in as Facebook replaces declining Social Networks (Myspace, Orkut, VZ, ect..)
    New entrants from traditional browser game developers (Nexon, Game Duell, ect..)
    Maturing Facebook gamers and high ARPU push developers to launch new types of Facebook games
  • From Subscription To Free-to-play
    Casual games “Hiden object” and “connect 3” games
  • Hardcore games
    MMO games
    3D Unity Platform games
  • Branding
  • Brands Matter!
    Need to differentiate into a crowded gaming market
    Leverage existing fan base on Facebook
    Facilitate user’s conversion and virality
    Improves payrate and monetization
    • Brad Paisley: 2 Million fans on Facebook !
    Celebrities
  • TV Shows
    Leverage popular series or TV shows
  • Sports
  • Branded Virtual Goods
    The new monetization frontier….
    Snoop Dog on Weeworld
    • Cascadian Farm on Farmville
    • Mafia War and Public Enemy
    • Gagaville on Farmville
  • Payment
  • One currency to rule them all..
  • Facebook Credit adoption
    • Significant increase in Pay Rate
    Switched to FBC as in-game currencies
    Pay Rate
    Source: 6waves Internal
  • Improved monetization
    Launch of prepaid card and gifts cards
    Frictionless Credits Micropayments
    “Buy with friends”
    International reach (My Card)
  • Monetization
  • MAU vs. Paying Users
    • Growth in Paying Users compensates MAU decline
  • ARPU Trend
    • Better games directly impact bottom line
  • Users Markets
    • Limited growth for mature markets US, UK, FR and TW
    Mature Markets
    United States
    United Kingdom
    France
    Taiwan
    • Emerging markets grow both FB user and gamers
    Rising stars in 2011
    Russia
    Turkey
    Saudi Arabia
    Brazil
  • Cross-platform gaming
  • Complement Web Offer
    Mobile access by 200 Million users
    Offer on IOS (iPhone & iPad) and Android
    Companion (light version)
  • Thanks!