Facebook Social Games

Building Social Games Design Patterns & Actionable Metrics Hiten Shah Facebook & Casual Games Meetup • June 16, 2010

Creating a Social Game • Start with a great game! • Content is King & Creativity is the Queen • Map the game to specific user funnels • Create and measure each step of your funnels

Common User Funnels • Tutorials (Sign Up / First User Experience) • Sharing (Viral) • Gifting (Viral) • Leveling Up (Engagement) • Virtual Goods (Engagement & Revenue)

Marketing a Social Game • Cross Promotion (Free) • Viral Channels (Free) • Ads (Paid)

Cross Promotion

Viral Channels

Design Patterns

Game Mechanics Progress Bars Friending Achievements Gifting etc...

Progress Bars

Friending

Achievements

Gifting

What to measure (Gifting) • Clicks on the gifting tab • Effectiveness of gifting prompts • Gifting funnel • Popularity of the gifts sent

User Interface and Communication Prompts Emails Tutorials etc...

Prompts

Email vs Use SendGrid.com for Transactional Emails

Tutorials

Bouncing Arrows

What to measure (Tutorials) • Conversion rate for each step of the tutorial • % of people who come back the next day • Traffic sources

Tutorial Funnel

Thank You! hshah@kissmetrics.com @hnshah Questions?

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Facebook Social Games

by Hiten Shah on Jun 17, 2010

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Facebook Social Games — Presentation Transcript