Brian Balfour Presentation

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Brian Balfour Presentation

  1. 1. 6 MYTHS OF SOCIAL GAMING BEYOND FACEBOOK Nov/Dec 2010 By Brian Balfour
  2. 2. About viximo <ul><li>We are a leading social gaming publishing platform that delivers top tier content to high value networks worldwide. Focus on North America, Europe, and S. America audiences. </li></ul>Brian Balfour Co-Founder VP, Product Marketing http://viximo.com http://blog.vixim o.com http://socialdeg ree.com SOME OF OUR PARTNERS
  3. 3. FACEBOOK IS THE ONLY PLACE TO FIND A LARGE NUMBER OF USERS SOCIAL GAMING MYTH 1 2 3 4 5 6
  4. 4. THERE IS A HUGE UNTAPPED OPPORTUNITY BEYOND FACEBOOK Share of WW Top 100 Social Networks Audience 1.8 billion WW (incl. duplication) Source: comScore Monthly Unique Visitors, May 2010 MySpace (6%), Orkut 3%), Hi5 (2%) & 7 others Open platforms that reach a large audience in aggregate, but individually too small to be compelling. StudiVZ, Multiply, Sonico, Tuenti & dozens of others Over 100 networks with 2M+ WW users each. Closed platforms, not easily accessible by developers. Over 70% of Social Networking Audience Remains Untapped 1 2 3 4 5 6
  5. 5. USERS OUTSIDE OF FACEBOOK DON’T MONETIZE WELL SOCIAL GAMING MYTH 1 2 3 4 5 6
  6. 6. Non-Facebook Users Monetize Well With a Little Bit of Effort Viximo Social Networks $0.02 - $0.03* Avg. Daily Revenue per DAU $0.05 - $0.07 Avg. Daily Revenue per DAU *Source: Inside Virtual Goods Report, October 2009 < 1 2 3 4 5 6 Network Compared to Fbook VZnet .75X - 1.5X Mixi 3X - 4X Orkut .5X - .66X VK.com .5X
  7. 7. A NETWORK WITH MORE MONTHLY UNIQUES = GREATER CHANCES OF A SUCCESS SOCIAL GAMING MYTH 1 2 3 4 5 6
  8. 8. ENGAGEMENT IS THE Largest Success Indicator For A Network <ul><li>Successful monetization goes beyond audience size and requires site engagement </li></ul><ul><li>Smaller social networks perform better against such metrics Fewer monthly unique users, but more connected and passionate audience </li></ul>*Source: Viximo Game Developers Survey, May 2010 Success Ratio = Site DAU Site MAU 1 2 3 4 5 6 Network Rank Engagement 1. Tuenti 41% 2. NK.Pl 38% 3. VZnet 36% 4. Hyves 36% 5. Orkut 34% 6. Facebook 32% 34 . - Hi5 15.1% 35 . - Myspace 14.8%
  9. 9. OPEN SOCIAL IS AN EASY & EFFICIENT WAY TO DISTRIBUTE OFF FACEBOOK SOCIAL GAMING MYTH 1 2 3 4 5 6
  10. 10. Open Social Does not solve Network Fragmentation *Source: Viximo Game Developers Survey, May 2010 <ul><li>Not a uniform standard or complete API Significant changes with each new version results in poorly performing reference implementations </li></ul><ul><li>Ambiguous Support for Critical Features Lacks robust support for viral channels and virtual currency </li></ul><ul><li>Only addresses technology aspect (poorly) Open Social technology only addresses small part of equation Developers still need to manage user acquisition, promotion, marketing. </li></ul><ul><li>When asked*: “Open Social is succeeding at making it easier and more efficient to develop applications to run across multiple social networks”, 56% of developers answered Disagreed or Undecided . </li></ul>1 2 3 4 5 6
  11. 11. DIFFERENT MARKETS DEMAND DIFFERENT GENRES OF SOCIAL GAMES SOCIAL GAMING MYTH 1 2 3 4 5 6
  12. 12. NO MATTER WHERE YOU PLAY, PLAYERS ENJOY SIMILAR GENRES *Source: Social Games Observer, November 2010 Location Germany Brazil Russia Top Genres 1. Farming 2. Virtual Pets 3. Fish 4. Mafia 5. Cafe 6. Arcade/Skill 1. Farming 2. Virtual Pets 3. Cafe 4. Arcade/Skill 5. Soccer 6. Fish 7. City Building 8. Poker. 9. Mafia RPG 1. Farming 2. City Building 3. Mafia 4. Mall/Fashion 5. Fish 6. Virtual Pets 7. City Building 8. Poker. 9. Bar/Nightlife 1 2 3 4 5 6
  13. 13. ADDING FACEBOOK CONNECT MAKES YOUR SITE SOCIAL SOCIAL GAMING MYTH 1 2 3 4 5 6
  14. 14. SOCIAL GAMING REQUIRES A NATIVE SOCIAL GRAPH <ul><li>Finding, adding, playing with, sending notifications to people you know is the appeal of social gaming experience </li></ul><ul><li>Facebook Connect is a tempting “shortcut” to add social graph </li></ul><ul><li>There needs to be social context around the game and site, not just the game itself. </li></ul>1 2 3 4 5 6
  15. 15. 6 REALITIES OF SOCIAL GAMING *Source: Viximo Game Developers Survey, May 2010 <ul><li>THERE IS A HUGE UNTAPPED OPPORTUNITY BEYOND FACEBOOK </li></ul><ul><li>NON-FACEBOOK USERS MONETIZE JUST AS WELL </li></ul><ul><li>SOCIAL GAMING REQUIRES A NATIVE SOCIAL GRAPH </li></ul><ul><li>OPEN SOCIAL IS NOT WHAT WE’VE BEEN WAITING FOR </li></ul><ul><li>ENGAGEMENT IS THE KEY SUCCESS METRIC </li></ul><ul><li>NO MATTER WHERE YOU PLAY, PLAYERS ENJOY SIMILAR GAMES </li></ul>
  16. 16. QUESTIONS?
  17. 17. <ul><ul><li>Brian K Balfour </li></ul></ul><ul><ul><li>Co-Founder, VP Product Marketing </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>Thank you

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