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Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
Brian Balfour Presentation
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Brian Balfour Presentation

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  • 1. 6 MYTHS OF SOCIAL GAMING BEYOND FACEBOOK Nov/Dec 2010 By Brian Balfour
  • 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. FACEBOOK IS THE ONLY PLACE TO FIND A LARGE NUMBER OF USERS SOCIAL GAMING MYTH 1 2 3 4 5 6
  • 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. USERS OUTSIDE OF FACEBOOK DON’T MONETIZE WELL SOCIAL GAMING MYTH 1 2 3 4 5 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. A NETWORK WITH MORE MONTHLY UNIQUES = GREATER CHANCES OF A SUCCESS SOCIAL GAMING MYTH 1 2 3 4 5 6
  • 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. OPEN SOCIAL IS AN EASY & EFFICIENT WAY TO DISTRIBUTE OFF FACEBOOK SOCIAL GAMING MYTH 1 2 3 4 5 6
  • 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. DIFFERENT MARKETS DEMAND DIFFERENT GENRES OF SOCIAL GAMES SOCIAL GAMING MYTH 1 2 3 4 5 6
  • 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. ADDING FACEBOOK CONNECT MAKES YOUR SITE SOCIAL SOCIAL GAMING MYTH 1 2 3 4 5 6
  • 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. 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. QUESTIONS?
  • 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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