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The Facebook Games Life Cycle


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The 4 stages every successful social game goes through

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The Facebook Games Life Cycle

  1. 1. The Facebook Games Life Cycle
  2. 2. What we’ll talk about? <ul><li>Level 1: </li></ul><ul><ul><li>New game </li></ul></ul><ul><ul><li>Acquiring users </li></ul></ul><ul><li>Level 2: </li></ul><ul><ul><li>Niche game </li></ul></ul><ul><ul><li>Making the game social </li></ul></ul><ul><li>Level 3: </li></ul><ul><ul><li>Trendy game </li></ul></ul><ul><ul><li>Making money </li></ul></ul><ul><li>Level 4: </li></ul><ul><ul><li>Decaying game </li></ul></ul><ul><ul><li>Staying relevant or moving on </li></ul></ul>
  3. 3. Level 1 New Game <ul><li>Congratulations! You created a new social game </li></ul><ul><li>The idea and technology are great! </li></ul><ul><li>It’s got to be the next trend that everyone plays! </li></ul><ul><li>It only has 2 levels and 3 features </li></ul><ul><li>Only your friends play it for now </li></ul><ul><li>Your users expect little and give helpful feedback </li></ul><ul><li>Money you make: satisfaction is your reward </li></ul><ul><li>How to make it to the next level? </li></ul>
  4. 4. Level 1 Acquiring Users <ul><li>Optimization Challenge: Bringing new users </li></ul><ul><ul><li>Publish ads on Facebook, banners on other applications </li></ul></ul><ul><ul><li>Encourage users to: Share, invite friends </li></ul></ul><ul><li>Quick Level Up: </li></ul><ul><ul><li>Have another Facebook Game with users already? Promote your new Game there and jump to level 2 directly! </li></ul></ul>
  5. 5. Level 2 Niche Game <ul><li>Your game has a bunch of users </li></ul><ul><li>Many users don’t have friends playing yet -> game must be fun for non-social use </li></ul><ul><li>Most of the energy is spent on improving the game, adding features </li></ul><ul><li>Money you make: some money from banners </li></ul><ul><li>How to make it to the next level? </li></ul>
  6. 6. Level 2 Making the Game social <ul><li>Challenge: gaining users </li></ul><ul><li>Methods </li></ul><ul><ul><li>Improve Game Features </li></ul></ul><ul><ul><li>Decrease Abandon Rate of first-time users (can reach 50% !) </li></ul></ul><ul><ul><li>Create User Engagement – make users play often </li></ul></ul><ul><ul><li>Socialize the game – Motivate users to invite & share with friends </li></ul></ul>
  7. 7. Level 3 Trendy Game <ul><li>Everybody plays </li></ul><ul><li>The game is addictive (long session times) </li></ul><ul><li>Many features and virtual goods </li></ul><ul><li>New versions are released often – twice a week! </li></ul><ul><li>Money you make – now you start earning for real! </li></ul><ul><ul><li> How to keep growing and make more money? </li></ul></ul>
  8. 8. Level 3 Making the Game Profitable <ul><li>Testing different monetization pages </li></ul><ul><li>Optimizing funnels to monetization </li></ul><ul><li>Adding various virtual goods </li></ul><ul><li>Using the game to promote other Facebook games and keep users engaged to your company </li></ul>
  9. 9. Level 4 Decaying Game <ul><li>The game has jumped the shark </li></ul><ul><li>New social game trends are on the market, making your game old news </li></ul><ul><li>You still have users and still make some money </li></ul><ul><li>You do your best to stay relevant – sometimes it means moving your focus to a new game </li></ul>
  10. 10. Keep in touch <ul><li>Bees and Pollen – Social Games Optimization Platform </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Bees and Pollen on Facebook </li></ul>