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Build Better Games with Facebook
Bob Slinn
White Nights Moscow
October 13th
Games Market Continues to Grow
Source: NewZoo Global Games Report 2015
445MPeople play games
with Facebook
$8B
paid to developers
since 2010
Clicks to games from Facebook
web and mobile daily
735M
Facebook is a Games Platform
Over 30 million apps and sites
have been built with
Facebook developer tools
130,000 new Facebook
connected games launched in 2014
Eastern European Success Stories
We want to position
developers for success in building
experiences that people love
Grow MonetizeBuild
Facebook Login
App Links
Parse
Better Sharing
App Invites
Mobile App Install Ads
Analytics for Apps
Payments
Audience Network
LiveRail
7,000,000,000
Logins in 2014
• Give People Control
• Explain Benefits
• Context Matters
• Login Screen
Background
Miniclip Case Study63.5%
of DAUs use
Facebook
Login
ARPDAU from
FB users is
70% >
than other
Logins
Conversion
Rate is
65%>
than other
Logins
D1 80%
D7 2.5X
D28 5X
other Logins
Source: Facebook Financial Data 2014
Sharing
pieces of app content shared to Facebook in 2014
Express Themselves Help
Others
Maintain
Relationships
Why People Share
Types of Sharing
Link share Image share Open Graph Stories
Creating Shareable Moments
Alphabear
Mr Jump
Criminal Case
App Invites
Share Personalised Recommendations
Draw Something
App Analytics
Introducing Facebook Analytics for Apps
Facebook Confidential - Please Do Not Distribute
What’s Included
Funnels Cohorts
Demographics Cross-Device
Ad Integrations
SegmentsEvent-based
Metrics
Event-based
Metrics
Event-based
Metrics
Segments
Funnels
Cohorts
• FREE
•
•
•
Why use App Analytics?
Game Insight:
The Tribez
Game Insight was able
to successfully re-
engage users using App
Events resulting in a 5%
increase of daily active
users and a return on
investment of 800%
Facebook SDK
for Unity 5
supporting
Web GL live
Fbstart.com
Grow MonetizeBuild
Thank You

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Bob Slinn, Head of Gaming Partnerships EMEA, Facebook

Editor's Notes

  1. We now have 445M people every month who play games with Facebook across the web and mobile and these players generate over 700M clicks every day. While we all know about the explosive growth of mobile gaming, Facebook.com remains one of the largest gaming platforms for our users, and thus a large untapped market for many mobile first games developers. Last year over $3 billion of purchases were made by gamers on Facebook.com, last year alone. We also had over 100 developers who generated over $1M. <CLICK>
  2. I hope that video got you guys excited about what you can build for people. So far, over 30 million apps and sites have been built with Facebook developer tools and these apps and sites are helping us with our broader mission to connect the world. Over 70% of these developers are based outside of the UK.
  3. Today, our sessions will be broken up into our build, grow, monetize framework.
  4. With Facebook Login, our aim is to give people more control over the information they share with apps.
  5. In this presentation, I'd like to talk about how you can use our developer tools – and especially LOGIN – to build BETTER GAMES… And everything will be around this NUMBER: what is it?
  6. Pat's suggestion - Facebook Login Reduce conversion barrier - registration in 2 taps! Social experiences from the ground up Higher engagement and retention
  7. Few data to support your choice in using Facebook login.
  8. Evolution of App Insights; App Events; new analytics features, and attribution Focused on solving problems for mobile developers, but goes across devices and platforms with App Events and Pixels Leverages the Facebook SDK, you can also do Server to Server if you are interested Free for unlimited use
  9. Talked to companies (startups and established players) cross device measurement The product includes event-based metrics, segments, funnel builder, cohort analysis, and ad integrations. All of this built on top of Facebook demographics & cross-device measurement. You can do break-downs based on demographics and measure across devices.
  10. Using the FB SDK or API - you can log events through a system called App Events App Events is the way you log key actions that people are taking in your app App Events both power your Analytics dashboard and allow you to do measurement, remarketing, and smarter acquisition campaigns using Facebook Ads. Logging just App Launch and App Install events provides you with a lot of valuable information Daily/Weekly/Monthly Active Users Session Length You can see demographic and technology breakdowns for the people playing your game
  11. You can also log important actions like purchases as events. In the example above, you can see a purchase trend broken down by the average value per user over time. There are many ways to visualize information in Facebook Analytics
  12. If you are looking at a funnel or cohort for your overall app, sometimes it can be hard to deduce exactly what’s happening. Segments allow you to create a set of rules to filter the audience In this example, you have created a specific audience such as people who spent at least $5 USD, in the US, on iOS or Android You can add a set of rules with as many or few conditions You can layer segments on top of funnels or cohorts to filter the analysis to just the audience relevant to you
  13. Funnels show you how people move through a series of steps in your app. In the example above, we are looking at an app which could be a travel, e-commerce, or retail app Let’s imagine someone is looking at a pair of shoes in this app. People are going to search for a pair of shoes, they will probably add a pair to their cart, they may also add some payment and shipping information, and then eventually purchase those shoes. It would be great if 100% of people that did a search ended up purchasing. However, the reality is that at each step of the process, some of the people abandon the flow. Funnels help you measure what that process looks like and where you are losing your customers. This helps you understand where in the process you can improve the user experience, where you can try a different form, where you can make things simpler, so that you can get more people through that flow and get more customers.
  14. However, cohorts can help you understand the average cumulative number of actions people are taking in your app or the total amount of spend per user in your app over time. You can use cohorts to understand LTV for your entire app.
  15. Today, our sessions will be broken up into our build, grow, monetize framework.