Growing a hard core game on facebook - GDC Europe 2013

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Plarium is the second largest hard-core games developer on Facebook. Some of the popular titles include Stormfall and Soldiers Inc. In this talk I reviewed some of the techniques we used to grow our games on the platform such as utilizing Facebook's features, marketing techniques and so on.
I also looked at some of the features and promotions we implemented and their effect on our revenues.

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Growing a hard core game on facebook - GDC Europe 2013

  1. 1. Growing a Hard-Core Game on Facebook Leonard Frankel Head of Biz Dev, Plarium
  2. 2. Company Overview ● Established 4 summers ago ● HQ in the start-up land Israel ● 3 studios world-wide ● 350 employees & 70 open positions Yes, I will share metrics
  3. 3. Starting Up ● First poker game in the Russian SNs - 2 4 6 8 10 12 14 Time Farmandia Russia Facebook Players (m)
  4. 4. Plarium’s Strategy Games
  5. 5. Plarium’s Strategy Games
  6. 6. Plarium’s Strategy Games - 1 2 3 4 5 6 7 8 9 10 1 26 51 76 101 126 151 176 201 226 Days Improving Acceptance Total Domination Stormfall Players (m) - 1 2 3 4 5 6 7 8 9 10 1 26 51 76 101 126 151 176 201 226 Days Improving Acceptance Total Domination Players (m)
  7. 7. We’re on Facebook, now what? ● Localize everything (Care for a hotdog?)
  8. 8. We’re on Facebook, now what? ● Localize everything (Care for a hotdog?)
  9. 9. We’re on Facebook, now what? ● Localize everything (Care for a hotdog?) ● New countries – World bank, Facebook ads
  10. 10. We’re on Facebook, now what? ● Localize everything (Care for a hotdog?) ● New countries – World bank, Facebook ads
  11. 11. Increasing ROI ● 25 professionals in user acquisition ● 51 in supporting departments: Art, Development & BI and Support ● Perfecting Facebook integration ● Identifying gamers characteristics
  12. 12. Sponsoring on Facebook ● Open Graph ● Page posts
  13. 13. Open Graph – Case Study ● OG stories with emphasis on ● Achievements that players are proud of ● Meaningful Actions and Objects ● January 2013 – 800k MAU ● 13 million stories, 136 million impressions ● 75% increase in viral users with Open Graph 0.2 0.5 0.8 1.1 1.4 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12 1/13 2/13 3/13 4/13 Total Domination - MAU Open Graph integration Players (m)
  14. 14. Retargeting ● Custom audiences ● Payers: “Your army awaits”, features ● Non-payers are harder to lure back ● Action spec Targeting: games.plays
  15. 15. Player Acquisition ● CPIs are rising (Platform, Game’s age, Genre) ● Facebook ARPDAU up 104.4% to 0.4$ - 0.5$ Jan-12 Feb-12 Mar-… Apr-12 May-… Jun-12 Jul-12 Aug-… Sep-… Oct-12 Nov-… Dec-… Jan-13 Feb-13 Mar-… Apr-13 May-… Jun-13 ARPDAU, $ Total Domination ARPDAU, Moving Avg.
  16. 16. Improving the Monetization Stormfall ARPDAU ● PvP Element
  17. 17. Improving the Monetization Stormfall ARPDAU ● PvP Element ● Holiday Promo
  18. 18. Improving the Monetization Stormfall ARPDAU ● PvP Element ● Holiday Promo ● Troops Revive
  19. 19. Improving the Monetization Stormfall ARPDAU ● PvP Element ● Holiday Promo ● Troops Revive ● Immortal Guardians
  20. 20. Improving the Monetization Stormfall ARPDAU ● PvP Element ● Holiday Promo ● Troops Revive ● Immortal Guardians ● Holiday Promo
  21. 21. Improving the Monetization Stormfall ARPDAU ● PvP Element ● Holiday Promo ● Troops Revive ● Immortal Guardians ● Holiday Promo ● Legendary Heroes
  22. 22. Offer Wall Performance ● Nano payments, performance varies ● 2.6% of total revenues ● Doubled paying users up to 2%-3%
  23. 23. Thank You! Any questions? leonard@plarium.com

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