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Farmville Explanation


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Short overview to the social game on Facebook and why it has changed the game for brands. From Philip Slade, t7F

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Farmville Explanation

  1. 1. THE GAME CHANGING GAME IN LESS THAN A MINUTE A real time simulation game available as an app on Facebook and MSN. Gameplay involves managing a virtual farm, crops, livestock etc. Linking your friends & photos (via Facebook or MSN) delivers the games key benefit = Social gaming Game sends live updates of your progress to your contacts The look of the game mirrors the hugely popular teenage social network game Habbo Hotel launched 2001 Tuesday, 23 February 2010 1
  2. 2. FarmVille launched in 2009 Has become the most popular game on Facebook with over 31 million daily users 54 Million active weekly users 18.1 Farmville Facebook fans 15% of all Facebook users during January 2010 were using Farmville Many imitators, Zooville etc The average social gamer is a 43 year old women (global) 31 (UK) Tuesday, 23 February 2010 2
  3. 3. “Things will get even better this year (2010) said executives from Sega, Electronic Arts, GameLoft, Ngmoco and others. Gamers can expect more social-networking elements similar to the Mafia Wars and FarmVille titles on Facebook,” - Bob Tedeschi, New York Times "I did every horrible thing in the book, just to get revenues right away.” Mark Pincus, CEO of Zynga creators of FarmVille commenting on early brand activity on FarmVille “I think there’s such huge potential for us to take what happens on Facebook across the rest of the Internet. I think the kinds of mechanics that are in our games will be part of the way you build a great interactive experience. Those mechanics can also drive more people to find out about you and your brand”. Mark Pincus, CEO of Zynga creators of FarmVille Tuesday, 23 February 2010 3
  4. 4. STATS ON Average age of UK female gamers : 31 (Dec 2009 Sony online survey)   Largest age band of UK social gamers is 30 - 39 Versus SOCIAL 50 - 59 in USA (ISG survey January 2010 in UK)   GAMERS Biggest increase in Facebook usage in the last quarter was access via mobile devices ( Dec 2009) • Women play more social games than men  55% Vs 45%   (ISG survey January 2010 in UK) • The largest income group for UK social gamers is £32K - £48K  techcrunchies/Anand on February 18th, 2010 (ISG survey January 2010 in UK) The highest retention of downloaded apps (all devices) is 'Medical' (42%) closely followed by 'Health & Wellbeing' (30%) versus games at 16% (Flurry/Pinch media Jan 2010) Mobile social gamers are a rapidly growing breed in UK. A Jan 2010 study constituted by UK National Gamers Survey Report shows 85% of iPhone users actually pay for the games Tuesday, 23 February 2010 4
  5. 5. LINKS Tuesday, 23 February 2010 5