Build Better Games with Facebook | Bob Slinn
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Delivered at Casual Connect Europe 2016 Facebook provides a broad range of tools and services to help developers build better games on mobile and web. Bob will illustrate how key partners have integrated various parts of Facebook’s platform to help them to build, grow and monetize their games more effectively. The talk will also explore the different technologies that developers can employ to easily reach new audiences and generate incremental revenues by bringing their games to Facebook.com.
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Build Better Games with Facebook | Bob Slinn
- 1. Building Better Games with Facebook Bob Slinn
- 2. Games market is huge and growing Source: NewZoo Global Games Report 2015 Forecast: Revenues per Segment
- 3. 1B 1B 1.59B 800M 400M
- 4. 445M People play games with Facebook $8B paid to developers since 2010 Clicks to games from Facebook.com and mobile daily 735M Facebook is a Games Platform
- 5. Over 30 million apps and sites have been built with Facebook developer tools
- 6. We want to position developers for success in building experiences that people love
- 7. FB connected players 10x more likely to pay and play 5 games in Top 50 Grossing on Facebook 63% of players + 50% of revenue from organic channels Headquarters in Tel Aviv, studios worldwide
- 8. Grow MonetizeBuild Facebook Login Games on Facebook Sharing & Requests App Invites Facebook Analytics for Apps Audience Network
- 9. Build
- 11. top grossing US iOS & Android apps use Facebook Login
- 12. • Give People Control • Explain Benefits • Context Matters • Login Screen Background
- 13. 63.5% of DAUs use Facebook Login Conversion Rate 65% > than other Logins ARPDAU from Facebook users 70% > than other Logins D1 80% D7 2.5x D28 5x other Logins
- 14. Bringing your game to Facebook.com
- 15. • • • • Easy Way To Reach More Gamers
- 16. Facebook SDK for Unity 5 supporting WebGL live
- 18. Build Cross platform & Leverage Social Features
- 19. Grow
- 20. Express Themselves Help Others Maintain Relationships Why People Share
- 21. Types of Sharing through Facebook Link share Image share Open Graph stories
- 23. Alphabear
- 24. Game Requests
- 26. App Invites Share Personalised Recommendations
- 28. Facebook Analytics for Apps
- 29. Introducing Facebook Analytics for Apps
- 30. What’s Included
- 32. “Adding custom events in the app's loading process resulted in a significant reduction of the loading time and a better conversion from install to the game being completely loaded.” R. Benjamin Constantine: Senior Manager – Business Operations 45% increase in conversion rate between App Install and loading process completion
- 33. Segments
- 34. Funnels
- 35. Cohorts
- 36. • FREE • • • • Why use Facebook Analytics for Apps?
- 37. Monetize
- 38. Audience Network Monetize your App using Facebook
- 40. Native is customizable to fit your app
- 41. “We've seen CPMs that are 2X or better with Facebook’s Audience Network… and Facebook is now receiving the first ad call. At the same time, we feel that Facebook’s accurate targeting and top tier brands make for a best-in-class user experience for our app’s users.” Chris Akhavan, President of Publishing at Glu Mobile.
- 43. Thank You
Editor's Notes
- The third theme is that Facebook is a family of apps, with each of them reaching its own global scale. This means more choice for developers as we make sure that each platform is reliable and stable to build on.
- 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 $2.5 billion of purchases were made by gamers on Facebook.com, last year alone
- 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.
- Today, our sessions will be broken up into our build, grow, monetize framework.
- With Facebook Login, our aim is to give people more control over the information they share with apps.
- Few data to support your choice in using Facebook login.
- Few data to support your choice in using Facebook login.
- Pirate Kings is a game where you have an island, and you can either: - attack, defend, steal from the islands of your friends or random people. It is made by JellyButton Games, based in Tel Aviv. This screenshot is from the Facebook Game. Pirate Kings is developed using Unity, and first released on Facebook Games. JellyButton iterated quickly on Facebook, polishing the features of the game until it became very high-quality. With viral growth and leveraging on Facebook's social features, Pirate Kings launched later on iOS and Android. This is a success story that everyone here in this room can emulate, and we are excited to help you bring your games onto Facebook.
- The following is a screenshot from the game Family Guy, running on Facebook. This game is available on Facebook, iOS and Android. Nowadays players want to play the same game through different devices - on their mobile, laptops and desktop. Players expect to have the same game progress, UI experience, etc… as the characters Chris and Peter illustrate. This can be achieved with cross-platform technology, using some of the tools that we talked about in the previous slides. Moving on, we want to know how cross-platform technology is supported by browsers today. One way is through HTML5 tests…
- If you only remember one slide from my talk, this is the slide that I hope you will take away. As you have seen from the development tools and industry-wide efforts that we have covered, HTML5 and cross-platform solutions have matured rapidly. There are many different platforms/choices today - from the mobile phone, to the tablet, to the laptop and desktop. HTML5 as a standard, and Unity as a tool - is very strongly positioned create content for these platforms. At Facebook, we want to help you to build cross-platform games, and leverage our social features to improve engagement, retention and social features of your game. My name is Wayne Lu, please feel free to reach out to me if you have any questions. Thank you.
- Some general rules/guidelines to have Multiplayer games
- 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
- 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.
- 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
- One of our partners, Goodgame studios recently soft launched this puzzle game and used App Events to optimise before their global launch, happening shortly (which is why you can’t see their name here!) Good Games realised that they were losing a lot of the users initially tracked as 'Installs' because of problems in the loading process. By adding custom events such as COMPLETED_REGISTRATION and GAME_LOADED_COMPLETE, the studio optimised thus reducing loading times. The result? They saw a 45% increase in conversion rate between App Install and loading process completion
- 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
- 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.
- 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.
- Today, our sessions will be broken up into our build, grow, monetize framework.