Rock you social game strategies

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Rock you social game strategies

  1. 1. Social Game Strategies Jia Shen, President
  2. 2. Games Virtuous Cycle Game Game Engagement Virals Revenue Ad Network User Acquisition Revenue Marketing ARPU CPA Payment Conversion
  3. 3. Why Social Gaming is Interesting  Massive Reach – Casual Gamers  Cheap development costs  Fast and rapid development
  4. 4. The Secret Sauce: DAUs are Everything! • Reach/Virality • User acquisition Key Threshold: • Re-engagement .2 DAU/MAU strategies Network Effect • Feature • ARPU Releases Arbitrage Engagement • Competition • K factor • Friends help users advance
  5. 5. Network Effect: DAU Growth and Rengagement K Factor <.7 after recent change User Acquisition/Reengagement Key Thresholds Channel Feed Posts • 3 FB users should click on every feed post created Requests • Focus request on friends already in game • Expect a 70% CTR on requests if friend already in game Book Marks • Expect 20% of DAUs to enter through bookmarks
  6. 6. Engagement: Constant and Rapid Releases 5 weekly releases: 3 content, 1 viral event, 1 game play feature
  7. 7. Engagement: Competition Rules • Create competition among friends using visible metrics • Friend Walls • Customization • Player vs. Player engagments
  8. 8. Engagement: Get Friends To Help • Increase Re- engagement rates by sending requests calling friends for help Castle Age • All Users helping get the prize
  9. 9. Arbitrage: Is Your Game Monetizing Well?  Measure on Revenue/1,000 DAU’s  Best Monetizing Apps $100+/1,000 DAU’s  On Average, Apps Monetize $10-30/1,000 DAU’s  $30+/1,000 DAU’s  On the right track
  10. 10. Arbitrage: Direct Payments  1-3% of DAU’s Are Paying Customers  Payment Methods Biased to Default Method. – Usually Defaulted to Best Converting Method. Offers 15% Credit PayPal Card 60% 25%
  11. 11. Arbitrage: Capitalize On Your Existing Consumers  Entice Users to Re-Purchase Premium Currency  Conversion Rates for Repeat Consumers are Higher.  >50% of Total Revenue Should be Repeat Consumers 1st 2nd 30-40%of Purchases
  12. 12. Go Big Fast  Virals Getting Weaker  Competition copying fast  Need to get big fast
  13. 13. Strategy  User acquisition through Ads  Target and test cheap demographics  When good, promote big
  14. 14. Details  US CPA ~ 1$  international can be .10 cents  Big game marketing budgets are millions of dollars
  15. 15. Games Virtuous Cycle Game Game Engagement Virals Revenue Ad Network User Acquisition Revenue Marketing ARPU CPA Payment Conversion
  16. 16. Conclusion Questions?

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