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![Page 1: ©2010 – DataGenetics All logos and trademarks in this presentation are property of their respective owners. M.Eng, ARAeS, CIPP The changing world of casual.](https://reader038.fdocuments.us/reader038/viewer/2022103015/55181a5455034691678b4631/html5/thumbnails/1.jpg)
©2010 – DataGenetics
Nick Berry
All logos and trademarks in this presentation are property of their respective owners.
M.Eng, ARAeS, CIPP
The changing world of casual gaming
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©2010 – DataGenetics
Biography – Nick Berry
1988 1994 2008 2010
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©2010 – DataGenetics
PC Casual Game Universe
Web Download
Social
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©2010 – DataGenetics
PC Casual Game Universe
Web Download
Social
AdvertisingSales
Micro-transactions
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©2010 – DataGenetics
Web Portals
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©2010 – DataGenetics
Number of players
24 hours
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©2010 – DataGenetics
The Results
Advertising Potential
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©2010 – DataGenetics
Download Games
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©2010 – DataGenetics
Price evolution of deluxe downloads
$19.95
$6.95 $6.99
$9.99
$12.99
$15.99
$19.99
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©2010 – DataGenetics
Social Networksfacebook
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©2010 – DataGenetics
Just how big is it?
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©2010 – DataGenetics
2003 2004 2005 2006 2007 2008 2009 20100
100
200
300
400
500
600
700
800
0 1 5.5 12
50
100
350
Year end registered users (MM)
?
July
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©2010 – DataGenetics
Just how big is FaceBook?
6.8 billion people on the planet
2.0 billion people connected to the internet
500 million registered facebook accounts
25% of the connected World already has a Facebook account!
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©2010 – DataGenetics
If facebook were a country …
#1 China#2 India#3 facebook
… it would the 3rd largest in the World.
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©2010 – DataGenetics
What is the most popular Windows application of all time?
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©2010 – DataGenetics
Effect of facebook on traditional Casual Gaming web sites
Dec-9
8
Apr-9
9
Aug-9
9
Dec-9
9
Apr-0
0
Aug-0
0
Dec-0
0
Apr-0
1
Aug-0
1
Dec-0
1
Apr-0
2
Aug-0
2
Dec-0
2
Apr-0
3
Aug-0
3
Dec-0
3
Apr-0
4
Aug-0
4
Dec-0
4
Apr-0
5
Aug-0
5
Dec-0
5
Apr-0
6
Aug-0
6
Dec-0
6
Apr-0
7
Aug-0
7
Dec-0
7
Apr-0
8
Aug-0
8
Dec-0
8
Apr-0
9
Aug-0
9
Dec-0
9
Apr-1
00
50000
100000
150000
200000
250000
300000
350000
400000
450000
Peak Population
Data courtesy of
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©2010 – DataGenetics
Habbo
Windows Live Spaces
Orkut
Friendster
hi5
Badoo
Flixster
Classmates.com
Flickr
Viadeo
MyHeritage
0 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000
Worldwide Registrations – Social Networks
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©2010 – DataGenetics
facebook gaming is big business
“Disney Buys Playdom in $763 Million Deal, Becoming Hollywood Leader in
Social Games”
“Not Playing Around. EA Buys Playfish For $300 Million, Plus a $100
Million Earnout.”
“Zynga Issues Shares at a $4 Billion Valuation”
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©2010 – DataGenetics
Top facebook Game
Peaked at 84 MM Monthly Active Users (MAU).
32 MM distinct people used the application at least once a day (DAU).
Close to 40% of all their users visit the application every single day!
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©2010 – DataGenetics
Farmville - MAU
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©2010 – DataGenetics
Café World - MAU
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©2010 – DataGenetics
Café World - DAU
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©2010 – DataGenetics
Café World - Engagement
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©2010 – DataGenetics
facebookAround the World
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©2010 – DataGenetics
Where in the World?
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©2010 – DataGenetics
Top 25 countries on facebook
Top 20 countries account for 79% of all FaceBook registered accounts. After Thailand, no other country accounts for more than 1%.
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©2010 – DataGenetics
Gender breakdown of FaceBook users Worldwide
Female dominant Male dominant
United States 44.31% male United Kingdom 48.26% male India 69.88 % male
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©2010 – DataGenetics
Demographics
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©2010 – DataGenetics
facebook Demographics
AGE
13
65+
FemaleMale
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©2010 – DataGenetics
facebook Demographics - USA
Many users of college age.
In USA large number of members over 65
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©2010 – DataGenetics
facebookDifferent Countries
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©2010 – DataGenetics
Similar Countries … Similar Profiles
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©2010 – DataGenetics
Similar Countries … Similar Profiles
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©2010 – DataGenetics
Different Countries … Different Profiles
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©2010 – DataGenetics
Interests
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©2010 – DataGenetics
Bejeweled Blitz
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©2010 – DataGenetics
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©2010 – DataGenetics
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©2010 – DataGenetics
Jay Leno vs. Conan
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©2010 – DataGenetics
Quiz Time – Guess the movie
Answer: Twilight™
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©2010 – DataGenetics
Comparing Demographic “Genes”
38.41% correlation
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©2010 – DataGenetics
Comparing Demographic “Genes”
80.89% correlation
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©2010 – DataGenetics
Cross correlation between brands
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©2010 – DataGenetics
Bejeweled Blitz Affinity
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©2010 – DataGenetics
Micro-transactions
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©2010 – DataGenetics
Propensity to pay?0.8% users spend
2.1% users spend
3.0% users spend2.6% users spend
2.4% users spend
Sorority Life, % users who spend by ageSource: “Rules to Monetize By …”, Playdom 2010
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©2010 – DataGenetics
Are you targeting your game to the paying audience?
$OEven if this game had 5x the traffic, it would not generate the same revenue
Would you like to have the largest game on facebook, or the most profitable?
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©2010 – DataGenetics
Micro-transaction types
+10%
- Avatars- Fashion- Accessories
Things that do not adjust the balance of the game
Kill 10 more Orcs
= or =
Pay 10 gold coins
Time
Money
Bling Accelerators Power-ups
Pay to get 10 gold coins to get +10% attack bonus for
12 hours
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©2010 – DataGenetics
The economic beauty of micro-transactions
Volume
Price
$19.95
$6.95 The Long Tail …
The “Tall” Tail …
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©2010 – DataGenetics
Big brands are starting to get it
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©2010 – DataGenetics
MIT research• When playing games, people
are at 95-99% “focused attention”(As measured by pupil dilation, skin resistance, pulse, movement, breathing, brain activity …)
• This blows away all other media
• With just 15 seconds exposure to a brand, there is >80% unaided recall.Sponsors can receive “Halo” effect by
having their brands associated with success screens and level completion events.
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©2010 – DataGenetics
Pitching to potential Advertisers
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©2010 – DataGenetics
Honeymoon period for brand owners with fans!
• 43% of fans visit facebook several times a day.
• 50% of fans come to facebook for entertainment.
• 92% say that being a fan has a positive impact in recommending to
friends.
• 52% recommend others to follow the brand.
• 84% of fans consume (regularly/ocassionally) the brand.
• There is no disconnect between brands followed on facebook and regular
consumers.
• An average of 9 brands are followed by users.
Source: DDB, October 2010
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©2010 – DataGenetics
Closing Advice
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©2010 – DataGenetics
You’re a Service not a Product
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©2010 – DataGenetics
Measure Everything!
Analytics is now just as important as game design!
Play
Join
or
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©2010 – DataGenetics
We’re now on the second generation of Social Games
Generation #1 – Build it, and throw it live immediately. Fix and modify it live. Those days are over!
Generation #2 – Get it mechanics reasonably polished before general release.
“You don’t get a second chance to make a first impression”
Today’s early adopters of new games:
- Virally introduce more people to your game- Typically spend more over lifetime
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©2010 – DataGenetics
The EndQuestions?
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