rock you social game strategies
Post on 15-Jan-2015
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Jia Shen, President
Social Game Strategies
Game
RevenueAd Network
Games Virtuous Cycle
Game
Revenue
Engagement
Virals
User Acquisition
ARPU
Payment Conversion
Marketing
CPA
Why Social Gaming is Interesting
Massive Reach – Casual Gamers
Cheap development costs
Fast and rapid development
The Secret Sauce: DAUs are Everything!
Network Effect
EngagementArbitrage
Key Threshold: .2 DAU/MAU
• Reach/Virality
• User acquisition
• Re-engagement
strategies
• ARPU
• K factor
• Feature
Releases
• Competition
• Friends help
users advance
Network Effect: DAU Growth and Rengagement
K Factor <.7 after recent change
User
Acquisition/Reengagement
Channel
Key Thresholds
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
Engagement: Constant and Rapid Releases
5 weekly releases:
3 content, 1 viral event, 1 game play feature
Engagement: Competition Rules
• Create competition among friends using visible metrics
• Friend Walls
• Customization
• Player vs. Player engagments
Engagement: Get Friends To Help
• Increase Re-engagement rates by sending requests calling friends for help
• All Users helping get the prize
Castle Age
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
$30+/1,000 DAU’s On the right track
Arbitrage: Direct Payments
1-3% of DAU’s Are Paying Customers
Payment Methods Biased to Default Method.– Usually Defaulted to Best Converting Method.
PayPal
Offers
Credit Card
15%
60%
25%
Arbitrage: Capitalize On Your Existing Consumers
1st 30-40%of Purchases2nd
Entice Users to Re-Purchase Premium Currency
Conversion Rates for Repeat Consumers are Higher.
>50% of Total Revenue Should be Repeat Consumers
Go Big Fast
Virals Getting Weaker
Competition copying fast
Need to get big fast
Strategy
User acquisition through Ads
Target and test cheap demographics
When good, promote big
Details
US CPA ~ 1$
international can be .10 cents
Big game marketing budgets are millions of dollars
Game
RevenueAd Network
Games Virtuous Cycle
Game
Revenue
Engagement
Virals
User Acquisition
ARPU
Payment Conversion
Marketing
CPA
Conclusion
Questions?
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