brian balfour presentation
TRANSCRIPT
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6 MYTHS OF SOCIAL GAMING BEYOND FACEBOOK
Nov/Dec 2010
By Brian Balfour
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• We are a leading social gaming publishing platform that delivers top tier content to high value networks worldwide. Focus on North America, Europe, and S. America audiences.
About viximo
Brian BalfourCo-Founder
VP, Product Marketing
http://viximo.comhttp://blog.viximo.comhttp://socialdegree.com
SOME OF OUR PARTNERS
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FACEBOOK IS THE ONLY PLACE TO FIND A LARGE NUMBER OF USERS
SOCIAL GAMING MYTH
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THERE IS A HUGE UNTAPPED OPPORTUNITY BEYOND FACEBOOK
Share of WW Top 100 Social Networks Audience 1.8 billion WW (incl. duplication)
Source: comScore Monthly Unique Visitors, May 2010
MySpace (6%), Orkut 3%), Hi5 (2%) & 7
others
Open platforms that reach a large audience in
aggregate, but individually too small
to be compelling.
StudiVZ, Multiply, Sonico, Tuenti & dozens of others
Over 100 networks with 2M+ WW users
each.
Closed platforms, not easily accessible by
developers.
Over 70% of Social Networking Audience Remains Untapped
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USERS OUTSIDE OF FACEBOOK DON’T MONETIZE WELL
SOCIAL GAMING MYTH
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Non-Facebook Users Monetize Well With a Little Bit of Effort
Viximo Social
Networks
$0.02 - $0.03* Avg. Daily Revenue per DAU
$0.05 - $0.07 Avg. Daily Revenue per DAU
*Source: Inside Virtual Goods Report, October 2009
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<
Network Compared to Fbook
VZnet .75X - 1.5X
Mixi 3X - 4XOrkut .5X - .66X
VK.com .5X
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A NETWORK WITH MORE MONTHLY UNIQUES = GREATER CHANCES OF A
SUCCESS
SOCIAL GAMING MYTH
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ENGAGEMENT IS THE Largest Success Indicator For A Network
• Successful monetization goes beyond audience size and requires site engagement
• Smaller social networks perform better against such metricsFewer monthly unique users, but more connected and passionate audience
*Source: Viximo Game Developers Survey, May 2010
Success Ratio = Site DAUSite MAU
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Network Rank Engagement1. Tuenti 41%2. NK.Pl 38%
3. VZnet 36%4. Hyves 36%5. Orkut 34%
6. Facebook 32%34. - Hi5 15.1%
35. - Myspace 14.8%
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OPEN SOCIAL IS AN EASY & EFFICIENT WAY TO DISTRIBUTE OFF FACEBOOK
SOCIAL GAMING MYTH
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Open Social Does not solve Network Fragmentation
*Source: Viximo Game Developers Survey, May 2010
• Not a uniform standard or complete APISignificant changes with each new version results in poorly performing reference implementations
• Ambiguous Support for Critical FeaturesLacks robust support for viral channels and virtual currency
• Only addresses technology aspect (poorly)Open Social technology only addresses small part of equationDevelopers still need to manage user acquisition, promotion, marketing.
• When asked*: “Open Social is succeeding at making it easier and more efficient to develop applications to run across multiple social networks”, 56% of developers answered Disagreed or Undecided.
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DIFFERENT MARKETS DEMAND DIFFERENT GENRES OF SOCIAL GAMES
SOCIAL GAMING MYTH
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NO MATTER WHERE YOU PLAY,PLAYERS ENJOY SIMILAR GENRES
*Source: Social Games Observer, November 2010
Location Germany Brazil Russia
Top Genres
1. Farming2. Virtual Pets
3. Fish4. Mafia5. Cafe
6. Arcade/Skill
1. Farming2. Virtual Pets
3. Cafe4. Arcade/Skill
5. Soccer6. Fish
7. City Building8. Poker.
9. Mafia RPG
1. Farming2. City Building
3. Mafia4. Mall/Fashion
5. Fish6. Virtual Pets7. City Building
8. Poker.9. Bar/Nightlife
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ADDING FACEBOOK CONNECT MAKES YOUR SITE SOCIAL
SOCIAL GAMING MYTH
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SOCIAL GAMING REQUIRES A NATIVE SOCIAL GRAPH
• Finding, adding, playing with, sending notifications to people you know is the appeal of social gaming experience
• Facebook Connect is a tempting “shortcut” to add social graph
• There needs to be social context around the game and site, not just the game itself.
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6 REALITIES OF SOCIAL GAMING
*Source: Viximo Game Developers Survey, May 2010
1.THERE IS A HUGE UNTAPPED OPPORTUNITY BEYOND FACEBOOK
2.NON-FACEBOOK USERS MONETIZE JUST AS WELL
3.SOCIAL GAMING REQUIRES A NATIVE SOCIAL GRAPH
4.OPEN SOCIAL IS NOT WHAT WE’VE BEEN WAITING FOR
5.ENGAGEMENT IS THE KEY SUCCESS METRIC
6.NO MATTER WHERE YOU PLAY, PLAYERS ENJOY SIMILAR GAMES
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QUESTIONS?
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Brian K BalfourCo-Founder, VP Product Marketing
Thank you