Download - Jessica Rovello Presentation
Victory without ViralitySocial Gaming Summit East
December 1st, 2010
Jessica RovelloArkadium
April 12, 2023April 12, 2023 2
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Timeline of Policy Changes
April 12, 2023April 12, 2023 3
May 2007: Virality begins with access to Facebook Platform, Spam becomes
an issue
January 2008: Facebook begins cracking down on
deceptive marketers, limits distribution of news
feed stories
Farmville
April 12, 2023April 12, 2023 4
0
10000000
20000000
30000000
40000000
50000000
60000000
Farmville MAU First 3 Months
MAU
52,408,349 MAU4,367,362 new users/week
Timeline of Policy Changes
April 12, 2023April 12, 2023 5
January 2008: Facebook begins cracking down on
deceptive marketers, limits distribution of news feed stories
December 16th, 2009: Facebook limits the
amount of responses and communications per user action, virality starts to
decline.
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
Social City
April 12, 2023April 12, 2023 6
11,479,043 MAU956,587 new users/week
3/2/
2010
3/8/
2010
3/14
/201
0
3/20
/201
0
3/26
/201
0
4/1/
2010
4/7/
2010
4/13
/201
0
4/19
/201
0
4/25
/201
0
5/1/
2010
5/7/
2010
5/13
/201
0
5/19
/201
0
5/25
/201
0
5/31
/201
00
2000000
4000000
6000000
8000000
10000000
12000000
14000000
Social City First 3 Months
MAU
Timeline of Policy Changes
April 12, 2023April 12, 2023 7
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
January 2008: Facebook begins cracking down on
deceptive marketers, limits
distribution of news feed stories
December 16th, 2009: Facebook
limits the amount of responses and
communications per user action, virality starts to decline.
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
March 1st 2010: Facebook does
away with notifications, adds bookmarks to side
bar
Millionaire City
April 12, 2023April 12, 2023 8
5,752,194 MAU479,350 new users/week
5/27
/201
0
5/31
/201
0
6/4/
2010
6/8/
2010
6/12
/201
0
6/16
/201
0
6/20
/201
0
6/24
/201
0
6/28
/201
0
7/2/
2010
7/6/
2010
7/10
/201
0
7/14
/201
0
7/18
/201
0
7/22
/201
0
7/26
/201
0
7/30
/201
0
8/3/
2010
8/7/
2010
8/11
/201
0
8/15
/201
0
8/19
/201
0
8/23
/201
0
8/27
/201
00
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Millionaire City First 3 Month Growth
MAU
MAU Growth of the Three Games
April 12, 2023April 12, 2023 9
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Three Games MAU Growth Over First 3 Months
Farmville (Jun. - Aug. 2009)Social City (Mar. - May 2010)Millionaire City (Jun - Aug 2010)
Timeline of Policy Changes
April 12, 2023April 12, 2023 10
March 1st 2010: Facebook does
away with notifications, adds bookmarks to side
bar
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
January 2008: Facebook begins cracking down on
deceptive marketers, limits
distribution of news feed stories
Sept. 21st 2010: Facebook takes
games off newsfeed, virality limited to discovery stories,
invites
December 16th, 2009: Facebook
limits the amount of responses and
communications per user action, virality starts to decline.
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
May 2007: Virality begins with access to
Facebook Platform, Spam
becomes an issue
Impact on Zynga
April 12, 2023 April 12, 2023 11
6/9/
2009
7/1/
2009
7/23
/200
9
8/14
/200
9
9/5/
2009
9/27
/200
9
10/1
9/20
09
11/1
0/20
09
12/2
/200
9
12/2
4/20
09
1/15
/201
0
2/6/
2010
2/28
/201
0
3/22
/201
0
4/13
/201
0
5/5/
2010
5/27
/201
0
6/18
/201
0
7/10
/201
0
8/1/
2010
8/23
/201
0
9/14
/201
0
10/6
/201
0
10/2
8/20
10
11/1
9/20
100
50000000
100000000
150000000
200000000
250000000
300000000MAU
MAU
First round of virality
limitationsRemoval of wall posts for games
April 12, 2023April 12, 2023 12
So what do we do now?
April 12, 2023April 12, 2023 13
Discovery Stories
From this…
To this…
Advertising
April 12, 2023April 12, 2023 14
Facebook Ads
Games Dashboard Promotion
April 12, 2023April 12, 2023 15
Self Service Ad Platform
• Begin with very general targeting• Target a large population
(i.e. US users, any age)• Determine a baseline for
CPI• Large volume of potential
users
April 12, 2023April 12, 2023 16
• Bulk upload and editing of ads
• Ad scheduling, i.e. “Monday night ads”
• Automated bid strategies
• Conversion tracking from click to install
Ad Management Tools
Optimize! Optimize! Optimize!
• 13% lower overall CPI than orange
• Lower CPAs for users 25 and under, and users 35-54
April 12, 2023
• 40% lower CPI for users 55+ than blue
• Slightly lower CPI for users 25-34
April 12, 2023April 12, 2023 18
Invites
April 12, 2023April 12, 2023 19
AKA the Wall Post loophole
Creative “Invites”
April 12, 2023April 12, 2023 20
Gifting
April 12, 2023April 12, 2023 21
Likes
April 12, 2023April 12, 2023 22
Cross Promotion
You don’t have to be Zynga to Cross Promote
What Matters in 2011
April 12, 2023April 12, 2023 23
ThenMAU
Now
DAU
ARPU DARPU
Growth Retention