1

Distributing Social Games Effectively

Paul LaFontaine

9 February 2011

22

Blockbuster

33

Russia/CIS

Japan

Singapore

Brazil

Europe

U.S.

China

A World of Opportunity

44

2 Games x 26 Networks x 5 languages = 450 engineers!

Go Global

55

July 2010550,000 Apps

Source: Facebook

July 200833,000 Apps

FB Growth

66

Marketing

77

Advertising Simplicity

88

Visibility

99

Becoming Like the Open Web

AcquisitionCost

Open Web

Facebook

Virality & Mon$

Changes

Early Virality& Mon$

Convergence

1010

Platforms

1111

Platforms like this amount

50%

1212

Which Way?

1313

Your players

1414

Installed Users

Viral Multiplier % Active % Paying ARPPUx x x x

Evaluate Platform

REVENUE

Appropriate for YOUR games+

+Appropriate for YOUR players

1515

Installed Users

Viral Multiplier % Active % Paying ARPPUx x x x

Payments

1616

Payments

Cash to Stranger Slow Response No Joy

$199.00 $299.00 $399.00 $599.00 $999.00

Installed Users

Viral Multiplier % Active % Paying ARPPUx x x x

1717

Done Right

1818

City Management

You can’t build the Coliseum by yourself

Build your friends’ embassies for mutual gain

Installed Users

Viral Multiplier % Active % Paying ARPPUx x x x

1919

Community EngagementInstalled

UsersViral

Multiplier % Active % Paying ARPPUx x x x

2020

Pick Shots

450 engineers?

2121

Operating

(5 + 1 + 1 + 1 + 2 + 2 + 2) * 2 = 28

2222

Localization Team

Translation Porting

Platform Management Rules

Content

Pricing Testing

Team

2323

Choices

Create Games

Localize Games

Manage Platforms

Regional Payments

Deploy Content

2424

Partners

Create Games

Localize Games

Manage Platforms

Regional Payments

Deploy Content

Partner

2525

Good Live Operations• Innovating, Testing, and Documenting our data

– Creating both large-scale and quick-win features

Retention Monetization Virality

2626

Content Deployment

2727

Load Times& Errors

Currency & Payment Method

Cultural Fit

Art Style

Deploy Content

Price

2828

Load Times& Errors

Currency & Payment Method

Cultural Fit

Art Style

Deploy Content

Price

2929

Load Times& Errors

Currency & Payment Method

Cultural Fit

Art Style

Deploy Content

Price

3030

Load Times& Errors

Currency & Payment Method

Cultural Fit

Art Style

Sharing Work

Price

Partner = Payments

3131

• Your games• Your platforms• Your partners

= Success

Your Formula

32

Thank You