Getting Big on Facebook: A Case StudyDan Laughlin • Executive Director, Business Development

Agenda

6L Intro

Facebook Growth Strategies

Case Study: Mystery Manor

Q&A

About Me

Dan Laughlin is Executive Director, Business Development at 6waves Lolapps (6L):

• Responsible for growing the company’s global portfolio of developer partnerships for social and mobile.

• Previously at Microsoft Game Studios as a Lead Producer and a Senior Business Development Manager.

• Before entering the industry, spent time at Thomson Reuters and MarketOne International.

• Holds an MBA from the Kellogg School of Management at Northwestern University, and a BA from the University of Colorado, Boulder.

About Us

6L…

A network with tens of millions of users

Games from over 50 global partners

Expanding its strategy to mobile platforms

Providing critical services to developers :

Distribution Marketing Localization

Hosting Game Advisory

Our Network Size

24 MILLION Monthly Active Users

3.9 MILLION Daily Active Users

Top Games We Have Published

6L has helped scale many games across a range of genres

Peak 1M+ MAU Titles on Facebook: Ravenskye City Airport City Zombie Island Baby & Me Mystery Manor Ravenwood Fair Mall World Kingdoms of Camelot

Animal Paradise Resort World Simply Hospital Big Business Birdland Legacy of Rome Spartacus: The Game My Fishbowl

Facebook Growth Strategies

Click Exchange

Click exchanges are only effective on a small scale, as growth is bounded by the size of the game joining the exchange.

Developers can also buy credits to participate more actively in exchanges

Traffic quality from click exchanges should be monitored closely

Self Publishing

Key Considerations:

1. Capital to fund rising costs of user

acquisition

2. Headcount and mindshare for marketing

3. Time to build marketing effectiveness

4. Ability to localize and distribute globally

5. Desire to own End Users and build a network

Long-term company goals and financial strategy should inform if self-publishing is the appropriate strategy

Publishing Partnerships

Key Benefits Network for cross-promotion Funds for user acquisition Marketing efficiency Localization / regional

knowledge Studio focuses on

development

Key Tradeoffs Revenue share Exclusivity Competition versus rest of

portfolio End User data ownership

Publishing is an increasingly relevant model in social games Established

Starting Up

Case Study: Mystery Manor

The Developer-Publisher Partnership

Recognizing that their strengths were in game development and the Russian social networks, Game Insight partnered with 6L to scale on Facebook

The 6L / Game Insight partnership has yielded a collective peak of 13M Monthly Active Users on Facebook:

1. Mystery Manor (3.8M)2. Resort World (3.5M)3. Airport City (2.8M)4. Big Business (2.2M)5. Vegas (1.1M)

6L has expanded to launch Game Insight titles on Mixi and Yabage social networks in Japan

Mystery Manor: Game Overview

For ten months 6L and Game Insight have worked closely to evolve and grow Mystery Manor (MM):

• The first major Hidden Object release on Facebook• Gameplay built around the free2play model• High quality art• Consistent content and feature updates

MM Pre-Launch Planning

6L Product Management worked with MM producers to build towards full global launch:

1. Iterating on game feature roadmap

2. Feedback on game flow, tutorial, virality, etc

3. Localization kickoff 4. Hosting / Scaling plan - Amazon

EC25. Phased user acquisition planning6. Plan for Facebook platform

changes (e.g. early tester of “fluid canvas”)

Phased User Growth

6L has spent millions of dollars acquiring new users for Mystery Manor

In-network cross-promotion and email campaigns have driven consistent “soft money” installs

Cross-sell Test Traffic

Quality EN Cross-sell

Traffic

Test EN Paid

Acquisition

Full EN Paid

Acquisition

Localized Acquisition

email Campaigns

SE AsiaTurkey

US, UK, Aus/NZ

~$10K test spend

Spending tens of

thousands per day

Localized ad copy / images

200M+ emails per campaign

Expanding the Addressable Market7 languages now live in MM:

Russian, English, Chinese, Japanese, French, Italian, German, Turkish

6L manages the translation processes and shares costs with developer

Native speakers write / review localized ad copy

3 additional languages in development now:

Portuguese, Arabic, Thai

Ongoing Development

Continuous development allows 6L to sustain marketing: Feature Development –

monetization improvement over the long-run shows impact of an improving game

Content Releases – MM shows healthy retention and revenue spikes due to predictable content releases

Ad Targeting & Execution

The 6L user acquisition team is an experienced group of marketers, analysts, artists, and programmers in San Francisco and Hong Kong

6L uses internally developed processes and algorithms to analyze spend efficiency and cohort performance

Mystery Manor Marketing:

Continuous A/B testing of keyword targeting, creative, and copy

200+ pieces of art utilized

25+ pieces of ad copy – localized for 7 current languages

Keyword targeting – examples: woman, over 40, that play other hidden object games, ‘Like’ sudoko

The Results: Sustained Success

Mystery Manor: What Worked

1) A close relationship with the developer

2) Constant product improvement

3) Evolved targeting to prevent saturation

4) Timing marketing with product updates

5) Translated content and ad copy

6) Ongoing in-network cross-promo and email campaigns

7) Spending big to acquire users

THANK YOU!Contact: bd@6waves.com