More than half a billion Facebook users collectively install over 20 million apps daily. Combined, these apps generate roughly $500 million in yearly revenue, making Facebook an attractive platform. But, with 2.5 million developers competing for this market, and the top three (Zynga, Playdom and Playfish) already claiming over half of the revenue generated ($300 million), chances for success are pretty slim. But there’s still hope… By focusing your time and budget more on marketing and design and less on development, you can maximize your app’s results. “Cracking the Facebook Code” examines successful developers’ strategies and provides concrete ways to succeed. Learn the secrets to designing an effective Facebook game, spending less time getting it to market and attracting a loyal user base.

1. cracking the
Facebook
code
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2. I am not a developer.
I’m a marketing manager at 3DVIA who published a 3D game
engine demo to Facebook. I spent my time and money on
design and marketing (NOT production) and got big results.
Here’s what I learned and know…
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3. it’s a big pond
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4. 600M 20M+ $500M
users apps installed app revenue
each day
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5. but
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6. there are
a lot
of fish
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7. 2,500,000
developers
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8. Developers per Category
3 Big Three (Major Developers)
150 Smaller Developers
Everyone Else
2,499,847 (Remaining Developers)
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9. Revenue Split by Developers
(in millions)
Everyone Else
(2,499,847)
$100M
$300M
$100M
Smaller Big Three
Developers (3)
(150)
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10. Revenue per Developer
$100M $666K $1.20
per big three per smaller per remaining
developer developer developer
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11. meaning
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12. you have a…
.006%
chance of making real
money
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13. and a…
.00012%
chance of becoming the next
Farmville
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14. them ain’t good odds
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15. but
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16. you can
beat
the system
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17. Listen to the Experts
“ The measure of good design is revenue. If you want to
get your revenue up, create virtual goods people want to
buy, make game play fun, and get it running right away. ”
- Brian Reynolds, Chief Designer of Zynga
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18. Listen to the Experts
“ Successful Facebook games’ marketing budgets are
upwards of 50% of their production costs and can
skyrocket into the millions as the game grows. ”
- John Pleasants, CEO of Playdom
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19. meaning
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20. spend & on
marketing
& design,
not production
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21. how?
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22. Allocate Like So
Time Budget
Marketing Design
Staff
25% 25% 30%
Marketing
60% Software
Production
10%
50%
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23. start with good
design
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24. Start with Good Design
Don’t be a Design for your Think
copy audience revenue
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25. reduce
production
costs
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26. Reduce Production Costs
Free Outsource Stock
software is to avoid saves time
your friend staffing costs and money
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27. invest in
marketing
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28. Invest in Marketing
Know Produce
where your media to promote
audience is your app
Build Advertise
a name and via paid, editorial &
relationships social means
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29. thank you
Emmy Jonassen
Senior Marketing Manager
Dassault Systèmes, 3DVIA
emmy.jonassen@3ds.com
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30. References
1. Venture Beat: Zynga’s Chief Designer Shares Tips Learned from Social Games
2. Venture Beat: Facebook Platform Developers Could See $500M in Revenue this Year
3. Facebook: Four Ways to Make Money on Facebook
4. Social Times: The Economics of Facebook Games
5. Gamesauce: Brian Reynolds Addresses What Game Designers Bring to Social Games
6. Games.com: Meet the Average Facebook Gamer: A 43-Year-Old Woman Who Loves FarmVille
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