Delivered at Casual Connect Europe 2016
Facebook provides a broad range of tools and services to help developers build better games on mobile and web. Bob will illustrate how key partners have integrated various parts of Facebook’s platform to help them to build, grow and monetize their games more effectively. The talk will also explore the different technologies that developers can employ to easily reach new audiences and generate incremental revenues by bringing their games to Facebook.com.
4. 445M
People play games
with Facebook
$8B
paid to developers
since 2010
Clicks to games from
Facebook.com and
mobile daily
735M
Facebook is a Games Platform
5. Over 30 million apps and sites
have been built with
Facebook developer tools
6. We want to position
developers for success in building
experiences that people love
7. FB connected
players 10x more
likely to pay and
play
5 games in Top 50
Grossing on
Facebook
63% of players
+ 50% of
revenue from
organic
channels
Headquarters in Tel
Aviv, studios
worldwide
12. • Give People Control
• Explain Benefits
• Context Matters
• Login Screen Background
13. 63.5%
of DAUs use
Facebook Login
Conversion
Rate
65% >
than other Logins
ARPDAU from
Facebook users
70% >
than other Logins
D1 80%
D7 2.5x
D28 5x
other Logins
32. “Adding custom events in
the app's loading process
resulted in a significant
reduction of the loading
time and a better
conversion from install to
the game being completely
loaded.”
R. Benjamin Constantine: Senior
Manager – Business Operations
45%
increase in conversion
rate between App Install
and loading process
completion
41. “We've seen CPMs that are 2X or
better with Facebook’s Audience
Network… and Facebook is now
receiving the first ad call.
At the same time, we feel that
Facebook’s accurate targeting and top
tier brands make for a best-in-class
user experience for our app’s users.”
Chris Akhavan, President of
Publishing at Glu Mobile.
The third theme is that Facebook is a family of apps, with each of them reaching its own global scale. This means more choice for developers as we make sure that each platform is reliable and stable to build on.
We now have 445M people every month who play games with Facebook across the web and mobile and these players generate over 700M clicks every day.
While we all know about the explosive growth of mobile gaming, Facebook.com remains one of the largest gaming platforms for our users, and thus a large untapped market for many mobile first games developers. Last year over $2.5 billion of purchases were made by gamers on Facebook.com, last year alone
So far, over 30 million apps and sites have been built with Facebook developer tools and these apps and sites are helping us with our broader mission to connect the world. Over 70% of these developers are based outside of the UK.
Today, our sessions will be broken up into our build, grow, monetize framework.
With Facebook Login, our aim is to give people more control over the information they share with apps.
Few data to support your choice in using Facebook login.
Few data to support your choice in using Facebook login.
Pirate Kings is a game where you have an island, and you can either: - attack, defend, steal
from the islands of your friends or random people.
It is made by JellyButton Games, based in Tel Aviv. This screenshot is from the Facebook Game.
Pirate Kings is developed using Unity, and first released on Facebook Games. JellyButton iterated quickly on Facebook, polishing the features of the game until it became very high-quality.
With viral growth and leveraging on Facebook's social features, Pirate Kings launched later on iOS and Android.
This is a success story that everyone here in this room can emulate, and we are excited to help you bring your games onto Facebook.
The following is a screenshot from the game Family Guy, running on Facebook.
This game is available on Facebook, iOS and Android. Nowadays players want to play the same game through different devices - on their mobile, laptops and desktop. Players expect to have the same game progress, UI experience, etc… as the characters Chris and Peter illustrate.
This can be achieved with cross-platform technology, using some of the tools that we talked about in the previous slides.
Moving on, we want to know how cross-platform technology is supported by browsers today. One way is through HTML5 tests…
If you only remember one slide from my talk, this is the slide that I hope you will take away.
As you have seen from the development tools and industry-wide efforts that we have covered, HTML5 and cross-platform solutions have matured rapidly.
There are many different platforms/choices today - from the mobile phone, to the tablet, to the laptop and desktop.
HTML5 as a standard, and Unity as a tool - is very strongly positioned create content for these platforms.
At Facebook, we want to help you to build cross-platform games, and leverage our social features to improve engagement, retention and social features of your game.
My name is Wayne Lu, please feel free to reach out to me if you have any questions. Thank you.
Some general rules/guidelines to have Multiplayer games
Evolution of App Insights; App Events; new analytics features, and attribution
Focused on solving problems for mobile developers, but goes across devices and platforms with App Events and Pixels
Leverages the Facebook SDK, you can also do Server to Server if you are interested
Free for unlimited use
Talked to companies (startups and established players)
cross device measurement
The product includes event-based metrics, segments, funnel builder, cohort analysis, and ad integrations.
All of this built on top of Facebook demographics & cross-device measurement.
You can do break-downs based on demographics and measure across devices.
Using the FB SDK or API - you can log events through a system called App Events
App Events is the way you log key actions that people are taking in your app
App Events both power your Analytics dashboard and allow you to do measurement, remarketing, and smarter acquisition campaigns using Facebook Ads.
Logging just App Launch and App Install events provides you with a lot of valuable information
Daily/Weekly/Monthly Active Users
Session Length
You can see demographic and technology breakdowns for the people playing your game
One of our partners, Goodgame studios recently soft launched this puzzle game and used App Events to optimise before their global launch, happening shortly (which is why you can’t see their name here!)
Good Games realised that they were losing a lot of the users initially tracked as 'Installs' because of problems in the loading process. By adding custom events such as COMPLETED_REGISTRATION and GAME_LOADED_COMPLETE, the studio optimised thus reducing loading times.
The result? They saw a 45% increase in conversion rate between App Install and loading process completion
If you are looking at a funnel or cohort for your overall app, sometimes it can be hard to deduce exactly what’s happening.
Segments allow you to create a set of rules to filter the audience
In this example, you have created a specific audience such as people who spent at least $5 USD, in the US, on iOS or Android
You can add a set of rules with as many or few conditions
You can layer segments on top of funnels or cohorts to filter the analysis to just the audience relevant to you
Funnels show you how people move through a series of steps in your app.
In the example above, we are looking at an app which could be a travel, e-commerce, or retail app
Let’s imagine someone is looking at a pair of shoes in this app.
People are going to search for a pair of shoes, they will probably add a pair to their cart, they may also add some payment and shipping information, and then eventually purchase those shoes.
It would be great if 100% of people that did a search ended up purchasing.
However, the reality is that at each step of the process, some of the people abandon the flow.
Funnels help you measure what that process looks like and where you are losing your customers.
This helps you understand where in the process you can improve the user experience, where you can try a different form, where you can make things simpler, so that you can get more people through that flow and get more customers.
However, cohorts can help you understand the average cumulative number of actions people are taking in your app or the total amount of spend per user in your app over time.
You can use cohorts to understand LTV for your entire app.
Today, our sessions will be broken up into our build, grow, monetize framework.