This document discusses how Plarium, a game development company, has grown hard-core strategy games on Facebook. It outlines Plarium's strategy which included starting with games on Russian social networks, localizing content for different countries, using Facebook ads and open graph integrations to increase viral users, retargeting past players, improving monetization features like PvP elements and promotions, and using offer walls. Their approach helped increase monthly active users from 800k to over 10 million across multiple games on Facebook.
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Growing a hard core game on facebook - GDC Europe 2013
1. Growing a Hard-Core Game on
Facebook
Leonard Frankel
Head of Biz Dev, Plarium
2. Company Overview
● Established 4 summers ago
● HQ in the start-up land Israel
● 3 studios world-wide
● 350 employees & 70 open positions
Yes, I will share metrics
3. Starting Up
● First poker game in the Russian SNs
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Farmandia
Russia
Facebook
Players (m)
9. We’re on Facebook, now what?
● Localize everything (Care for a hotdog?)
● New countries – World bank, Facebook ads
10. We’re on Facebook, now what?
● Localize everything (Care for a hotdog?)
● New countries – World bank, Facebook ads
11. Increasing ROI
● 25 professionals in user acquisition
● 51 in supporting departments:
Art, Development & BI and Support
● Perfecting Facebook integration
● Identifying gamers characteristics
13. Open Graph – Case Study
● OG stories with emphasis on
● Achievements that players are proud of
● Meaningful Actions
and Objects
● January 2013 – 800k MAU
● 13 million stories, 136 million impressions
● 75% increase in viral users with Open Graph
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Total Domination - MAU
Open Graph integration
Players (m)
14. Retargeting
● Custom audiences
● Payers: “Your army awaits”, features
● Non-payers are harder to lure back
● Action spec Targeting:
games.plays
15. Player Acquisition
● CPIs are rising (Platform, Game’s age, Genre)
● Facebook ARPDAU up 104.4% to 0.4$ - 0.5$
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ARPDAU, $
Total Domination
ARPDAU, Moving Avg.