1.
Growth Opportunities for
Online Games Beyond
Facebook
Philip Reisberger
Chief Revenue Officer
Social Gaming Summit
Berlin May 2012

2.
Bigpoint at a Glance
The Company The Figures
Founded 2002 70 active games, 35 languages
Number of Employees 900 More than 250+ million users
Over 1 billion daily transactions
Key Titles
Battlestar Galactica
Online, Drakensang Industry Accolades
Online, DarkOrbit, Farmerama Deutscher Computerspielepreis 2012
European Business Awards 2011
Unity Awards 2011
Locations Investor Allstars Awards 2011
Hamburg (GER), Berlin (GER) Startup of the Century Award 2011
San Francisco (USA) European Games Awards 2011
Malta, Sao Paulo (BRA) Browser Game of the Year 2011
Paris (FRA), London (UK), Rome Mashable Best Online Game 2010
(ITA), Madrid (ESP) International Business Award 2010
2

3.
What Happened in 2011
3

4.
Facebook Growth
Penetration of Total Internet Audience
Out of 2.1 Billion Internet Users Worldwide
Source: CNET 4

5.
Social Games Explosion
Top 10 Facebook Games of 2011
1. GARDENS OF TIME
(PLAYDOM)
2. THE SIMS SOCIAL
(EA)
3. CITYVILLE
(ZYNGA)
4. DOUBLEDOWN CASINO
(DOUBLEDOWN ENTERTAINMENT)
5. INDIANA JONES ADVENTURE WORLD
(ZYNGA)
6. WORDS WITH FRIENDS
(ZYNGA)
7. BINGO BLITZ
(BUFFALO STUDIOS)
8. EMPIRES & ALLIES
(ZYNGA)
9. SLOTOMANIA-SLOT MACHINES
(PLAYTIKA)
10. DIAMOND DASH
(WOOGA)
Source: Mashable 5

6.
Typical social game product lifecycle UPDATE
CityVille (Zynga), FarmVille (Zynga), The Sims Social (EA)
FarmVille Cityville Sims Social Empires & Allies Gardens of Time
98.4 98.8
89.6 88.7 89.9 87.6
80.1 78.9
75.9
MAU in millions
74.6
66.5
57.60
53.20
50.50 50.1 49.7
47.00 46.90 45.2
44.50 44.7 42.4
39.00 30.80
34.90 35.70 35.40 30.90
30.9 30.4
24.6 28
15.9 17.2 20 18.2
12.7 14.2 14.6
10.8 9.7
4
Jan-11 Apr-11 Jul-11 Oct-11
Timeline
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7.
In Europe, Facebook is building a dedicated gaming team…
Goal to replicate US gaming ecosystem
More then 500 million downloads of Angry Birds across all platforms
Angry Birds Rio won "Best Mobile App for Consumers" at Global Mobile
Awards, "Best Mobile Game" at the Mobile Excellence Awards and
"Best Mobile Game" at the Golden Joystick Awards.
185% User Growth in 2011 – Berlin Start Up #3 on Facebook
14 million (01/11) => 40 million MAU (01/12).
Diamond Dash & Magic Land launched on Facebook & synchronized
mobile versions (connect across platforms)
Finnish game developer
The company is focused on making games that are bigger in scope than
most social games but are less involved than massively multiplayer
online games or console games
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8.
Developers continue to seek opportunities outside of
Facebook
Social connectivity as integral: casual
games can be very successful
• Decrease in diversity of games
• Re-skinning of games
Easy cross-promotion for Zynga
• Recycling/overlapping users
Competition for new entrants /
saturation
• High new user acquisition costs

9.
New Google+ Platform
Growth Potential
• Launched in August 2011
• Rapid growth rate: 625k registration/day
• Estimated 300-400 million users by the
end of 2012
• Integrates Google services
• Unsaturated green field for game
developers
Source: Business Insider 9

10.
User Demographics
Facebook and Google+
FACEBOOK GOOGLE+
71%
43%
57% 29%
Managers, Servers, Students, Homemakers, Software
Sales Associates, Interns, etc. Engineers, Consultants, Developers, Design
ers, Writers, Web
Developers, Programmers, etc.
CASUAL CORE
Source: All Facebook, PlusDemographics 10

11.
Game Development
FACEBOOK GOOGLE+
Strong Integrates Google
infrastructure, Advanced/exten ecosystem, Simplified APIs
sive APIs Lightweight social network
High social connectivity Genres: flexible, core games
Genres: casual games Open game technology
Simple game technology 5% commission to Google for
30% commission to FB for in- in-game purchases
game purchases On- and Off-canvas
On-canvas Wide audience
Built-in audience
11

12.
Beyond Facebook and Google+
12

13.
Bigpoint gamers are…
13

14.
Success can be achieved off of Facebook
Average time played per day (minutes)
291
248 236 235 240
160
40
14

15.
Success off Facebook/G+ driven by…
… fast game development & a relentless focus on the tools that turn games
into successes:
1 2 3
DISTRIBUTION DIVERSITY F2P BUSINESS
NETWORK OF GAMES MODEL
MARKETING DIVERSE PORTFOLIO SPEED UP GAME SUCCESS
HIGH PROFESSIONAL LEVEL (Core, Triple A and Casual Games) ROUSE CONSUMER NEEDS
(SEO, SEM, DRTV) DIVERSE PLATFORMS CREATE DEMAND
GROWING MEDIA PARTNERS (social, mobile, browser) HIGH CONVERSION
CUSTOMER LIFE CYCLE
EXTENDED MATURITY
EFFECTIVE STRATEGIES
PRODUCT LIFE CYCLE
Attractive content, successful monetization
& high-profile distribution network
15

16.
Global network
800.000.000 monthly eyeballs
30.000 affiliate partners
1000 media partners
150 payment systems
30 languages
250.000
registrations / day
250 million registered users
16

17.
TV can serve as a huge asset for Internet marketers
TV is one of the best tools for
• Driving traffic to websites
o Loyal group of TV viewers
o Huge customer base
o TV marketing
• Branding effect
for the product
Up to 40% of Bigpoint registrations
come in via the partner network
17

18.
Extend IP: Online & Offline
Make it convenient for the customer
Make your product to a service
18

19.
Games provide meaning and emotion
Create games that make people happy
19

20.
Adaption of Franchises
20

21.
Distribution Diversification
21

22.
Multi-Platform Distribution
& Social Connectivity
22

23.
$8 BILLION IN REVENUES IN 2011
EXPECTED
GROWTH
TO REACH
$11.4 BILLION
BY 2014
23

24.
Mobile Social Gaming Networks
Combine Social User Hooks
Social Network Mobile
Which of your friends Mobile Social What are the user
play? Gaming ratings?
Network
24

25.
Industry Moves
Traditional companies are actively realigning their
strategies for digital and mobile opportunities
25

26.
Hybrid Models Evolve
• About Game
• Videos
• Screenshots
• Account Registration
• Set within EVE Online
universe
• Virtual good purchases
• Fan-made iOS apps
26

27.
Call of Duty Elite – the social network for shooters
1.5 million paid subscribers; more than seven million total
• Lifetime statistics & profile
• Social-networking options
• Mobile app
• Facebook integration
• HD video sharing
• Player perks and advantages
27

28.
Conclusion
28

29.
Free-To-Play will become the norm
European microtransactions and virtual goods market to triple by 2014
US virtual goods market to hit $2.9 billion in 2012
Source: Marketwire, TechCrunch 29

30.
The Industry Embraces F2P
DC UNIVERSE ONLINE
• Subscription based -> F2P in January 2011
• Since going F2P: gained 1 million new players in just ONE WEEK, a 1000% playerbase
growth
LORD OF THE RINGS ONLINE
• F2P since Sept. 2010 / Before F2P: 210k subscriptions
• Since going F2P: revenues tripled
AGE OF CONAN
• Originally, subscription based / Since Jun. 2011 F2P version ( limited access)
• Gained 300k new players in one month after F2P Switch
“server activity quadrupled” and game revenues “more than double”
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31.
Viral is a Myth – you must earn your players
• Build a FOUNDATION
staff, capital, and a diversified
portfolio
• Performance based MARKETING
to ensure roi
• Build a DISTRIBUTION network
• Integrate global PAYMENT
solutions
• Keeping up with
new TECHNOLOGIES
(Unity, Flash 3d, html5, etc.)
31

32.
Questions?
32

33.
Contact us
Bigpoint GmbH Bigpoint Inc. Bigpoint Distribuição de
Entretenimento Online Ltda.
Philip Reisberger
Chief Revenue Officer 500 Howard Street Av. Brig. Faria Lima
Suite 300 3729 cj. 528
Drehbahn 47-48 San Francisco, CA 94105 04538-905 São Paulo
20354 Hamburg Brazil
Germany
Tel +49 40.88 14 13- 0 Bigpoint GmbH Bigpoint International Services
Fax +49 40.88 14 13- 11 Limited
Alexanderstraße 5 1 Villa Zimmermann
info@bigpoint.net 10178 Berlin Ta’Xbiex Terrace
www.bigpoint.net Germany XBX 1035 Ta’Xbiex
Malta
Find us on
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