View - GDC Vault

Document Sample
View - GDC Vault Powered By Docstoc
					The Demographics and
Affinities of FaceBook gamers

Nick Berry
President, DataGenetics
                   Agenda
•   Brief overview of PC Casual Game Market
•   Where does the revenue come from?
•   Facebook
•   Deep dive into demographics
•   Case Study
•   Advice
      PC Casual Game Universe
Web




                                            Download



      Social      Many different players in many segments
   Where does the revenue come from?
Web


 Advertising

                                         Sales



                                                 Download
                    Micro-transactions
           Social
Traditional Web Game Portals
Traditional web portal games


                         24 hours
The Results




          Advertising Potential
Deluxe Download Games
Price evolution of deluxe downloads

$19.95
                               $19.99
                               $15.99
                               $12.99
                                $9.99

              $6.95             $6.99



                Time
Games on Social Networks
Just how big is it?
                FaceBook Worldwide Registrations
Year End 600
Registrations
(MM)
         500


         400


         300


         200


         100


           0
                2003   2004   2005   2006   2007   2008   2009   2010
          Just how big is FaceBook?

                       6.8 billion people on the planet

                          2.0 billion people connected to the internet

                              600 million registered facebook accounts




30% of the connected World already has a Facebook account!
If facebook were a country …

             #1   China
             #2   India
             #3   facebook



   … it would the 3rd largest in the World.
What is the most popular Windows
     application of all time?
                                                  Peak Population




                                50000
                                         100000
                                                  150000
                                                           200000
                                                                    250000
                                                                             300000
                                                                                      350000
                                                                                               400000
                                                                                                        450000




                            0
                   Dec-98
                   Apr-99
                   Aug-99
                   Dec-99
                   Apr-00
                   Aug-00
                   Dec-00
                   Apr-01
                   Aug-01
                   Dec-01
                   Apr-02
                   Aug-02
                   Dec-02
                   Apr-03
                   Aug-03
                   Dec-03
                   Apr-04
                   Aug-04
                   Dec-04
                   Apr-05
                   Aug-05
                   Dec-05
                   Apr-06
                   Aug-06
                   Dec-06
                   Apr-07
                   Aug-07
                   Dec-07
                                        to decline




                   Apr-08
                   Aug-08
                   Dec-08
                   Apr-09
                                        As facebook grows




                   Aug-09
                                                                                                                 Effect of facebook on traditional Casual Gaming web sites




                                        based portals starts
                                        traditional game-only




                   Dec-09
                                        as a gaming platform,




Data courtesy of




                   Apr-10
         People love to play games!
• Decline in traditional web portals is not a decline in people playing games.

• People are getting their gaming entertainment through other platforms.

• Put a device in front of someone and they will want to play a game on it!

• Over half of facebook users go there for “entertainment”.
   Worldwide Registrations – Social Networks
          Xanga
    MyHeritage
        Last.fm
         Viadeo
     WeeWorld
           Flickr
  Odnoklassniki
Classmates.com
         MyLife
        Flixster
         Netlog
         Badoo
        Tagged
       LinkedIn
        Twitter
              hi5
     Vkontakte
     Friendster
          Orkut
           Bebo
      MySpace
         Habbo
         Qzone
      Facebook

                    0   100,000,000   200,000,000   300,000,000   400,000,000   500,000,000   600,000,000
     facebook gaming is big business

“Disney Buys Playdom in $763
         Million Deal”
                                         “EA Buys Playfish For $300 Million,
                                            Plus a $100 Million Earnout.”


“Zynga Issues Shares at a $4 Billion Valuation”
Example of top facebook Game

           Peaked at 84 MM Monthly Active Users (MAU).

           32 MM distinct people used the application at
           least once a day (DAU).

           Close to 40% of all their users visit the
           application every single day!
Farmville - MAU
Café World - MAU
Café World - DAU
Café World - Engagement
Where in the World?
                          Top 25 countries on facebook




Top 25 countries account for 79% of all FaceBook registered accounts.   After Venezuela, no country accounts for more than 1%.
      Gender breakdown of FaceBook users Worldwide




 Male dominant                                            Female dominant

India 70.7% male   Indonesia 59.5% male   UK 48.3% male    USA 44.3% male
Demographics
               13
  facebook Demographics
Male                      Female




         AGE




               65+
        facebook Demographics
Many users of
college age.




 In USA large
 number of members
 over 65
Similar Countries … Similar Profiles
Similar Countries … Similar Profiles
Different Countries … Different Profiles
Games and Interests
Jay Leno vs. Conan
Quiz Time – Guess the movie




      Answer: Twilight™
                    38.41% correlation


Comparing Demographic “Genes”
                     80.89% correlation


Comparing Demographic “Genes”
Cross correlation
between brands
Bejeweled Blitz
    Affinity
What are
fans of glee
on facebook
interested in?
                                    10%
                                          20%
                                                30%
                                                      40%
                                                            50%
                                                                  60%
                                                                        70%
                                                                              80%
                                                                                    90%
                                                                                          100%




                               0%
                       Sims
                Monopoly
              Pet Society
              Happy Pets
                      Tetris
                        Uno
                         Wii
             Nintendo DS
            Country Story
        Happy Aquarium
              Guitar Hero
         Restaurant City
       Super Mario Bros
               Rock Band
                   Petville
             Sorority Life
            Doodle Jump
                  Fishville
               Civilization
                 Pokemon
                Zoo World
Roller Coaster Kingdom
              Pillow Fight
          Millionaire City
                     Wii Fit
                    Yoville
                 TextTwist
            Happy Island
                   Cityville
        Mind Jolt Games
              Barn Buddy
              Cafe World
       Settlers of Catan
                 Collapse!
           Vampire Wars
                Farmville
                                                                                             Affinity for Games




                 Scrabble
            Treasure Isle
       World of Warcraft
               Fish World
   Texas Holdem Poker
          Jigsaw Puzzles
              Mafia Wars
                     Chess
               Castle Age
                       Halo
              Farm Town
         Island Paradise
 Mobsters 2 - Vendetta
         Bejeweled Blitz
                        PS3
                Xbox 360
                Warstorm
  Mahjong Dimensions
                            0%
                                                                                       100%




                                 10%
                                       20%
                                             30%
                                                   40%
                                                         50%
                                                               60%
                                                                     70%
                                                                           80%
                                                                                 90%
            Jersey Shore
           American Idol
                    MTV
             SpongeBob
Americas Next Top Model
     Saturday Night Live
                  Scrubs
  How I met your Mother
                    Lost
              The Office
                 Heroes
              Family Guy
               Ugly Betty
                 Dr Who
                     CSI
           The Bachelor
               Simpsons
  Desperate Housewives
                    NCIS
        Ghost Whisperer
        Sex and the City
            Mythbusters
                                                                                         TV Shows




        Big Bang Theory
     Two and a Half Men
         Criminal Minds
                 Colbert
          Law and Order
           Conan oBrien
       Ellen Degenerous
             South Park
                Jay Leno
           Biggest Loser
               Star Trek
         Martha Stewart
                Medium
    Oprah Winfrey Show
               Top Gear
     Battlestar Galactica
           Howard Stern
100%
                                                              Music
90%

80%

70%

60%

50%

40%

30%

20%

10%

 0%
       Taylor   Lady Gaga Katy Perry   Britney   Shakira   Justin    Avril    Rihanna Black Eyed Michael    Frank    Red Hot   Elvis    Barry
       Swift                           Spears              Bieber   Lavigne              Peas    Jackson   Sinatra     Chili           Manilow
                                                                                                                     Peppers
                           Drinks, Fast Food and Footwear
100%                                   100%                                                                          100%

90%                                    90%                                                                           90%

80%                                    80%                                                                           80%

70%                                    70%                                                                           70%

60%                                    60%                                                                           60%

50%                                    50%                                                                           50%

40%                                    40%                                                                           40%

30%                                    30%                                                                           30%

20%                                    20%                                                                           20%

10%                                    10%                                                                           10%

 0%                                     0%                                                                            0%
                            Red Bull
       Pepsi



               Coca-Cola




                                                                                                                                              Nike
                                                                                                Donuts




                                                                                                                                                                       Crocs
                                              Starbucks




                                                                                                                                                              Adidas
                                                                                                                                       Puma
                                                                                                Dunkin




                                                                                                                                                     Reebok
                                                                                                                            Converse
                                                                                                         Pizza Hut
                                                          McDonalds


                                                                      Taco Bell


                                                                                  Dairy Queen
                              10%
                                      20%
                                              30%
                                                      40%
                                                                    60%
                                                                          70%
                                                                                80%
                                                                                      90%
                                                                                            100%




                   0%
                                                             50%
     Makeup

     Fashion

      Soccer

Snowboarding

       Skiing

      Baking

      Jogging

      Fishing

        Yoga

 Scuba Diving

     Knitting

  Martial Arts

         Golf

     NASCAR

   Gardening
                        10%
                                    20%
                                                    40%
                                                            50%
                                                                   60%
                                                                          70%
                                                                                80%
                                                                                      90%




                                            30%




              0%
                                                                                            100%




    Horses


      Cats


      Dogs
                                                                                                   Hobbies, Animals and Misc.




                        10%
                                    20%
                                                    40%
                                                            50%
                                                                   60%
                                                                          70%
                                                                                80%
                                                                                      90%




                                            30%
                                                                                            100%




              0%




    iTunes

    Twitter

Foursquare

  Investing

    Cigars
Micro transactions
Sorority Life, % users who spend by age
Source: “Rules to Monetize By …”, Playdom 2010
Are you targeting your game to the paying audience?



    OEven if this game had 5x the
     traffic, it would not generate
                                        $
     the same revenue


Would you like to have the largest game on
facebook, or the most profitable?
                   Micro-transaction types
        Bling                 Accelerators            Power-ups
- Avatars                      Kill 10 more Orcs      Pay to get 10 gold
- Fashion                                             coins to get +10%
- Accessories                       = or =            attack bonus for 12
                                                             hours
Things that do not adjust      Pay 10 gold coins
the balance of the game


                                                              +10%
                                               Time

                            Money
        The economic beauty of micro-transactions
Price
          The “Tall” Tail …




          $19.95

                         $6.95             The Long Tail …

                                                     Volume
Big brands are starting to get it
                   MIT research
                         •   When playing games, people are at 95-99%
                             “focused attention”
                             (As measured by pupil dilation, skin resistance, pulse, movement,
                             breathing, brain activity …)


                         •   This blows away all other media

                         •   With just 15 seconds exposure to a brand, there
                             is >80% unaided recall.

Sponsors can receive “Halo” effect by having their brands
associated with success screens and level completion events.
Pitching to potential Sponsors
    Honeymoon period for brand owners with fans!
•   43% of fans visit facebook several times a day.

•   50% of fans come to facebook for entertainment.

•   92% say that being a fan has a positive impact in recommending to friends.

•   52% recommend others to follow the brand.

•   84% of fans consume (regularly/ocassionally) the brand.

•   There is no disconnect between brands followed on facebook and regular consumers.

•   An average of 9 brands are followed by users.
                                                                                 Source: DDB, October 2010
Advice to Social Game Developers
You’re a Service not a Product
           Measure Everything!




Analytics is now just as important as game design!
A/B Testing
              It’s not just for adverts!

              Use tools. Measure baseline.
              Tweak, then measure again.

              Denominators are large, so even minor changes can
              result in $$.

              It’s all about the “tastes of the fish, not the tastes of the
              fisherman”.

              Look at everything: prices, tooltips, position, offers …


                                   Play or     Join
  We’re now on the second generation of Social Games

  Generation #1 – Build it, and throw it live immediately.
                   Fix and modify it live. Those days are over!

  Generation #2 – Get it mechanics reasonably polished before general release.


“You don’t get a second chance to make a first impression”
  Today’s early adopters of new games …

          … Virally introduce more people to your game
          … Typically spend more over lifetime
      The End

Nick@DataGenetics.com

				
DOCUMENT INFO