© datagenetics demographics and affinities of facebook gamers nick berry m.eng, araes, cipp...
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© DataGenetics
Demographics and Affinities of Facebook Gamers
Nick Berry M.Eng, ARAeS, CIPP
President - DataGenetics
© DataGenetics
Biography – Nick Berry
1988 1994 2008 2010
© DataGenetics
Just how big is it?
© DataGenetics
2003 2004 2005 2006 2007 2008 2009 20100
100
200
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0 1 5.5 1250
100
350
580Year End Registrations (MM)
FaceBook Worldwide Registrations
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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!
© DataGenetics
If facebook were a country …
#1 China#2 India#3 facebook
… it would the 3rd largest in the World.
© DataGenetics
What is the most popular Windows application of all time?
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Effect of facebook on traditional Casual Gaming web sites
Dec-98
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Pe
ak
Po
pu
latio
n
As facebook grows as a gaming platform, traditional game-only based portals starts to decline.
© DataGenetics
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”.
© DataGenetics
Worldwide Registrations – Social Networks
Qzone
Habbo
MySpace
Bebo
Orkut
Friendster
Vkontakte
hi5
Tagged
Badoo
Netlog
Flixster
MyLife
Classmates.com
Odnoklassniki
Flickr
WeeWorld
Viadeo
Last.fm
MyHeritage
Xanga
0 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000
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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 $10 Billion Valuation”
© DataGenetics
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!
© DataGenetics
Farmville - MAU
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Café World - MAU
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Café World - DAU
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Café World - Engagement
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Where in the World?
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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%.
© DataGenetics
Gender breakdown of FaceBook users Worldwide
Female dominantMale dominant
India 70.7% male Indonesia 59.5% male UK 48.3% male USA 44.3% male
© DataGenetics
Demographics
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facebook Demographics
AGE
13
65+
FemaleMale
© DataGenetics
facebook Demographics
Many users of college age.
In USA large number of members over 65
© DataGenetics
Similar Countries … Similar Profiles
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Similar Countries … Similar Profiles
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Different Countries … Different Profiles
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© DataGenetics
Games and Interests
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Bejeweled Blitz
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Jay Leno vs. Conan
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Quiz Time – Guess the movie
Answer: Twilight™
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Comparing Demographic “Genes”
38.41% correlation
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Comparing Demographic “Genes”
80.89% correlation
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Cross correlation between brands
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Bejeweled Blitz Affinity
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What are fans of glee on facebook interested in?
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Affinity for Games
Sim
s
Pet S
ocie
ty
Tetri
sW
ii
Count
ry S
tory
Guita
r Her
o
Supe
r Mar
io B
ros
Petv
ille
Doodl
e Ju
mp
Civili
zatio
n
Zoo W
orld
Pillo
w Fig
ht
Wii
Fit
Text
Twist
Cityvi
lle
Barn
Buddy
Settl
ers of
Cat
an
Vampi
re W
ars
Scra
bble
Wor
ld o
f War
craf
t
Texa
s Hol
dem
Pok
er
Mafia
War
s
Castle
Age
Farm
Tow
n
Mobst
ers 2
- Ven
detta PS
3
War
stor
m
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© DataGenetics
TV ShowsJe
rsey S
hore
Am
eri
can Idol
MTV
SpongeB
ob
Am
eri
cas
Next
Top M
odel
Satu
rday N
ight
Live
Scr
ubs
How
I m
et
your
Moth
er
Lost
The O
ffice
Hero
es
Fam
ily G
uy
Ugly
Bett
y
Dr
Who
CSI
The B
ach
elo
r
Sim
pso
ns
Desp
era
te H
ouse
wiv
es
NC
IS
Ghost
Whis
pere
r
Sex a
nd t
he C
ity
Myth
bust
ers
Big
Bang T
heory
Tw
o a
nd a
Half
Men
Cri
min
al M
inds
Colb
ert
Law
and O
rder
Conan o
Bri
en
Ellen D
egenero
us
South
Park
Jay L
eno
Big
gest
Lose
r
Sta
r Tre
k
Mart
ha S
tew
art
Mediu
m
Opra
h W
infr
ey S
how
Top G
ear
Batt
lest
ar
Gala
ctic
a
How
ard
Ste
rn
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© DataGenetics
Taylor Swift
Lady Gaga
Katy Perry
Britney Spears
Shakira Justin Bieber
Avril Lavigne
Rihanna Black Eyed Peas
Michael Jackson
Frank Sinatra
Red Hot Chili
Peppers
Elvis Barry Manilow
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Music
© DataGenetics
Drinks, Fast Food and FootwearPepsi
Coca
-Cola
Red B
ull
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sta
rbuck
s
McD
onald
s
Taco
Bell
Dair
y Q
ueen
Dunkin
Donuts
Piz
za H
ut
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Convers
e
Pum
a
Nik
e
Reebok
Adid
as
Cro
cs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© DataGenetics
Hobbies, Animals and Misc.M
akeup
Fash
ion
Socc
er
Snow
board
ing
Skiing
Bakin
g
Joggin
g
Fish
ing
Yoga
Scu
ba D
ivin
g
Knit
ting
Mart
ial A
rts
Golf
NA
SC
AR
Gard
enin
g0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hors
es
Cats
Dogs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iTunes
Tw
itte
r
Fours
quare
Invest
ing
Cig
ars
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© DataGenetics
Micro transactions
© DataGenetics
0.8% users spend
2.1% users spend
3.0% users spend
2.6% users spend
2.4% users spend
Sorority Life, % users who spend by ageSource: “Rules to Monetize By …”, Playdom 2010
© DataGenetics
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?
© DataGenetics
Micro-transaction types
+10%
- Avatars- Fashion- Accessories
Things that do not adjust the balance of the game
Kill 10 more Orcs
= or =
Pay 10 gold coins
Time
Money
Bling Accelerators Power-ups
Pay to get 10 gold coins to get +10% attack bonus for 12
hours
© DataGenetics
The economic beauty of micro-transactions
Volume
Price
$19.95
$6.95 The Long Tail …
The “Tall” Tail …
© DataGenetics
Big brands are starting to get it
© DataGenetics
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.
© DataGenetics
Pitching to potential sponsors
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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
© DataGenetics
Advice to Social Game Developers
© DataGenetics
You’re a Service not a Product
© DataGenetics
Measure Everything!
Analytics is now just as important as game design!
© DataGenetics
A/B Testing
Play Joinor
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 …
© DataGenetics
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
© DataGenetics
The End
Nick@DataGenetics.com
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