day1 0900 kai_bolik
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#sgsconfTRANSCRIPT
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The Future of Social Games:... and how to be part of itKai Bolik, CEO GameDuell
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Timeline of Social Games
$50M
$40M
1980s 1990s 2000s 2010s
$30M
$20M
$10M
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Social Graph “Powered“ Gameplay
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Ma
inst
rea
m
Relevance of Social Graph by Genre
Resource + Sim
Social Graph
Nic
he
/ C
ore
Solo
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Ma
inst
rea
m
Relevance of Social Graph by Genre
Resource + Sim
Social Graph
Nic
he
/ C
ore
Solo
Midcore
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Ma
inst
rea
m
Relevance of Social Graph by Genre
Casino
Resource + Sim
Social Graph
Nic
he
/ C
ore
Solo
Midcore
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Ma
inst
rea
m
Relevance of Social Graph by Genre
Casino
Resource + Sim
Arcade
Social Graph
Nic
he
/ C
ore
Solo
Midcore
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The Comeback of Arcade Games
2010
10%
2009
0%
2011
20%2012
50%50%
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1986
Well-known Game Mechanics
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30 Years of Match-3 Games
1978
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Lifecycle: Hit Game vs. Evergreen
70
DAU (Mio)60
50
40
30
20
Source: http://www.voncoelln.com/eric/2011/07/06/zynga-making-4-4-cents-per-dau/
June 2009 June 2011
20
10
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95% of Revenues from Virtual Goods
5%
Ads
30%
Consumables65%
Durables
• Boosts
• Energy
• Lives
• Decorations
• Permanent
Boosts
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<18
3% Whales = 80% Revenues
<18
7% 19-24
9%
25-36
19%
37-48
19%
49+ yrs
46%70%
30%
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„Games as a Service“ Drive Monetization
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Analytics-Driven Optimization
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Comeback of Advertising ?
2011 U.S. Ad Spending vs. Consumer Time Spent
TV Print Web Radio Mobile
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Frictionless Payment = 5x More Revenue
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accessibleaccessibleaccessibleaccessible
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Accessibility Drives Game Usage
Anytime+ Anywhere
WithFriends
only Arcades
@Home
Worldwide
Friends
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Closed Portals vs. Open APIs
# of Games
> 3,000
100 – 1,000
Platforms
> 3,000
>250,000
>200,000
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Shifts in User Acquisition Model
Viral PaidCrossApps
CrossPlatform
• consolidation
• ad networks
• whales
• niches
• retention
• quality
• offerwalls
• spam
• ad-based
revenues
• mobile
• web (off-
facebook)
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Off Facebook
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Brands Social Graph
Virtual Economy
Connected across Time and Space
Game Graph
Marketing
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Mobile facebook
.com
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Mobile facebook
.com
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45%
IncreasingIncreasingshareshare ofof crosscross--platformplatform usersusers
+14% more+14% morerevenuerevenue
remaining MAU on GD.comremaining MAU on GD.com
monthly ARPU on GD.commonthly ARPU on GD.com
+25% higher+25% higherretentionretention
CrossCross--Platform BoostersPlatform Boosters
• play 24/7 anywhere
• more brand exposure
• more friend interactions
• more CRM touch points
• cross-promotion
• funneling of whales
CrossCross--Platform BoostersPlatform Boosters
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Life should be lived as a game ☺