Dan Laughlin presented on ways to grow a game on Facebook. He discussed 6waves' network of 29 million monthly active users across 30+ games. Some key growth tactics included marketing spend on Facebook ads, which can be effective but expensive; cross-promoting through an existing game network; and pursuing publishing agreements which provide benefits like publisher-funded advertising but require weighing tradeoffs. The overall message was that while user acquisition methods are important, the most critical factor is creating a great game with strong retention and monetization.

1. Getting Big on Facebook
Dan Laughlin • Executive Director, Business Development

2. Agenda
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6waves Intro
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Why Eastern Europe?
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User Growth on Facebook
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Q&A
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3. About Me
Dan Laughlin is the Executive Director of Business Development at
6waves Lolapps, where he is responsible for setting strategy and
growing the company’s global portfolio of developer partnerships.
Since joining the 6waves Lolapps team in early 2011, Dan has played a
key role in solidifying the company’s position as the largest publisher of
independent games on Facebook. Prior to joining the company Dan
worked at Microsoft Game Studios, where he gained a balanced
understanding of game development via positions as a Lead Producer
and a Senior Business Development Manager.
Dan also spent time at Thomson Reuters and MarketOne International.
He holds an MBA from the Kellogg School of Management at
Northwestern University, and a BA from the University of Colorado,
Boulder.
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4. About 6waves

5. 6waves Evolution
2008 2009 2010 2011
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6. 6waves…
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Is an established network with millions of users
across 30+ Facebook games
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Provides critical services to help independent
social game developers grow and profit:
Distribution Marketing Localization
Hosting Game Advisory FLISO Game Engine
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7. Our Network Size
29 MILLION Monthly Active Users
4.6 MILLION Daily Active Users 11, 2011
December 7

8. Top Games We Have Published
6waves has helped scale many games across a range of genres
Peak 1M+ MAU Titles on Facebook:
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Ravenskye City •
Animal Paradise
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Airport City •
Resort World
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Zombie Island •
Simply Hospital
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Baby & Me •
Big Business
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Mystery Manor •
Birdland
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Ravenwood Fair •
Legacy of Rome
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Mall World •
Spartacus: The Game
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Kingdoms of Camelot •
My Fishbowl
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9. Our User Distribution
40%
25% 35%
6waves maintains a geographically diverse user base
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10. Why Eastern Europe?

11. Why Eastern Europe / Russia
We See HUGE Opportunity Here!
The region is:
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Competitive
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Talented
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Efficient
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Proven
6waves Partners in the region:
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Game Insight
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Vizor
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Socialinus
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Redspell
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12. Airport City from Game Insight
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Attractive theme, solid execution,
and aggressive monetization
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Resulting in efficient cost-per-
installs and impressive DARPU
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Allowing 6waves to spend tens of
thousands USD per day to grow
aggressively
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13. Growing Your Game on Facebook

14. Benefits of Big
The benefits of being a big
game (DAU & MAU) are
clear
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Revenue Funnel
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Operational cashflow
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PR
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Raising Funding or
Getting Acquired
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15. Growing Fast
There are a variety of ways to grow. In today’s super-
competitive environment multiple tactics are often
necessary
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Cross-Promotion via an existing network
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Marketing Spend
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Localization / global distribution
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Leverage a known brand
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16. Marketing Spend
Facebook ad spending is effective, but increasingly expensive
JULY 2011
OCTOBER 2010
Country Avg. CPC Country Avg. CPC
New Zealand $0.68 New Zealand $1.63
United States $0.61 Norway $1.60
Denmark $0.58 Russia $1.59
Russia $0.57 Australia $1.54
South Africa $0.56 Denmark $1.30
Norway $0.53 Japan $1.17
Brazil $0.50 South Africa $1.16
United Kingdom $0.48 United States $1.14
Australia $0.48 Netherlands $1.13
Ireland $0.48 Ireland $1.12
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Clear-cut, but expensive way to acquire users
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Spend based on incoming revenue and/or LTV
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Need to have the ability and willingness to spend big upfront
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17. Click Exchange
Click exchanges are only effective on a small scale, as growth
is bounded by the size of the game joining the exchange.
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Developers can also buy credits to participate more actively in
exchanges
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Traffic quality from click exchanges should be monitored closely
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18. Publishing Agreements
Publishing is an increasingly relevant model in social games.
Developers must decide if the tradeoffs align with company goals
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Key Benefits Established
• Network for cross-
promotion
Trying…
• Publisher funds
advertising
• Marketing efficiency Starting Now…
• Localization / regional
knowledge
• Studio can focus on game December 11, 2011 18

19. A Great Game
All of these methods are pointless if your
game doesn’t retain users and monetize.
So…go make GREAT games!!!
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20. THANK YOU!
Contact: bd@6waves.com