Growth Opportunities for Online Games Beyond Facebook and Google
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Bigpoint is a leading online games developer with over 250 million registered users across 70 games. In recent years, social gaming on Facebook has dominated the market, led by companies like Zynga. However, the market is becoming saturated on Facebook. New opportunities exist on platforms like Google+ and beyond social networks on broader online and mobile platforms. To succeed beyond Facebook, companies need to leverage diverse distribution channels, offer a variety of game genres on multiple platforms, and perfect the free-to-play business model to extend the lifecycle of individual games and maximize revenue.
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Growth Opportunities for Online Games Beyond Facebook and Google
- 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 6
- 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 7
- 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” 30
- 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 33
Notas del editor
- You can see the massive growth of Facebook from 2007-2011http://news.cnet.com/8301-1023_3-57360925-93/internet-now-active-with-2.1-billion-users/
- It appears that this list is not strictly based on number of users. According to Facebook: "This list was compiled by looking at the top games on Facebook with more than 100,000 monthly active users and giving priority to those games with the highest user satisfaction scores. The result is a list of the games that received the most user recommendations in 2011."Nearly half (40%) of the top 10 games on the Facebook platform are by ZyngaFacebook-Zynga relationship: 800+ million active users,50% of FB users play games Over 25% of FB users play Zynga gamesZynga Earned $1.14 billion in revenues – 93% of business tied to FB Accounted for 12% of all FB’s revenues Unveiled Zynga Direct – “Project Z”
- Facebook is creating a dedicated gaming team in Europe, matching the one it has in the US, to work more closely with social games developers across Europe.The move is the result of the recent success for several European social games companies on FacebookOur position:“At Bigpoint, we welcome the news that Facebook are creating a dedicated gaming team in Europe. We’ve always maintained that Europe is one of the most exciting areas of development for the gaming industry at the moment, and this move by Facebook further confirms this opinion. It’s great to see that as well as companies like us expanding into the US, US companies see Europe as a must-be-in market. In particular, European companies have pioneered the high-growth area of casual and mobile gaming, with huge take-up by consumers worldwide. For example, our casual gaming title Farmerama has over 37 million registered users.Facebook’s entry into Europe can only be viewed positively for the European games industry. However, we would counsel the industry to not become blinkered by this move by Facebook, and decide that Facebook is the only platform to develop for. Although Facebook is a fantastic platform, at Bigpoint we believe that it should only be considered as one route to market. As Facebook themselves say, as a gaming platform they are only getting started, and so we would advise all European games developers to investigate multiple routes and platforms to give their game the best chance of success.”
- The networks have a very different user baseGoogle has a more techy/geeky than audience FB users, platform is more technological than social
- Heiko thoughts: Google+ is NOT a direct competitor to Facebook, but still a very interesting channel for growthG+ is an opportunity to approach differently – and approach users from a different angle. The potential is there.Google more suited for more different types of games/core games and offers their great services in addition to games
- PLEASE NOTE: This is a rough estimation of Bigpoint figures from a Raptr report on Zynga. We tracked the data internally among our active community
- EA has taken “The Sims” franchise which started as a PC title and into traditional consoles -> now there is a mobile game and Facebook game, and continues to expand
- Kabam is exploring new publishing opportunities on Kongregate, Google+, Pokki on the Windows PC, and its Kabam.com web site.The goal for the user experience is to allow players on various networks and devices to play together connect all its games in a synchronous environment.
- (Other forms of successful distribution as exemplified by other developers)
- Mobile Social Networks are emerging in Asian and North American markets: combine the most prominent social features like:Invites, friend lists, social rankings, messaging, gifting, etc.
- We see the shift from traditional game companies adopting, but it’s not limited to our industry – Hollywood, book publishing, music, etc.http://www.usatoday.com/life/books/news/2011-02-09-ebooks09_ST_N.htmYou may not know her name, but Amanda Hocking and others like her are riding the comet of digital publishing.Fed up with attempts to find a traditional publisher for her young-adult paranormal novels, Hocking self-published began selling her novels on online bookstores like Amazon and Barnesandnoble.com.By May she was selling hundreds; by June, thousands. She sold 164,000 books in 2010. Most were low-priced (99 cents to $2.99) digital downloads.More astounding: In January 2011she sold more than 450,000 copies of her nine titles. More than 99% were e-books.Hocking credits her success to aggressive self-promotion on her blog, Facebook andTwitter, word of mouth and writing in a popular genre — her books star trolls, vampires and zombies.And she's making money."To me, that was a price point that made sense for what I would be willing to spend on an e-book," says Hocking, who sets her own prices. "I use iTunes a lot, and it's 99 cents and $1.29 a song."For every $2.99 book she sells, she keeps 70%, with the rest going to the online bookseller. For every 99-cent book she sells, she keeps 30%A recent survey shows 20 million people read e-books last year, and more self-published authors are taking advantage of the trend.Netflix Makes Deal With The Weinstein Company To Stream Movies Before They Go To Pay TVhttp://www.cinemablend.com/new/Netflix-Makes-Deal-With-Weinstein-Company-Stream-Movies-They-Go-Pay-TV-29565.htmlThe Weinstein Company has completed a deal with Netflix that will give the online streaming network first dibs on all of the studio's upcoming releases. The contract is described as a multiyear deal, but it doesn't say just how long it will last. One of the elements that makes this such a notable story is that one of the films included in the deal is Michel Hazanavicius's The Artist, which is currently considered this year's frontrunner in multiple Academy Award categories, including Best Picture and Best Director. This news couldn't have come at a better time for the company. Next week the internet service will be losing a large chunk of their content as their three-year deal with Starz Entertainment is set to expire.
- New Hybrid modelsWorld of Tanks (Wargaming.net) – launched a mobile app to help players stay connected to the RTS on-the-go. You can see player stats, global rankings, personal stats, etc. the instant ability to compare records and results with the enemy!Dust 514 (CPP Games) – creating a hybrid for players of EVE ONLINE to connect in the Playstation Network – exploring different types of business models
- Even one of the most successful console games and developer – Activision/Call of Duty – understands the significance of the social layer..They’ve created their own network where players can interact with these social features
- Analysis data on newest studies and forecast to virtual goods markethttp://www.marketwire.com/press-release/study-gamescom-european-market-for-virtual-goods-in-games-is-growing-rapidly-1552148.htm
- We see more and more traditional retail publishers adopting the F2P model.. And more being added to the list by the month and year..DC Universe OnlineSubscription based -> F2P in January 2011Since going F2P: gained 1 million new players in just ONE WEEK, a 1000% playerbase growthLORD OF THE RINGS ONLINEF2P since Sept. 2010 / Before F2P: 210k subscriptionsSince going F2P: revenues tripledAGE OF CONANOriginally, subscription based / Since Jun. 2011 F2P version ( limited access)Gained 300k new players after in one month F2P Switch, “server activity quadrupled” and game revenues “more than double”
- Thinking that you just put a game on Facebook and it will spread and be played by millions of players and emerge into a big hit is naive. You have to buy advertising from Facebook, put in a lot of money to increase awareness. Outside of Facebook it is the process of pre-launch product marketing, PR, and CRM, SoMe, and media partners as well as performance marketing that increase awareness and push / attract new users into the game.Game content =King