Beyond Facebook A Look At Local Social Networks in Europe and Latin America

1. Beyond Facebook
A Look At Local Social Networks in Europe and Latin America
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1
Executive Summary
Social Gaming market will continue to grow, reaching $8.6 billion in world-
wide revenues by 2014E.
Non-Facebook social gaming represents the bulk of revenues, growing
from $3.2 billion in 2011 to $5.6 billion by 2014E. Even excluding Asia
non-Facebook platforms will total close to 25% of worldwide social gam-
ing revenues.
Region-specific social networks present significant, incremental distribution
with strong monetization and lower customer acquisition costs.
Key markets for social game developers are Brazil, Germany, Russia and
Turkey.

2. Index
Introduction & Motivation 3
Methodology 4
Current Landscape 5
Beyond Facebook 6
Market Size & Forecast 8
Figure 1: Worldwide Social Gaming Market 2010 - 2014E
Figure 1a: Worldwide Non-Facebook Social Gaming excluding Asia 2010 - 2014E
Figure 2: Worldwide Social Gaming Revenues by Geography (2011)
Figure 3: Total Number of Social Gamers in Selected Markets (MM) 2009 - 2015E
Figure 4: Total Social Gaming Revenue in Selected Markets (mil $) 2009 - 2015E
Social Networks: Europe 12
Figure 5: Overview of Social Networks in Selected European Markets 2011
Leading Social Networks in Europe 13
Hyves
Tuenti
VKontakte
StudiVZ
Yonja
Social Networks: Latin America 21
Figure 6: Overview of Social Networks in Latin America
Orkut
Quepasa
Appendix 25
Table 1: Worldwide Social Gaming Market 2010 - 2015E
Table 2: Social Gaming Audience & Forecast for Selected Markets
Table 3: Social Gaming Revenue & Forecast for Selected Markets
Contact & About 26
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3. Introduction & Motivation
This white paper finds its origin in a series of conversations currently being held in the games in-
dustry. Specifically, it aims to present a critical view on the tremendous popularity of social net-
works. With well over 750 million users, Facebook dominates the space. However, Facebook rep-
resents just 30% of worldwide traffic for social networks, and there is a large number of social
networks around the world that deserve attention from content developers and publishers.
Beyond the borders of North America, where it is a clear market leader, Facebook competes with
locally incumbent social networks all over the world. The outcome of this competition is audience
segmentation. For developers and social game publishers this means it can be strategically more
sensible to cater to a niche audience instead of relying exclusively on Facebook. This white paper
profiles several local social networks in Europe and Latin America, and presents high-level data on
these respective markets.
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4. Methodology
All figures mentioned in this report are based on data collected by SuperData, unless otherwise
noted.
Social games operate using a so-called ‘free-to-play’ (F2P) revenue model, in which users are
generally not required to spend any money until they reach a certain level in the game. On an on-
going basis, SuperData tracks millions of paying online gamers worldwide. The total sample size
for this report consists of 774,158 unique transactions by 152,159 individuals in the six-month
period ending on June 1, 2011. We used this data to calculate the average revenue per paying
user, or ARPPU, by dividing revenues by total number of paying users. Revenues include both di-
rect payment (e.g. credit cards, mobile, prepaid game cards) and indirect payment from players
using opt-in marketing incentive offers (e.g. offer providers). The figures mentioned in this report
do not include revenue generated from display advertising.
In modeling our market sizing and forecasts we employed additional data from the World Bank,
national census information, and financial records of public companies. If you any questions or
remarks regarding this study, please contact us. We appreciate your feedback.
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5. Current Landscape
With 750 million users worldwide, it may seem like Facebook is the only game in town. Certainly,
its scale, technical sophistication and ability to generate daily headlines have put Facebook in a
powerful position in the overall social networking landscape. However, its size and popularity have
also forced Facebook’s hand in regard to key features, creating an opportunity for alternative plat-
forms.
First, consolidation is an important consideration among social game companies on Facebook.
Currently, seven of Zynga’s applications are among the top 25, with a combined base of 268 mil-
lion monthly active users. Also, Zynga’s multi-year deal with Facebook tilts the playing field in
Zynga’s favor. This makes it very challenging for smaller firms with modest marketing budgets to
compete on equal footing. In such a crowded space, it is difficult for any developer to stand out,
without substantial investments in marketing and user acquisition.
Secondly, as of July 1st this year, Facebook Credits became mandatory for all social game devel-
opers on the platform. In financial terms, Facebook charges a 30% commission on all transac-
tions, similar to Apple’s App Store. Over the past few months, game companies like Arkadium ,
Digital Chocolate, and PopCap Games have publicly stated that integrating Facebook Credits im-
proved monetization by increasing conversion rates, increasing ARPPU and reducing billing and
payment issues. However, this transition indicates a crystallization of the platform, allowing devel-
opers less wiggle room in developing a monetization model around their content. Another exam-
ple of this maturation is Facebook’s efforts to curb the type of messages an application can post
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6. on a user’s wall. To prevent users from growing tired of an endless stream of automated status
updates and in-game activity, Facebook drafted a new set of rules and, according to some, effec-
tively “killed” virality and increased the cost of player acquisition (All Facebook, May 7, 2010).
Thirdly, a recent sudden shut-down of a slew of applications by Facebook send a shockwave
through the development community (Business Insider, June 26, 2011). Facebook, which had
failed to successfully communicate the implementation of an algorithm, began automatically shut-
ting down apps if they post too often to a user’s wall. Being the biggest fish in the pond no doubt
attracts a slew of spammers trying to reach Facebook’s audience, but in managing that, it may be
smaller developers paying the price.
No doubt Facebook will continue to provide a profitable, viable platform for dedicated developers.
At the same time, a growing number of smaller, niche focused social networks are providing an
alternative to the single platform launch.
Beyond Facebook
With Facebook maturing and becoming a more costly investment, smaller, more focused plat-
forms provide room for growth and diversification. Social networks like Hyves (the Netherlands)
and Tuenti (Spain) offer a mass-market, local experience to their audiences, while other social
networks target a distinct market within their regions, such as students (StudiVZ) or people look-
ing to date (Badoo). In the online game space, savvy companies like Bigpoint (which recently re-
ceived a $350 million round of funding) have built their success by targeting these niche audi-
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7. ences. Not only do these niche social networks co-exist in a Facebook dominated world, many
are thriving.
In addition to regional social networks, strong competition from Google, in the form of Google+,
will provide social game developers with broader distribution and increased potential for moneti-
zation. In addition to new viral distribution channels, Google is currently charging a 5% commis-
sion rate, significantly less than the 30% of revenue currently charged by Facebook.
This multiplicity of vibrant social networks creates a significant opportunity for social game devel-
opers willing to port their content to new networks and localize for non-English speaking regions.
In the following we look at social networks throughout Europe and Latin America, two of the fast-
est growing regions for social game usage.
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8. Market Size & Forecast
Despite Facebook’s apparent dominance, the bulk of social gaming revenues is made on other
platforms. Figure 1 shows the current size of the worldwide market as well as a breakdown of
where revenues are generated.
Asia, where local social networks reign supreme, remains the largest market for social games,
with estimated $2.0 billion in total revenues for 2011. Even when excluding Asia (figure 1a), we
see that close to a quarter of worldwide social gaming revenues are generated outside of Face-
book. This number will continue to increase as developers and publishers move to their own plat-
forms and other social networks such as Google+.
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$0
$5
$10
2010 2011E 2012E 2013E 2014E
Figure 1: Worldwide Social Gaming Market 2010 - 2014E ($, billions)
Facebook Social Gaming Market
Non-Facebook Social Gaming Market

9. Beyond Facebook, 2011
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ROW
4%
Latin America
5%
Europe
23%
N. America
28%
Asia
40%
Figure 2: Worldwide Social Gaming Revenues
by Geography (2011)
Figure 1a: Worldwide Non-Facebook Social Gaming excluding Asia
2010 - 2014E ($, billions)
$0
$5
$10
2010 2011E 2012E 2013E 2014E
Non-Facebook Social Gaming Market, excluding Asia
Non-Facebook Social Gaming Market

10. Turning our attention to several key markets, we find substantial audience sizes. Countries like
Turkey, Germany, Brazil and Russia present important growth areas in the coming period. Spain,
despite its relatively small size in comparison to North America is expected to increase more than
five-fold from its 2009 audience size, from 3.4 million to 15.9 million social gamers. Estimated
revenues will reach approximately $100 million by 2015E.
Russia, too, represents a rapidly expanding market. Its audience base of 12.9 million social gam-
ers (2009) is on pace to increase to 69.5 million by 2015E. Revenues follow suit with an increase
from $31 million to $215 million during the same timeframe.
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0
18
35
53
70
2009 2010 2011E 2012E 2013E 2014E 2015E
Netherlands Spain Turkey Germany Brazil Russia
Figure 3: Total Number of Social Gamers in
Selected Markets (MM) 2009 - 2015E

11. After an initially explosive market growth in the period 2009-2011, we expect the growth of the
overall market to gradually reach a plateau as the market matures. However, emerging markets
such as Russia and Brazil will show a prolonged growth compared to their developed counter-
parts. In terms of revenue, the developed markets show greater strength as the average revenue
per social gamer is higher than in emerging markets.
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$0
$100
$200
$300
2009 2010 2011E 2012E 2013E 2014E 2015E
Netherlands Spain Turkey Germany Brazil Russia
Figure 4: Total Social Gaming Revenue in
Selected Markets (mil $) 2009 - 2015E

12. Social Networks: Europe
The following table shows a selected list of social networks in Europe.
Figure 5: Overview of Social Networks in Selected European Markets 2011
Based on 1,885,228 million unique transactions across all genres and regional social networks platforms. ARPPU here refers
to the average basket size of a completed transaction. All currencies have been recalculated to EUR.
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13. Leading Social Networks in Europe
While there exist many small and medium-sized social networks throughout Europe, several have
managed to claim a dominant position in their respective markets. In this section, we provide an
overview of five leading social networks in the various European markets, their history and charac-
teristics: Hyves (the Netherlands), Tuenti (Spain), VKontakte (Russia), StudiVZ (Germany) and
Yonja (Turkey).
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14. With approximately 11 million registered users in a country of 16 million, Hyves is hands-down the
top social network in the Netherlands. This local, social network experienced incredible growth
and within three years of its founding became the Netherlands’ most popular site in 2007. In
2010, Hyves was acquired by Dutch company Telegraaf Media Group for an undisclosed amount.
With a 90% internet penetration rate and as the keystone of the Benelux region, the Netherlands
is an important market for Facebook and they are moving in aggressively. In March 2011, Face-
book opened in office in Amsterdam to ramp up their efforts in the region. However, both Face-
book and Hyves consider each other as threats but not direct competition. Hyves maintains it has
no plans for overseas expansion and is a Dutch-centric site, focused on localized content and in-
tegration in their users’ daily lives. Hyves’ user statistics indicate they are dealing with a different
segment of the population than Facebook. Hyves also claims their users are younger and more
active on the site (Wall Street Journal, November 1, 2010).
Social gaming in the Netherlands is poised for exponential growth. At an estimated 0.4% (Deloitte
& DGA, April, 2011) ), social gaming revenue is currently a small portion of the total games market
in Holland, however, with Hyves’ intense focus on the sector and Facebook’s move into the re-
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Founded 2004
Registered Users 11 million
Owner Telegraaf Media Group
URL http://www.Hyves.nl

15. gion, this will quickly change. Hyves is actively courting game developers to help increase user
engagement and stave off competition. Hyves’ April 2010 deal with Spil Games to exclusively op-
erate the Hyves Games platform and their recent focus on mobile gaming are both part of their
recent game-focused effort.
With a distinct focus on Spain, Tuenti has grown to approximately 11 million users. In August
2010, Telefonica bought a majority stake of 85% in Tuenti for €70 million ($99 million), after report-
ing an annual revenue of €700,000 just two years earlier. Recently, Tuenti shifted their focus to in-
ternational expansion (Bloomberg Businessweek, May 27,2011).
Currently Tuenti and Facebook are neck and neck in terms of registered users. Recent reports put
Facebook Spain at slightly over 13 million. However, their user demographics differ slightly. Tu-
enti’s user base skews younger with more teenagers and young adults while Facebook has the
over 25 years old crowd, a group more likely to have worldwide connections. Tuenti’s key features
are tailored to their local audience. Extensive chat features, strict privacy, location based features,
and free mobile access (via SMS) in a country with high mobile data fees all fit perfectly into the
needs of Spain-based social network users. Tuenti is also set up with a focus on communities
and connecting to real-world friends.
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Founded 2006
Registered Users 10.7 million
Owner Telefonica (85%)
URL http://www.Tuenti.com

16. Tuenti sign up is only possible via invitation from an existing members who, in turn, have a limited
number of invitations. This arguably ensures people only add close connections to their network,
which benefits its overall retention and engagement and creates an attractive environment for so-
cial game developers. Similar to Hyves, Tuenti’s gaming strategy is fairly new. In June 2010 it
launched Tuenti Juegos with twenty social games via a partnership with California and Argentina
based Metrogames and Massachusetts based Viximo. In addition, Tuenti launched a site-wide
virtual currency, Tuenti Creditos, which, like Facebook Credits, aims to reduce friction for users
playing multiple games. Today, the top twenty games are now from six developers (AppStats,
June 2011) and Tuenti continues to build relationships with developers in order to grow their
game platform.
Originally focused on college students, VKontakte is one of the dominant social networks in Rus-
sia. It claims a majority of the online audience in Russia and southeastern Europe. Vkontakte suc-
cessfully combines a social network site with an entertainment portal allowing users to upload
and download movies and music (allegedly sometimes pirated). This media component on one of
the most popular sites in the country helps Russia claim one of the highest social network en-
gagement levels in the world with users spending almost ten hours a month on social network
sites (comScore, October 10, 2010).
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Founded 2006
Registered Users 110 million, 23 million monthly uniques
Owner Several including Mail.ru
URL http://www.vk.com

17. In terms of social gaming, Vkontakte is tailored to Russian users with a variety of cash-based and
mobile payment options and games featuring local figures such as Putin.
Vkontakte’s gaming strategy launched in early 2009 with the release of their gaming platform. It
aggressively courted game developers worldwide and offered translation and localization services.
Within a few months, their platform reached 50,000 applications (InsideSocialGames). The appeal
of Russia’s large population and commitment to increasing internet penetration has caused the
region’s social game to grow very quickly and is rapidly approaching maturation. This coupled
with consolidation and large investments being made on the development side indicates Russia’s
social gaming market will continue to grow.
In addition to social game distribution, Russian has been fertile ground for social game develop-
ers. Several prominent game developers have gotten their start on Vkontake and other Russian
networks, then moved to expand aggressively outside of Russia. The most notable example is
Game Insight which is one of the larger social game developers on Facebook with hits such as
Resort World and one of the top mobile game developers for Android and iOS.
Facebook is making slow but positive progress in Russia and gaining users at a steady pace.
However with Vkontakte to contend with and copycat sites popping up, Russia is likely to remain
a social network market segmented by interests and/or demographics.
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18. VZnet social networks originated in Berlin and primarily focus on students and the German-
speaking market throughout Europe. Its three properties breakdown as follows: StudiVZ is geared
towards college and university students, SchülerVZ towards middle and high school students as
young as twelve and MeinVZ is for the over 18, non-student population. In an effort to expand its
presence, VZnet launched several college student focused subsidiaries in other countries: , Stu-
diQG (France), StudiLN (Italy), EstudiLN (Spain), StudentIX (Poland).
Recently, StudiVZ’s user base has been eroding as college/university graduates leave and instead
of moving to MeinVZ, migrate to Facebook as they look to drop their student status and keep in
touch with international connections. Despite its struggles in the post-college market, VZnet’s
student-centric strategy is working well with German-speaking middle and high school students.
SchülerVZ has the most users of the three social networks with an estimated 8.7MM versus Stu-
diVZ’s 7.3MM and MeinVZ’s 3.2MM. The allure of the internationally-known, multi-lingual Face-
book is not as strong to this younger audience whose contacts are more likely to be local. VZnet
totals 16 million users, compared to Facebook’s 19 million in all of Germany. SchülerVZ’s features
are well targeted to younger school students. Joining is by invite only and students can sign into
their school or class, something not available on Facebook.
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Founded 2005
Registered Users 16 million
Owner VZnet Netzwerke Ltd.
URLs www.studivz.net,
www.meinvz.net,
www.schuelervz.net

19. VZNet has demonstrated they are focused on their gaming strategy and looking to further engage
and monetize this user base. In late 2010, VZnet rolled out their iPhone and iPod Touch app al-
lowing users to play their social games on mobile devices. Also in late 2010, a partnership with
Meez was forged, allowing users to interact in the Meez virtual world. However, this was launched
on StudiVZ where the minimum age is 18 whereas Meez average age is 17 (YPulse, October 23,
2009).
Strict privacy rules limit the virality VZNet’s social game offerings, so the site’s most successful
social game developers rely on advertising and cross-promotion to drive traffic. These efforts can
have a significant payoff since German social game players monetize more highly than players
form most other regions.
Germany has some of the strictest privacy laws meaning games accessing profile information are
reviewed extensively, especially those geared at the under 18 demographic. Privacy continues to
be a touch point for Facebook in Germany. They have been asked repeatedly to adjust how the
social network and its applications collect user data. Government officials went so far as to warn
citizen about Facebook privacy concerns and the latest incident where a German teen acciden-
tally invited all of Facebook to her birthday party probably did not help.
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20. Founded in 2003, Yonja is the largest Turkish social network with offices in both San Francisco
and Istanbul. This social network is specifically geared towards the Turkish community and its
leadership has no plans to expand or offer other languages in the near future. Yonja is a feature
rich, niche social network offering users a suite of features including daily deals, dating services,
location-based services, music, videos, and social gaming.
With one of the most highly engaged audiences in Europe (comScore May 4, 2011), 27 million
internet users, and gaming as the top activity for social network users (Yonja Media Group, Octo-
ber, 2010), Turkey is a promising market for social game developers.
Yonja is in a unique position in terms of monetization strategy. One of their sister companies at
Yonja Media Group is Yonja Payment Network (YPN). YPN handles Zynga’s EFT payments for
Facebook’s 19 million users in Turkey. This gives them incredible insight into monetization via so-
cial games and motivation to prioritize social games.
Its privacy settings are less stringent than elsewhere (for example even unregistered users can
search its user base and display their location on a map) meaning the guidelines for how applica-
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Founded 2003
Registered Users 6 million, 2 million monthly uniques
Owner Yonja Media Group
URL http://www.Yonja.com

21. tions collect data are less strict and games can roll out faster because of a shorter review proc-
ess.
Social Networks: Latin America
Figure 6: Overview of Social Networks in Latin America
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Based on 1,885,228 million unique transactions across all genres and regional social networks platforms. ARPPU here refers to
the average basket size of a completed transaction. All currencies have been recalculated to USD.

22. In 2005 publicly traded Quepasa Corporation, a Latino focused news portal and online commu-
nity at the time, launched its social network component. The trilingual (Spanish, English and Por-
tuguese) site has been experiencing exponential growth despite increased competition. Regis-
tered users increased from 1.3 million users to 35.6 million in the past year and in 2010 the com-
pany generated $6.1 million in revenues, up from $536,000 a year earlier.
Quepasa has a strong presence in Latin America with 26% of its user base from Brazil, 14% from
Mexico, and only 6% from the U.S. Even with almost 40 million Latin American users, Quepasa is
not the top social networking site in the region. Sonico, Bebo, Hi5, Facebook, and Orkut all have
more than 40 millions users, some have a multiple of that. However, this means Quepasa has a
less crowded applications menu. They have a solid user base that is growing and they are eager
to monetize and retain their users. They launched their games offering in Q2 2010 and recently
acquired Brazilian game developer XtFt in order to develop games in house and games they can
launch on competitor networks. The company’s first social game, Wonderful City - Rio, was
launched in partnership with Mentez and has enjoyed success among Latin American users on
both Facebook and Orkukt. In July 2011, Quepasa acquired myYearbook for $82 million in stock
and $18 million in cash, thereby effectively doubling its audience base.
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Founded 1997, 2005 for social network
Registered Users 35.6 million
Owner Quepasa Corporation (AMEX: QPSA)
URL http://www.QuePasa.com

23. Developed by Google after a failed take-over of Friendster, Orkut counts 100 million registered
users. Approximately half of which are from Brazil, another 20% from India, and about 18% from
the United States. The bulk of its user base is under 30 years old: users between 18 and 25 years
old represent 53% of its total audience, and 26 to 30 year-olds 15%. Given the strong adoption of
Orkut in Brazil, Google moved all Orkut operations to its Brazilian division in 2008.
Today, Orkut is dominated by two social game distributors: Vostu and Mentez. Vostu has been
called the Zynga of Brazil,having grown to about 20 million active players per month and raising a
$30 million dollar investment round in late 2010. Their success has been achieved by closely mir-
roring Zynga’s strategy--so closely, that Zynga filed a lawsuit against Vostu in June 2011 for copy-
right infringement. In contrast, Mentez has focused on publishing 3rd-party games localized to the
Brazilian Market and has achieve a similar level of traffic as Vostu.
Although Brazilian users are avid social game players, monetization can be a problem given the
lack of adoption of traditional payment methods. For this reason, both Vostu and Mentez have
developed prepaid card offerings that are available at tens of thousands of retail locations across
Brazil. Tutudo, a Latin American micro-transactions company, has developed a prepaid card net-
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Founded 2003
Registered Users 100 million
Owner Google Inc.
URL http://www.Orkut.com

24. work that has significant penetration and is available to developers not affiliated with Vostu or
Mentez.
For many years, Orkut was Google’s most successful venture in social, and Google is taking
steps to make Orkut a great distribution channel for a broader array of developers looking to tar-
get the Brazilian market. Combined with a more mature payment landscape, Orkut presents a po-
tentially lucrative opportunity for social game developers looking to reach the 75M+ internet users
in Brazil.
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25. Appendix
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Source: SuperData estimates
Source: SuperData estimates
Source: SuperData estimates
Table 1: Worldwide Social Gaming Market 2010 - 2014E
USD billions 2010 2011E 2012E 2013E 2014E
Facebook Social Gaming Market
Non-Facebook Social Gaming
Market
excluding Asia
Total
1.3 1.7 2.4 2.8 3.1
2.3 3.3 3.8 4.7 5.6
0.9 1.1 1.4 1.7 2.0
3.7 4.9 6.2 7.5 8.6
Table 2: Social Gaming Audience & Forecast for Selected Markets
millions 2009 2010 2011E 2012E 2013E 2014E 2015E
Germany
Spain
Netherlands
Russia
Turkey
Brazil
11.0 16.3 23.0 25.8 29.7 33.2 37.2
3.4 6.4 9.1 11.4 12.9 14.6 15.9
2.0 3.6 4.7 5.3 5.8 6.5 8.3
12.9 22.9 35.0 45.4 48.5 58.2 69.5
6.6 10.8 13.2 15.3 17.4 19.7 22.1
12.3 18.7 32.6 40.1 46.0 52.3 58.7
Table 3: Social Gaming Revenue & Forecast for Selected Markets
in million USD
Germany
Spain
Netherlands
Russia
Turkey
Brazil
2009 2010 2011E 2012E 2013E 2014E 2015E
$83 $123 $173 $194 $224 $250 $280
$19 $36 $60 $75 $85 $92 $100
$5 $8 $12 $13 $14 $16 $20
$31 $56 $85 $110 $150 $180 $215
$18 $29 $35 $41 $47 $53 $59
$51 $100 $136 $171 $206 $238 $257

26. About
SuperData Research, Inc.
SuperData provides market intelligence on paying online gamers. On an ongoing basis SuperData
tracks transaction-level information to help game publishers identify key markets, improve their
micro-transaction revenue model, and benchmark their performance against reliable industry aver-
ages.
Its offering: Market Level Data, KPIs & Syndicated Research
Market level information – What can we expect?
Comparative and competitive metrics – Where do we stand?
How can we let investors know we’re beating our competition?
International expansion – Where to next?
In January 2010, SuperData secured multi-year seed funding. Its client base includes brand owners,
developers, retailers, publishers, VCs, and payment providers.
www.superdataresearch.com
Viximo, Inc.
Viximo is the largest platform that connects social app and game developers with numerous social net-
works across the web. With Viximo’s platform, app and game developers get access to over 100 million
users across multiple social networks with a single easy implementation. Additionally, Social Networks are
able to quickly set up a robust virtual currency, enable third parties to easily develop to their site, and in-
stantly offer the highest quality social apps and games.
For more information visit http://viximo.com or http://blog.viximo.com.
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