On Tuesday April 12 we presented a sweeping overview of Social Gaming from its scope, scale and size in the US to the development of this space around the world. We shared how marketers can engage consumers in the space and wrapped with some informative case studies by Toyota. Some impressions, slides, video and links follow. Continue reading
Tag Archives: Playdom
Last week Playdom’s acquisition by Disney closed. This week we spoke with Ben Chen, Head of Sales at Playdom, about SocialGaming’s mass adoption and future along with how brands can capitalize on the reallocation of consumer time in this space. To dimensionalize the opportunity briefly, with 45-minutes+ average engagement time, 100m US and UK players (over 200mm worldwide), and some early evidence that SocialGaming dynamics can change offline behaviors, this is a space marketers need to understand. Farmville, the first SocialGaming blockbuster, earns over 17.5 millon daily average users (DAUs)–only football, Obama interviews and a handful of other TV shows can garner that level of viewership–while delivering the kind of revenue that would put it on the top of Hollywood’s box office charts. To punctuate further, the 2010 Emmy’s earned 13.5 mm viewers and topped that week’s viewership charts. So think TV scale, Hollywood revenues and Gaming/Facebook levels of time and engagement.
Some additional data points:
- SocialGaming earns 10% of all internet time spent online surpassing email in time, second only to its parent, Social Networking
- SocialGaming raised $1.5 million in 5 days for Haiti
- The rich get richer–Zynga’s latest hit, Frontierville, reached 5mm users in just 13 days
Here’s our interview with Ben Chen of Playdom, the third largest app developer in Facebook:
What’s driving growth? Having a platform like Facebook with 500mm. Ben mentions the “K-factor” which is a graphing term applied by epidemiology to describe a viral effect.
Success rates in launching games? 60+%–with 2-years
Consumers are smart
Social City, 50 minutes average session, no drop off in levels of engagement until “level 29” with 3 million Daily Average Users (DAUs)
For consumers, it’s a commitment, so they want to see that the game will be there for the long haul and mandates respect for the consumer
How to respect the consumer?
- What’s best for game and the user
- Assets for game, additive a value-exchange for the user and brand
- Playdom won’t short their user by popping up pre-rolls and banners to interrupt.
With the closing contract ink still only a week-old we had a chance to speak with Playdom VP of Business Development, Sean Phinney, and Head of Sales, Ben Chen, to discuss SocialGaming for consumers, marketers and what Disney entering the picture through their acquisition can mean. First, a look at what Disney acquired:
Between 2008 and 2010 Playdom grew from 10 employees working on one game on one platform (Facebook) to nearly 500 employees, 18 games, multi-platform and 42+ million Monthly Average Users (MAUs). They’ve become the third most trafficked gaming company in a field that seems to favor first-movers that get to scale with some hits–the rich get richer. More than just games and traffic, Disney also acquired an incredible set of IP–intellectual property–around game mechanics; user experience, optimization and acquisition; scaling infrastructures from legal to marketing and operations.
Here’s the first of two videos from Playdom executives talking about the Social Gaming space, the company and the Magic Kingdom. We’ll start with Sean Phinney, VP Business Development for Playdom:
In brief, there are a number of opportunities that I read into Sean’s comments for brands to capitalize on 7 million DAUs & 45 million MAUs with strong growth ahead as they seek to implement their intergation plans:
- Find ways to bridge the Real Worlds and these Virtual Rewards/Goods/Worlds
- Find ways to apply IP relationships with Disney/Marvel/ESPN/etc. into the gaming environment–for instance, if securing marketing rights around the Marvel/Thor movie, will their be a way to extend across a number of Playdom properties?
- Your media has currency for recruiting more users who monetize at varying rates by game at a lower cost of acquisition
Finding natural ways your brands can add value within these gaming environments can become the “Magic Playdom” for brands.