Social games
Social games, Zynga & 
the Farmville phenomena
gambling
experience points
monetisation
virtual goods
functional virtual goods
decorative virtual goods
consumables
advertising
offers
Farmville
750 people
Zynga
200MM registered > 100MM monthly>60MM daily>1MMpaying
6/7 top FB social games
started in 2007
revenue 2010- $500MM-$835MM
(2015- $1.6BB)
$29MM VC

2009 $180MM from Digital Sky Technologies
Testing & metrics
"I did every horrible thing in the book, just to get revenues right away.” Mark Pincus, CEO of Zynga
1%+ of the world
market
seeds
trees
animals
buildings
decorations
vehicles
ribbons
collections
how it works
how users feel
how it was made
AAA boxed game- 2-4 years -$10-$40MM
Farmville 5 weeks -$100-$300k
what are social games?
social games are games built and designed for distribution on or using social networking relationship data to drive discovery, distribution, and gameplay
core elements
-use of social graph data
-casual gameplay/short session
-free-to-play, monetised by virtual goods

product vs service
what kinds of games
social rpg
experience points
resource management
farms
restaurants
gambling
team challenges
caretaking
pet visit
marketing
the audience
size of audience?
who is the audience?
the future
Facebook credits
Communication platform
Payment
Intersection of social & mobile
The web

connecting the world through games
decreasing March & April numbers
why?
playing with friends
express yourself (avatars, badges, micropayments)
invest over time/social capital (game= journey)

$1.50
$1
$2.50
$1
ROI= Lifetime value-user acquisition costs