Superstar Session: Sustainable Social Growth on Instant Games

just want to tell you a little bit more about our next uh panel actually our next speaker and uh very exciting because it's a superstar session that tells you everything right sustainable social growth on instant games and before we get into this which will be a presentation that will provide some guidance around efficient sharing flows smart monetization tactics i just want to set the stage again a little bit so we have oha mozachenko and i didn't have the pleasure of meeting her so i'm hoping i did that name right we'll find out in a moment a little bit more about her she's a long track record and i was checking some very interesting tangents along the way she was an absent

games product specialist at google a biz dev manager for the european parliament and very recently got a license in film directing from the london film academy so it's going to be exciting and hopefully also a great um opportunity to as i said tweet live which is what i'm doing again let me give you that hashtag it is hashtag pgc digital and i'll give it over to oha hi peggy hello great to have you and i'm excited to hear this i'm just gonna get off the screen and start live tweeting do your thing um great thank you well thanks first of all for the great intro um i think it was a great interesting discussion before so i hope not to bore you down but do the exact opposite with my talk so i'll uh start at this point uh by saying that as peggy

mentioned we are going to speak about sustainable social growth on instant games and before jumping right into the presentation i wanted to introduce myself as peggy mentioned already a couple of facts about me but i will talk about my current position and currently i'm a strategic partner manager in facebook gaming partnerships team based in london and i'm taking care of instant games in india so for those who are familiar with instant games platform specifics um and and not instant games is a platform for html5 games that are playable across facebook and messenger and that have social experience in the core if you are curious to play some of the games i i mentioned some examples so for example go gobots is a game by

us too with a great focus on ux and sharing flows or you can also check monopoly sudoku game by cool games which is an example of how a historically famous gaming title can evolve on the platform as i mentioned already we are going to speak about sustainable social growth and to keep it structured we are going to divide it into three key parts we will start with elaborating a bit more how to create shareable moments within the game then touch monetization of the games and finish up with the measurement solutions that the platform offers today so let's kick it off with a social gross recipe when it comes to social growth recipe there are a couple of milestones every

developer should keep in mind i would say the first thing important to keep in mind is to make sure you plan for minimum minimum meaningful contents within the game that would bring a value for players in terms of sharing the second thing is make sure to design a smooth and frictionless sharing user experience and a clearly designed call to action and lastly when it comes to viral social growth retention is crucial so for every developer it's important to answer a fundamental question of why would players come back to your game 2 7 and 28 days later so when designing the game make sure to create a constant clear reason for players to come back an example of it can be a game actually done by zone mob game studio that

divides the game into clear milestones and rewards player with a clear call to action at each of this milestone so that a player also has a clear reason to come back and claim their rewards here i would also like to stop for two minutes and talk about leaderboards a product that we worked a lot on this year and in case you are not familiar with the leaderboards user experience here how it goes as a player when i fail a game or when i finish a game i get an option to share my score on the feet and generate a tournament my friends can join after every friend can join through this fit post and jump directly into the game where they can compete each tournament is time sensitive it lasts seven days

within which players can keep an eye where they stand within their tournaments and come back to the tournament to improve their position [Music] the reason why i'm mentioning leaderboards here because it matches all attributes of the social growth recipe i've been talking about in the beginning leaderboards provide frequent and personalized content to share with friends on the slide you can see a tournament a leaderboard i generated myself as a player in the game water slide by cap joy leaderboards also provide additional engagement by driving friendly competition between the players and lastly we already talked a bit about how important retention is so leaderboards can make a great impact on the retention by providing a time sensitive reason for players to come back

as each tournament lasts only 7 days a final tip i would give you when talking about sustainable social growth recipe is to amplify viral growth with click to play ads and if you haven't tested them on the platform yet it's a product a product available on desktop web you can also use app event optimization and value optimization when creating campaigns and you can integrate automatic app ads a product recently launched by facebook on example on a slide you can see how developer called lotum in a game word blitz uses click to play ads to attract new players and as a player by clicking on tab to play i would be directed directly into the instant game

so we touched social growth recipe we've touched user acquisition and now it's time to elaborate a bit more on monetization a really important part of work for every developer so i'll start this section by providing a piece of data that shows the efficiency of every monetization model game can test as you see hybrid monetization model using both ads and purchases wins the game the same tip is can be given on instant games when planning your instant game monetization make sure to test a hybrid monetization model including both ads and purchases again for those who are new to instant games i wanted to be a bit more specific

when we say monetize with ads we mean monetize with audience network ads specifically was interstitials and rewarded on the example you can see how a game called quiz planet monetizes tournaments by providing a player a chance to try again and improve their score in the tournament by watching an ad when we say monetize with purchases we mean monetize with purchases on android and web when speaking about monetization on instant games it's also worth mentioning minimum performance standards it's a policy we kicked in this summer to reward quality games the policy sets up a benchmark of 3 000 monthly active players playing at least

for 30 minutes each game is given 60 days to be assessed and in case game doesn't match the benchmark it also given 45 days to make game improvement what's important to keep in mind is before the game matches the benchmark interstitials in the game are not activated but once the standards are matched both interstitials and rewarded ads should work as expected i briefly touched rewarded ads which is a growing format on the platform so when optimizing rewarded ads within your game it's useful to test different types of rewards to make sure you are achieving the highest feel rate possible what we discovered is that depending on

where players are located they may prefer different types of rewards as an example players located in canada and us prefer virtual currency and randomized rewards while in germany extended gameplay is the number one reward so when planning your monetization and improving your ads monetization make sure to test different types of group of rewards depending on the user location to achieve the highest return on ad investment last one but not the least one is measurements which has been a hot topic on instant games for quite a while so this year we are really proud to say that we launched a new solution called ros tool which addresses that challenge

the tool combines both ads and purchases revenue it also includes automatic calculations for ltv and attributing k factor meaning viral growth to ltv automatically the tool doesn't provide any additional integrations and it's completely free if you are ready with instant games you can go how to your developers dashboard and test the tool right after my talk as you see on the screen this is a screenshot from developers dashboard the tool is still in bata so we keep on improving it however it's already a huge step forward for instant games so i know it's not your last talk and you will have a long day so i prepared a summary with key takeaways for you

when planning sustainable social growth on instant games make sure to provide shareable meaningful content within the game as a summary three k key takeaways you should take back with you after the talk is make sure to provide shareable meaningful moments within the game when planning monetization make sure to monetize game with both ads and purchases and lastly use our solutions that we launched this year to measure the viral growth accurately so i know it's not your last talk today so as a as a direct guidance after we finish the presentation and after the day is over your next steps are check the tool that i've been talking so much today about browse tool within developers dashboard refer to developer documentation as a

go-to document for both existing and new developers and follow our in developers blog for insights related to instant games in fact we recently launched three new blog posts on tips and tricks for developers on all stages of game development so that's it for me today good luck with your next instant game so thank you poker gamers team for inviting a little little trick we do that i disappear but i'm actually really hurt like being like being in stealth mode um ulha thank you so much i mean um i was uh tweeting but maybe it went a bit quickly and i also didn't get a chance to repeat it that blog is a really important tip so if you did want to uh just repeat it one more time um because i i've been seeing in social

that people are like what was that blog so yes what is that blog where can they get those tips maybe you just want to get back to that for just a moment yeah definitely so it's developer's blog there we go i saw it fb gg developers gg slash developers there we go i almost memorized it it's that simple well thank you so much and thank everyone for of course tuning in staying through with us um and if you want to out there i mean we are moving along we have a great wrap a great uh lineup here and uh i want to just thank you for sharing you