Mobile devices and social networks are now the dominant platforms for casual gaming. However, there are several important differences in the way players interact with them, influencing game design and business considerations. And while games that successfully address both platforms, such as PopCap’s Bejeweled Blitz, have emerged, cross-platform mobile/social convergence is still in its infancy and has the potential to dramatically change the games industry. This talk will provide an overview of the key differences between mobile and social games, touch on some lessons learned through the operations of Bejeweled Blitz, and paint a view of how cross-platform games could expand and redefine the boundaries of gaming.

1. E Pluribus Unum: How Mobile and Social Gaming
are Driving Cross-platform Convergence
Giordano Bruno Contestabile, PopCap Games
July 24th, 2012
Twitter: @giordanobc

2. Some quick facts
 Launched in late 2000
 History: Bejeweled, Bejeweled 2,
Bejeweled Twist, Bejeweled Blitz,
Bejeweled 3
 Key platforms: Facebook, iOS,
PC/Mac, XBox360, DS
 Units sold: > 55 million
 Installs: > 200 million
 MAUs: > 25 million
 Total users: 500 million+

3. Change Is In The Air

4. A Billion New Gamers!
2000 2011
Worldwide Players
1.5B
80M
Console
Social
Casual/
Online
Mobile
PC/Retail
33%
17%
13%
16%
21%
EA Internal

5. Interpret New Media Measure, Entertainment Software Association 2011
43% Female
57% Male
12-17 18-24 25-44 45+
17% 18%
46%
19%
We’re Grown-ups Now!

6. Everybody, Everywhere!

7.  My excuse: half of those people work at PopCap
• But so do I
It’s Better With Friends!

8. Cross-Platform: The Time Is Now
EA Internal
 A huge, broad audience that plays everywhere
 Connected, always-on, devices
 Open and efficient platforms allowing for live operations
 Freemium games allowing easy, risk-free access
 Access to players’ social and interest graphs

9. Mobile and Social:
The Bejeweled
Blitz Experience

10. One Very Long Minute
History of Bejeweled Blitz on Facebook & iOS
 December 2008: Bejeweled Blitz launches on Facebook
 November 2009: Blitz mode and FB Connect added to Bejeweled 2 iOS client
 December 2011: Bejeweled Blitz iOS launched as a freemium title
 3+ years from launch, still consistently popular:
• Facebook: top 10 games by DAU (3M+)
• iPhone: top 10 highest-grossing games
 One of the first games to be fully integrated across FB and iOS

11. Not all mobile players want to be social
Approximately 20% of Blitz iOS
downloads have activated
Facebook Connect
 FB Connect was required to unlock full features
 Launched “Universal Mode” in June 2012
 FB-connected users tend to spend more

12. iOS vs. Facebook
Key Metrics iOS (FB = 100)
Daily Active Users Weekly Average 48%
ARPU DARPU 229%
Engagement Games / day 100%
Retention 7-day retention 193%
Monetization % of paying users 205%
But iOS players have
multiple, shorter, sessions

13. What We Learned
 On most metrics, iOS users are 2x higher than Facebook users
 Contributing factors:
• “Always on, always with me” nature of mobile
• Efficient Apple ecosystem, in particular for purchasing / billing
• Push notifications are a great retention / re-engagement tool
 Engagement patterns are completely different
• Bejeweled Blitz strongly suited to bite-sized gaming

14. How Are They Different?
Mobile Social
Usage Everywhere Home / Office
Session length Short (minutes) Longer
Interface Touch Mouse
Social Graph Optional Embedded
Discovery App Stores Virality
Updates Need approval At any time
 Huge opportunities, but you still need to design,
develop and operate for each platform

15. The Cross-Platform
future

16. Games Connected Across Platforms
 …the present, rather than the future
 Facebook and iOS, often Android
 Same game experience across platforms
 Optional FB connectivity on mobile
 Asynchronous multiplayer dominates

17. Companion Gaming
 Games on connected platforms developed around a AAA title
 So far, limited influence on core game
 Different types:
• Marketing tools
• Info companions
• Puzzles / minigames
• Vertical slices
• Stand-alone experiences
 Will become more integrated, while still optional

18. Games Sharing a Back-End
 Many platforms, many game styles, one common back-end
BACK-END
Resource Management
Puzzle / action
Asynchronous
Multiplayer
MMORPG
Strategy

19. Cross-platform Gaming Worlds
 One world, one economy, different vertical slices
BACK-END

20.  Billions of players
 Connected platforms
 Global reach
 Playing anywhere
 4 screens: mobile, tablet, web, TV
 New game genres
 Player-specific gaming
 Persistent worlds
Cross-platform will redefine gaming
A World Of Opportunities

21. Thanks!
Questions?
@giordanobc