This document discusses how Plarium, a game development company, has grown hard-core strategy games on Facebook. It outlines Plarium's strategy which included starting with games on Russian social networks, localizing content for different countries, using Facebook ads and open graph integrations to increase viral users, retargeting past players, improving monetization features like PvP elements and promotions, and using offer walls. Their approach helped increase monthly active users from 800k to over 10 million across multiple games on Facebook.

1. Growing a Hard-Core Game on
Facebook
Leonard Frankel
Head of Biz Dev, Plarium

2. Company Overview
● Established 4 summers ago
● HQ in the start-up land Israel
● 3 studios world-wide
● 350 employees & 70 open positions
Yes, I will share metrics

3. Starting Up
● First poker game in the Russian SNs
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Time
Farmandia
Russia
Facebook
Players (m)

4. Plarium’s Strategy Games

5. Plarium’s Strategy Games

6. Plarium’s Strategy Games
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1 26 51 76 101 126 151 176 201 226
Days
Improving Acceptance
Total Domination
Stormfall
Players (m)
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10
1 26 51 76 101 126 151 176 201 226
Days
Improving Acceptance
Total Domination
Players (m)

7. We’re on Facebook, now what?
● Localize everything (Care for a hotdog?)

8. We’re on Facebook, now what?
● Localize everything (Care for a hotdog?)

9. We’re on Facebook, now what?
● Localize everything (Care for a hotdog?)
● New countries – World bank, Facebook ads

10. We’re on Facebook, now what?
● Localize everything (Care for a hotdog?)
● New countries – World bank, Facebook ads

11. Increasing ROI
● 25 professionals in user acquisition
● 51 in supporting departments:
Art, Development & BI and Support
● Perfecting Facebook integration
● Identifying gamers characteristics

12. Sponsoring on Facebook
● Open Graph
● Page posts

13. Open Graph – Case Study
● OG stories with emphasis on
● Achievements that players are proud of
● Meaningful Actions
and Objects
● January 2013 – 800k MAU
● 13 million stories, 136 million impressions
● 75% increase in viral users with Open Graph
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Total Domination - MAU
Open Graph integration
Players (m)

14. Retargeting
● Custom audiences
● Payers: “Your army awaits”, features
● Non-payers are harder to lure back
● Action spec Targeting:
games.plays

15. Player Acquisition
● CPIs are rising (Platform, Game’s age, Genre)
● Facebook ARPDAU up 104.4% to 0.4$ - 0.5$
Jan-12
Feb-12
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Jan-13
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Jun-13
ARPDAU, $
Total Domination
ARPDAU, Moving Avg.

16. Improving the Monetization
Stormfall
ARPDAU
● PvP Element

17. Improving the Monetization
Stormfall
ARPDAU
● PvP Element
● Holiday Promo

18. Improving the Monetization
Stormfall
ARPDAU
● PvP Element
● Holiday Promo
● Troops Revive

19. Improving the Monetization
Stormfall
ARPDAU
● PvP Element
● Holiday Promo
● Troops Revive
● Immortal Guardians

20. Improving the Monetization
Stormfall
ARPDAU
● PvP Element
● Holiday Promo
● Troops Revive
● Immortal Guardians
● Holiday Promo

21. Improving the Monetization
Stormfall
ARPDAU
● PvP Element
● Holiday Promo
● Troops Revive
● Immortal Guardians
● Holiday Promo
● Legendary Heroes

22. Offer Wall Performance
● Nano payments, performance varies
● 2.6% of total revenues
● Doubled paying users
up to 2%-3%

23. Thank You!
Any questions?
leonard@plarium.com