Getting Big on Facebook: A Case Study Dan Laughlin Executive Director, Business Development

Agenda 6L Intro Facebook Growth Strategies Case Study: Mystery Manor Q&A

About Me Dan Laughlin is Executive Director, Business Development at 6waves Lolapps (6L): Responsible for growing the company’s global portfolio of developer partnerships for social and mobile. Previously at Microsoft Game Studios as a Lead Producer and a Senior Business Development Manager. Before entering the industry, spent time at Thomson Reuters and MarketOne International. Holds an MBA from the Kellogg School of Management at Northwestern University, and a BA from the University of Colorado, Boulder.

About Us

6L…  A network with tens of millions of users  Games from over 50 global partners  Expanding its strategy to mobile platforms  Providing critical services to developers : Distribution Marketing Localization Hosting Game Advisory

Our Network Size 24 MILLION Monthly Active Users 3.9 MILLION Daily Active Users

Top Games We Have Published 6L has helped scale many games across a range of genres Peak 1M+ MAU Titles on Facebook:  Ravenskye City  Airport City  Zombie Island  Baby & Me  Mystery Manor  Ravenwood Fair  Mall World  Kingdoms of Camelot  Animal Paradise  Resort World  Simply Hospital  Big Business  Birdland  Legacy of Rome  Spartacus: The Game  My Fishbowl

Facebook Growth Strategies

Click Exchange Click exchanges are only effective on a small scale, as growth is bounded by the size of the game joining the exchange.  Developers can also buy credits to participate more actively in exchanges  Traffic quality from click exchanges should be monitored closely

Self Publishing  Key Considerations: 1.Capital to fund rising costs of user acquisition 2.Headcount and mindshare for marketing 3.Time to build marketing effectiveness 4.Ability to localize and distribute globally 5.Desire to own End Users and build a network Long-term company goals and financial strategy should inform if self-publishing is the appropriate strategy

Publishing Partnerships  Key Benefits  Network for cross-promotion  Funds for user acquisition  Marketing efficiency  Localization / regional knowledge  Studio focuses on development  Key Tradeoffs  Revenue share  Exclusivity  Competition versus rest of portfolio  End User data ownership Publishing is an increasingly relevant model in social games Established Starting Up

Case Study: Mystery Manor

The Developer-Publisher Partnership  Recognizing that their strengths were in game development and the Russian social networks, Game Insight partnered with 6L to scale on Facebook  The 6L / Game Insight partnership has yielded a collective peak of 13M Monthly Active Users on Facebook: 1.Mystery Manor (3.8M) 2.Resort World (3.5M) 3.Airport City (2.8M) 4.Big Business (2.2M) 5.Vegas (1.1M)  6L has expanded to launch Game Insight titles on Mixi and Yabage social networks in Japan

Mystery Manor: Game Overview For ten months 6L and Game Insight have worked closely to evolve and grow Mystery Manor (MM): The first major Hidden Object release on Facebook Gameplay built around the free2play model High quality art Consistent content and feature updates

MM Pre-Launch Planning  6L Product Management worked with MM producers to build towards full global launch: 1.Iterating on game feature roadmap 2.Feedback on game flow, tutorial, virality, etc 3.Localization kickoff 4.Hosting / Scaling plan - Amazon EC2 5.Phased user acquisition planning 6.Plan for Facebook platform changes (e.g. early tester of “fluid canvas”)

Phased User Growth  6L has spent millions of dollars acquiring new users for Mystery Manor  In-network cross-promotion and campaigns have driven consistent “soft money” installs Cross-sell Test Traffic Quality EN Cross-sell Traffic Test EN Paid Acquisition Full EN Paid Acquisition Localized Acquisition Campaigns SE Asia Turkey US, UK, Aus/NZ ~$10K test spend Spending tens of thousands per day Localized ad copy / images 200M+ s per campaign

Expanding the Addressable Market 7 languages now live in MM:  Russian, English, Chinese, Japanese, French, Italian, German, Turkish  6L manages the translation processes and shares costs with developer  Native speakers write / review localized ad copy 3 additional languages in development now:  Portuguese, Arabic, Thai

Ongoing Development Continuous development allows 6L to sustain marketing:  Feature Development – monetization improvement over the long-run shows impact of an improving game  Content Releases – MM shows healthy retention and revenue spikes due to predictable content releases

Ad Targeting & Execution  The 6L user acquisition team is an experienced group of marketers, analysts, artists, and programmers in San Francisco and Hong Kong  6L uses internally developed processes and algorithms to analyze spend efficiency and cohort performance  Mystery Manor Marketing:  Continuous A/B testing of keyword targeting, creative, and copy  200+ pieces of art utilized  25+ pieces of ad copy – localized for 7 current languages  Keyword targeting – examples: woman, over 40, that play other hidden object games, ‘Like’ sudoko

The Results: Sustained Success

Mystery Manor: What Worked 1)A close relationship with the developer 2)Constant product improvement 3)Evolved targeting to prevent saturation 4)Timing marketing with product updates 5)Translated content and ad copy 6)Ongoing in-network cross-promo and campaigns 7)Spending big to acquire users

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