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PLAYDOM INTERNATIONALEstablishing Global Social Games Business:
Does non-FB distribution make sense for a social game company?Lloyd Melnick, GM, International Operations
Agenda
Overview of PlaydomTo Port or not To PortEvaluating The PlatformsLeveraging Off Facebook OpportunitiesSummary
Agenda
Overview of PlaydomTo Port or not To PortEvaluating the PlatformsLeveraging Off Facebook OpportunitiesSummary
Playdom At-A-Glance
500+ employees in 10 offices worldwide
Highest Industry ARPU
Acquired by Disney: August 2010
Facts and Figures
Playdom, the social games product group of Disney Interactive Media Group, produces a diverse portfolio of casual games for the rapidly-growing platform of social networks and smart phones, including Facebook and VZnet, Apple and Android.
Playdom is one of the fastest-growing social game developers, offering high quality community entertainment experiences.
Playdom’s hugely popular properties include City of Wonder, Verdonia, Social City, and Sorority Life.
Playdom games touch over 6 million Daily Active Users and approximately 50 million Monthly Active Users on Facebook, VZnet, Hyves, Nasza Klasa, Mail.ru and MySpace.
Not Just Facebook
Agenda
Overview of PlaydomTo Port or not To PortHow to Evaluate PlatformsLeveraging Off Facebook OpportunitiesSummary
Key Decision Points
Financial Resources for MarketingInternational Appeal of ContentTechnical Issues
Internal Financial Options
Resources available to market on FacebookExtend Facebook game to other platformsLeverage other platforms to build war chest
Appeal of Content
Is it appealing outside FacebookCan it be modifiedIs their an option to reskin
Technical Considerations
Internal engineering resourcesHosting and deploymentLive operations
Agenda
Overview of PlaydomTo Port or not To PortEvaluating the PlatformsLeveraging Off Facebook OpportunitiesSummary
Key Decision Points
Measurement of the PlatformEffort Needed to Deploy and MaintainCooperation from the Portal
Measurements of a Successful Platform
=Profitability
& Sustainability
Retention & Engagement
Virality
Monetization
+
+
Effort Needed to Deploy and MaintainEngineeringNew ContentGame Services
Cooperation from the portal
Win/Win vs Win/LoseBusiness ModelMarketing and other resources they will provide
Agenda
Overview of PlaydomTo Port or not To PortEvaluating The PlatformsLeveraging Off Facebook OpportunitiesSummary
Key Decision Points
Facebook or Other NetworksDirect or through a Publisher
Facebook or Other Networks
Facebook OnlyOff Facebook OnlyFacebook and Off FacebookWhich Networks
Direct or through a Publisher
DirectMarketingAnalyticsMonetization
PublisherShared the customerRevenue shareRisk share
Agenda
Overview of PlaydomTo Port or not To PortEvaluating The PlatformsLeveraging Off Facebook OpportunitiesSummary
