Pop-Ups to Prompt Users to Share Achievements…Revamped Zynga’s Mafia Wars is more aggressively integrating prompts and banners into the page:Īnd still, some games still have the gift interstitial, but they are generally smaller games, like Hive7’s Youtopia, which Facebook might not have gotten to yet: Zynga’s PetVille has incorporated the gift icon into the basic navigation on the screen, with little balloons that highlight an action they want users to take: Most games have opted to add an icon on top of the game play area, specifically prompting users to send gifts, like in CrowdStar’s Happy Aquarium and Zynga’s Roller Coaster Kingdom: Now that it’s been taken out of the arsenal, developers like Zynga and CrowdStar are trying different ways of getting users to get back in the gifting habit. Only Playfish refrained from this practice in the past. How developers are coping: This was viral-marketing 101 for nearly every Facebook game: every time you went to the application, you first had to go through a “gifting” screen before you could actually play the game. The policy: ”You must not prompt users to send invitations, requests, generate notifications, or use other Facebook communication channels immediately after a user allows access or returns to your application.” Pre-Game Gifting Interstitial Screens are Gone Here are three viral practices that have been reined in and examples of how developers are attempting to cope with the changes. While we recently attributed some of the across-the-board declines in daily active user numbers for Facebook games to seasonality, it’s becoming clearer that recent policy changes by Facebook may be contributing to these declines as well, forcing developers to completely revamp their viral activities.
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See the full breakdown of the winners and losers including commentary on each developer at Īs originally posted on I believe MAU numbers will continue to decline a bit more before they stabilize a bit. But given this caveat, the total line suggests that so far, these developers are seeing on average a 4.6% decline in MAU and a 12.2% decline DAU which has reduced the sticky factor by 8%. The total line is not for all developers on the Facebook platform, just the seven aggregated above, so there is some bias in the aggregated numbers because Zynga makes up over half of the total MAU and DAU numbers. Because new games typically haven’t reached a steady state ( which inflates the sticky factor) and because we’re more interested in the impact on games existing prior to the platform changes, let’s look at the numbers without Zynga’s PetVille, Playfish’s Poker Rivals, CrowdStar’s Happy Island and Playdom’s Tiki Farm: Developer
This initial cut makes it appear that some of the biggest developers (Zynga, CrowdStar and Playdom) have done reasonably well, but each of these developers actually launched a significant new game during the period.
This assumes that the impact of the holidays (across the board dips around Christmas and New Year’s Day) was similar across all of these titles and also comes with the caveat that developer level numbers are not necessarily unique users (a user may play multiple games by that developer). To get some initial feel for the impact of these platform changes (and provide a benchmark for the industry), we looked at Daily Active Users (DAU), Monthly Active Users (MAU) and the resulting Sticky Factors (DAU/MAU) for top developers on Decem(just prior to platform changes going into effect) and January 5, 2010.
Services of interest to you.When Facebook implemented a flurry of platform changes that curtailed some viral marketing tactics in early December, developers scrambled to revive tactics and there was the thought that this might level the playing field a bit, taking some wind out of the sails of the most aggressive viral marketers. TheseĬompanies may use information (not including your name, address email address or telephone number)Ībout your visits to this and other websites in order to provide advertisements about goods and
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