DEEP (digital media) THOUGHTS

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    social game engagement & fb ad revenues

    anyone else look at Inside Social Games weekly fastest growing FB games by MAU list, and think that this is a reflection of how much revenues FB is deriving from game publishers? and little else? i mean, in all seriousness, when this list isn't filled with Zynga games, i feel like it is a down week in terms of ad revenues on FB. it looks like Playdom, with their new Disney balance sheet, is now spending the big bucks "acquiring" MAUs, aka paying for users to build initial crowd of players on their games. i am very curious to see what the avg lifetime of a user is for some of these social games, because across the board, their game designs are weak and do not stimulate long-term engagement or replayability. the games are definitely getting deeper, and getting more polish on the surface, but again MAU numbers are driven entirely by ad spend nowadays.

    one metric that would demonstrate engagement over time would be avg DAUs over a trailing seven day period, or maybe over some smaller fixed period of time. in general, we need to stop obsessing over the MAU metric because at the end of the day, it is only an indicator for user acquisition spend. i think i am currently counted as an MAU for a dozen social games. and i don't consider myself an actual player for any of them.
    Tags » facebook online games social games
    • 31 August 2010
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  • About jason

    Hello. My name is Jason, and here you will find some thoughts on the all things digital media, but with a focus on a couple of things i love: movies, music and games. I used to be a VC at FirstMark Capital in NYC, and now lead the International Publishing efforts at online game publisher/developer Riot Games in LA. It goes without saying, but all opinions found on this site are not representative of opinions of either FirstMark Capital or Riot Games. They are my own personal random rants.

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