Six of the top ten applications on Facebook are games as measured by Daily Active Users – here are the top six games and their daily active users from DeveloperAnaltics as of June 4th:
|Game||Developer||Daily Active Users (DAU)|
|Farm Town||Slashkey||3.15 million|
|Mafia Wars||Zynga||2.94 million|
|Pet Society||Playfish||2.77 million|
|Texas HoldEm Poker||Zynga||2.46 million|
|Restaurant City||Playfish||1.60 million|
|Game||Developer||Daily Active Users (DAU)||Facebook Lexicon Activity Pixel Index ™||FLAPI per Million DAU|
|Farm Town||Slashkey||3.15 million||131||41.6|
|Mafia Wars||Zynga||2.94 million||300||102.0|
|Pet Society||Playfish||2.77 million||68||24.5|
|Restaurant City||Playfish||1.60 million||50||31.3|
Note that I took the pixel distance using the LAST date where Facebook Lexicon presented data, which was May 31st. The resulting data looks a lot more interesting when you chart it like this:
Now you can see that when you take the FLAPI and adjust it for the audience, you get a great feel for which brands , relative to their audience, have users talking about their game in their Facebook status and wall pages. In the example above, if you took a 45 degree line as a baseline, both Zynga games (Mafia Wars and Yoville) would appear above the line and infer that they are better at getting their users engaged on Facebook than their competitors.
So while a game may wane based on game play, like Pet Society which clearly shows that it’s beginning to lose active users, it very well could be that the active engagement of the users with a game(and possibly the way that Zynga does it) could be actively extending the typical lifetime of a game application.
Interested in looking at how we can apply the FLAPI to other brands, including those that have only a Facebook Fan page and don’t have an application. And also how much the FLAPI is impacted based on these brands having multiple fan pages – today Facebook Lexicon does not appear to mine those pages (”Lexicon shows the number of users that posted each term per day on a profile, event or group Wall.”), but those pages could be driving user posts.