Tag Archives: Social Games Sticky Factor

Quick Hits: Getting Users to Sign Up, Gangster City Isn’t Sticky, and 6 Million DAU for Poker?

Here are some quick hits on things I found of interest last week:

Café World’s Progress Bar

One of the more innovative campaigns of the week was a progression bar at the top of Café World, helping walk a user through all the ways to sign up for various communication channels:


The nice part here was the fairly clear user benefit spelled out for each item along the way:

  1. Install the game
  2. Add the bookmark – “Find your way back”
  3. Become a Fan of the Game – “Get exclusive offers”
  4. Sign up for emails from us – “Know when your food is ready”
  5. Allow us to publish directly to your news feed – “Post content faster”

The progress bar was only up for a couple of days so not sure if it either was unsuccessful or ran afoul of Facebook standards. Similarly, one of the scrollable alerts in Mafia Wars presented a similar checklist of things to complete, sans the benefit explanation:


Playfish’s Gangster City Not Retaining Users

Playfish’s latest release, Gangster City, is facing a real uphill battle in retaining users. While Playfish has been promoting the game with ads and seeing consistent growth in bringing in new users (see the MAU trend below from appdata.com), growth in daily users has been pretty flat, pushing the sticky factor down to the teens within the first two weeks.

mafia-wars-ad-2010-0206Granted there have been a great deal of application issues on the platform over the last week, but we’re not seeing the same dips across the board.

One potential culprit could be Zynga advertising. This ad (to the right) touting the new Bangkok expansion for Zynga’s Mafia Wars features art work that looks a great deal like that of the more animated Gangster City than the more realistic approach Mafia Wars has been using to date. Regardless, it doesn’t look like Gangster City is going to help Playfish bust out of their across-the-board decline since the November 4th acquisition by Electronic Arts.

Jumping the Gun on 6 Million

Zynga sent this notification to Texas Hold’em players on Friday night:


Only problem is, they had only hit 5,816,752 DAU (an all-time high) on Facebook on 2/6 according to App data. If Zynga’s internal count shows they did indeed exceed 6 million, then the other 200,000 or so might be coming from the iphone App or MySpace users (which puts the contribution from those channels in perspective).

[Note: I’m tracking milestones on a separate tab on this blog (see here) and welcome any input or corrections.]

For Fish Sim Games, Does Stealing Make Them Stickier?

As you might expect with the Thanksgiving holidays, the growth in the top fish sim games appeared to wane as we focused on real-life relationships and turkey dinners:

All the fish sim games remained flat or declined their daily active user numbers over Thanksgiving

Across the board, daily users for each of the fish sim games flat-lined during Thanksgiving (although the reporting tool failed to provide new numbers for Sunday the 29th and Monday the 30th of November, most games were flat or down Thanksgiving week). In addition, for Zynga’s FishVille we’re seeing the social game sticky factor (Daily Active Users/Monthly Active Users) declining and it looks like it might settle at a 28-30% Sticky Factor similar to CrowdStar’s Happy Aquarium and TallTree Games’s Fish World:

As FishVille's sticky factor comes down to the level of rivals Happy Aquarium and Fish World, My Fishbowl maintains a sticky factor 33% higher than any of them

In this group, 6 WavesMy Fishbowl continues to have the strongest sticky factor, a good 33% higher than other fish sim games with over 1 million Daily Active Users (DAU). I believe their success is primarily due to the fact that it is the only one of the four top fish sim games natively coded in Chinese, which is allowing it to take advantage of Facebook’s rapid growth in Southeast Asia. In addition, it may also have something to do with the fact that My Fishbowl has a strong game element of “stealing” from your neighbors’ tanks (if your friends are late to collect the treasures produced by their fish, you can go in and steal these treasures for yourself).

Read the rest of the analysis, plus the impact on developers looking to grow into Asia and other fast-growing Facebook regions, at InsideSocialGames.com

More on the Sticky Factor: Measuring the Impact of Tactics on Engagement

One of the more interesting applications of the Social Game “sticky factor” that I introduced last week is the ability to look at the life cycle of some of the most popular games and identify some of the key feature roll-outs that greatly increased engagement. The sticky factor is simply the daily active users (DAUs) of an application divided by monthly active users (MAUs).

Let’s take a look at two of the largest games, by DAUs, that have been around over three months and also have a pretty accessible view of product feature launches: FarmVille and Mafia Wars.

For full story and analysis, plus an in-depth look at the impact of a game’s viarl abilities on churn, see the full post on InsideSocialGames.com