Es ist schon etwas über einem Monat vergangen seit unserem Besuch auf der LeWeb Konferenz in London. Neben vielen anderen interessanten Programmpunkten und Rednern war auch Julien Codorniou (Head of EMEA Gaming Partnerships bei Facebook) vor Ort. Wir haben natürlich die Gelegenheit ergriffen und ihn um ein kurzes Interview gebeten. Einige spannende Details konnten wir ihm entlocken. Viel Spaß:
Hi Julien, can you introduce yourself to our readers?
My name is Julien Codorniou and I work in the platform division at Facebook. I manage the team in Europe for Gaming – so we work with companies like Wooga, King.com, Rovio, Social Point, Nordeus and I also manage the platform marketing in Europe helping developers to understand how to use the Facebook platform.
At the LeWeb Conference in London you mentioned that a game has to be successful on Facebook first before it can be successful on other platforms, can you explain that?
It’s actually an observation. If you look at the top gaming success on iOS and on Android right now you will see that most of them, actually 80% of the top 10, are connected to Facebook and that a lot of them started on Facebook before being launched on iOS and Android.
That’s the case for every Wooga game. Diamond Dash was actually the very first game to launch on Facebook and being ported to mobile platforms afterwards. Candy Crush from King.com, which is the biggest game in the world right now with 66 million users monthly, did the exact same thing. The fact that they were extremely successful on Facebook first, with millions of users, made it very easy for them to become successful overnight on mobile too.
A lot of games and a lot of companies manage to do what we call the “grand slam” and are able to become a top game on Facebook, iOS and Android. I mentioned at LeWeb the example of the Dragon City game by Social Point. Just 3 weeks after launching on mobile they were making as munch money on iOS that they were on Facebook.
That is clearly a big pattern that we see in the gaming industry and you will see more games like that coming from King, from Wooga, from Social Point or from Nordeus. It´s an observation of what is happening right now.
Do you see a big difference when it comes to the Facebook integration on desktop and on the mobile app?
No. It should actually be the exact same thing!
The reason why all these games are so successful is that it’s the same game whether you play it on Facebook, iOS, Android or the iPad. We at Facebook want people to have that kind of experience and it´s the secret of success of these top games right now.
People want to be able to play on the iPhone when they are on the bus, on the couch or on the big screen at work. You need to provide the same experience across all devices and Facebook is the platform that can make it happen. Our focus is that it should be the same experience for people, fully synchronized across all devices.
You mentioned at LeWeb as well that you are able to push an app on the mobile phone via ads? Can you tell a little bit about that?
Sure. Facebook represents 23% of the time spent on mobile – I think it’s a figure from the US.
The News Feed is a very natural place for people to discover interesting applications and games that they love to play. With Mobile App Install Ads every developer is able to advertise their app on Facebook. And of course we do have targeting as well. For example you can specify that only people who live in Germany, “Like” a special brand and are online with an iPad over Wi-Fi see that advertisement.
So you can target people on which network they are using?
Yeah you can choose Wi-Fi and 3G. If you have a large app you better target people connected via Wi-Fi.
Is there any difference between iOS, Android, and the new Windows platform?
It works the same way on iOS and Android but not on Windows. On iOS and Android platforms we do send the traffic directly to their app stores.As mentioned as a developer you can decide which users you want to reach. You can for example choose to target users with an iPad or Android tablet only.
Can you give us some examples of apps that are using advertising to get a top position in the iOS store and Google play store?
Oh yeah: Candy Crush saga, Clash of Clans, Dragon City by Social Point and the ones I already mentioned. But there are a lot more – for example Fab.com. They saw a 5x higher rate of installs using our Facebook Mobile App Installs than with other paid systems.
Thank you for the interview Julien! We are thrilled to see what will be next on Facebook and Mobile.
(Kleine Anmerkung – Mehr Informationen zu den App Installs Ads gibt es hier: https://www.facebook-studio.com/news/item/introducing-mobile-app-install-ads)