Facebook touts why its social network makes mobile games better

Facebook shared data today on why developers should publish their games on its social network and use its mobile platform. The move shows that the company is still wooing studios in the wake of increasing competition for developer attention in the era of many platforms.

More and more game developers are integrating their mobile apps with Facebook. And that is leading to an increase in the number of people who discover new apps through the social network. Facebook revealed today that those people tend to spend more time in apps, come back more often, and are more likely to become paying customers.

“Facebook creates a stronger network effect and connection to the game and among gamers, which results in higher retention with our games,” said Perry Tam, chief executive of game publisher Storm8. “Features like a leaderboard and gifting keep users engaged as they progress through game levels together while at the same time attracting new players.”

Within Storm8’s games, Facebook users are three times more likely to come back and play again. Facebook users are seven times more likely to spend money within a game.

“Besides seeing greater results from the players who connect to our games with Facebook, these people also play and pay more, which are essential parts of every game’s success,” said Anton Krasny, founder of Murka.

About 15 percent of gamers who play Murka’s Slots Journey log into the app with Facebook on iOS. The seven-day retention rate is 322 percent higher than non-connected users. Facebook users are 214 percent more likely to spend money in the first seven days.

“Diamond Dash has shown us that being social on mobile ultimately results in a better experience for the player. Users who play socially are more engaged and are able to get the most out of the game by sharing their experiences with friends,” said Jens Begemann, CEO of Wooga, the third-largest publisher of games on Facebook.

In October, Facebook directed users to the Wooga Diamond Dash app more than 19 million times. The number of players connecting via Facebook has risen from 28 percent of users in December 2011 to 70 percent now. People who log into the game are nine times more likely to spend money.

Meanwhile, Francois Daoud, vice president of marketing at Ludia, said, “We can assume that lifetime value of a Facebook-connected install is at least double the value of guest connected players over time.”

Facebook users provide 70 percent of the revenue from Ludia’s Are You Smarter Than A 5th Grader?.  About 52 percent of players are connected to Facebook.

For Bingo Blitz (pictured above) by Buffalo Studios, Facebook users are 55 percent of the iPad app’s audience and account for 62 percent of iPad revenue.

For TopEleven by Nordeus, 83 percent of payers on iOS are Facebook users and players are 4.3 times more likely to become payers than those who do not connect with Facebook.

And with Dragonplay games, Facebook users engage with the games 135 percent more than non-connected users. Those users are 133 percent less likely to churn, or drop the game, after 30 days.