Messenger Gaming - New Platform, New Opportunities

Tom Kinniburgh | Head of Developer Relations @ GameAnalytics@kinnth

“iMessage is the glue that keeps me stuck to the iPhone”

http://www.theverge.com/2016/10/10/13225514/apple-iphone-cant-switch-pixel-android-imessage-addiction

“iMessage is the glue that keeps me stuck to the iPhone”

Lauren Goode, The Verge

“23 minutes and 23 Seconds”

https://www.similarweb.com/blog/messaging-apps

SimilarWeb, Report 2016

Every game requires two to play

Virality unlocked through phone book

Inherently Social

A New dedicated iMessage App Store

Relatively low number of developers

Huge feature potential

Blue Ocean

Engagement and Retention

Rel

ativ

e Se

ssio

n C

ount

Session Length (Seconds)

0 20 40 60 90 120 150 180 210 240 270 300

Session count

Messenger App Session Length

Rel

ativ

e Se

ssio

n C

ount

Session Length (Seconds)

0 20 40 60 90 120 150 180 210 240 270 300

Session count Session Count Messenger

Messenger App Session Length

Retention

Ret

entio

n (%

)

0.25

0.5

0.75

1

Days

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Retention Good Games (%)

Messenger Retention

Ret

entio

n (%

)

0.25

0.5

0.75

1

Days

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Retention Good Games (%) Retention Messenger Games (%)

Meet Game Pigeon

Good Bad

“Make every choicehave meaning”

Meet Battle Bash

Bad

“Start with highintensity”

Meet Cobi Hoops

Good

“Force short skilfulSessions”

Conclusion

Naturally viral and engaging platform

Relatively blue ocean compared to the App Store

Design short app sessions with meaning

Thanks!

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