How does lifetime value, ARPU and ARPPU compare to social games, MMOs etc, as well as other competitors?
JG: The lifetime for casual games tends to peak in the first 1-3 months and then flatten out. Furthermore, there are usually no live updates coming in from the developer. With the social games, the developer is live updating the game, tracking and tweaking the variables, which really helps boost APRU. Because the life cycle and number of plays per game is so much shorter for casual games the model becomes more of an “eCPM” model rather than an ARPU model. We are seeing a 3-10x higher ARPU with the social games compared with the casual, however MMOs are performing comparably well with the social games on an ARPU level. The social games have the added benefit of being able to attract more users than the casual and MMO games so overall make more absolute profit. ISG: How do you see social games coming to the web “doubling the market size?” What will online game users, especially the casual game users who parallel the market, find more interesting about Facebook games than the many downloa
