Created in 2012, Pixel Toys is a UK studio behind “Drop Dead”, “GunFinger” and other popular and commercially successful action games on mobile. Launched in late 2015, its action-packed and visually stunning hit “Warhammer 40K: Freeblade” has gathered a loyal following of 10M players worldwide.
Looking to engage its existing fans, continue to grow the game globally and bring its rich mobile experience to a desktop environment in an easy and high-quality way, Pixel Toys turned to Gameroom.
Launched in November 2016, Gameroom is a dedicated and immersive PC gaming platform from Facebook offering freemium and premium games to millions of gamers worldwide.
Gameroom's close integration with Unity's exporting solution meant Pixel Toys could port their game from Unity 5 to the new platform in a simple and seamless manner, and when Gameroom expanded its SDK to support C++ in March 2017, any game made in a C++ engine can now effortlessly publish on the platform too.
Thanks to Gameroom's global reach and close-knit community, in just a few months "Warhammer 40K: Freeblade" has seen significant organic growth without additional effort from the team. Crucially, this new Gameroom audience is a close match with the game's target audience of 18-35-year-old males. Thanks to Gameroom's engaging and visually immersive nature, the team has also seen the average session length go up by 25% and the player retention rate increase by 30% compared to mobile.
Gameroom has also helped the Pixel Toys team to better monetize the game. “Warhammer 40K: Freeblade” players on Gameroom are 2X more likely to spend money in the game and the daily average revenue per user is 2X higher compared to mobile. The team has also seen a 30% rise in the average revenue per paying user.
Based on these initial results, Pixel Toys is looking to explore the platform growth further and consider launching new titles on Gameroom first or simultaneously with the traditional channels, as well as developing new games specifically for Gameroom.
Founded in 1994, Joycity is the South Korean game developer behind the popular sports-based series ‘Freestyle’. The company, formerly known as JC Entertainment Corp, has been instrumental in leading the wave of sports games in Korea's mobile games market.
Joycity is currently expanding its geographic footprint through the launch of games across different genres and platforms including PC, mobile, VR and console.
Joycity wanted to find a seamless way to port its mobile gaming interface to PC. In doing so, Joycity can offer a more enhanced and immersive gaming experience to players, extending the reach of the game to more geographies.
Joycity was first introduced to Facebook Gameroom in 2017 through 'Game of Dice'. 'Game of Dice' is a hybrid board game and a trading card game (TCG) with role playing game (RPG) features on mobile. Joycity was looking to port this mobile game onto PC quickly, without incurring additional development resources. Through Facebook Gameroom, Joycity was able to port their game from mobile to the new platform in a simple and seamless manner.
Pirates of the Caribbean: Tides of War mobile gaming experience.
“Following the success of 'Pirates of the Caribbean: Tides of War', we see Gameroom as an important platform for us to reach a wider, more diversified audience globally” - Han Seo Jo, COO, Joycity
In conjunction with the movie release of 'Pirates of the Caribbean: Dead Men Tell No Tales' by Disney, Joycity launched the game 'Pirates of the Caribbean: Tides of War' on mobile and in Gameroom in mid May and June 2017 respectively. Being able to launch in both mobile and Gameroom in close time periods enabled 'Pirates of the Caribbean: Tides of War' to achieve cross-platform synergies and reach a larger player base globally. To date, 15% of players across all versions of the game are playing in Gameroom. 99% of players in Gameroom are exclusively PC gamers, which opened up their reach to new channels of players.
With three weeks of the launch, 'Pirates of the Caribbean: Tides of War' in Gameroom acquire 94% of its players organically, allowing Joycity to reach a large majority of its target audience, males aged between 15 - 24. Joycity also experienced a 39% week-on-week growth for its player base between June and July.
Joycity discovered that players felt that the gaming experience in Gameroom was more immersive and players were able to better engage with the game on larger PC screens which displayed higher-quality graphics as compared to the mobile version.
Pirates of the Caribbean: Tides of War on wide screen in Facebook Gameroom provides a more immersive gaming experience alongside better graphics for players.
A month after the launch, the PC-friendly update, which included wide screen, was made available in July 2017. There was immediate improvement with an 80% increase in average revenue, 66% increase in ARPPU (Average Revenue Per Paying User) and player's retention rate had doubled.
With the success of 'Pirates of the Caribbean: Tides of War' on Gameroom, Joycity is planning to follow suit and launch upcoming games in Gameroom.