Joycity's Pirates Of The Caribbean Sails To Success With Facebook 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.

Available on: Android, iOS, Gameroom

Goal

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.

Solution

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.

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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.


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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.


Results

  • 39%
    week-on-week growth between June and July for its player base
  • 80%
    increase in average revenue
  • 66%
    increase in ARPPU (Average Revenue Per Paying User)
  • 2x
    growth in player retention rate

Facebook Products Used:

  • Facebook Gameroom: To provide a more enhanced and immersive gaming experience to players and extend the reach of the game to more geographies.