How cross-play gaming on Facebook is increasing retention, engagement, and more
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Lotum has been building native mobile games on Facebook Gaming platforms since 2012, including its launch of 4 Pics 1 Word. Later on, they were able to launch games like Quiz Planet and Word Blitz, not just on Instant Games but on the Apple and Google Play stores. With the number of changes happening in the native mobile ecosystem, especially in iOS 14.5, the company, which is on the smaller side at 40 employees, has had to recalibrate its monetization and user acquisition strategies.
The launch of Facebook Gaming’s more robust cross-play features is aimed at breaking down the silos between user bases, whether they’re the players who come in through the Gaming tab on Facebook or those on native who were acquired through ad strategies.
“[Before], this resulted in two separate friend graphs, and with Facebook, there was no way for us to link these together,” said Jens Abke, co-founder and CEO at Lotum, during this year’s GamesBeat and FaceBook Gaming Summit. “We’re happy that with cross-play, that’s now the story of the past. It’s no longer true. Now we see a much better user experience for all of our players.”
The connection in social play and friend graphs is what Facebook Gaming is trying to solve with cross-play, said Andrew Mo, play product lead, Facebook Gaming, who joined Abke on stage. It comes down to three scenarios: The first is the player who starts playing on Facebook, who now has the option to pick up their progress and friend graph and move over to mobile. The second is the player who’s already
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