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Harbin is looking at opening Kixeye’s first studio outside of San Francisco. It is adding 10 to 15 a month and may be at 300 employees by year-end.
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The team has grown remarkably fast, from 15 people a year ago to 140 today, and no one has quit. About 8 percent of the users of Battle Pirates spend money, compared to 2 – 3 percent of Zynga’s users. The average revenue per daily active user for social games is 4 cents, but Kixeye’s total is 20 times that amount. Harbin believes that Kixeye’s retention is five times longer than other popular social games. It grew revenues 11x in 2010, and will do nine figures in revenue in 2012. The company has been profitable for two years. Kixeye doesn’t sell decorative items as virtual goods it sells speed-ups, which account for 85 percent of revenue. At the GDC, he said the company’s audience is 97 percent male, the average session is 30 minutes, retention is seven months or more, and there are millions of player-versus-player attacks a day. “If users are more engaged, they naturally spend more money,” he said.
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Rather than use them to improve monetization, Kixeye focuses on how to make the user experience more fun. And, like Zynga, Kixeye leans on the science of analytics to understand its users, and it tweaks its games constantly.īut Harbin says there is a difference between how Zynga uses analytics and how Kixeye uses them. These games exist as services, with continuous updates. In these games, players make strategic choices and watch the consequences unfold.
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Each one of them is getting prettier in terms of graphics, but the experience still falls short of a full console game experience. Now Kixeye has launched one big hardcore hit after another: Backyard Monsters (pictured near top), Battle Pirates (pictured above), and War Commander (pictured below). They changed they name to Kixeye a year ago.
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They started making more of them when they formed Casual Collective as a web gaming firm in 2007. Its original founders, Paul Preece and David Scott, had created games such as Desktop Tower Defense and Flash Element TD. So far, the company’s games have been big hits. The tech can run fine on a four-year old Mac. At the Facebook keynote at the Game Developers Conference in San Francisco, Harbin showed a sneak peak of an animation from an upcoming Kixeye game with cool 3D graphics. Harbin doesn’t think that technology is the limiter at all anymore in terms of doing outstanding games on Facebook. Once that happens, Harbin believes, more gamers will opt for real-time strategy and other hardcore games rather than the simple 2D fare that Zynga offers.
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To the extent that a game relies on Facebook’s services, such as pop-up screens for friend requests, it just won’t run very fast.īut technology is in the offing (such as Adobe Flash 11.2 running Unity or Unreal Engine 3 games) that will enable web-based games to take advantage of 3D hardware in computers, allowing a big mass market of PC users to enjoy Facebook games with good 3D graphics. Facebook’s platform is still slow and clunky when it comes to real-time gaming and high-quality 3D graphics. And casinos make it really easy, not hard, for high rollers to play games and spend their money.Īnd now the company is investing heavily to create a next-generation experience on the social network. If you think of Facebook as a casino, Kixeye targets the high rollers. Kixeye focuses on browser-based games that are distributed to Facebook’s 845 million users.
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You shouldn’t have to buy a disc to put in an expensive console or wait hours for a download to finish. One thing that Kabam and Kixeye have in common is they’ve both discovered the hardcore audience on Facebook is in the millions of users and that those users are gravitating to the platform in part because it is “hyper accessible.”īy that, Harbin means that games should be simple to pick up, even for the hardcore. “It’s easy for others to lose their focus on quality,” he said. Harbin doesn’t mind talking tough when it comes to giving his honest opinion on rivals or bad games. If that sounds like a jab at rivals such as Zynga or Kabam, it is. Join gaming leaders live this October 25-26 in San Francisco to examine the next big opportunities within the gaming industry.