Game Development Reference
DAU/MAU rates aren't very meaningful until about three months after a game launches, when the “try once” players have dropped off.
Strong DAU in Relation to Development Team
Not all or even most Facebook games have to attract millions of players to be profitable (as you'll see in the next
chapter.) A good rule of thumb is to look at the number of daily players a Facebook game has in relationship to
the number of developers involved with its production and maintenance. If the likely revenue earned from those
players significantly exceeds the likely salary of the development team, you're probably looking at a fiscally
For instance, a typical monetization rate for a puzzle-themed Facebook game is one to two cents in average
revenue per daily active user (ARPDAU). That's not a lot, unless the development team is one or two people,
which is sometimes the case. Then you're talking about a decent side income or even a healthy full-time wage.
So if a puzzle game has just 10,000 daily players, assume it's earning around $100-200 a day, or $3000 to $6000 a month.
Finding Out Where the Money's Made in
Revenue comes to game developers through a number of channels, including virtual currency and goods sales,
in-app offers, advertising, and marketing and promotion. Each of these is discussed next.
Facebook's official currency used to be Facebook Credits (see Figure 3-5 ) . The social network made this the
mandatory payment method for all Facebook apps in 2011, then reversed course in June 2012, announcing that
developers could now sell their own branded virtual currency, while converting users' existing Facebook Cred-
its reserves to their local cash equivalent.
Users can purchase virtual currency in Facebook with credit cards, PayPal, and mobile phones, among other options.