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The Value of a Facebook Login User for Mobile Games

January 24, 2013ByZoran Martinovic

As an increasing number of developers integrate their mobile apps with Facebook, we've learned more about the benefits for developers of offering Facebook Login as a registration option. Specifically, people who discover apps through Facebook and connect to apps using Facebook, tend to spend more time in the apps, come back more often, and are more likely to become paying customers. Many top game developers, for example, have also found that Facebook-connected users generate more referral traffic as they share achievements through social channels.


"Facebook creates a stronger network effect and connection to the game and among gamers, which results in higher retention with our games. Features like a leaderboard and gifting keep users engaged as they progress through game levels together, while at the same time attracting new players." - Perry Tam, CEO of Storm8

“Diamond Dash has shown us that being social on mobile ultimately results in a better experience for the player. Users who play socially are more engaged and are able to get the most out of the game by sharing their experiences with friends.” - Jens Begemann, CEO of Wooga

"We can assume that lifetime value of a Facebook-connected install is at least double the value of guest connected players over time." - François Daoud, Vice President of Marketing, Ludia

"Besides seeing greater results from the players who connect to our games with Facebook, these people also play and pay more, which are essential parts of every game's success." - Anton Krasnyy, Founder of Murka

App Engagement and Retention Monetization

Are You Smarter Than a 5th Grader? by Ludia

52% of players are connected to Facebook vs. 48% in guest mode, with the number of people connecting with Facebook on the rise.

70% of revenue is generated by Facebook users.

Bingo Blitz by Buffalo Studios

Facebook users make up 55% of the app's iPad audience and account for 62% of total iPad revenue.

On average Facebook users make up 55% of total revenue from all devices, including iPad, iPhone, Android, and Kindle.

Diamond Dash by Wooga

In October, users were directed to the Diamond Dash app from Facebook more than 19 million times. Since launching, the amount of players connecting via Facebook has risen from 28% of users in December 2011, to 70% currently.

People who log into the game with Facebook are nine times more likely to spend money.

Family Feud & Friends by Ludia

63% of daily players connect with Facebook, and retention of Facebook users is double the retention of those who sign in with guest mode.

70% of revenue is generated by Facebook users.

Slots Journey by Murka

15% of Slots Journey iOS daily active users log into the app with Facebook; 7-day retention rate is 322% higher than non-connected users.

Facebook users are 214% more likely to spend money in the first seven days.

SongPop by FreshPlanet

Facebook users send 70% more challenges to each other.

Facebook users spend 35% more on average than players who are not using Facebook.

Storm8 games

Within Storm8’s mobile gaming network, Facebook users are three times more likely to come back and play again.

Facebook users are seven times more likely to spend within a game.

TopEleven by Nordeus

In general, Facebook users have better retention. 78% percent of Android users connect with Facebook and 79% of iOS users connect with Facebook.

Facebook users are at least three times more likely to become payers on Android (80% of payers are Facebook users).

On iOS, 83% of payers are Facebook users, and players are 4.3 times more likely to become payers than those who do not connect with Facebook.

Dragonplay games

Facebook users engage with the games 135% more than non-connected users, and those users are 133% less likely to churn after 30 days.

People who sign in with Facebook are 274% more likely to convert to a paying users. On average, Facebook users spend 85% more .

Best Practices

After you've integrated your mobile app with Facebook, it's important to measure how your users are engaging through Facebook Login.

Be sure your business intelligence solutions can track users who connect with Facebook to track their retention, monetization and virals. Other options that will help with analysis are leveraging Facebook Insights, including looking at the User Overview break down of demographic, language and regional information for your Facebook users.

Mobile app install ads, when paired with the Facebook SDK for iOS or the Facebook SDK for Android, also provide meaningful data to help you understand the reach of your app.

To learn more, visit our mobile developer docs.