As Instant Games moved away from Messenger, there was a need to establish a reliable way for game developers to connect with players and re-engage them with gaming experiences. Facebook Gaming operates as a three-sided marketplace. The combination of developers, marketers, and creators drives the gaming community's dynamics. The biggest challenge for this project was bridging the gaming experience to Facebook while also re-establishing confidence in our game development partners who had been left behind by the Messenger platform's transition.
Impact
- Rolled out to 50M with DAP of 24.71M
- Increased Day 7 Retention by 7.47%
In app purchases and total Ad Revenue increased 5% in first month
Growth & Discovery
Another significant aspect of this project was fully integrating into the Facebook platform. This integration involved establishing the right entry points for the gaming experience and collaborating with the Newsfeed and Stories teams to explore growth opportunities.
Communicating Concepts
The gaming team was distributed across the globe. To keep partners informed and provide visibility to leadership stakeholders, I frequently created videos that shared concepts, demonstrated new features, or presented recent research findings.
Gaming Video
I was part of the zero-to-one launch of Facebook Gaming. Much of my work focused on supporting creators by developing ways for them to manage their engagement and analytics, helping them grow their audiences, and increase their revenue.
Growth & Discovery
Below are a few examples from the hundreds of growth experiments I conducted to drive engagement within the creator community.
Creator Studio
I led the initial design for the gaming creator studio, developing a comprehensive platform that would empower content creators to manage their digital presence more effectively. Below is a video of a demo I shared during a team summit.
I built Facebook Ads' first set of creative tools. The goal was to create a suite of tools that would empower advertisers to create and edit ads easily, with real-time feedback on compliance with platform policies.
Early Prototypes
Early on in the project, I led a design sprint focusing on north star concepts to inspire the team's direction. Below are some examples that explored a community-driven gallery as well as automating creation in real time.
Entry Points
One of the goals was to enable a creativity-first experience before building a campaign. I created a landing surface with two distinct paths: one that dives directly into the tool set and a second path designed to inspire creativity through easily editable templates. This approach was liberating for advertisers, freeing them from the constraints of performance objectives and allowing them to focus solely on crafting the message they wanted to deliver to their audience.
Consistency Across Facebook
Facebook's Conversions API is complex and requires technical expertise. For most customers, there are limited engineering resources available to support marketing teams. Additionally, adopting technologies like the Conversions API requires in-depth privacy reviews. CAPI Gateway is a product designed to simplify advertiser onboarding, requiring no coding skills, and allowing advertisers to manage their own infrastructure. It is Facebook's first-ever off-platform, cloud-based solution for advertisers and marketers.
