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Digital Chocolate

Company Background Founded by Trip Hawkins in 2003, Digital Chocolate has produced over 100 award-winning games, includ- ing Tower Bloxx, Crazy Penguin Catapult, and Roller- coaster Rush, and works with 200 leading web and mobile channel partners in 80 countries. In 2009 it was the most downloaded publisher on the Apple App Store, and since producing its first social game in December 2009, it’s gone on to add the most users in 2010 out of any virtual gaming goods company on Facebook. Digital Chocolate is now a Top 5 virtual goods gaming company and a Top 10 Facebook publisher worldwide, with over 20 million monthly and 4 million daily users.


In implementing Facebook Credits in June 2010, Digi- tal Chocolate was acting on its long-held principles: that consumers have the right to take their data with them wherever they go, including the value they’ve created for themselves in their games and the vir- tual currency they’ve purchased for those games. “A universal virtual currency makes things simpler and smoother, and works well for consumers, developers, and the whole ecosystem,” says Jason Loia, Digital Chocolate’s Chief Operating Officer. “People are less hesitant to buy virtual currency if it comes with a

“Switching [to Facebook Credits] dramatically reduced the overhead of multiple payments and monetization partners, allowing us to reinvest our time and resources into improving our games.” Jason Loia, Chief Operating Office , Digital Chocolate

Facebook Executive Summary


Objective To attract more players for its games with a universal virtual currency

Solution By implementing Facebook Credits seamlessly into the users’ gaming experience, Digital Chocolate increased monetization, revenue, and conversion rates

Key Successes

  • Since switching to Facebook Credits, average revenue per paying customer for Digital Chocolate has tripled.

  • When Digital Chocolate switched to Facebook Credits, consumer contact rates or reports of billing issues immediately fell by over 60%.

  • The conversion rate for consumers post-Facebook Credits was 4 times higher than before.

Facebook Credits Case Study

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