Social games outside Facebook do not get much attention as install numbers and monthly/daily active user numbers are less impressive. Everybody knows that Facebook offers the potentially bigger user base for a game. Not everybody sees how games outside Facebook accumulate respectable user numbers. There are a number of games that certainly deserve attention for their user base. Plinga’s Pet Party is one of those games. Plinga was founded as a social game developer mid 2009. The German Rocket-Internet based company started with a multi-network strategy. Despite some success games on several social networks, mainly the German social network StudiVZ, Plinga changed their strategy to act as a publisher.
Pet Party is a caretaking game in which the player can interact with other pets, decorate houses and play mini games. The game has originally been developed by Chinese developer Magnetjoy. Certainly the game itself is not revolutionary, but Plinga managed to form a game with deep gameplay and does maintain a high frequency of launching new virtual goods. A strong success factor is the well done localization. From a player’s perspective the worst aspect about playing games on European social networks is the horrific level of localization as many developers “localize” their games with Google Translate. According to Plinga CEO Johannes Kreibohm, the company allocates a significant share of their over 60 employee workforce to localization and support.
Let’s have a look at the Pet Party user numbers: On Facebook the game just reaches over 500 monthly active users and is not even listed on Appdata or Developeranalytics. However, Pet Party is live on Polish NK, the German VZ Networks and Lokalisten, Hyves, Netlog, same as on several open web game portals like gry.pl or jeux.fr. On all 18 social networks and open web gaming portals combined Pet Party accumulates over 7 million MAU and about 1 million DAU according to Johannes. The largest share of these users is registered on the NK, where Pet Party is the most popular game with over 3.5 million installs. Pet Party is one of the most successful Plinga games.
In the open web Plinga undoubtedly benefits from the partnership with the Dutch casual game developer and publisher Spil Games, who gained a 20% share on Plinga end of 2010. Although Plinga does not share numbers, Pet Party is probably one of their top 5 games in terms of revenue. Considering gaming genre, frequency of updates and presence on our AppStats, the other top games will include “Meine Siedler”, “Dorfleben” or “City of Wonder”, which just gained over 500k installs on Spanish social network Tuenti in the first two weeks.