Thanks for the comments and agree with you that I took a great deal of simplification in looking just at US MAU, but lacked a good way to compare MySpace and Facebook user bases. Like you stated, DAU would be the best metric, but I have a hard time converting the MySpace installs to a solid DAU. That said, using the equation you noted ($25K/1 million DAU) would suggest that for Playdom to hit $50 million annually, they’d need 5.56 million DAU.

If Playdom has 1.71 m DAU on Facebook, that would suggest they must have 3.85 million DAU on MySpace.

We can infer MySpace MAU if we agree that the Playdom DAU/MAU ratio of 14.8% as seen on Facebook holds equally true on MySpace. That would suggest 26.0 Million MAU (which is close to the 50% I used in the post).

So from a standing metric basis in analyzing the MySpace business, I think we can infer
• Installs to MAU = about 50%
• MAU to DAU = as demonstrated on Facebook, varies greatly by game

Thanks again,
Eric

To make it apples to apples comparisons of games, I try to use the simple approach of what should monetization per game be from a DAU perspective? The goal for most games seems to be around $25K/1M DAU, so a game doing 2M DAU should monetize around $1.5M per month. Higher performing games like the farm sims seem to be better than that, and simpler games are in the single digits.

Sean Ryan
Loki Partners – Monetizing Social and Digital Media