Arkadium Searches for the Casual Formula on Facebook

We recently checked in with Arkadium, the New York based maker of casual games, to see how the company is doing on Facebook. Since we covered its first Facebook game, Mahjongg Dimensions, in February, Arkadium has released four more, and hit a high of 2.5 million monthly active users in October.

Arkadium has remained adamant that casual games can succeed on Facebook. CEO Kenny Rosenblatt says that recreating games people may be able to access elsewhere is often a good bet. “I was always shocked that Solitaire was a steady earner when people could play it for free on their computer. It surprises me, but I think it’s a matter of going where users are and making it accessible,” he says.

The company’s latest game is Bingo Charms, a single-player Bingo game with some asynchronous competition between players. Like several of Arkadium’s other games, Charms suffers from a low stickiness — a relatively small percentage of its MAU returns as daily active users.

But some of the internal stats Rosenblatt sees are more encouraging. “We’re seeing very strong engagement loops, and we really ramped up our analytics of first user experience. We’ve been trying to optimize for 5 to 10 minutes, but we’re seeing sessions of 30, 40, 50 minutes,” he says.

For now, Arkadium is planning to launch three more games before the end of the year, making eight total. That’s a bit under the dozen the company originally anticipated, but Rosenblatt his focus is on several made-for-Facebook titles scheduled for next year, which should improve the company’s performance significantly.