Digital Chocolate launches New In Town on Facebook, looking for female audience

Digital Chocolate has unveiled its newest Facebook game, New In Town. The game is a life simulation game that allows players to customize an avatar and take another shot at life after high school, choosing a career and establishing themselves in a fictional city.

Unlike Digital Chocolate’s most recent title, the space strategy game Galaxy Life, New In Town is likely to appeal to a more casual, female demographic, which could help the developer regain many of the monthly and daily active users it has lost over the past six months.

According to our traffic tracking service AppData, Digital Chocolate had 18.9 million MAU and 2.5 million DAU back in August. Since then, however, the company has steadily lost users on Facebook, dropping to 7 million MAU and 1.2 million DAU.

While Galaxy Life has hit its stride with 1.5 million MAU, 320,000 DAU and a retention rate above 20 percent, many of Digital Chocolate’s other titles on Facebook have gone into decline. Its hit Zombie Lane shrank from 5.7 million MAU to 1.9 million; Army Attack dropped from 4.5 million MAU to 990,000; and Millionaire Boss — which struggled to find an audience after its July 2011 launch — peaked at just over 690,000 MAU before sinking to 9,000 MAU and 400 DAU.

Rough patch on Facebook aside, Digital Chocolate has been diversifying its product offerings, launching its own games portal and taking Zombie Lane and Millionaire City to Google+. The company also launched Zombie Lane on iOS and announced it would be bringing Zombie Lane and Army Attack to Android and other browser-based channels. If New In Town finds its footing on Facebook, we may see it spread to other platforms.

Publish date: February 6, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT