Facebook Instant Games and Messaging

Find out how to re-engage and drive revenue with your players


Gaming messaging using Facebook Messenger and the "One" API

How can we help?

If you are creating Facebook Instant Games then we provide you with the ability to utilize the Facebook Messenger channel for gaming platforms to drive game play & re-engagements through outbound messaging. Increasing game users, repeat plays and revenue.

You can message your players using our API and tools, or a combination of both to encourage re-engagement and increase play time as detailed here.

We can help you:

  • Re-engage players
  • Increase average play time
  • Drive revenue
  • Focus on your business goals
  • Support your players with instant chat

Re-engage your players

We provide you with broadcast tools to create either manual or automated campaigns easily to re-engage and communicate with your players.


Send Facebook Messenger messages to re-engage your players

You can engage and message your users either directly from your back end systems using our "One" API , such as when a friend of theirs achieves a new high score let them know so they quickly return to your game to prove they are the best!

In addition to direct messaging via API you can easily utilize our Broadcast tool to Boost game play with targeted messaging with call-to-action button(s) using Facebook Messenger templates. Configurable through APIs (as a custom body) or build bespoke layouts from the Broadcast SaaS tool.

Our broadcast tool and APIs support Facebook Messenger buttons for:

  • Game Play
  • with support for “game launch” meta data
  • URL
  • Share
  • Call

You can also:

  • define a title
  • set a headline image and body content
  • configure multiple buttons with customized text

Creating a message in our Broadcast tool

Targeted Messaging

Our enhanced audience features provides powerful segmentation options to target players. You can easily augment your own data to players profiles to allow deep personalisation and create audiences and send targeted campaigns.

Automated Messaging

Build your Messenger templates, choose your audience and send messages. Send scheduled or one off campaigns to drive players to play your games. Use daily scheduled or one off campaigns to:

  • Remind dormant players about your game
  • Let them know about new challenges and levels
  • How their friends are doing
  • Run competitions
  • and more...

How does it work?

With Facebook Instant Games you can receive a callback when a player completes a gaming session, and part of the data about the player is a Facebook Messenger Id that can be used to contact the gamer.

This Facebook Messenger Id can either be used directly to message your players in the fbMessengerId field in the to block with the the One API to send message to them, or alternatively import them as profiles and use our Broadcast tool to segment and message your players.

Linking the games Facebook page to us

In order for us to send and receive messages on behalf of your Instant Game then it needs to have an API Space created for the game and its Facebook Messenger channel linked to the games Facebook page. This only takes a couple of minutes but must be completed by an administrator of the games Facebook page. Details of how to link the games Facebook page can be found here.


Each Instant Game will require its own API Space

As we only allow a single Facebook page to be linked to an API Spaces Facebook Messenger channel each Instant Game will require its own API Space.

Importing Player Data

In order to use our Broadcast tool to create campaigns and message players you will need to import your players profile data into the system. This can be achieved using one of the following techniques:

Automated Imports using APIs

Our Profile API is a REST service that can be used to create and update profiles for players which we use to perform its messaging. Using the Profile API you can pass as much or as little player information as you require to segment your audience and personalise your messages to players. You should always pass the Facebook Messenger Id for the player (a long integer based id) as the fbMessengerId field, as this is required to enabled us to send Facebook Messenger Ids.

Imports Data using files

Using our platform profile imports tools you can easily import profile data for your players using the industry standard CSV format. Your import data can contain any fields you like to personalise and segment your players and the Facebook Messenger Id you received in the messaging_game_plays callback from Facebook mapped to the fbMessengerId field.

Recommended Integration Approach

We recommend calling the Profile API to create / update a profile for your player when your receive the messaging_game_plays callback from Facebook after a player completes a gaming session. You should pass the Facebook Messenger Id contained in the event.sender.id as the fbMessengerId field, your identifier for players as the id field, and any other data for segmentation and personalisation purposes. For instance you could pass the current UTC time and data as the lastPlayed field and then use this to create automated campaigns to re-engage players that have not played for a week.


Data feedback cycle

Now your system will automatically keep your audience on the system up to date, therefore allowing you to easily create an automated re-engagement strategy and message your users as described above.