BEYOND PLAFORMS…THE RISE OF THE CORE GAMER!

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MY BACKGROUNDCORE, CORE & CORE !

• 8 years in gaming … still a newbie! Since 2010 in F2P.• From console to PC and then mobile.

*: Source: Flurry Analytics

99% of my time in this industry spent convincing core gamers to play core games

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• Traditional industry thinking still associate 1 platform with 1 type of consumer as legacy of “console-only” era

WHY ARE WE HERE TODAY ?GO BEYOND PLATFORM-FIRST THINKING

TRADITIONAL VISIONGAMER CENTRIC VISION

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WHY ARE YOU HERE TODAY ?BEFORE WE START, WHAT TO EXPECT

If you are…- A PC/console studio leader with a core game brewing ?

Mobile is worth it with the metric to prove it.- A mobile first studio leader with a core game brewing ?

What to aim for in term of key F2P metrics.- A VC/banker/angel ready to bet on core games ?

Why plenty of blue oceans remains.- Just here to rest and enjoy the free Wifi?

It happens. Just don’t type loudly.

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AGENDA OR …“THE PRE Q&A SLIDE FODDER”

Key metrics• Daily engagement (time)• Paying users (%)• ARPDAU ($)• ARPPU ($)• Acquisition cost ($)• Key discovery / acquisition methods (% leads)

First thoughts & ideas before Q&A• Already some solid examples, let’s focus on one (Injustice) • F2P opportunities are everywhere• Do we have a case here? Q&A time

AGENDA

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1. KEY METRICS2. FIRST THOUGHTS & IDEAS

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PARAMETERS FOR THE COMPARISON“MY DATA IS SKEWED!”

Consumer: Core gamer

Psychographic: “Geeky gamer”, enjoy fantasy universes, RPGs gameplays & competitive/coop multiplayer

Game genres• Mobile: Trading cards & strategy games• PC: MMOs & action-RPG games

Geography: All countries minus China, Japan and Korea

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DATA POINT #1DAILY ENGAGEMENT IN MINUTES

Why does it matter?• Measure how significant the game impacts the gamer’s life• In F2P, close correlation with retention & monetization metrics

In real life terms…

Mobile PC0

45

90

4966

Average minutes daily*

1 episode ofGame of Thrones (almost)

1 episode GoT and… some Youtube videos

*: Full week average

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DATA POINT #2PERCENTAGE OF PAYING USERS

Why does it matter?• Measure how much the game provides delightful moments justifying payment• Still a gap between Asian-based companies vs. US-based studios

Mobile PC0.0%

5.0%

10.0%

1.5% 2.1%

5.5%

3.5%

9.7%

6.8%

% of paying users (low, high, peak)

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DATA POINT #3AVERAGE REVENUE PER DAU

Why does it matter?• Every gamer has a number of days / months to spend in your game, it measures

your capability to make this time playing a viable business

*: Monthly average for competitive / great, peak is 1 day

Mobile PC $-

$1.00

$2.00

$3.00

$0.25 $0.60

$0.75 $1.10

$2.75

$2.05

ARPDAU (competitive, great, peak)

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DATA POINT #4AVERAGE REVENUE PER PAYING USER

Why does it matter?• Paying users are key to model correctly your recoup of the game production,

maintenance and your marketing

*: Total revenue per paying user

Mobile PC $-

$50.00

$100.00

$150.00

$200.00

$250.00

$55.00

$125.00 $160.00

$215.00

ARPPU (competitive, great)

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DATA POINT #5COST PER INSTALL (US)

Why does it matter?• In both cases, to have a viable business, you need to have a cost per new unique

user (NUU) lower than a given lifetime value - 45, 90 or 180 days –• Caveat: This CPI is an average of a Top3 of US low/high quality traffic sources

*: Total revenue per paying user

Mobile PC $-

$1.00

$2.00

$3.00

$4.00

$5.00

$1.60 $2.00

$3.60 $4.25

Cost per install (low, high quality)

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DATA POINT #6KEY DISCOVERY METHODS

Why does it matter?• Help you to model your marketing budget vs. production budget• And evaluate the opportunity from social hooks vs. platform feature vs. search

5%

43%

1%

32%

19%

Mobile

Search (SEO)

Paid

PR (direct)

Friend/organic/social

App Store/channel

8%

32%

7%

38%

15%

PC

AGENDA

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1. KEY METRICS2. FIRST THOUGHTS & IDEAS

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BEYOND PLATFORMS, 1ST GOOD EXAMPLEINJUSTICE, GOD AMONG US (WB)

NeverRealm's iOS game, release 2 weeks before their console one, lead to :• Greater awareness of the console sku which became #1 seller in April/May 2013• Top30 grossing game on iOS since launch re-using console 3D models

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SOME EXAMPLES OF F2P CORE GAMER’SREMAINING OPPORTUNITIES

Next-gen consoles and F2P

Mobile gaming, think of :• Open genres• Per major territories (West, Korea, China, Japan)• And if I see one more “Clash meets Puzzle & Dragons” pitch…

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DO WE HAVE A CASE OR NOT?Q&A TIME

Are you :- Angry, skeptical or revolted? GOOD !

- Read to jump on the microphone? EVEN BETTER !

“If moderation is a fault, then indifference is a crime” Jack Kerouac