Daniel Kashti is the Chief Marketing and Commercial Officer for KamaGames. This means that he leads the KamaGames’ marketing organization and also works in business development to grow KamaGames’ business globally. At Casual Connect Asia 2017, Daniel spoke at length on the social casino industry.
A clan system really is a 'turbo button' for game design. - Leonard FrankelClick To Tweet
In a talk at Casual Connect Europe entitled Guide to Clans: Setting Up a Strong Clan System in Simulation Games, co-founder and CEO of ClanPlay Leonard Frankel highlighted how to design a clan system for simulation games like celebrity life, farming and city builders. In this session, Leonard reviewed existing systems as a way to understand the adaptations developers need to make to give casual players significant social interaction. Clan system design begins with, “The five pillars of clanship (which) are: communication, collaboration, rewards, benefits and competition”, explained Leonard. To learn more, be sure to tune in to the full session below.
Circle Sweep is a mobile puzzle game from developer Planet of the Apps. While mobile puzzle games is a popular genre, the developer feels like they have an original spin that people will enjoy.
“Planet of the Apps is a small studio and we love doing games,” said Ben Engel-Kacen, Planet of the Apps Founder and CEO. “Our strength and passion had always been innovating new gameplay mechanics. We have released over 30 different games and with each we did our best to create an original gameplay mechanic which we enjoy playing ourselves.”
“At one point, we saw that the matching puzzle genre is a very popular one but with very little innovation. Everyone just keeps copying the same mechanics, and sometimes even art style, from the leading games, making all games feel the same,” added Ben. “We felt the time is right for a fresh game mechanic, and that if we’ll manage to hit the right one, we may even win a large percentage of the players.”
85% of app revenue has been from games. By 2020, that's a $75 billion ecosystem! - Eitan ReiselClick To Tweet
Data is key for better targeting, as you need to know who to monetize, Google Israel’s Head of Gaming Eitan Reisel suggests, and warns: small companies need to make careful decisions when addressing monetization issues, and it’s better to be cautious about what platform will suit you best. Solution? Break down the game to different stages along the funnel to maximize targeting and insights. They explain more in their Casual Connect Tel Aviv talk.
An AR gamer is a mix of a gamer and an athlete. - Mark ShovmanClick To Tweet
Right now it’s safe to say that Virtual Reality (VR) is redefining gaming like no other force out there. On the other hand though Augmented Reality (AR) is due to arrive in 5 – 10 years, so how will gaming change when it’s here? What new games and new breeds of gamers can we expect? Pokemon Go is the first little glimpse of that future according to Mark Shovman, who explains more in their Casual Connect Tel Aviv session,
What makes a social slots game attractive to users? What are the factors that increase the chances of succeeding in this genre? Can the profitability of the game be improved? If these are questions that are important to your business, you can’t do better than to listen to advice from Guy Hasson, social gaming consultant of Old Man Productions.
While working at Playtech, Guy learned everything there is to know about how to create a good slot game. At Playtika their emphasis was on analyzing how to create the most popular games. And as a consultant, Guy can show you the important factors that can help a slots game succeed. You can discover how to tremendously improve the average revenue per user, to increase the time the user will spend on machine and to boost the number of coins the user will bet, all important measures of the game’s success. At Casual Connect Europe, Guy’s session demonstrated the mathematical model that can lead to these results. One point that Guy emphasized was “Rate of Exhaustion (ROE) represents the game experience, RTP doesn’t. If you leave here today with one thing: RTP doesn’t matter. RTP is passé.” To learn more, watch this video of the full session.
No one knows better than Omer Kaplan that Asia is now surpassing the West as today’s mobile epicenter. Omer is CMO and co-founder of ironSource and brings to his work experience in media buying for clients that include mobile publishers, game developers, retailers and major global brands. Omer was director of media at AfterDownload when it was acquired by ironSource in 2013 and uses this extensive experience to mentor early stage startups.
In Omer’s session at Casual Connect Tel Aviv, How is Asia Changing the Mobile Landscape?, Omer delved deeply into Asia’s growing global position and how that will influence advertisers and publishers in the future. As the mobile ecology evolves it is essential to shift focus and learn the best practices to take advantage of the changes. As he described, “Even if you are thinking you are localizing the product and you’re thinking you have the right people and you’ve translated everything, you need to be a ‘China-In’ or have the right Chinese partner to understand how to really reach and connect with Chinese users.”
To learn more about how to adopt the best practices for this market, be sure to watch the complete video of Omer’s session below.
Value-Driven Marketing (VDM) has been part of retail for decades, however, as explored in my Gaming VDM intro, the road to its adaptation by mobile gaming has been challenging yet insightful.
In that context, Facebook Offers is a great tool to effectively target people with valuable offers. Back in 2015, convincing a mobile game publisher to use Facebook Offers as any other traditional marketing channel has proven somewhat challenging, and for a good reason they said: Facebook Offers are for brands, aren’t they? Naturally, as no industry standard existed to turn game virtual items into marketable offers (oh, and in-house attempts to do so have been too basic or too scarce), so how could any mobile game publisher consider Facebook Offers seriously as a valid channel? There was literally no accumulated marketing skills to even build a solid plan. We felt we had to pick up that glove.
Just what is the relationship between games and life? Do games reflect real life or are our lives becoming more and more influenced by games? These are the questions Baris Ozistek considered in his session at Casual Connect Europe.
Baris is CEO of Netmarble EMEA as well as board member of StatersHub, the largest acceleration program supporting startups in this region. Baris has also been President of Turkish Digital Games Federation and a board member of Turkish Information Technologies Foundation.
In this session, Baris used several of Netmarble’s successful mobile RPG titles to illustrate how gamification is becoming more and more intertwined in our lives. As he pointed out during his session, games are no longer just entertainment and are certainly not simply for children. Games have now expanded to include such things as the Nike app for running which not only tracks your progress, but also allows you to compete with others. Baris emphasizes that, just as we have short and long term goals in life, games do the same, and offer rewards that depend on the efforts we make.
To learn more about the similarities between games and real life, watch the video of this session below.
Hollywood celebrity campaign: great to acquire users, didn't effect revenues dramatically.Click To Tweet
Gaining users for games is a tough business according to Barak Levanon, mobile UA Team Leader at Plarium. Despite the challenge Barak loves being part of the fast-moving game industry where every day brings new challenges and decisions. They especially enjoy the intensity and action, in addition to working together as a team. Plarium is their first entry into the game industry and, after five years learning the agency business, it seemed like the perfect new challenge. As user acquisition is getting tougher every year, Plarium decided to partner with Hollywood actress Megan Fox – “which performed great to acquire new users, although didn’t effect revenues dramatically”, Barak shared.