At Casual Connect Tel Aviv, Product Madness UA Director Patrick Witham provided insights on how the Top-15 social casino company tackles user acquisition. “At Product Madness, we think of user acquisition as an investment.” Patrick broke down where the lifetime value (LTV) of a customer goes in this investment, noting that up to 30 percent may go toward platform fees, 15 percent may go toward operating expenses, the actual investment in UA and CPI could make up to 25 percent of a user’s LTV, and the remaining amount – up to 30 percent – is actual profit. Patrick noted that the return on investment does not come until farther down the road – sometimes anywhere from 3 months to 12 months or more. For more UA insights and tips, check out the video below.
Nick Talarico, founder and CEO of Super Lucky Casino, explained “Basically the casino floor IS the app store. In the brick and mortar world, if someone wants to play slots games they go into a casino and they search for a slots title they want to play. In mobile, it’s either going to the app of their choice and scrolling through the lobby or going to the app store to find a new app to install and play.” at Casual Connect Tel Aviv. Learn how they and Super Lucky Casino are using this viewpoint to drive their business strategies in the video below.
What does it take for social slots games to succeed in Asia? Will the games that have succeeded in other markets also be successful there? If these are questions that you are considering or that could affect your business, you will be interested in the knowledge Guy Hasson can offer. Guy is Social Gaming Consultant of Old Man Productions; previously he worked for Playtech for three years, before becoming Playtika’s Content Manager.
As a specialist in game popularity, Guy has seen the same social slots become successful everywhere across the globe, except in Asia. To succeed in this market, the game must be transformed into something different, yet there are similarities that should be retained. Guy described this process in detail at Casual Connect Tel Aviv. He stated that using country specific themes “is not nostalgia, fantasy or escape which is what players are looking for when they play.” In other words, something can be fantasy outside of a country but is not fantasy within. You shouldn’t use Geisha for a game for China because it is not fantasy or escape. To learn more about what you need to do to take your social slots game to the market in Asia, watch the video of his full session below.
Playtika’s Marketing Director Jeet Niyogi calls it a motivating challenge to be responsible for growing their user base across the globe, and has succeeded through smart marketing, app store optimization, leveraging brand equity, and most importantly by having a great product to market.
“There is no denying the fact that if you have a well-known brand the marketing team has a leg up, but at the end of the day the game has to keep delivering new and varied aha moments for the players to keep coming back.” In a Casual Connect USA panel Jeet and professionals from GSN Games, Murka and AdColony discussed the five most important trends app install marketers need to know right now about acquiring users and growing their apps.
At Casual Connect USA, Bryan Bennett, Vice President of Marketing at AGS Interactive, was part of a panel that addressed the essential question in the game industry: how to realize a profit with your game. And while the question sounds simple, navigating the answers to it is considerably more complex. How, for example, do you find and acquire the highest value users, how do you succeed on Instagram or make the best use of Facebook ad products. Should you expand your business into other geographic markets and how do you decide which ones.
Two years ago Larry DeMar, President of Leading Edge Design, predicted that the game industry would soon be seeing more and more convergence, certainly with console, PC and mobile, but also in the slots arena between brick and mortar, online and free-to-play. And today, given the regulatory market in real money gaming, that convergence may be more important than ever. At Casual Connect USA, Larry was part of a panel discussing how social casino may be the answer to the restrictions on real money gaming and how social casino studios can work with land-based casinos and other real money gaming companies.
DAU-UP, hosted a panel at Casual Connect USA titled “CPI Greater Than LTV. Now What?” The participants were Carey DiJulio of Big Fish Games, Nick Talarico of SuperLucky Casino, Aayush Sakya of GSN Games, and Mark Beck, formerly of Product Madness.
During the panel, they discussed UA using Google and Facebook, UA using social media channels like Pintrest and Instagram, and social titles that innovated successfully like Scatter Slots, Big Fish Casino, and Slotomania. They also touched on retaining players to increase LTV, App Store Optimization to increase penetration on iOS devices, the potential of branded IP, and the future of social casino with chat bots and VR.
For the full synopsis and the video of the panel, visit dauup.com.
Social casino players’ behavior differs from that of other casual gamers. In a presentation by Michal Witkowski, head of product analytics at GameDesire, Michal showed these differences in terms of the most important monetization and engagement KPIs, with an extra focus on Facebook players. Tune in as Michal breaks down the data from the analysis to infer about potential business strategies that can help in getting more loyal and higher-paying players in social casino games. “Bingo new registration are very scarce on Facebook. This means that you should really take care of your new players and focus more on reactivating and keeping your players loyal.” Hear this and other insights that Michal has been able to derive from data analysis.
Do subscription-based business and casual gaming go together? Discover the what, when, where and how to monetize one of the more alternative ways of working with casual gaming in this lecture from Casual Connect Europe by Kim Sloth Bengsten. As the CEO of Lotto24, Kim revealed that they try to be both in the emerging market and the established market. To do this, Kim advises, “try to outmaneuver your competitors by price and quality but also being innovative and thinking about new products that you can add to your portfolio.” To hear more insights, tune in below.
Social Casino is a segment of the game industry that is experiencing phenomenal growth; it has already become a$3.4 billion market and is expected to reach $4.4 billion by 2017, according to Eilers & Krejcik Gaming. But along with this growth comes a unique set of challenges.
No one is better able to discuss these issues than Elad Kushnir, Vice President of Business Development at Playtika. Playtika delivers premium games such as Slotomania, Bingo Blitz, Caesars Casino, House of Fun and WSOP poker to over six million daily active users and over twenty million monthly active users. Elad is responsible for all Playtika’s M&A activity, heads up strategic partnerships and spearheads regional growth in untapped markets.
At their fireside chat at Casual Connect Europe, Elad advised developers trying to break into social casino that “Casino means something different in most countries and geos; focus on one market and deliver an experience that meets that audience’s expectations. In other words, own a particular country or geo.” To learn more about the challenges of social casino and how they can be overcome, as well as the challenges that may be coming in the future, watch the video of Elad’s presentation below.
To read more about Elad Kushnir, see this exclusive article on gamesauce.