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.
Marko Jevtic is the product marketing manager for Nordeus’ Top Eleven franchise. He leads the marketing team, and has worked in digital marketing for over ten years.
“Community management is important to us, and we have a presence across various social media platforms,” Marko detailed. “Market research is also part of my responsibilities.”
Before joining Nordeus, Marko worked on creative, digital strategies and as a media guide for clients like Visa and Samsung in Europe. Nordeus made the offer to Marko, which he saw as a great opportunity, noted that one year in the gaming sector is like 20 in other industries.
All companies have to start out somewhere, and whether you’re a new start-up or an established developer looking to expand, you can benefit from the Growth Track at Casual Connect Tel Aviv. Find out more about ways to get funding and distribution across Growth’s various sessions, starting with Stanislav Sychenkov, Head of Publisher Relations at Mail.RU Group in the morning and Michal Skurnik, Game Designer at Mohican Lab in the afternoon.
Fishing for Whales
There are certain customers, sometimes called whales, that generate a majority of the revenue for apps. Mike Hines, Developer Evangelist at Amazon, will share the company’s insights into who these “power users” are and how you can they be cultivated and engaged in the proper ways in the session ‘Understanding Your Power Users and Fostering More’.
In order to get the most out of advertising revenue, it’s important to understand the analytics that are at the core. Charles Manning, Founder and CEO of Kochava, will look at the ways to improve ROI in digital marketing in the session, The Hidden Truth Inside Your Data: Leveraging Dynamic Campaign Management to Expose Fraud, Strong Influencers and Maximum ROAS.
Cracking the Black Box
Also touching on the theme of ads is the panel focusing on the trends of large public companies like Zynga and Glu, who have more than a quarter of their revenue from ads. The panel with Yaniv Nizan, CEO and Co-founder of SOOMLA, Guy Tomer, Chief Marketing and Business Development Officer for TabTale, Niko Vuori, Co-founder and COO of Rocket Games, Fernando Pernica, Senior Manager of Monetization and Publisher Growth at AdColony, Efrat Levitzky Krakover, VP Media at Matomy Media Group led by moderator Lior Shiff, founder of Games Growth Partners, will talk about the multitude of different things being tracked in What’s Inside the Advertising Black Box? Tips from Data Driven Publishers Who Monetize with Ads.
The other panel in the growth track will tackle the tricky subject of Intellectual Property and mobile/social games. Appearing at the panel will be Devin Radford, VP of Mobile at Fox Digital Entertainment, Caglar Eger, Expert of Business Development at Goodgame Studio and Sam Glassenberg, CEO of Playtech Casual Games. Henry Lowenfels, Vice President of Business Development at Scopely will moderate the panel.
Reach for the Right Market
One of the biggest areas to seek growth is in China, but it’s a challenging market to try and penetrate. Shlomo Freund, founder of AppInChina.co, will talk about the current state of the market and how to approach it in the session Conquering the Chinese App Market – Challenges and Solutions.
It’s important to realize, whether entering a new market or a new social media platform, thinking outside the box is a huge component to success. Shay Gabay, Business Development Manager at Bidalgo will talk about how to engage Instagram users in the session When Creativity Meets Technology – How to Unleash UA Potential on Instagram.
Grow Yourself and Your Company
Those who can’t wait to grow their business should attend Casual Connect Tel Aviv on November 1-3. A range of social and mobile gaming sessions will be offered over several tracks in addition to the Growth Track with organized networking opportunities for those interested. More information about Growth and the other tracks is available at TelAviv.CasualConnect.org.
When seeking knowledge on a particular subject, like social/mobile gaming, it’s best to consult with the people who have already been there and achieved success. With the Industry Insights track at Casual Connect Tel Aviv, top people in the games industry will share their knowledge about regional and global strategies, lead off by Playful Shark founder Goldy G.
Sessions will get underway with Baris Ozistek, CEO of Netmarble EMEA, who will talk about some takeaways from launching products in multiple Asian markets. In the session, ‘Learning to Succeed in Asia with Netmarble Case Studies’ they’ll detail what works and what doesn’t when localizing a game in the territory.
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.
In a world full of endless disruption, gaming companies are competing more than ever for the attention of their users. The rapid advancement of technology is giving game designers the potential to evolve game mechanics to deliver high quality experiences in order to keep users engaged and hungry for more.
Creating a Visual Illusion for the Gamer
So, what does this mean for game designers? We are now capable of more advanced on-screen experiences and greater opportunities to engage our audience. Game designers now have to think differently about the possibilities across devices, audiences and visual opportunities. The design spectrum has enhanced significantly in recent years, giving us a broader visual palette and a wealth of options and possibilities. Undoubtedly, this has made the decision process much harder, but also more exciting.
Wally Nguyen, CEO of mNectar, helped found the company about three and a half years ago. Inspiration hit while on iTunes, they were able to listen to a song for 30 seconds before buying it or the album. Wally had a “light-bulb moment” that if you could do that with a song, then why not with a game.
“My co-founder comes from a technical background and there were ads that let you manipulate an image back then, and I asked if they had that, why can’t you play a game?” Wally said. “Back then we raised a little bit of a money with developers like with Kabam being our first customers. With playable ads, 99 percent of our customers are game developers or publishers, giving people a sample of their games.”
The new generation of millennials doesn’t think the same way as an older audience, so esports might be the sport millenials will be into. It already is the fastest-growing sport in the world. ESL Asia Pacific region Business Development Director Jasper Mah emphasizes: these games should be fun to play and watch, and not just overly competitive. They discuss this from a perspective of the leading live streaming and video platforms in a Casual Connect Asia 2016 panel, as well as share their own story with Gamesauce.
EVO 2016 was a watershed moment for esports, when the world’s biggest fighting game tournament reached a larger audience then it ever had before. We examine the reluctance of the fighting game community (FGC) to embrace esports before now, how EVO and fighting games can naturally work as well as esports, and how they’re still room for improvement.
World Championship of Fighting Games
The ratings have come out for the final day of EVO 2016’s Street Fighter V tournament was televised on ESPN2. According to Nielsen, there were roughly 201,000 viewers through ESPN2, in addition to 213,927 Twitch viewers and 182,716 on the main stream. On top of the record 14,000 competitors and largest number of attendees made this the largest EVO in history. The numbers also make it one of the biggest esports events in the U.S. this year.