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Bringing the Social Layer to Online
Gaming: Lessons Learnt
Sidney Mock – Chief Commercial Officer
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Agenda
Introducing Spil Games
Going from Casual to
Social Gaming
Learnings
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Spil Games
in a nutshell…
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• 3localized social gaming platforms
• 145 Million visitors per month
• Targeted to girls, teens and families
Spil Games
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2004
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© SPIL GAMES
2009
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Built on a single recipe…
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Jeux.fr
Jeu.fr Spel.nl Spelletjes.nl
Games.co.uk
Gioco.it
Gry.pl
Juegos.com
Ojogos.pt Spela.se
Agame.com
Games.co.id Girlsgogames.com
Ojogos.com.br
Strong local domains
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3 targeted propositions
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True Cultural Localization
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Simple, Easy & Free 2 Play
Find Use Access
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We were not engaging our users
socially
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13
50
70
90
110
130
150
170
190
210
230
2008 2009 2011 2013
123
145
Spil’s ‘new’ growth
?
90
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Casual Social How did we do it?
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We’ve built a social layer
Confidential Information Memorandum – 3. Proposition
15
Source: (*) Spil Games Datawarehouse; (**) Google Analytics
PLA
TFO
RM
S
Time on Site per User per Month (**)
7X
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…and connected our games to it
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Create a profile! Create an Avatar Save Favorite Games
Leave Comments Create an Album Activity Feeds
Make Friends
Awards & High Scores
Social Features Creates Loyalty
>500K per
week
>250k per
week
>15 million each
month
>30 M profiles
30K per hour
9 online friendships
every second
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Create an Album
30 Million Registered Players
Non-registered Registered
3X
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Social game developers are interested in
alternatives to Facebook
• Largest community of like minded social game players
• Marketing to our 140M user group
• Unified Payment Service, Community Management & Localization
• Scalable solution
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Good Games: Seeing Results
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Plinga: Seeing Results
Scope:
Close to 130M new game plays Engagement: Over 125K transactions
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Maintaining Loyalty
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Learnings
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What have we learned?
•Serious investments in technology, processes & skills
•Community management & customer support are key
•Finding a balance between gut feeling and data research!
• Local Payment Service with single user experience
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© SPIL GAMES
What do we offer?
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Thank you