spil games: presentation on virtual goods london 2011
DESCRIPTION
TRANSCRIPT
Bringing the Social Layer to Online
Gaming: Lessons Learnt
Sidney Mock – Chief Commercial Officer
Agenda
Introducing Spil Games
Going from Casual to
Social Gaming
Learnings
Spil Games
in a nutshell…
• 3localized social gaming platforms
• 145 Million visitors per month
• Targeted to girls, teens and families
Spil Games
2004
© SPIL GAMES
2009
Built on a single recipe…
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
3 targeted propositions
True Cultural Localization
Simple, Easy & Free 2 Play
Find Use Access
We were not engaging our users
socially
13
50
70
90
110
130
150
170
190
210
230
2008 2009 2011 2013
123
145
Spil’s ‘new’ growth
?
90
Casual Social How did we do it?
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
…and connected our games to it
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
Create an Album
30 Million Registered Players
Non-registered Registered
3X
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
Good Games: Seeing Results
Plinga: Seeing Results
Scope:
Close to 130M new game plays Engagement: Over 125K transactions
22
Maintaining Loyalty
Learnings
24
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
© SPIL GAMES
What do we offer?
25
Thank you