The Insider Tricks to Customer Care in Social Casino

Thomas AndreasenFounder & CGO

Playlab

Todays Gameplan

• Background (Me and Playlab)• Our Social Casino Team Structure• Data Basics• CRM• Segments & Retargeting (Push,Email,Paid,Direct)• Create a Cash Cow• Predict the Future• Q&A

Who the f””k are you?

• Name - Thomas Andreasen• Origin - Denmark• Age - 28• Cats - 4 • Achievements:

Founded Playlab and grew from 2 - 100 People.Spent 3.5m USD on UA

Playlab • The 100 person indie developer• Started 2012 (HQ Thailand, Bangkok)• Acquired a Philippine studio in 2014• Raised 5m USD from Monks Hill Ventures in 2015• Mobile Game Dev and Publisher• 17 Nationalities

Todays Topic

Billion Dollar Market VS

Team Structure

Data - Collect It All

• Ingredients Required

• Event Tracking Solution• Data Analyst• Developer• Community Manager• Lots of Coffee

Understand it all!

• Data means nothing unless you have understanding• Self Awareness is key

Our CRM

Understanding your Users

Now we have the Data - Now what?

Building a Cash Machine

Building a Cash Machine

• Bring back Paying Users that Churned (Segmentation)• Know their individual value(FX 4$ per active day)• Bring them Back (CRM > AdNetwork)• Cash In• Rinse and Repeat

Paying User

Churns the game

Segment 1$ Per

active day

Retargetting

Segments & Retargeting

Facebook Social Engagement & Retargeting• Page - Person

Localisation

• Great but…. Novelty is key

Personalisation - What’s your name?

• Same message except its personalized

Version 2 of Playlab CRM

Being the cool kid with Logistic Regression ModellingPredicting future value of our Users

Heat Maps and Correlational data

Scaling in todays Market

Live Operations

+ Giveaways…….

Contact me here, Thanks

• Email: ta@playlab.com• Linkedin: https://th.linkedin.com/in/thomasandreasen