Free to Play Games in Europe April 2010
Context <ul><li>This presentation was built to support a lecture given by Thomas at different conferences: </li></ul><ul><...
Presentation <ul><li>Thomas BIDAUX </li></ul><ul><ul><li>France Telecom </li></ul></ul><ul><ul><li>NCsoft Europe </li></ul...
Introduction <ul><li>Free to play games in Europe… </li></ul><ul><li>Europe </li></ul><ul><li>Free to play games defined <...
Introduction <ul><li>Free to play games in Europe… </li></ul><ul><li>Europe </li></ul>
Introduction <ul><li>Free to play games in Europe… </li></ul><ul><li>Free to play games </li></ul>?
Introduction <ul><li>Free to play business models: </li></ul><ul><li>Free access to the game or part of the game </li></ul...
Introduction <ul><li>Keys to Free to Play analysis: </li></ul><ul><li>ARPPU (Average Revenue Per Paying User) </li></ul><u...
Basic F2P economic principles <ul><li>Online games = Persistent Social Entertainment </li></ul><ul><ul><li>Entertainment :...
Introduction <ul><li>Various forms of Free to Play games: </li></ul><ul><li>Client-based MMOs </li></ul><ul><li>Browser-ba...
Disclaimer <ul><ul><li>All numbers are  estimates </li></ul></ul>
The Plan <ul><li>European Market </li></ul><ul><ul><li>Market profile </li></ul></ul><ul><ul><li>Market size </li></ul></u...
The European Market <ul><li>The market size (P2P and F2P) – M of Players </li></ul>Source: idate Sept. 2008
The European Market
The European Market <ul><li>The market size (P2P and F2P) – $ ARPU  </li></ul>Source: idate Sept. 2008
The European Market <ul><li>P2P vs F2P </li></ul>
The European Market <ul><li>Estimated market size: </li></ul><ul><li>30M+ F2P online games players in Europe </li></ul><ul...
The European Market <ul><li>Free to Play games profiles </li></ul>
Freemium games <ul><li>Freemium is: </li></ul><ul><li>Free to Play game or part of a game </li></ul><ul><li>Extra game ele...
Important Freemium games <ul><li>Game: Dofus </li></ul><ul><li>Genre: Client Fantasy MMO (Flash/java) </li></ul><ul><li>De...
Important Freemium games <ul><li>Game: Runescape </li></ul><ul><li>Genre: Browser-based fantasy MMO (java) </li></ul><ul><...
Important Freemium games <ul><li>Game: Tibia </li></ul><ul><li>Genre: Client-based fantasy MMO </li></ul><ul><li>Developer...
Important Freemium games <ul><li>Game: Panfu </li></ul><ul><li>Genre: Browser-based kid virtual world (flash) </li></ul><u...
Other Freemium games in Europe Game From Genre Size Country Tribal Wars Innogames (DE) Management 3.4M active DE, EEU, PO,...
Micro Transaction games <ul><li>Micro Transactions are: </li></ul><ul><li>Free to Play game </li></ul><ul><li>Extra game e...
Important Micro Transaction games <ul><li>Game: Habbo </li></ul><ul><li>Genre: Browser-based kid virtual world (flash) </l...
Important Micro Transaction games <ul><li>Game: Metin 2 </li></ul><ul><li>Genre: Client-based Fantasy MMORPG </li></ul><ul...
Important Micro Transaction games <ul><li>Game: Dark Orbit </li></ul><ul><li>Genre: Browser-based Space management game </...
Important Micro Transaction games <ul><li>Game: Ogame </li></ul><ul><li>Genre: Browser-based Space management game </li></...
Important Micro Transaction games <ul><li>Game: Flyff </li></ul><ul><li>Genre: Client-based MMORPG </li></ul><ul><li>Publi...
Important Micro Transaction games <ul><li>Game: Runes of Magic </li></ul><ul><li>Genre: Client-based MMORPG </li></ul><ul>...
Other Micro Transaction games in Europe Game From Genre Size (estimates) Main Countries Dragonica Gala Net Europe MMORPG 5...
Top Free to play games in Europe Red: Client-based Blue: Browser-based
F2P European Portals <ul><li>Portal: Gpotato.eu (Gala Net Europe) </li></ul><ul><li>Games: Flyff, Rappelz, StreetGear, Dra...
F2P European Portals <ul><li>Portal: Gamersfirst (K2) </li></ul><ul><li>Games: Knight Online, Sword of the New World, War ...
F2P European Portals <ul><li>Portal: Game forge (Game forge) </li></ul><ul><li>Games: Metin 2, Nostale, Air Rivals, 4Story...
F2P European Portals <ul><li>Portal: Bigpoint (Bigpoint) </li></ul><ul><li>Games: Seafight, Darkorbit, Space Invasion, Maf...
F2P European Portals <ul><li>Portal: Aeria Games </li></ul><ul><li>Games: Shaiya, Grand Fantasia, LA Tale </li></ul><ul><l...
Other F2P Portals Portal Games Based in Registered users (estimate) Alaplaya 4 Casuals, 2 MMOs Germany 4 M  Frogster 3 MMO...
F2P developers in Europe overview <ul><li>Direction taken by EU devs </li></ul>
F2P developers in Europe overview <ul><li>Direction taken by EU devs </li></ul>
F2P developers in Europe overview Studios Geographical breakdown
Conclusion <ul><li>F2P are already in Europe, doing well and growing </li></ul><ul><li>More coming this year, including: <...
Thank you! <ul><li>[email_address] </li></ul>www.linkedin.com/in/tbidaux www.icopartners.com/blog @icotom www.slideshare.n...
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F2P In Europe - April 2010

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  • Don`t forget to mention POPMOG ( http://en.popmog.com/ ) next time, they have become pretty big too. Since they are aggregating games of all the big publishers their offer on free online browsergames and mmorpg`s is pretty neat. As well as their business partner concept ( http://partner.popmog.com/ ) for anyone having a website with some traffic.
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  • Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.
  • Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.
  • Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.
  • Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.
  • Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.
  • Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.
  • Out of 330+ games, not market share
  • Weekly payment
  • Weekly payment
  • Bundle + Special offers
  • Bundle + Special offers
  • Bundle + Special offers
  • Bundle + Special offers
  • Bundle + Special offers
  • Bundle + Special offers
  • Out of 280+ games, not market share
  • Out of 280+ games, not market share
  • 182 companies studied
  • F2P In Europe - April 2010

    1. 1. Free to Play Games in Europe April 2010
    2. 2. Context <ul><li>This presentation was built to support a lecture given by Thomas at different conferences: </li></ul><ul><ul><li>Game Forum Germany in Hannover (Jan 2010) </li></ul></ul><ul><ul><li>Quo Vadis in Berlin (Apr 2010) </li></ul></ul><ul><li>Numbers and estimates were last revised in Apr 2010 </li></ul><ul><li>Other presentations on the topic: </li></ul><ul><li>Online Games market in Europe – KGC, Séoul (Nov 2009) </li></ul><ul><li>Free to play games in Europe – Develop, Brighton (Jul 2009) </li></ul>
    3. 3. Presentation <ul><li>Thomas BIDAUX </li></ul><ul><ul><li>France Telecom </li></ul></ul><ul><ul><li>NCsoft Europe </li></ul></ul><ul><ul><li>ICO Partners </li></ul></ul><ul><li>Who are you? </li></ul>
    4. 4. Introduction <ul><li>Free to play games in Europe… </li></ul><ul><li>Europe </li></ul><ul><li>Free to play games defined </li></ul><ul><ul><ul><li>Freemium & Micro Transactions games </li></ul></ul></ul><ul><ul><ul><li>Excluding Facebook games, Casual (Try before you buy) and free games (flash light games not monetized). They are relevant, but would need more time to cover as well. </li></ul></ul></ul>
    5. 5. Introduction <ul><li>Free to play games in Europe… </li></ul><ul><li>Europe </li></ul>
    6. 6. Introduction <ul><li>Free to play games in Europe… </li></ul><ul><li>Free to play games </li></ul>?
    7. 7. Introduction <ul><li>Free to play business models: </li></ul><ul><li>Free access to the game or part of the game </li></ul><ul><li>Monetized extra features via different means </li></ul><ul><li>Long term value from the users </li></ul><ul><li>Online games </li></ul>
    8. 8. Introduction <ul><li>Keys to Free to Play analysis: </li></ul><ul><li>ARPPU (Average Revenue Per Paying User) </li></ul><ul><li>ARPU (Average Revenue Per User) </li></ul><ul><li>CPA (Cost Per Acquisition) </li></ul><ul><li>Lifetime Value (LTV) </li></ul><ul><li>Active Users </li></ul><ul><li>Peak Concurrent Users (PCCU) </li></ul>
    9. 9. Basic F2P economic principles <ul><li>Online games = Persistent Social Entertainment </li></ul><ul><ul><li>Entertainment : has value from day 1 </li></ul></ul><ul><ul><li>Persistent : day 1 value increases with time </li></ul></ul><ul><ul><li>Social : day 1 value = low (except Facebook games), increases with time </li></ul></ul><ul><ul><ul><li>Network effect (works both ways!) </li></ul></ul></ul><ul><li>Recurring costs needs recurring revenue </li></ul><ul><ul><li>Service not Product </li></ul></ul><ul><ul><li>Marginal costs tend to zero </li></ul></ul><ul><li>Free = no friction </li></ul><ul><ul><li>Lowest possible barrier to entry </li></ul></ul><ul><ul><li>Others are important : accessibility, downloads, signup forms... </li></ul></ul><ul><ul><li>Keep CPA < LTV </li></ul></ul>
    10. 10. Introduction <ul><li>Various forms of Free to Play games: </li></ul><ul><li>Client-based MMOs </li></ul><ul><li>Browser-based games </li></ul><ul><li>Social Games (Facebook, Bebo, MySpace) </li></ul><ul><li>Casual games </li></ul><ul><li>Etc. </li></ul>
    11. 11. Disclaimer <ul><ul><li>All numbers are estimates </li></ul></ul>
    12. 12. The Plan <ul><li>European Market </li></ul><ul><ul><li>Market profile </li></ul></ul><ul><ul><li>Market size </li></ul></ul><ul><ul><li>Maps </li></ul></ul><ul><li>Freemium Games </li></ul><ul><li>Micro Transaction Games </li></ul><ul><li>Game Portals </li></ul><ul><li>Conclusion </li></ul>
    13. 13. The European Market <ul><li>The market size (P2P and F2P) – M of Players </li></ul>Source: idate Sept. 2008
    14. 14. The European Market
    15. 15. The European Market <ul><li>The market size (P2P and F2P) – $ ARPU </li></ul>Source: idate Sept. 2008
    16. 16. The European Market <ul><li>P2P vs F2P </li></ul>
    17. 17. The European Market <ul><li>Estimated market size: </li></ul><ul><li>30M+ F2P online games players in Europe </li></ul><ul><li>400+ games </li></ul><ul><li>Estimated revenue : 400-500M€/year </li></ul>
    18. 18. The European Market <ul><li>Free to Play games profiles </li></ul>
    19. 19. Freemium games <ul><li>Freemium is: </li></ul><ul><li>Free to Play game or part of a game </li></ul><ul><li>Extra game elements and features are unlocked by a subscription (fix ARPPU). One-time fees exist, but usually not sustainable. </li></ul><ul><li>Set fee, easy to project and control, ceiling on ARPPU </li></ul><ul><li>Prefered for kid games (so far) </li></ul><ul><li>Well known freemium services are Runescape and Club Penguin </li></ul>
    20. 20. Important Freemium games <ul><li>Game: Dofus </li></ul><ul><li>Genre: Client Fantasy MMO (Flash/java) </li></ul><ul><li>Developer: Ankama (France) </li></ul><ul><li>Numbers: 250 000 PCCU; 500 000 +Active Subscribers, 3M monthly active users; ARPPU 5 € </li></ul><ul><li>Key territories: France, Spain </li></ul><ul><li>Premium features: </li></ul><ul><li>Zone privieges </li></ul><ul><li>Item privileges </li></ul><ul><li>No combat cap </li></ul><ul><li>PVP </li></ul><ul><li>Pets </li></ul><ul><li>No cap on crafting </li></ul><ul><li>Housing </li></ul>
    21. 21. Important Freemium games <ul><li>Game: Runescape </li></ul><ul><li>Genre: Browser-based fantasy MMO (java) </li></ul><ul><li>Developer: Jagex (UK) </li></ul><ul><li>Numbers: 250 000 PCCU; 900 000 Subscribers; ARPPU 5 $ </li></ul><ul><li>Key territories: US, UK, Netherlands, Scandinavia </li></ul><ul><li>Premium features: </li></ul><ul><li>Zone privileges </li></ul><ul><li>Item privileges </li></ul><ul><li>Quests privileges </li></ul><ul><li>Extra skills </li></ul><ul><li>Transport privileges </li></ul><ul><li>Dedicated servers </li></ul><ul><li>Dedicated mini games </li></ul><ul><li>Extra Bank space </li></ul><ul><li>Housing </li></ul><ul><li>Extra emotes </li></ul>
    22. 22. Important Freemium games <ul><li>Game: Tibia </li></ul><ul><li>Genre: Client-based fantasy MMO </li></ul><ul><li>Developer: Cipsoft (Germany) </li></ul><ul><li>Numbers: 50 000 PCCU; 850 000 Active, 100 000 Subscribers; ARPPU 5 € </li></ul><ul><li>Key territories: Poland, Sweden, Eastern Europe </li></ul><ul><li>Premium features: </li></ul><ul><li>Zone privileges </li></ul><ul><li>Extra spells </li></ul><ul><li>Transport privileges </li></ul><ul><li>Housing </li></ul><ul><li>Dedicated servers </li></ul><ul><li>Bank privileges </li></ul><ul><li>Leveling privileges </li></ul>
    23. 23. Important Freemium games <ul><li>Game: Panfu </li></ul><ul><li>Genre: Browser-based kid virtual world (flash) </li></ul><ul><li>Developer: Young Internet (Germany) </li></ul><ul><li>Numbers: 10M registered ; 800 000 active users; ARPPU 10 € </li></ul><ul><li>Key territories: UK, Germany, Poland </li></ul><ul><li>Premium features: </li></ul><ul><li>Housing privileges </li></ul><ul><li>Clothes </li></ul><ul><li>Pets </li></ul><ul><li>English or Spanish content </li></ul>
    24. 24. Other Freemium games in Europe Game From Genre Size Country Tribal Wars Innogames (DE) Management 3.4M active DE, EEU, PO, NE, TU Travian* Travian (DE) Management 900k active FR, IT, TU, PO, SP Hattrick Extralives (SE) Sport Management 900k active IT, DE, SP, PT Managerzone Power Challenge (SE) Sport Management 750K active PO, ES Stardoll* Stardoll (SE) Life Sim 57M registered, 5M active UK, PO, DE, FR Moshi Monsters Mind Candy (UK) Virtual World 15M registered, 1M active UK AQ Worlds Artix (US) RPG 14M registered, 200k active US, UK Spineworld Playdo Virtual world/RPG 3M registered US, UK, Nordic Wizard 101 Kingsisle MMO 5M registered US, UK Free Realms SOE MMO 9M registered US, UK
    25. 25. Micro Transaction games <ul><li>Micro Transactions are: </li></ul><ul><li>Free to Play game </li></ul><ul><li>Extra game elements and features are unlocked by low-priced items </li></ul><ul><li>They are actually not « real » Micro Transactions </li></ul><ul><li>« Paying users » finance « Free users » (indirectly or more directly via Dual Currency models) </li></ul><ul><li>More difficult to project, no ceiling </li></ul>
    26. 26. Important Micro Transaction games <ul><li>Game: Habbo </li></ul><ul><li>Genre: Browser-based kid virtual world (flash) </li></ul><ul><li>Developer: Sulake (Finland) </li></ul><ul><li>Numbers: 15 M active users; ARPU 1.3 $ </li></ul><ul><li>Key territories: Nordic, UK, Germany, France </li></ul><ul><li>MT features: </li></ul><ul><li>Furnitures </li></ul><ul><li>Clothes </li></ul><ul><li>Pets and Pet food </li></ul><ul><li>Mini-games access </li></ul><ul><li>Screenshots </li></ul><ul><li>Home page perks </li></ul>
    27. 27. Important Micro Transaction games <ul><li>Game: Metin 2 </li></ul><ul><li>Genre: Client-based Fantasy MMORPG </li></ul><ul><li>Publisher: Gameforge (Germany) </li></ul><ul><li>Numbers: 7 M active users; ARPPU 20 € </li></ul><ul><li>Key territories: Germany, Poland, Turkey </li></ul><ul><li>MT features: </li></ul><ul><li>Gameplay buff </li></ul><ul><li>Experience buff </li></ul><ul><li>Gold gain buff </li></ul><ul><li>Repair items </li></ul><ul><li>In Game shop </li></ul><ul><li>Potions </li></ul><ul><li>Trasnports </li></ul><ul><li>Looks </li></ul><ul><li>Gender swap </li></ul>
    28. 28. Important Micro Transaction games <ul><li>Game: Dark Orbit </li></ul><ul><li>Genre: Browser-based Space management game </li></ul><ul><li>Publisher: Bigpoint (Germany) </li></ul><ul><li>Numbers: 35M registered, </li></ul><ul><li>80K PCCU; ARPU 3.6 € </li></ul><ul><li>Key territories: Turkey, Germany </li></ul><ul><li>MT features: </li></ul><ul><li>Elite items </li></ul><ul><li>Faster real time game features </li></ul><ul><li>Discounted items </li></ul>
    29. 29. Important Micro Transaction games <ul><li>Game: Ogame </li></ul><ul><li>Genre: Browser-based Space management game </li></ul><ul><li>Publisher: Gameforge (Germany) </li></ul><ul><li>Numbers: 1M active users </li></ul><ul><li>Key territories: France, Germany, Turkey. Exists in many languages. </li></ul><ul><li>MT features: </li></ul><ul><li>Commander: Building queue, More UI </li></ul><ul><li>Admiral: More fleet slots </li></ul><ul><li>Engineer: Less damage taken </li></ul><ul><li>Geologist: Better mining </li></ul><ul><li>Technocrat: Better espionage </li></ul><ul><li>Trading ressources </li></ul>
    30. 30. Important Micro Transaction games <ul><li>Game: Flyff </li></ul><ul><li>Genre: Client-based MMORPG </li></ul><ul><li>Publisher: Gala Net Europe (Ireland) </li></ul><ul><li>Numbers: 300K active users; ARPPU 20 € </li></ul><ul><li>Key territories: Germany, France </li></ul><ul><li>MT features: </li></ul><ul><li>Loot buff </li></ul><ul><li>Experience buff </li></ul><ul><li>Look items/outfits </li></ul><ul><li>Respecs </li></ul><ul><li>Potions </li></ul><ul><li>Pets </li></ul><ul><li>Group summon </li></ul><ul><li>Speed buff </li></ul>
    31. 31. Important Micro Transaction games <ul><li>Game: Runes of Magic </li></ul><ul><li>Genre: Client-based MMORPG </li></ul><ul><li>Publisher: Frogsters (Germany) </li></ul><ul><li>Numbers: 3M registered ; 600 K active users; </li></ul><ul><li>30 K PCCU; ARPPU 20 € </li></ul><ul><li>Key territories: Germany, UK, Nordic </li></ul><ul><li>MT features: </li></ul><ul><li>Transport </li></ul><ul><li>Mounts </li></ul><ul><li>Death management </li></ul><ul><li>Housing customization </li></ul><ul><li>Experience Buff </li></ul><ul><li>Loot buff </li></ul><ul><li>Crafting tools </li></ul><ul><li>Respecs </li></ul><ul><li>Chests keys </li></ul><ul><li>Pets </li></ul>
    32. 32. Other Micro Transaction games in Europe Game From Genre Size (estimates) Main Countries Dragonica Gala Net Europe MMORPG 50k FR Rappelz Gala Net Europe MMORPG 300K FR, DE, PL Last Chaos Gamigo MMORPG 200K DE, PL Silkroad Online Joymax MMORPG 500K TU, PL Florensia Burda IC MMORPG 120K DE, FR, IT 4Story Gameforge MMORPG 300K EEU, PO, IT Perfect World Games Masters MMORPG 250K DE, PL Knight Online K2 MMORPG 400K TU Cabal Online Games Masters MMORPG 100K TU, EEU, DE Allods Online Gala Net Europe MMORPG 250K FR, Nordic, EEU Atlantica Online Ndoors Europe MMO/Turned-based strategy 50K DE, FR Shaiya Aeria Games MMORPG 250K DE, EEU Air Rivals Gameforge Air Combat/MMO 50K TI, IT, EEU
    33. 33. Top Free to play games in Europe Red: Client-based Blue: Browser-based
    34. 34. F2P European Portals <ul><li>Portal: Gpotato.eu (Gala Net Europe) </li></ul><ul><li>Games: Flyff, Rappelz, StreetGear, Draconica, Allods Online, Canaan, Castle of Heroes </li></ul><ul><li>Numbers: 4M registered users </li></ul><ul><li>Key territories: France, Germany </li></ul><ul><li>Notable facts: Started in the UK, Polish, Italian and Turkish markets this summer </li></ul>
    35. 35. F2P European Portals <ul><li>Portal: Gamersfirst (K2) </li></ul><ul><li>Games: Knight Online, Sword of the New World, War Rock </li></ul><ul><li>Numbers: N/A </li></ul><ul><li>Key territories: Turkey </li></ul><ul><li>Notable facts: Not related to 2K/Take2. No physical presence in Europe. Publishing European-developed Parabellum (Acony, DE) and Victory (Vae Victis, IT). Also publishing Runes of Magic in Turkey. </li></ul>
    36. 36. F2P European Portals <ul><li>Portal: Game forge (Game forge) </li></ul><ul><li>Games: Metin 2, Nostale, Air Rivals, 4Story, Cabal Online DE, Ogame, Ikariam, Bitefight, +more. </li></ul><ul><li>Numbers: 100M registered users ; 20M monthly active; 540 000 PCCU </li></ul><ul><li>Key territories: Germany, Poland, France, EEU, Turkey </li></ul><ul><li>Notable facts: Started with Browser based games and started Client-based business in 2006. </li></ul>
    37. 37. F2P European Portals <ul><li>Portal: Bigpoint (Bigpoint) </li></ul><ul><li>Games: Seafight, Darkorbit, Space Invasion, Mafia 1930, The Pimps, +20 more. </li></ul><ul><li>Numbers: 110 M registered users ; 200 000 PCCU </li></ul><ul><li>Key territories: Germany, France, EEU, Turkey </li></ul><ul><li>Notable facts: Has strong media partnerships with Viacom and NBC (broadcasting TV ads on channels) </li></ul>
    38. 38. F2P European Portals <ul><li>Portal: Aeria Games </li></ul><ul><li>Games: Shaiya, Grand Fantasia, LA Tale </li></ul><ul><li>Numbers: 400K active EU players (est); 10M total registered users (US + EU) </li></ul><ul><li>Key territories: Germany, France </li></ul><ul><li>Notable facts: Very active on community/social networking front </li></ul>
    39. 39. Other F2P Portals Portal Games Based in Registered users (estimate) Alaplaya 4 Casuals, 2 MMOs Germany 4 M Frogster 3 MMOs, 1 Casual Germany 4M (US + EU) Game Masters 3 MMOs UK 2.5M GEE 1 Casual, 1 MMOs Netherlands 1M Gamigo 10 Casuals, 4 MMOs Germany 3M Nexon Europe 1 FPS, 2 MMO UK 3M
    40. 40. F2P developers in Europe overview <ul><li>Direction taken by EU devs </li></ul>
    41. 41. F2P developers in Europe overview <ul><li>Direction taken by EU devs </li></ul>
    42. 42. F2P developers in Europe overview Studios Geographical breakdown
    43. 43. Conclusion <ul><li>F2P are already in Europe, doing well and growing </li></ul><ul><li>More coming this year, including: </li></ul><ul><ul><li>More Social Networks integrated </li></ul></ul><ul><ul><li>More coming on other platforms (F2P on iPhone and Android, F2P on Game Consoles) </li></ul></ul><ul><li>Q&A? </li></ul>
    44. 44. Thank you! <ul><li>[email_address] </li></ul>www.linkedin.com/in/tbidaux www.icopartners.com/blog @icotom www.slideshare.net/ICOPartners
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