Game Publishing Challenges. Mobile and Web Markets (White Nights St. Petersburg 2016)

1. Game publishing challenges.
Mobile and browser games
markets

2. 2016
Launch 6 major
casual / mid-core
mobile F2P titles
2004
First website
Spelletjes.nl
2005-2011
Rapid expansion of
online portals
CAGR 109%
2014
Strategic move to
Mobile & Native
2012
Pioneer Mobile
Games (HTML5)
Today
125 FTE / 25 nationalities
 120M cross platform users
 5 portal clusters and 35 domains
Transform into a Mobile 1st company
2012
Largest Online Casual
Gaming company
> 200M MAU
From an online casual gaming company to a
leading cross-platform publisher

3. Rest
5%
Europe
36%
North America
23%
South America
15%
Asia Pacific
21%
Cross device
and localized
in 13 languages
Massive >120M MAU reach, 20% on Mobile
We think global but we push local

4.  Over 10 years of publishing expertise
 120M+ activer users a month (web), 35 local
domains
 One of the Top 30 Publishers
on Google
 3M+ unique MAUs mobile
In a nutshell

5. Challenge #1. Platform. Tale of the 2 Giants…

6. Challenge #2 competition. 2,2 M apps in Google
Play and 2 M apps in Apple AppStore
…

7. Solution. Your game should meet one of the
categories to stay ahead of the competition
Title uses market
proven concepts and
brings it to the next
generation of quality
on a certain platform.
Title moves in the
borders of market
proven concepts but
adds a special USP /
twist which is strong
enough to make it
outstanding.
Title is different to
projects and trends
that are actually on
the market and has
the potential to
disrupt or even open
a new genre of
games.
Next Generation Games Disruptive GamesProven plus USP

8. Challenge #3. Marketing is expensive
Paid Marketing is EXPENSIVE

9. Solution: App store optimization, SMM for viral
effect and Store relations, get your game featured

10. 0
0,5
1
1,5
2
2,5
3
3,5
4
Dec.14 Jan.15 Feb.15 Mar.15 Apr.15 May.15 Jun.15 Jul.15 Aug.15 Sep.15 Oct.15 Nov.15 Dec.15 Jan.16
Installs(Millions)
Showcase: Troll Face Quest
17
 27 videos by vloggers on Trollface Quest
Videomemes: 18M total views
 Trollface Quest vlog videos >20M views
 PewDiePie’s troll tube video 3M views

11. Casual Web games account for 5%,
PC/MMO - 27%, mobile 30% of the total market share.
Mobile is not conquering all game market

12. Challenge #1. Facebook? Is there a new
opportunity?
Social Networks Game Portals Game Stores
Fb.com Spilgames.com Steam
Vk.com Kongregate.com Chrome Store
Ok.ru Miniclip.com Itch.io
Sina weibo Armorgames.com
Qzone Addictinggames.com
Bigfishgames.com
Open platforms, need to
invest in traffic,
integration required
Open and closed,
integration required,
marketing depends on the
vendor
Closed platforms,
integration required,
marketing is solely at
platforms consent
Try as many platforms as possible, audience is different, find the right
platforms and invest

13. Challenge #2. Which genre has a potential? Solution:
Top 5 browser games genres with avg ARPPU based
on Spil portals analytics
Social/Casino and slot
games
$450-600
Strategy games $150-300
Farm Simulators $70-200
MMO RPG $70-150
Sport social games $20-80

14. Revenue depends on the quality of the
audience

15. Challenge #3. Player acquisition cost. Choose the
right platform.
With programmatic buying
technologies you can predict
and control the CPI/CPR but
you will never guess the
conversion rate.
1st tier CPI - $5-15
2nd tier CPI - $2-5
3rd tier CPI - $0,9-$1,5
The payer costs 3-5 times higher than CPI. Cross-platform product lowers
the price of a payer. Solution: Find the right Platform = platform
audience matches the game audience

16. Challenge #4. Technology. Web switch. Flash ->
HTML5, WebGL
Google is planning to phase out full support for Adobe's Flash software on its
Chrome browser by the end of 2016, with the exception to 10 sites, including
fb.com and youtube.com
Safari 10, set to release in fall 2016 with the next version of MacOS (Sierra) is going
to block flash content by default

17.  Cross-platform product
 Start with the mature/tier1 markets
 Invest in HTML5
 Web games, new niches to look at:
Social casino games, MMO RPG
 Social casino games ARPPU is highest among
web games with avr. $500
Publishing market challenges

18. Thank you for your
attention!
Yuliya Nabieva, Head of Partnership Management
Send us your game to gamefreaks@spilgames.com
www.spilgames.com