Charla "Emprender en el sector de juegos online" de Carlos Blanco, fundador de Akamon, en Exponjoc (Septiembre 2014)

1. “The leading social casino gaming company
in Latin America and Southern Europe”

2. PADE en IESE Business School
Emprendedor desde hace más 20 años
Incubator: Grupo Itnet & …. ?
Aztive, OcioMedia, Nosotras.com, TopDomainer, …
Online Games
Akamon, PequeJuegos.com, Casual Games, …
Conector Startup Accelerator
Aceleración de 21 startups (6 + 15)
Business Angel
+30 inversiones en startups (Kantox, DeporVillage, Captio, Reclamador,
PopPlaces, Chicfy, ChicPlace, Viuing, Exelweiss, WiMi5, …)
Premio Emprendedor del Año 2014 Expansión & IFEMA
Autor “Los Principales errores de los Emprendedores” (Ed. Planeta, 2013)
500 personas más influyentes de España (El Mundo 2012, 2013)
http://www.CarlosBlanco.com
Carlos Blanco

3. The Akamon Story
•Founded in 2011 in Barcelona
by Carlos Blanco, Vicenç Marti
and Exelweiss partners
•Developer and publisher
social games
•Large portfolio of casino and
casual titles
•Multiplatform distribution
Portal, Facebook, iOS, Android
•Over 100 portal partners
•70 employees
GrupoITnet and Exelweiss
merge gaming assets to form
Akamon
July 2011
Feb 2012 1st Facebook game
Nov 2012 $2.85m investment
Feb 2014 Investment in Israel studio
May 2014
Alex Cohen (former head of product at
QuickSpin) joining management team as
Akamon Chief Product Officer
TimelineOverview
June 2013 1st mobile game

4. Vicenç Martí
CEO at Akamon
Carlos Blanco
Chairman at Akamon

5. Recruiting and Retention should be at least 50% of the CEO time
Or else you are doing something seriously wrong

7. Winner at the “Who’s Got Game”
GamesBeat 2012 competition.
Listed amongst Social Casino Power 25
by Social Casino Intelligence.
Akamon wins 2 of the 4 nominations at
the EGR Operator Awards 2012, the
most recognized awards of the online
gaming industry.
Akamon is part of the Europe's 100
hottest Startups by Wired Magazine
And many more….
Awards
Our international Awards

8. Transparency Meritocracy Fun Innovation
Consumer BrandsCorporate Brand
Culturally relevant to Latin Americans and
southern Europeans
Strong set of corporate values
 Financial /
operational
reporting
available for
whole company
 Full salary
transparency
(top
management
included)
 Strategic
decisions always
shared with
employees
 OKR’s (Objectives
and key results
system used at
Google)
implemented at
Akamon
 Salary increases
based on
measurable
achievement
 Performance
review twice
every year
 Bonuses per
project / job
position
 Game area at
Akamon (PS3,
ping pong, etc.)
 Internal bets and
challenges
 Team building
events
 Friday parties at
the office
 Innovation day:
Employees
rewarded on new
concepts
 “La Fabrica”: a
factory of
concepts to
develop new
games
Akamon’s brand architecture

9. Our games are…

10. Studio
Game
Publisher
Distribution
platform
Payment
process
Device
manufacturer
Social Casino Gaming Value Chain
From development studio to device manufacturer, many companies are
involved in the social gaming value chain
Zynga
Caesars Interactive (Playtika)
IGT
Buffalo Studio
Gamesys
FB
Big Fish
Akamon
Paysafecard
Clickandbuy
Minijuegos
Apple
Google

11. 2013 E3.1 Billion
USD
(Source: Morgan Stanley)
2014E

12. Our Opportunity
Focus in Latam and South Europe markets
N.America
$1,360 M
LatAM
$465 M
Europe
$806 M
Asia
$186 M
Oceania
$279 M
- Competitive intensity +
Our Opportunity

13. - Competitive intensity +
Market overview
LatAm
$0.9bn
N. America
$1.4bn
Europe
$1.2bn
Asia
$1bn
RoW
$0.5bn
11%
68%
35%
59%
39%
Social casino market, ‘15
CAGR, ’13-’15
Social casino continues to outgrow the social gaming market with an expected market size of
$5bn by 2015. The Latin American market is forecast to grow at 68% CAGR between 2013 and
2015, faster than any other region in the world
Source: Morgan Stanley

14. Multiplatform

15. Portal games
Casino games Poker games
Skill games
Card games
Table games
Others: Escoba, Tarot, Bellote, Truco Argentino
40 games
Gross revenue:
$961k (March)
+20% YoY
MAU: 1,157,560
DAU: 212,768
DAU/MAU: 18%
PU: 48K
+25% YoY
ARPPU: $22.1
CAC: $23.1
LTV: $59.7
KPIs March

16. Facebook games
Top 5 games (users)
Top 5 games (ARPPU)
Others
19 games
Gross revenue:
$132k (March)
+708% YoY
MAU: 1,014,033
DAU: 217,313
DAU/MAU: 21%
PU: 10,500
+1200% YoY
ARPPU: $12.5
CAC: $13.6
LTV: $21.7
KPIs March

17. Mobile games
Play and make new
friends with the best
social bingo
Play Our new slots
made in our Tel Aviv
studio, available in all
platform, FB, IOS,
Android and portal
2 games
Gross revenue:
$25.2k (March)
MAU: 36,405
DAU: 3,571
DAU/MAU: 10%
PU: 1,069K
ARPPU: $23.7
CAC: $35.3
LTV: $86.9
KPIs March

18. Strategic geographical
footprint
“Wide” product portfolio
Distribution model
Local & Global
Latam & Southern Europe
Multichannel
Platform diversification
High value and diversified
distribution network
Local product strategy
1 2
43
Akamon’s strategy

19. 0
250,000
500,000
750,000
1,000,000
Jan.11
Mar.11
May.11
Jul.11
Sep.11
Nov.11
Jan.12
Mar.12
May.12
Jul.12
Sept.12
Nov.12
ene-13
mar-13
may-13
jul-13
sep-13
nov-13
ene-14
mar-14
950K€
750K€
350K€
270K€
Constant and intensive growth

20. A “wide” product portfolio
GLOBAL
GAMES
LOCAL
GAMES
HIGH
MONETISATION
LOW
MONETISATION,
HIGH TRAFFIC
Target specific geographies
with local games which are
used to cross-sell traffic into
more valuable global games
Direct casino
player acquisition
in high value
geographies
a b
Akamon acquire users through local culturally relevant games and monetise them
with global casino games
1
Blended ARPDAU = $0.18

21. Akamon portals:
Distribution model
October
2011
March
2012
Sept.
2012
October
2012
Portal strategy has provided a solid revenue stream and a way to enter new markets quickly
17th FB
game
1st iOS
game
1st Android
game
August
2013
May
2013
1st Facebook
Game
February
2012
October
2013
Traction on Facebook; in the process of transitioning successful games to mobile
July
2011
Non-portal platforms:
Partners:
A high value network of 3rd party distributors; 30% revenue share
3

22. 20M registered, 2.2M MAU, 433K DAU We are 10x bigger than the main
competitor present in our markets in
terms of revenue
Strategic geographical footprint4

23. Strategic geographical footprint
2014 Revenue YTD
Spain remains our core market but the majority of new registrations are from outside of Spain
4
1%1%4%4%
9%10%13%
58%
0%
Other Italy VenezuelaMexicoArgentinaBrazil FranceSpain Colombia
42%
Total registrations
4%4%6%
11%
3%4%
26%
22%20%
Other Italy VenezuelaMexicoArgentinaBrazil FranceSpain Colombia
80%
Note: Other consists of all IP addresses which cannot be allocated

24. Free to play Membership
Freemium Model – 2 ways to play

25. We have two ways to monetize and show you the money
Subscription to the club (1, 3, 6 and 12 months)
Chips: used for playing 70% of the games and for buying at the shop.
Free to play +
+ Ads (5% of revenues)
+ Subscription to Club ( 8% of revenues)
+ Virtual Currency (87% of revenues)
ADS
S
VC
Our best monetization model

26. Most popular local payment methods

27. We grow with our partners and for our partners

28. Partner showcase – Marca

29. Founder Team
People
Market definition
Product implementation
Multiplatform
Multilanguage
Ecosystem
Transparency
Pasos a seguir para emprender con éxito
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Emprender en el sector del Gaming

30. Selección de socios
Reparto accionarial
Pacto de socios
Despedir lento
Ideas vs Ejecución
“La idea es el enemigo del emprendedor”
Internacionalización
El principal error es cometido por los Emprendedores el día 0
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Emprender en el sector del Gaming - Errores en emprendedores

31. Thanks!
@AkamonEnt
@carlosblanco
@ carlos.blanco@akamon.com
www.akamon.com
www.carlos.blanco.com