Lessons from  Charlie Moseley
Who Am I?
Who Am I?• I’m a 30 year old American from  Washington DC, living in China for 7  years. Background in Graphic design
Who Am I?• I’m a 30 year old American from  Washington DC, living in China for 7  years. Background in Graphic design• Wor...
Who Am I?• I’m a 30 year old American from  Washington DC, living in China for 7  years. Background in Graphic design• Wor...
Me Shaving Yesterday
Who is Tap4Fun?
Who is Tap4Fun?• iOS Game developer based in Chengdu
Who is Tap4Fun?• iOS Game developer based in Chengdu• “Three Empires” series
Who is Tap4Fun?• iOS Game developer based in Chengdu• “Three Empires” series• Tap4Fun founded last year
Who is Tap4Fun?• iOS Game developer based in Chengdu• “Three Empires” series• Tap4Fun founded last year• Nibirutech legacy
Some Tap4Fun Games
Some Tap4Fun Games
Some Tap4Fun Games
Some Tap4Fun Games
Some Tap4Fun Games
Let’s Talk About
Let’s Talk About• How a Tap4Fun Game Works
Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model
Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model• Android vs iOS
Let’s Talk About•   How a Tap4Fun Game Works•   Tap4Fun’s business model•   Android vs iOS•   Unique Aspects of China & Cr...
Let’s Talk About•   How a Tap4Fun Game Works•   Tap4Fun’s business model•   Android vs iOS•   Unique Aspects of China & Cr...
Let’s Talk About•   How a Tap4Fun Game Works•   Tap4Fun’s business model•   Android vs iOS•   Unique Aspects of China & Cr...
How a Tap4Fun Game       Works
Five Tap4Fun Principles
Five Tap4Fun Principles• Online only
Five Tap4Fun Principles• Online only• Free download with IAP
Five Tap4Fun Principles• Online only• Free download with IAP• Cooperation rewarded
Five Tap4Fun Principles• Online only• Free download with IAP• Cooperation rewarded• Very competitive
Five Tap4Fun Principles• Online only• Free download with IAP• Cooperation rewarded• Very competitive• Iterative developmen...
Gameplay Description
Gameplay Description
Gameplay Description
Gameplay Description
Gameplay Description
Tap4Fun’s Business Model
What Led Us to Games
What Led Us to Games• Our move from utility apps to game development. Why?
What Led Us to Games• Our move from utility apps to game development. Why?
Freemium vs Paid iOS Apps
Freemium vs Paid iOS Apps• Within the last 18 months, a trend has  emerged in the highest grossing apps
Freemium vs Paid iOS Apps• Within the last 18 months, a trend has  emerged in the highest grossing apps• Multiple purchase...
Freemium vs Paid iOS Apps• Within the last 18 months, a trend has  emerged in the highest grossing apps• Multiple purchase...
Freemium vs Paid iOS Apps• Within the last 18 months, a trend has  emerged in the highest grossing apps• Multiple purchase...
Cooperation & Competition
Cooperation & Competition• Quickly we discovered: social interactions  are the cornerstone of online games
Cooperation & Competition• Quickly we discovered: social interactions  are the cornerstone of online games• Playing online...
Cooperation & Competition• Quickly we discovered: social interactions  are the cornerstone of online games• Playing online...
Cooperation & Competition• Quickly we discovered: social interactions  are the cornerstone of online games• Playing online...
Cooperation & Competition• Quickly we discovered: social interactions  are the cornerstone of online games• Playing online...
Iterative Development
Iterative Development• Updates are critical to long term iOS success
Iterative Development• Updates are critical to long term iOS success• Online games are built as the community  plays them
Iterative Development• Updates are critical to long term iOS success• Online games are built as the community  plays them•...
Android vs. iOS
iOS
iOS• The largest mobile app marketplace in  terms of apps and influence
iOS• The largest mobile app marketplace in  terms of apps and influence• Closed ecosystem: mostly beneficial to us.  Develop...
iOS• The largest mobile app marketplace in  terms of apps and influence• Closed ecosystem: mostly beneficial to us.  Develop...
iOS• The largest mobile app marketplace in  terms of apps and influence• Closed ecosystem: mostly beneficial to us.  Develop...
Android
Android• The largest mobile app marketplace in  terms of users
Android• The largest mobile app marketplace in  terms of users• Growing very quickly. Google Nexus 7”  tablet announced 2 ...
Android• The largest mobile app marketplace in  terms of users• Growing very quickly. Google Nexus 7”  tablet announced 2 ...
Android• The largest mobile app marketplace in  terms of users• Growing very quickly. Google Nexus 7”  tablet announced 2 ...
Other Platforms: Windows Mobile, Blackberry
Other Platforms: Windows Mobile, Blackberry • Not much competition
Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base
Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base • Generalization: Blackberry users do...
Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base • Generalization: Blackberry users do...
Our Development Resources         iOS          Android               8%                    92%
Summary:iOS is currently our entire business, but Android too lucrative to ignore.
China’s Unique Features  and Creating the China’s First Hit
Why Developing in China is Great
Why Developing in China is Great• Access to high quality, low cost development  resources
Why Developing in China is Great• Access to high quality, low cost development  resources• Government creates a fertile en...
Why Developing in China is Great• Access to high quality, low cost development  resources• Government creates a fertile en...
Why Developing in China is Great• Access to high quality, low cost development  resources• Government creates a fertile en...
Challenges of Developing in China
Challenges of Developing in China• Hit IP in China rarely translates to  developed Western countries (三国)
Challenges of Developing in China• Hit IP in China rarely translates to  developed Western countries (三国)• Hurdles to inno...
Challenges of Developing in China• Hit IP in China rarely translates to  developed Western countries (三国)• Hurdles to inno...
Challenges of Developing in China• Hit IP in China rarely translates to  developed Western countries (三国)• Hurdles to inno...
Summary:  China is one of the most dynamic andinteresting mobile apps markets on earth
However:It’s been lacking an international hit to  establish it’s position as a big player.
Regional Development Turned    International Success
Regional Development Turned       International Success• Finland: Angry Birds
Regional Development Turned       International Success• Finland: Angry Birds• Australia: Fruit Ninja
Regional Development Turned       International Success• Finland: Angry Birds• Australia: Fruit Ninja• United States: Temp...
Regional Development Turned        International Success•   Finland: Angry Birds•   Australia: Fruit Ninja•   United State...
Regional Development Turned        International Success•   Finland: Angry Birds•   Australia: Fruit Ninja•   United State...
Regional Development Turned        International Success•   Finland: Angry Birds•   Australia: Fruit Ninja•   United State...
China’s hit is coming. Who will make it?
Marketing and Promoting       iOS Apps
Marketing & Promotion
Marketing & Promotion• Then & now: our original approach to  marketing and resource allocation
Marketing & Promotion• Then & now: our original approach to  marketing and resource allocation• We want users around the w...
Marketing & Promotion• Then & now: our original approach to  marketing and resource allocation• We want users around the w...
Marketing & Promotion• Then & now: our original approach to  marketing and resource allocation• We want users around the w...
Marketing & Promotion• Then & now: our original approach to  marketing and resource allocation• We want users around the w...
Marketing & Promotion• Then & now: our original approach to  marketing and resource allocation• We want users around the w...
Data Driven Marketing
Data Driven Marketing• We speak in acronyms: DAU, MAU & ARPU
Data Driven Marketing• We speak in acronyms: DAU, MAU & ARPU• Why data analysis is crucial in marketing  mobile applications
Data Driven Marketing• We speak in acronyms: DAU, MAU & ARPU• Why data analysis is crucial in marketing  mobile applicatio...
Where to Spend Advertising Revenue
Where to Spend Advertising Revenue• We’re still discovering how to do this better
Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs I...
Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs I...
Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs I...
Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs I...
Summary:Cost per acquired user can never exceed          ARPU. Experiment.
Tap4Fun’s Corporate     Culture
What Makes Working at Tap4Fun Different
What Makes Working at Tap4Fun Different   • “Thinking Different.” Yeah, we’re Steve Jobs     fans. Biography for everyone ...
What Makes Working at Tap4Fun Different   • “Thinking Different.” Yeah, we’re Steve Jobs     fans. Biography for everyone ...
What Makes Working at Tap4Fun Different   • “Thinking Different.” Yeah, we’re Steve Jobs     fans. Biography for everyone ...
What Makes Working at Tap4Fun Different   • “Thinking Different.” Yeah, we’re Steve Jobs     fans. Biography for everyone ...
What Tap4Fun Looks Like
What Tap4Fun Looks Like
What Tap4Fun Looks Like
What Tap4Fun Looks Like
Questions?
Thanks and enjoy the rest   of the conference  charlie@tap4fun.com
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  • Lessons from tap4 fun

    1. 1. Lessons from Charlie Moseley
    2. 2. Who Am I?
    3. 3. Who Am I?• I’m a 30 year old American from Washington DC, living in China for 7 years. Background in Graphic design
    4. 4. Who Am I?• I’m a 30 year old American from Washington DC, living in China for 7 years. Background in Graphic design• Working in iOS development for 2 years
    5. 5. Who Am I?• I’m a 30 year old American from Washington DC, living in China for 7 years. Background in Graphic design• Working in iOS development for 2 years• Passionate about mobile app development and supporting the Apple ecosystem
    6. 6. Me Shaving Yesterday
    7. 7. Who is Tap4Fun?
    8. 8. Who is Tap4Fun?• iOS Game developer based in Chengdu
    9. 9. Who is Tap4Fun?• iOS Game developer based in Chengdu• “Three Empires” series
    10. 10. Who is Tap4Fun?• iOS Game developer based in Chengdu• “Three Empires” series• Tap4Fun founded last year
    11. 11. Who is Tap4Fun?• iOS Game developer based in Chengdu• “Three Empires” series• Tap4Fun founded last year• Nibirutech legacy
    12. 12. Some Tap4Fun Games
    13. 13. Some Tap4Fun Games
    14. 14. Some Tap4Fun Games
    15. 15. Some Tap4Fun Games
    16. 16. Some Tap4Fun Games
    17. 17. Let’s Talk About
    18. 18. Let’s Talk About• How a Tap4Fun Game Works
    19. 19. Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model
    20. 20. Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model• Android vs iOS
    21. 21. Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model• Android vs iOS• Unique Aspects of China & Creating China’s Hit iOS Game
    22. 22. Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model• Android vs iOS• Unique Aspects of China & Creating China’s Hit iOS Game• Marketing and Promotion
    23. 23. Let’s Talk About• How a Tap4Fun Game Works• Tap4Fun’s business model• Android vs iOS• Unique Aspects of China & Creating China’s Hit iOS Game• Marketing and Promotion• Tap4Fun’s Corporate Culture
    24. 24. How a Tap4Fun Game Works
    25. 25. Five Tap4Fun Principles
    26. 26. Five Tap4Fun Principles• Online only
    27. 27. Five Tap4Fun Principles• Online only• Free download with IAP
    28. 28. Five Tap4Fun Principles• Online only• Free download with IAP• Cooperation rewarded
    29. 29. Five Tap4Fun Principles• Online only• Free download with IAP• Cooperation rewarded• Very competitive
    30. 30. Five Tap4Fun Principles• Online only• Free download with IAP• Cooperation rewarded• Very competitive• Iterative development process
    31. 31. Gameplay Description
    32. 32. Gameplay Description
    33. 33. Gameplay Description
    34. 34. Gameplay Description
    35. 35. Gameplay Description
    36. 36. Tap4Fun’s Business Model
    37. 37. What Led Us to Games
    38. 38. What Led Us to Games• Our move from utility apps to game development. Why?
    39. 39. What Led Us to Games• Our move from utility apps to game development. Why?
    40. 40. Freemium vs Paid iOS Apps
    41. 41. Freemium vs Paid iOS Apps• Within the last 18 months, a trend has emerged in the highest grossing apps
    42. 42. Freemium vs Paid iOS Apps• Within the last 18 months, a trend has emerged in the highest grossing apps• Multiple purchases vs a single purchase
    43. 43. Freemium vs Paid iOS Apps• Within the last 18 months, a trend has emerged in the highest grossing apps• Multiple purchases vs a single purchase• Lifespan of Freemium vs Paid: Huge but Short Term Successes in Paid iOS Apps
    44. 44. Freemium vs Paid iOS Apps• Within the last 18 months, a trend has emerged in the highest grossing apps• Multiple purchases vs a single purchase• Lifespan of Freemium vs Paid: Huge but Short Term Successes in Paid iOS Apps• Paid apps revenue per user is flat. Freemium revenue is dynamic. How does this benefit us?
    45. 45. Cooperation & Competition
    46. 46. Cooperation & Competition• Quickly we discovered: social interactions are the cornerstone of online games
    47. 47. Cooperation & Competition• Quickly we discovered: social interactions are the cornerstone of online games• Playing online with friends vs playing alone
    48. 48. Cooperation & Competition• Quickly we discovered: social interactions are the cornerstone of online games• Playing online with friends vs playing alone• World Chat
    49. 49. Cooperation & Competition• Quickly we discovered: social interactions are the cornerstone of online games• Playing online with friends vs playing alone• World Chat• PvP versus PvE
    50. 50. Cooperation & Competition• Quickly we discovered: social interactions are the cornerstone of online games• Playing online with friends vs playing alone• World Chat• PvP versus PvE• “Limbic system” programming. Emotional attachment and commitment
    51. 51. Iterative Development
    52. 52. Iterative Development• Updates are critical to long term iOS success
    53. 53. Iterative Development• Updates are critical to long term iOS success• Online games are built as the community plays them
    54. 54. Iterative Development• Updates are critical to long term iOS success• Online games are built as the community plays them• Get to 1.0 quickly, then iterate for years
    55. 55. Android vs. iOS
    56. 56. iOS
    57. 57. iOS• The largest mobile app marketplace in terms of apps and influence
    58. 58. iOS• The largest mobile app marketplace in terms of apps and influence• Closed ecosystem: mostly beneficial to us. Developing for 3+ year old devices
    59. 59. iOS• The largest mobile app marketplace in terms of apps and influence• Closed ecosystem: mostly beneficial to us. Developing for 3+ year old devices• Universal apps: iPhone and iPad
    60. 60. iOS• The largest mobile app marketplace in terms of apps and influence• Closed ecosystem: mostly beneficial to us. Developing for 3+ year old devices• Universal apps: iPhone and iPad• Monetization: iOS users spend more
    61. 61. Android
    62. 62. Android• The largest mobile app marketplace in terms of users
    63. 63. Android• The largest mobile app marketplace in terms of users• Growing very quickly. Google Nexus 7” tablet announced 2 weeks ago. Price and market implications.
    64. 64. Android• The largest mobile app marketplace in terms of users• Growing very quickly. Google Nexus 7” tablet announced 2 weeks ago. Price and market implications.• Heavily fragmented. Versions, devices. The challenges of developing on multiple platforms
    65. 65. Android• The largest mobile app marketplace in terms of users• Growing very quickly. Google Nexus 7” tablet announced 2 weeks ago. Price and market implications.• Heavily fragmented. Versions, devices. The challenges of developing on multiple platforms• Notoriously difficult to monetize. Angry Birds monetization on Android
    66. 66. Other Platforms: Windows Mobile, Blackberry
    67. 67. Other Platforms: Windows Mobile, Blackberry • Not much competition
    68. 68. Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base
    69. 69. Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base • Generalization: Blackberry users don’t play games, Windows Mobile caters to Xbox developers. No room left
    70. 70. Other Platforms: Windows Mobile, Blackberry • Not much competition • Small user base • Generalization: Blackberry users don’t play games, Windows Mobile caters to Xbox developers. No room left • Not as attractive as iOS or Android
    71. 71. Our Development Resources iOS Android 8% 92%
    72. 72. Summary:iOS is currently our entire business, but Android too lucrative to ignore.
    73. 73. China’s Unique Features and Creating the China’s First Hit
    74. 74. Why Developing in China is Great
    75. 75. Why Developing in China is Great• Access to high quality, low cost development resources
    76. 76. Why Developing in China is Great• Access to high quality, low cost development resources• Government creates a fertile environment for Chinese developers
    77. 77. Why Developing in China is Great• Access to high quality, low cost development resources• Government creates a fertile environment for Chinese developers• The Chinese mobile app market is exploding. Developer around the world want access to this growing market
    78. 78. Why Developing in China is Great• Access to high quality, low cost development resources• Government creates a fertile environment for Chinese developers• The Chinese mobile app market is exploding. Developer around the world want access to this growing market• Apple’s focus on China (Mountain Lion, Siri in Chinese)
    79. 79. Challenges of Developing in China
    80. 80. Challenges of Developing in China• Hit IP in China rarely translates to developed Western countries (三国)
    81. 81. Challenges of Developing in China• Hit IP in China rarely translates to developed Western countries (三国)• Hurdles to innovation: China “plays it safe”
    82. 82. Challenges of Developing in China• Hit IP in China rarely translates to developed Western countries (三国)• Hurdles to innovation: China “plays it safe”• Jailbroken devices are widespread. Freemium developers are mostly safe
    83. 83. Challenges of Developing in China• Hit IP in China rarely translates to developed Western countries (三国)• Hurdles to innovation: China “plays it safe”• Jailbroken devices are widespread. Freemium developers are mostly safe• Online fraud always around the corner: 黑 卡. The bigger you get, the more they come
    84. 84. Summary: China is one of the most dynamic andinteresting mobile apps markets on earth
    85. 85. However:It’s been lacking an international hit to establish it’s position as a big player.
    86. 86. Regional Development Turned International Success
    87. 87. Regional Development Turned International Success• Finland: Angry Birds
    88. 88. Regional Development Turned International Success• Finland: Angry Birds• Australia: Fruit Ninja
    89. 89. Regional Development Turned International Success• Finland: Angry Birds• Australia: Fruit Ninja• United States: Temple Run
    90. 90. Regional Development Turned International Success• Finland: Angry Birds• Australia: Fruit Ninja• United States: Temple Run• Germany: Tiny Wings
    91. 91. Regional Development Turned International Success• Finland: Angry Birds• Australia: Fruit Ninja• United States: Temple Run• Germany: Tiny Wings• Russia: Cut the Rope
    92. 92. Regional Development Turned International Success• Finland: Angry Birds• Australia: Fruit Ninja• United States: Temple Run• Germany: Tiny Wings• Russia: Cut the Rope• China: To be determined
    93. 93. China’s hit is coming. Who will make it?
    94. 94. Marketing and Promoting iOS Apps
    95. 95. Marketing & Promotion
    96. 96. Marketing & Promotion• Then & now: our original approach to marketing and resource allocation
    97. 97. Marketing & Promotion• Then & now: our original approach to marketing and resource allocation• We want users around the world. One country or region is not good enough
    98. 98. Marketing & Promotion• Then & now: our original approach to marketing and resource allocation• We want users around the world. One country or region is not good enough• We want to connect people around the world
    99. 99. Marketing & Promotion• Then & now: our original approach to marketing and resource allocation• We want users around the world. One country or region is not good enough• We want to connect people around the world• Localization & broadening horizons
    100. 100. Marketing & Promotion• Then & now: our original approach to marketing and resource allocation• We want users around the world. One country or region is not good enough• We want to connect people around the world• Localization & broadening horizons• International marketing team
    101. 101. Marketing & Promotion• Then & now: our original approach to marketing and resource allocation• We want users around the world. One country or region is not good enough• We want to connect people around the world• Localization & broadening horizons• International marketing team• Data driven marketing
    102. 102. Data Driven Marketing
    103. 103. Data Driven Marketing• We speak in acronyms: DAU, MAU & ARPU
    104. 104. Data Driven Marketing• We speak in acronyms: DAU, MAU & ARPU• Why data analysis is crucial in marketing mobile applications
    105. 105. Data Driven Marketing• We speak in acronyms: DAU, MAU & ARPU• Why data analysis is crucial in marketing mobile applications• Cost per user
    106. 106. Where to Spend Advertising Revenue
    107. 107. Where to Spend Advertising Revenue• We’re still discovering how to do this better
    108. 108. Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs In Browser
    109. 109. Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs In Browser• Free App A Day & similar sites
    110. 110. Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs In Browser• Free App A Day & similar sites• Contests with Prizes
    111. 111. Where to Spend Advertising Revenue• We’re still discovering how to do this better• Google Adwords vs Admod: On Device vs In Browser• Free App A Day & similar sites• Contests with Prizes• Innovation & breaking the rules
    112. 112. Summary:Cost per acquired user can never exceed ARPU. Experiment.
    113. 113. Tap4Fun’s Corporate Culture
    114. 114. What Makes Working at Tap4Fun Different
    115. 115. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun.
    116. 116. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun. • We’re building a community, inside and outside of our office. Teamwork.
    117. 117. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun. • We’re building a community, inside and outside of our office. Teamwork. • Weekly conversations about any topic
    118. 118. What Makes Working at Tap4Fun Different • “Thinking Different.” Yeah, we’re Steve Jobs fans. Biography for everyone at Tap4Fun. • We’re building a community, inside and outside of our office. Teamwork. • Weekly conversations about any topic • An office you don’t want to leave. Recreational activities.
    119. 119. What Tap4Fun Looks Like
    120. 120. What Tap4Fun Looks Like
    121. 121. What Tap4Fun Looks Like
    122. 122. What Tap4Fun Looks Like
    123. 123. Questions?
    124. 124. Thanks and enjoy the rest of the conference charlie@tap4fun.com

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