The road to the top via emerging
markets
Nikola Cavic
Game Connection, Paris 2012
Agenda
Nordeus
Top Eleven
Top Eleven players
Presence in the emerging markets
Acquisitions channels
Monetization
Retention...
About Nordeus
Founded in 2009 in Belgrade, Serbia
Talented and growing team:
• Start of 2012 – less than 30 employees
• En...
Awards
“People’s choice best start-up” at London Web Summit
Red Herring's “Top 100 Most Innovative Tech Companies in Europ...
Top Eleven
The most popular online Sports game in the World!
Launched in May 2010
Free to play
Global reach - played in ov...
Top Eleven - Platforms
Top Eleven – Screen shots
Top Eleven – Active Users Growth
Constant growth since launch
2.2 million active daily users
6.5 million active monthly us...
Top Eleven – Player Engagement
12.98%
5.51%
3.38%
9.23%
14.07%
23.84%
31.00%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00...
Top Eleven – Player Demographics
57%25%
8%
5%
5%
Europe Asia South America Africa N. America
34%
35%
15%
4% 1% 1%
13-17 18...
Top Eleven – Top 10 markets
Turkey
Thailand
Indonesia
Brazil
Italy
Germany
Israel
Romania
Malaysia
Serbia
Acquisition Channels
Referrals
Facebook Ads
App Centers
Social Media
SEO
Online advertising
Misc. (PR, Print, TV, Events)
Cost of UA per country
Turkey Thailand UAE Brazil Israel Germany UK US
Acquisition cost per user
Facebook App Center
Social Media
Monetization
Top Grossing App !
Payment methods
In-app purchases
Offer Wall
Top Eleven Toolbar
Product / Brand Placement
V...
Thailand Turkey Israel UAE Brazil Germany UK US
Thailand Turkey Israel UAE Brazil Germany UK US
Offer Wall & Toolbar
Product & Brand Placement
Retention tactics
Content !
Community
Events
Top Eleven Merchandise
Real Life
Content
Top Eleven Community
Official Top Eleven Social Media
Channels
Facebook Page: 4 millions fans
Twitter, Google+, Youtube
Ac...
Top Eleven Website
Official Top Eleven Website
Official Forums
Blog
Top Eleven News
Support & Knowledge base
Contact Info
Nikola Cavic
Head of Business Development
Email: nikolac@nordeus.com
Top Eleven: The road to the Top via emerging markets - Nikola Cavic - Game Connection Europe 2012
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Top Eleven: The road to the Top via emerging markets - Nikola Cavic - Game Connection Europe 2012

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Top Eleven: Be a Football Manager is the most popular social sports game in the World, with over 6 million active users. In this presentation, Nikola Cavic explains how Nordeus, the award-winning gaming startup, published and pushed Top Eleven to the #1 spot by recognizing and embracing gaming audiences in the emerging markets. He also addresses the challenges Nordeus faced in attempting to monetize Top Eleven customers in these markets and presents several ways to overcome such issues.

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Top Eleven: The road to the Top via emerging markets - Nikola Cavic - Game Connection Europe 2012

  1. 1. The road to the top via emerging markets Nikola Cavic Game Connection, Paris 2012
  2. 2. Agenda Nordeus Top Eleven Top Eleven players Presence in the emerging markets Acquisitions channels Monetization Retention tactics Q & A
  3. 3. About Nordeus Founded in 2009 in Belgrade, Serbia Talented and growing team: • Start of 2012 – less than 30 employees • End of 2012 – close to 100 employees • 2013 – over 200 employees Our motto: Play anywhere, anytime International recognized as one of the most successful and innovating gaming companies
  4. 4. Awards “People’s choice best start-up” at London Web Summit Red Herring's “Top 100 Most Innovative Tech Companies in Europe” “The Best Gaming Startup” at Europas Awards “25 Hottest tech companies in Europe” by Techtour “25 fastest growing internet companies in Europe” at NOAH London 2012 “Best employer in Serbia” 2012
  5. 5. Top Eleven The most popular online Sports game in the World! Launched in May 2010 Free to play Global reach - played in over 180 countries worldwide Localized in 34 languages Available on several platforms
  6. 6. Top Eleven - Platforms
  7. 7. Top Eleven – Screen shots
  8. 8. Top Eleven – Active Users Growth Constant growth since launch 2.2 million active daily users 6.5 million active monthly users - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 5/9/10 6/9/10 7/9/10 8/9/10 9/9/10 10/9/10 11/9/10 12/9/10 1/9/11 2/9/11 3/9/11 4/9/11 5/9/11 6/9/11 7/9/11 8/9/11 9/9/11 10/9/11 11/9/11 12/9/11 1/9/12 2/9/12 3/9/12 4/9/12 5/9/12 6/9/12 7/9/12 8/9/12 9/9/12 10/9/12 11/9/12 Daily Active Users
  9. 9. Top Eleven – Player Engagement 12.98% 5.51% 3.38% 9.23% 14.07% 23.84% 31.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 1 2 3 4 - 8 9 - 24 25 - 99 100 + Visits per month / percentage of total users Highly active and engaged players 33% log in every day! “Stickiness factor” one of the highest in the industry Average play session is 10 minutes Over 2 million hard core fans!
  10. 10. Top Eleven – Player Demographics 57%25% 8% 5% 5% Europe Asia South America Africa N. America 34% 35% 15% 4% 1% 1% 13-17 18-24 25-34 35-44 45-54 55+ 93% 7% Male Female
  11. 11. Top Eleven – Top 10 markets Turkey Thailand Indonesia Brazil Italy Germany Israel Romania Malaysia Serbia
  12. 12. Acquisition Channels Referrals Facebook Ads App Centers Social Media SEO Online advertising Misc. (PR, Print, TV, Events)
  13. 13. Cost of UA per country Turkey Thailand UAE Brazil Israel Germany UK US Acquisition cost per user
  14. 14. Facebook App Center
  15. 15. Social Media
  16. 16. Monetization Top Grossing App ! Payment methods In-app purchases Offer Wall Top Eleven Toolbar Product / Brand Placement Video / Banner advertising Retention !
  17. 17. Thailand Turkey Israel UAE Brazil Germany UK US
  18. 18. Thailand Turkey Israel UAE Brazil Germany UK US
  19. 19. Offer Wall & Toolbar
  20. 20. Product & Brand Placement
  21. 21. Retention tactics Content ! Community Events Top Eleven Merchandise Real Life
  22. 22. Content
  23. 23. Top Eleven Community Official Top Eleven Social Media Channels Facebook Page: 4 millions fans Twitter, Google+, Youtube Access to the audience passionate about football
  24. 24. Top Eleven Website Official Top Eleven Website Official Forums Blog Top Eleven News Support & Knowledge base
  25. 25. Contact Info Nikola Cavic Head of Business Development Email: nikolac@nordeus.com

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