Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Irrational Thinking, how we tripled our revenue in one year - Cvetan Rusimov, Imperia Online

593 views

Published on

As presented in the Israel Mobile Summit 2016
www.israelmobilesummit.com

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Irrational Thinking, how we tripled our revenue in one year - Cvetan Rusimov, Imperia Online

  1. 1. Irrational Thinking. How we tripled our revenue in one year.
  2. 2. Headquarters: Infinity Tower 69 Bulgaria blvd, floor 14- 16 Sofia, Bulgaria Trade office: 207 Regent Street W1B 3HH London, United Kingdom
  3. 3. WHO WE ARE Self-sustaining from day one. Never took investments. Independent.
  4. 4. WHO WE ARE 185 Employees 70% of them are developers
  5. 5. COMPANY TIMELINE Windows Desktop Ludo Blitz! Apple TV Imperia Online live on 11 New Games Live at Yahoo Games Imperia Mobile LTD Imperia Online live on Deloitte Reward 30 Million players New Office in Sofia New Office in London Live on Facebook and Pro7 Exhibitors at Gamescom IT Talents Training Camp Live on Mail.Ru Group Top 3 Advertiser on Facebook Exhibitors at Gamescom & Dubai Game Expo 20 Million players New Office in Sofia IO Russian and Mena version Exhibitors at Tallinn Online Artillery №1 Advertiser on Google in BG
  6. 6. Deloitte. Technology Fast 50 Central Europe 2014 Rising Stars award 4th place revenue growth of 498% 2015 14th place revenue growth of 592% AWARDS
  7. 7. SPIN OFF #1 Academy for Developers 200+ graduated developers per year Easily scalable model 5 Top technologies
  8. 8. SPIN OFF #2 IT Outsourcing Services Niche IT areas Project based model Multicultural experience
  9. 9. GAME PORTFOLIO
  10. 10. ALL-STAR GAME Imperia Online: The Great People Cross platform medieval MMO strategy game 30+ million registered users 30+ social platforms integrations
  11. 11. SPEAKS LANGUAGES We love diversity.. Special Russian Edition Vision for Arabic speaking countries Our games are translated in 30 languages
  12. 12. THINK GLOBAL Steam™ love our games, cause we love diversity
  13. 13. ACT LOCAL Local events Local holidays Local promos
  14. 14. WHAT WE DID Think global, act local.
  15. 15. WHAT WE DO Think Irrationally.
  16. 16. THE BOOK Dan Ariely Predictably Irrational: The Hidden Forces That Shape Our Decisions February 2008
  17. 17. Optical illusions THE METAPHOR
  18. 18. What colors are the cubic centers? OPTICAL ILLUSION
  19. 19. What colors are the cubic centers? OPTICAL ILLUSION Top – brown Right – brown
  20. 20. What colors are the cubic centers? OPTICAL ILLUSION Top – brown Right – brown Front – orange yellow, not brown
  21. 21. OPTICAL ILLUSION What colors are the cubic centers? They are identical #9C6201
  22. 22. What colors are the cubic centers? OPTICAL ILLUSION
  23. 23. OPTICAL ILLUSION What colors are the two blocks?
  24. 24. OPTICAL ILLUSION What colors are the two blocks? They are identical #787878
  25. 25. Why we were fooled? OPTICAL ILLUSION #decoy
  26. 26. Cognitive illusions WHO IS IN CONTROL
  27. 27. Weekend in Rome All-Inclusive 50 % Weekend in Paris All-Inclusive 50 % HARD DECISION
  28. 28. HARD DECISION Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive Third option?
  29. 29. EVEN HARDER ? Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive Weekend in Rome without breakfast!
  30. 30. PREDICTIVE DECISION Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive Weekend in Rome without breakfast! 75% - 85% 15% - 25%0 %
  31. 31. THE CONCLUSION Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive #decoy 75% - 85% 15% - 25%0 %
  32. 32. One-year subscription to Ecomonist.com Only WEB access One-year subscription to the print edition Only PRINT One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00 $ 125.00 SUBSCRIPTION
  33. 33. SUBSCRIPTION One-year subscription to Ecomonist.com Only WEB access One-year subscription to the print edition Only PRINT One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00 $ 125.00 16 % 0 % 84 %
  34. 34. THE EXPERIMENT One-year subscription to Ecomonist.com Only WEB access One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00
  35. 35. THE RESULT One-year subscription to Ecomonist.com Only WEB access One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00 68 % 32 % 16 % 84 %
  36. 36. THE CONCLUSION One-year subscription to the print edition Only PRINT $ 125.00 #decoy
  37. 37. + 43% Revenue increase THE DECOY EFFECT
  38. 38. WHAT WE DID Basic screen.
  39. 39. PAYMENT SCREEN 1 First Touch: Labels
  40. 40. + 11% Revenue Increase vs. base WITH LABELS
  41. 41. PAYMENT SCREEN 2 Irrational Offer #1 #decoy
  42. 42. + 355% Revenue Increase vs. base FIRST RESULT
  43. 43. PAYMENT SCREEN 2 399.95 payment ? #decoy
  44. 44. PAYMENT SCREEN 3 Irrational Offer #2 #decoy
  45. 45. + 275% Revenue Increase vs. base NOT SO HAPPY
  46. 46. Inflation of the hard currency IT’S NOT WORKING
  47. 47. PAYMENT SCREEN 4 We fixed it #decoy
  48. 48. + 310% Revenue Increase vs. base Almost No side effects :) FINAL RESULT
  49. 49. PAYMENT SCREEN Whales #decoy DYNAMIC
  50. 50. PAYMENT SCREEN Player, who paid up to 19.95 #decoy DYNAMIC
  51. 51. + 390% Revenue Increase vs. base No side effects :) FINAL RESULT #2
  52. 52. CRAZY IDEA Promoting the payment screen
  53. 53. + 425% Revenue Increase vs. base No side effects :) FINAL RESULT #3
  54. 54. HOW WE CHOOSE ? 2 € 10 € 35 €
  55. 55. HOW WE CHOOSE ? 2 € 10 € 35 € 80% will choose the middle one too cheap too expensive
  56. 56. THE CLEVER MOVE 2 € 10 € 35 € * A price update will increase the revenue + 34% 15 € 80% will choose the middle one
  57. 57. Why we use 40 instead of 50 ?! IMPROVEMENTS
  58. 58. Questions? Thank you! Cvetan Rusimov Imperia Online LTD +359 888 108 108 rusimov@imperiaonline.org

×