Delivered at Casual Connect Tel Aviv 2016 | Nick Gawne, Chief Operating Officer of eOne Family, owner and brand manager of Peppa Pig and PJ Masks, will share the lessons his team learned when they decided to move away from licensing out their brands to third party publishers to pursue a DIY app publishing strategy. He'll cover marketing, monetisation, ROI, and the hits and misses from taking control of a blockbuster pre-school brand in the app stores.

1. The Hits and Misses of Bringing
App Publishing In-House
Nick Gawne
Chief Operating Officer
eOne Family
1

2. 2

3. • Scale of a major, heart of an indie
• TV, movies, music and family
brands
• Development, acquisition,
production, financing, distribution
and brand management
• 100,000 hours of film, 40,000
music tracks
3

4. • Owner and brand manager of
some of the world’s leading
family brands on TV
• 90+ team; 1.5 heads on apps
• Offices in London (HQ),
Toronto, Melbourne, New York
and Hong Kong
4

5. • Multiple award-winning pre-
school hit show
• Broadcast in 190+ territories
• +$1bn at retail
• 27 million app downloads
and growing
5

6. PJ Masks
• Hit pre-school boys show
• #1 show on Disney Jr
• Toys out now in US
• 2.8m app DLs to date
6

7. 7
• International Emmy
Award winner
• Top rated show in UK
and Australia
• Consumer product
launches in UK,
Australia, Italy, Spain,
Latin America and
Russia
7

8. • Focus on quality brands
over quantity
• Evergreen TV brands, with
mass retail programs =
ultimate goal
• Awareness, exposure and
focus is key
• Get into the weeds… play
the long game
8

9. • We looked at the store through eyes of a consumer
• Too many Peppa Pig apps
• Too many developers
• Mixed quality
• Confusing value proposition for our audience
9

10. • Released 8 apps in last 18
months
• Top 5 publisher in free and
paid downloads in UK in Kids
• Top 20 publisher in the US for
paid and free downloads in
Kids
10

11. 11

12. 12

13. 13

14. Premium
app sales
below your
targets
Prodn
budgets
fall to drive
acceptable
ROI
Quality of
premium
apps fall
Value prop
of paid
apps no
longer
clear
14

15. 15

16. 16

17. 17

18. 18

19. 19

20. 20

21. 21

22. 22
5
2
0
4 4
2
1
4
6
2 2
4
Peppa
Pig
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5
Official Fake

23. 23

24. 24

25. 25

26. 26
Too much
animation?
Level up
in future
games?
This wasn’t
in the QA
reports…
Is anyone
monitoring
the emails?

27. 27

28. 28

29. 29

30. 30

31. 31

32. 32