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Katharine Lewis Presentation

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Katharine Lewis Presentation

  1. 1. IP & SOCIAL GAMES<br />KATHARINE LEWIS<br />
  2. 2. One of world’s largest independent TV production and entertainment companies<br />$2bn business<br />40 countries<br />World-class brands<br />
  3. 3. IP sits at the heart of our business<br />gaming<br />Invested in Ludia 2008, 2010<br />Invested in @Radical Media 2010<br />
  4. 4. gaming<br />
  5. 5. Gaming is one of our growth areas<br />c. 70 casual games in the market<br />Across almost every platform<br />Multiple top 10 and top 20 hits<br />Multiple partners<br />Multiple business models<br />Social gaming is new growth area<br />
  6. 6. IP is a win-win for social gaming<br />PUBLISHER/DEVELOPER<br />Easier Discovery<br />Lower marketing costs<br />Higher trust (& virality)<br />Known demographic<br />MEDIA IP OWNER<br />Very high brand engagement<br />Extends life of brand<br />Strengthens brand <br />Can broaden demographic<br />Deliver meaningful revenue<br />
  7. 7. IP can limit your downside<br />MEDIA IP:<br />Can have more than 50% success rate<br />ORIGINAL IP:<br />Often in the top 5 on leader boards but lower hit rate<br />
  8. 8. So media IP is a guaranteed winner on Facebook, right?<br />Not necessarily…<br />
  9. 9. Good IP isn’t enough…<br />Strong examples<br />Weak examples<br />ESSENTIAL ELEMENTS<br />High quality game design<br />Good analytics<br />Frequent opportunities to purchase<br />Strong viral design<br />Decent marketing budget<br />Proper translation of the brand<br />Brand appropriateness<br />UK game<br />
  10. 10. Price is Right Case Study<br />
  11. 11. Price is Right has all the right elements<br />Famous brand, memorable game play<br />Faithfully translated from the TV show e.g. Contestants Row, Showcase Showdown<br />Play with FB Friends and FB users<br />Real-time multiplayer<br />Focus on community<br />The result? <br />Great monetization and growing user base 2,000,000 MAUs / 300,000 DAUs<br />
  12. 12. Monetization strategy<br />Purchase extra ‘Episodes’ <br />Direct micro-payments for Coins<br />Special offers<br />Super Rewards Offer wall (30% inc. in revenues)<br />Wild Tangent product placement (20% of revenues)<br />Subscriptions (Coming soon)<br />Total ARPU Daily around $0.06<br />
  13. 13. Paid acquisition strategy<br />Female audience<br />90% of all installs<br />Cheaper clicks (up to 3x less)<br />35-50 year olds<br />Target players of similar games and friends of players (inc. CVR 20%)<br />Very cost efficient marketing due to brand <br />70% CVR, $0.26 CPA<br />
  14. 14. Cross promotion on FME’s network<br />Cross promotion on FME’s network <br />Similar audience, 3% increase in DAUs since September<br />Applifier delivering less due to lower audience synergies<br />
  15. 15. Retention strategy<br />Viral pop-ups:<br />New level, High Score, Team Cash<br />Weekly prize draw<br />Virtual currency better incentive than trips!<br />Frequent visits rewarded by more bonus coins<br />18% of DAUs have already purchased virtual currency<br />3 million games played/week<br />
  16. 16. 2011 for FM<br />8-10 new games on the slate – titles under wraps<br />Some original IP games<br />Seeking partners for specific FM IP…<br />
  17. 17. Crystal ball…<br />Surge of media IP into the market<br />TV brands, Movie brands, board-game titles<br />Increased focus on using sophisticated CONTENT as a retention tool as viral channels decline and marketing $$ rise<br />Re-make of existing game<br />
  18. 18. Contact:<br />Katharine Lewis<br />Katharine.lewis@fremantlemedia.com<br />Olivier Delfosse<br />Olivier.delfoss@fremantlemedia.com<br />THANK YOU<br />

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