RAF KEUSTERMANSCo-Founder, CEO Plumbee(Interim) VP Marketing Kobojo 2011Independent Social Gaming Consultant 2010-2011Global Marketing Director Playfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Strategic Planner at BBDO, Grey and Publicis firstname.lastname@example.orgTwitter: @raf_keustermans
Plumbee?• Social casino startup, London (Shoreditch)• °July 2011• 3 founders, all ex EA Playfish vets• Raised $2.8M VC – Idinvest Partners• 32 staff today• Mirrorball Slots on Facebook – 230K DAU, 1M MAU – Coming to iOS & Android soon
The Market Today• Hot Hot Hot!• Extremely competitive - dozens of social casino startups – Mobile and Facebook – Opportunistic approach, not a lot of quality – Lots of pivots from ‘failed’ casual game studios• ‘Facebook is Dead’ perception – Is it?
How Much Cash Do You Need?• A lot. – $2M+ if you’re serious• Production costs increasing – Competition – User expectations – Multiple platforms• Marketing! – $500K absolute minimum – Viral is dead, especially in casino vertical – Brands don’t replace ad spend • Conversion Brand Page -> App <3%• Team – Good engineers, product managers are expensive and hard to find – London Talent War (Mind Candy, King.com, gambling, banks, ...)
Where To Find It?• Lots of seed & early-stage capital available (<$1M) – Angels & Super-Angels – VC: new early-stage funds, seed funds from bigger VCs – Strategic Investors: every gambling, media, games company in the world needs to find a social strategy• Harder to find Series A, B in Europe
Risks & Opportunities• Regulation (?)• Saturation• Customer acquisition cost rising• Free-to-Play vs Real Money• Gambling world = ‘rich, fat and lazy’ – Total lack of innovation, no focus on product development, old tech, commoditized