Playtika is a successful mobile game developer with 9 games and over $300 million in revenues in 2013. Their games perform well on the Amazon platform, with ARPU 70% higher than Android and 15% higher than iOS. Retention is also higher on Amazon, with the 30-day metric 10-20% above iOS and Google Play. Conversion rates on Amazon outperform iOS by 150% and Google by 170%. Marketing on Amazon provides high ROI and lower CPI than other platforms. Migrating an existing Android app to Amazon requires relatively low development costs. Overall, Playtika is pleased with their success on Amazon and recommends other developers also utilize the Amazon platform.

1. LIFE IN THE AMAZON
(Platform)
Elad Kushnir / VP Business Development, Playtika
May 2014

2. Who is Playtika?
• Founded in Israel in 2010, Acquired by Caesars Interactive
Entertainment
• 9 games in total
• 700 employees globally (HQ, Israel)
• # 8 grossing developer on mobile all over the globe in 2013 (iOS +
Android)
• Over 300m USD of revenues in 2013
• Our games are played by over 5m DAU and 17M MAU
• Our games are live on 12 platforms (including Amazon)

3. Playtika Amazon apps
• All of Playtika apps are available on the Amazon app store
• Advantages of the Amazon Platform:
• Easy migration from an existing Google Play app
• Finite number of devices (as with iOS and on opposite to Android devices)
• Integrated customer Amazon account within each Amazon device
• Outperforming KPIs
• Lower CPIs and quicker ROI

4. KPI comparison – 2014 data
• ARPU indicator on Amazon platform is significantly higher –
• 70% higher than on Android
• 15% higher than on iOS
• Stickiness (DAU/MAU) indicator is similar to Android (and a bit lower than iOS) –
around 30%
• Retention:
• 2nd day and 7th day metrics are similar across all mobile platforms
• 30th day metric is higher on Amazon by 10% - 20% than on iOS and Google
• Conversion rates on Amazon are much higher than Google and iOS (Player to
Payer):
• Amazon out performs iOS by 150%
• Amazon out perfroms Google by 170%

5. Marketing on Amazon
• Significantly better and more quality traffic on Amazon, compared to
other platforms
• Amazon network is a great marketing channel with impressive ROI
metrics
• Wake Screen Campaign
• Super effective CPM campaigns (translates into a low CPI)
• Other channels such as Chartboost and RTB are recommended
and preforming great as well
*Slotomania Data

6. Marketing – KPI 2014
• More than 100% ROI within the end of the consecutive month (similar to Android,
much higher than iOS)
• More than 50% ROI within the same month of the campaign – higher metric than iOS
and Google play by 10% to 20%
• CPI:
• Compared to iPad, CPI is lower by 30%
• Compared to Google, CPI is higher by 30%
• %PU is the highest compared to all platforms via paid marketing –
• By 10% compared to iOS
• By 100% compared to Google

7. Android migration – Playtika apps
• Migrating a running Google Play Android app to Amazon was fairly in easy
task, which required relatively low development costs
• The primary difference from generic Android was the need to integrate
Amazon in-app purchase SDK, which was not complicated at all
• The fact that there is a finite number of devices means you can actually
know which devices your app is running on, opposed to generic Android
with myriad of devices with varying form factors and capabilities

8. Bottom Line?
1) We are very happy with Amazon. We would love more scale (please)
2) You should be on Amazon if you’re not already there.
3) THANK YOU FOR YOUR TIME
4) You can email me at eladk(at)Playtika.com if you want to