The document discusses the potential crossover between real money gaming (RMG) and social gaming, highlighting the importance of user engagement, acquisition strategies, and advertising methods. It notes that while desktop gaming still retains higher player values than mobile, a focus on multi-platform acquisition and player quality is essential as competition increases. Additionally, leveraging analytics and understanding channel contributions to marketing can enhance acquisition strategies.

1. What Real Money Gaming can Learn from Social Gaming
August 2014

2. Key topics:
 Market Crossover
 Engagement
 Acquisition
 Advertising
 Analytics

3. Market Crossover
“Opportunity exists in understanding the crossover between real
money gaming and social gaming”
Social RMG?
 Amount of overlap in user profile varies by product
 RMG traffic sources can work for social – monetize players
looking for free money.
 Social traffic sources can work for real money – low cost
acquisition which increase liquidity and monetize through
strong CRM.
Key
positions
and trends:
- Richard Weil of SciPlay
In the future of the games
industry [...] it will be essential
to devise ways to take
advantage of the social gaming
boom as it intersects with real
money gaming and the bricks
and mortar retail business

4. Engagement and CRM
“Technology is the primary engine to support engagement
and CRM, an essential point from an acquisition perspective.”
[Tropicana AC’s] top online
players spend big on
entertainment at their brick
and mortar facility rather
than gaming.
 Many brands in social gaming place a higher emphasis on
acquisition volume than player quality
 As the industry matures, player quality will become
increasingly important because competition will increase
acquisition cost
 Advertising can be used for re-activation and increasing
engagement, in addition to acquisition
 Many platforms now allow a robust automated
communication strategy based on player activity
Key
positions
and trends:
Acquisition
Engagement and CRM

5. Acquisition
Tweet
 Desktop and Mobile are viewed as two separate entities
to many Social Gaming Operators
 Desktop is not dead; it still has higher player values than
mobile
 Cross channel acquisition efforts need to be explored, as
over investing in a single source (Facebook), could be risky
in the long term
 Multi-platform players are the highest value players
 An underutilized area in social is the mobile web
Key
positions
and trends:
Android = largest
opportunity
iOS =
highest
spender
“Seamless cross-channel acquisition efforts will pay dividends
in the long run”

6. Advertising
Tweet
“Advertising needs to stop interrupting and start adding.”
 Engage the user and add value
 Be presented in a ‘native’ manner
 Be aware of competitors strategies
 Represent the company’s acquisition
and business strategies
 Give the player something in exchange
for a click
Key positions
and trends:

7. Analytics and Attribution
Tweet
“Understanding how each channel contributes to acquisition is
essential to marketing planning.”
 Marketing is a numbers game that is about
mining data wisely and gaining insight
 Channels differ in the way users interact with
brand messaging in that channel
 Attribution platforms can help understand how
each channel contributes and help to maximize
the value from each channel
Key positions
and trends:

8. For more information, please contact us:
louis@incomeaccess.com
harry@incomeaccess.com
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