Delivered at Casual Connect Tel Aviv 2016. The $3.5BN social casino gaming market has become very competitive and is dominated by large casino gaming companies with deep pockets. Despite this competition, Rocket Games has been able to grow 600% YoY, without funding, and is now a top-15 social casino operator globally. In this session you will hear how Rocket Games has been able to break into this hyper-competitive market, with highly actionable insights.

1. Taking on the Big Guys of Social Casino
November 2016
DAVID
v. GOLIATH

2. Niko Vuori
Formerly Zynga Poker GM
niko@rocketgames.com
Co-Founder & COO of
Rocket Games
A (VERY) LITTLE BIT ABOUT ME

3. Our team
INTRODUCTION TO ROCKET GAMES
Rocket Games
Founded July 2013 by team of (mainly) Zynga Poker alums
Bootstrapped company from cashflow (no outside investment)
Launched first slots title in Sep 2013
Unity-based, mobile-focused
We launch early, launch often – iterate & learn with multiple (51
and counting) products in market
Profitable since Jan 2014
Grew 6x in 2015, now top-15 social casino company globally
Acquired by Penn National Gaming July 2016 for up to $170M

4. TOP 15 SOCIAL CASINO OPERATORS
Source: Eilers & Krejcik Gaming
Tier 1: $50-75M/qtr Tier 2: $25-30M/qtr Tier 3: $12-15M/qtr
CIE: $220M/qtr
Top 15 account for ~80% of
total social casino revenues

5. 6X GROWTH YEAR-ON-YEAR
Source: Eilers & Krejcik Gaming
Industry avg ~15% growth

6. MANY GOLIATHS, HUGE BARRIERS TO GROWTH
Slotomania, House of Fun, Bingo Blitz, WSOP
Hit It Rich, Zynga Poker, Wizard of Oz, Willy Wonka
Doubledown Casino
Jackpot Party, Gold Fish Casino, Quick Hit, Hot Shot
Years of content, real-life IP, customer relationships, early-mover advantage…

7. HOW CAN YOU GROW IN SUCH A CROWDED MARKET?
~1 in 3 titles in top 50 grossing are casino games

8. 1. Goliaths go
slow
Move fast
Trust in data
Iterate
2. Goliaths
play defense
Don’t fight head on
Outflank
Find the blind spots
3. Goliaths
are myopic
Where’s the puck going?
Underserved audiences
Spot opportunities early
USE GOLIATHS’ SIZE TO YOUR ADVANTAGE

9. 1. MOVE FAST & ITERATE

10. WE’VE LAUNCHED 51 TITLES IN 3 YEARS – HERE ARE SOME OF THEM
Sep 2013
Feb 2014
Mar 2014
May 2014
Jul 2014
Aug 2014
Oct 2014
Dec 2014
Feb 2015
Apr 2015
Mar 2015
May 2015
Jun 2015
Jul 2015
Oct 2015 Dec 2015

11. 51 titles, 4.5 stars, 150k reviews
MOVING FAST DOES NOT MEAN SACRIFICING QUALITY
A quality product that players will love is what drives us

12. 4¢
ARPU
6¢
ARPU
15¢
ARPU
September 2013
May 2014
May 2015
August 2014
10¢
ARPU
CONTINUAL IMPROVEMENT WITH EACH RELEASE
Lots and lots of A/B testing – we are data-informed but not data-driven

13. 2. FIGHT ON THE FLANKS

14. AVOID HEAD-ON BATTLES
Real-life slots IP, full integrated casino
Powerful licensed brand
Real-time, synchronous social play
Real-life Las Vegas comps, MGM tie-in
Don’t pick fights you can’t win – find an alternative battleground

15. “We are reinforcing that Coca-Cola is for everybody,” [Coca-
Cola CMO Marcos] de Quinto said. “Coca-Cola is one brand
with different variants, all of which share the same values and
visual iconography. People want their Coca-Cola in different
ways, but whichever one they want, they want a Coca-Cola
brand with great taste and refreshment.”
Source: Coca-Cola
THE COCA-COLA STRATEGY

16. THE COCA-COLA STRATEGY
There is no one-size-fits-all. And when you can move fast & be
nimble, you can effectively serve customers who are looking
for slightly different variants & flavors

17. DIFFERENT FLAVORS APPEAL TO DIFFERENT CUSTOMERS
Asian theme
Integrated casino “lite”
Younger audience on Tango
messaging platform
Instead of picking head-on battles by trying to build all the
bells and whistles incumbents offer, we’ve tried to go after
smaller, more self-contained experiences each offering
something slightly different to customers
Tight economy
Public domain Alice in
Wonderland IP
Male theme

18. “SHELF SPACE” IN APP STORES LIMITED, MAKE THE MOST OF IT
Two-thirds of app discovery is
through app store search – the more
product you have on the shelf, the
more likely the customer is to choose
your app versus a competitor’s

19. CUSTOMERS NEED TO PICK UP YOUR PRODUCT
How many of these were paid for?

20. APP STORE PRESENCE & OPTIMIZATION IS CRITICAL
Why pay exorbitant CPIs for your customers when you can
acquire them for free?

21. 3. SPOT OPPORTUNITIES EARLY

22. THE STATE OF NORTH AMERICAN LAND-BASED SLOTS JUNE 2015
Mechanical Reel slots represent almost a third of North
American land-based slots in terms of install base and are
played by 17M players annually
Source: Eilers & Krejcik Research

23. Mobile slots dominated by video slots offerings with virtually
no mechanical reel slots in the app stores
THE STATE OF MOBILE SLOTS JUNE 2015
Source: App Annie, Rocket Games estimate

24. July 2015
IN JULY 2015, VIVA SLOTS VEGAS LAUNCHES…
Viva Slots Vegas
Very early to market on mobile with a quality 3-reel mechanical
slots offering
Mechanical reel slots as a genre represents almost a third of
land-based machines in North America – but was heavily under-
indexed in social/mobile until summer 2015
Immediately upon launch, KPIs for Viva were an order of
magnitude better than anything we’d done prior
After 2 years and ~30 slots SKUs, we’d finally struck a real nerve
with an underserved customer – the classic slots player
Our KPIs unlocked paid user acquisition as a channel, further
accelerating growth

25. Classic slots
~$500
million
HOW BIG CAN CLASSIC BECOME?
Source: SuperData Research, Eilers & Krejcik Research
Concentrated in North America
Assuming classic slots in social casino (a
~$2bn market in North America) achieves
similar penetration as in land-based casino
(25-30%), opportunity estimated at ~$500M

26. UNDERSERVED AUDIENCES REPRESENT UNMET DEMAND
After building a solid, profitable business in video slots, our
entry into classic mechanical reel slots takes Rocket to the
next level

27. 1. Goliaths go
slow
Move fast
Trust in data
Iterate
2. Goliaths
play defense
Don’t fight head on
Outflank
Find the blind spots
3. Goliaths
are myopic
Where’s the puck going?
Underserved audiences
Spot opportunities early
RECAP: USE GOLIATHS’ SIZE TO YOUR ADVANTAGE

28. THANKS!