Elad Kushnir outlines 7 things that must be done to succeed in the gaming industry. He notes that Playtika holds 22% of the global social casino market. The 7 things are: 1) Create a great game with an entertaining story; 2) Focus on mobile gaming which will be a $38B market in 2016; 3) Develop games for both Android and iOS platforms; 4) Use data to inform game design and business decisions; 5) Invest in the game economy; 6) Design games to be social and viral; 7) Consider the Asian market which is very important for growth. Kushnir emphasizes creating fun games and using both art and science.

1. ELAD KUSHNIR
VP, BUSINESS DEVELOPMENT, PLAYTIKA
@ELADKUSHNIR
DEC 4TH, 2014
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika

2. PLAYTIKA (A BIT OF BACKGROUND)
Playtika holds 22% of the global Social Casino market (~$3B market in 2014)
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
~900 Employees
10
Games
8 Global Offices
~6m
DAU
~21m MAU
$0.24 DARPU

3. 1. CREATE A GREAT GAME!
Are you not ENTERTAINED? Is this not why you’re here?
Games are part of the Entertainment Industry
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
A great game is like a great TV series. It starts with a great story. Its entertaining, immersive, andkeeps the viewer constantly wanting more.

4. 2. GO MOBILE FIRST
MOBILE GAMING WILL GENERATE $B22
IN 2014 AND $38B IN 2016
$17.5B
$22.2B
$30.5B
$38B
0
5
10
15
20
25
30
35
40
2013
2014
2015
2016
Mobile Gaming Revenues ($B)
Mobile is the present and the future
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
Source: New Zoo

5. 3. BE ON MULTIPLE MOBILE PLATFORMS
Android has 80% of the smartphone phone sales but only 25% of the ARPU
MAU
470 M
1 B
ARPU
$21
$5
Android drives volume, iOS drives ARPU (For now)
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
Source: Business Insider

6. 4. MAKE DATA YOUR FRIEND
Daily Active Users
Monthly Active Users
Average Revenue Per User
Average Revenue Per Paying Users
Day 1 Retention
Day 7 Retention
Day 30 Retention
Conversion Rate
Churn Rate
K Factor
Cost Per Install
Return on Investment
You’ll find out that sometimes its your boss (think data driven design)
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika

7. 5. INVEST TIME IN YOUR GAME ECONOMY
Read this book!
AND GO TO RAZ FREIDMANS LECTURE
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
Source: www.virtualeconomists.com

8. 6. DESIGN YOUR GAME TO BE SOCIAL / VIRAL
Virality should be part of you core game loop: 2 great examples
Criminal Case
Pirate Kings
You can succeed without a marketing budget (if your game designers are creative)
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika

9. Existing revenues and the pace of growth make Asia the most interesting market
7. KEEP ASIA ON YOUR MIND
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
Source: New Zoo

10. 7 things you must do to succeed in the gaming industry
QUICK RECAP
7 THINGS YOU MUST DO TO SUCCEED IN THE GAMING INDUSTRY Elad Kushnir, VP Business Development, Playtika
1.Create a Great Game (the ART in “Part Art Part Science”)
2.Go Mobile First
3.Be on Multiple Mobile Platforms
4.Make Data Your Friend (the SCIENCE in “Part Art Part Science”)
5.Invest Time in Your Game Economy
6.Design your Game to be Social / Viral
7.Keep Asia on your mind
8.DON’T FORGET TO HAVE FUN!

11. THANK YOU!
Elad Kushnir, VP Business Development
Follow me on Twitter: @eladkushnir
Do you have what it takes to work for Playtika? Go to www.Playtika.com