This presentation shows how the data Aeria collects in their 40+ games helps understand video game players and manage games better.

1. 26 September 2012, London

2. Agenda
Introducing Aeria Games
How metrics shape decisions
Discussion
1

3. Aeria Games is one of the leading publishers of mid- to
hardcore online games
 Industry leading games portfolio with 20 download MMOs, 20
browser games, 5 mobile games
 45M+ registered users in 9 languages across 25+ countries
 Global platform with 30+ payment options in12 currencies
 Leading monetization with an ARPPU of $70+ across all
territories (up to $130+ in key developed countries)
 99% of tickets solved within 24 hours
 Direct contracts with all leading European payment providers
 Marketing partnerships with all major affiliate networks, display
networks, media companies like RTL, Pro7, AxelSpringer
 Company culture focused on Entrepreneurship, Results
Orientation and Personal Development builds a strong base for
international synergies
 320 Employees in three offices (Santa Clara, USA; Berlin,
Germany; Sao Paulo, Brazil)
Aeria Games & Entertainment, Inc. Proprietary and Confidential 2

4. Our global team is now 320+ employees strong across three
offices
Aeria Games Global Footprint
Santa Clara, CA, U.S. Berlin, Germany
 Established in 2006  Established in 2008
 Global Headquarter, U.S.  European operations
and Mobile operations  110 employees
 180 employees
Sao Paulo, Brazil
 Established in 2010
 Latin American operations
 30 employees
Localized games offered by Aeria Games
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5. Aeria’s gaming community of 45M+ is growing fast at 1M+
per month across 25+ countries
Aeria Games Community Size
Italian
45M+ 3%
40M+ Russian
Turkish Polish
+1M per 3%
4% 4%
Month
Portuguese English
9% 40%
International
20M+
Community
Spanish
11%
German
12% French
13%
2010 2011 2012H1
Aeria Games & Entertainment, Inc. Proprietary and Confidential 4

6. Agenda
Introducing Aeria Games
How metrics shape decisions
Discussion
5

7. Aeria’s Sales Data Mart
PC Client
Browser
Mobile
Sales Data Mart
Homogeneous data that can be compared across games
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8. What I’ll talk about
Acquisition Retention Monetization
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9. New Players is easy to define and read
 New Players (NP)
– Make sure to differentiate organic and paid traffic
– Gives indication on attractiveness and marketing
effectiveness
– Shows when there’s a technical issue that doesn’t let
players access the game M
on
eti
zat
io
n
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10. International and seasonal factors affecting NP
Organic player acquisition changes with external influences
– but none is as strong as Ramadan!
20000
18000 Turkey
16000
14000
12000
France
10000
8000 Dec Germany
Mar
Mar
Apr
Apr
Sep
Sep
May
May
Oct
Feb
Okt
Jan
Feb
Jun
Jul
Jan
Jun
Jul
Nov
Aug
Aug
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11. 0.02
0.06
0
0.04
0.08
0
500
1500
1000
20.07. 20.07.
21.07. 21.07.
22.07. 22.07.
23.07. 23.07.
24.07. 24.07.
25.07. 25.07.
26.07. 26.07.
27.07. 27.07.
28.07. 28.07.
29.07. 29.07.
Aeria Games & Entertainment, Inc. Proprietary and Confidential
NP Paid Traffic
30.07. 30.07.
NP Organic Traffic
31.07. 31.07.
01.08. 01.08.
02.08. 02.08.
03.08. 03.08.
04.08. 04.08.
05.08. 05.08.
06.08. 06.08.
07.08. 07.08.
08.08. 08.08.
09.08. 09.08.
10.08. 10.08.
11.08. 11.08.
12.08. 12.08.
13.08. 13.08.
Monitoring NP to detect gameplay issues
Organic NP increase strongly versus NP from paid traffic
14.08. 14.08.
3d FTB% Paid
15.08. 15.08.
16.08. 16.08.
3d FTB% Organic
17.08. 17.08.
18.08. 18.08.
At the same time, buyer conversion skyrockets for organic traffic.
19.08. 19.08.
10
20.08. 20.08.

12. Retention Rate is harder to measure, and can be
influenced by many things
 Retention Rate (RR)
– It’s a cohort based survivor rate
– Retention has massive influence on viral
growth, monetization, community size
– Make sure to differentiate organic and paid
– Varies greatly between territories, and is subject to
external influences
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13. Calendar days affecting retention rates
Comparison of retention rates by registration date shows that
those players acquired on Valentine’s Day are quality gamers!
70 %
60 %
February 2012
50 %
January 2012
40 %
Valentine's Day
???
30 %
20 %
10 % 30% difference in 90d RR!
00 %
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14. UK and Germany react differently to major events
German Players retention rate drops massively in June, while UK
seems unaffected
0.6
0.55
0.5
0.45
Germany
0.4 UK
0.35
Euro Cup!
0.3
6/11/2012
6/13/2012
6/15/2012
6/17/2012
6/19/2012
6/21/2012
6/23/2012
6/25/2012
6/27/2012
6/29/2012
7/11/2012
7/13/2012
7/15/2012
6/9/2012
6/1/2012
6/3/2012
6/5/2012
6/7/2012
7/1/2012
7/3/2012
7/5/2012
7/7/2012
7/9/2012
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15. Monitoring RR to detect technical problems
Retention rate drops after technical problem on Nov 17th,
organic peaks when players registered again.
70%
60%
50%
40%
30%
20% RR 3 days organic
10% RR 3 days paid
0%
29.09.
02.10.
05.10.
08.10.
11.10.
14.10.
17.10.
20.10.
23.10.
26.10.
30.10.
02.11.
05.11.
08.11.
11.11.
14.11.
17.11.
20.11.
23.11.
26.11.
29.11.
02.12.
05.12.
08.12.
11.12.
14.12.
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16. Revenue metrics
 Simple: Cohort size*ARPU
– ARPU: The amount the average player of a particular
cohort spends in a certain timeframe
 A bit more detail: Cohort size*FTB%*ARPPU
– FTB%: The percentage of players turned into buyers in a
certain cohort, after a certain timeframe
– ARPPU: The amount the average player of a particular
cohort spends in a certain timeframe
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17. Effects of pushing on first time buyers
Share of first time buyers has been increased successfully…
10% 4.00
9% 3d FTB % *
3.50
8%
3.00
7%
6% 2.50
5% 2.00
4% 1.50
3%
1.00
2%
1% 0.50
0% 0.00
01. 03. 05. 07. 09. 11. 13. 15. 17. 19. 21. 23. 25. 27. 29. 31. 02. 04. 06. 08. 10. 12.
*10 day moving average trendline
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18. Effects of pushing on first time buyers
Share of first time buyers has been increased successfully but
ARPPU dropped…
10% 4.00
3d FTB % *
9% 3.50
8% 3d ARPPU *
3.00
7%
6% 2.50
5% 2.00
4% 1.50
3%
1.00
2%
1% 0.50
0% 0.00
01. 03. 05. 07. 09. 11. 13. 15. 17. 19. 21. 23. 25. 27. 29. 31. 02. 04. 06. 08. 10. 12.
*10 day moving average trendline
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19. Effects of pushing on first time buyers
Share of first time buyers has been increased successfully but
ARPPU dropped and nevertheless ARPU increased.
10% 0.50
3d FTB % *
9% 0.45
8% 3d ARPU * 0.40
7% 0.35
6% 0.30
5% 0.25
4% 0.20
3% 0.15
2% 0.10
1% 0.05
0% 0.00
01. 03. 05. 07. 09. 11. 13. 15. 17. 19. 21. 23. 25. 27. 29. 31. 02. 04. 06. 08. 10. 12.
*10 day moving average trendline
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20. Wrap Up – what to do with metrics
 Data helps you understand that
– British gamers don’t care about soccer (at least not this year)
– Christmas holidays should be extended to support the gaming
industry
– People who can’t get a date are the best audience.
 Don’t assume all countries are the same
 Look at your data carefully, as external influences make massive
differences
 Data will give clear direction on the existence of technical issues
But unfortunately, it’s never only one thing,
it’s always a combination of many, many things.
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21. Agenda
Introducing Aeria Games
How metrics shape decisions
Discussion
20