Operating on global freemium games market by Ziemowit Poniewierski, Can’t Stop Games

1. Operating on global
freemium games market
Google for Entrepreneurs – Wrocław 2012
Ziemowit Poniewierski, Can’t Stop Games

2. CAN’T STOP GAMES
| Leading social games developer in Poland
| 40+ employees
| Operates since 2008
| Social and mobile games
| 3 released games
| 3 new games in production
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

3. OPERATING ON GLOBAL
FREEMIUM GAMES
MARKET
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

4. WHAT IS THE SHAPE OF FREEMIUM SOCIAL
GAMES MARKET NOW?
WHAT IT TAKES TO OPERATE ON THIS MARKET
AND BE COMPETITIVE?

5. FREEMIUM GAMES MARKET IN 2007
| New model – no download
| Viral marketing
| Free to play + microtransactions
| Social
| Scarce competition (Germany)
| Low level of entry
| Huge opportunities
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

6. FREEMIUM GAMES MARKET IN 2010
| Facebook domination
| Viral is declining, but leaders are growing
| Big hype, many experiments
| Big acquisitions
| Fierce competition
| Growing costs
| RPGs and builders rule the space
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

7. FREEMIUM GAMES MARKET IN 2012
| Mobile domination – from US to Japan
| Facebook stagnant
| Experiments are risky
| Silent, small acquisitions
| High costs of user acquisition
| Decline of local SNSs
| Adventures and casuals rule the space
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

8. EVERY YEAR BRINGS A BIG SHIFT ON THE
FREEMIUM GAMES MARKET.
FOCUS ON WHAT REALLY MATTERS.

9. VIRALITY
| 2008/2009 - building user bases
| 2010/2011 – exploiting existing user bases
| 2012 – cost of user acquisition – 1USD
| Virality works, but only for phenomena
| K-factor is dead/ LTV is all that matters
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

10. MONETIZATION
| Social casual – 0,01 USD ARPDAU
| Builders – 0,05-0,1 USD ARPDAU
| Successful mobile games – 0,08 USD
| Competitive games - +1USD ARPDAU
| Collectible games - +1USD ARPDAU
Source: http://www.gamesbrief.com
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

11. RETENTION
| MAU
| DAU
| Playrate
| 2010 Successful game – 30%
| 2012 Successful game – 20%
| Sticky game ≠ profitable game (casuals)
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

12. HOW WE EMBRACE THE EVER-CHANGING?

13. SELF SUFFICIENT FACTORY
| Design
| Art
| Production
| Maintenance
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

14. DEEP ANALYTICS
| Tailor-made tools
| Team of researchers
| A/B testing
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

15. CONTROL OVER TECHNOLOGIES
| Proprietary tools and engines
| Optimization for various platforms
| Tools designed for fast development
| Updates on-the-fly
| Rich content
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

16. MAINTENANCE AND MONITORING
| Proprietary monitoring tools
| Deployment tools
| 24/7 alerts
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

17. MULTIPLATFORM DEVELOPMENT
| Simultaneous multi-platform development
| Smart resource management (assets, talent)
| Tools: Stage 3D, Unity, HTML5
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

18. SERVICE OVER PRODUCT
| Stability is more important than creativity
| 80% of expenses after release
| Weekly updates
| Special events
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

19. DIALOG WITH USERS
| Two ways communication
| Moderation of users communities
| Volunteers
| Moderation tools
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

20. CLOSE RELATIONS WITH PARTNERS
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

21. ANYTHING MORE TO DO?

22. INDEPENDENCE FROM PUBLISHERS
| User base
| Open communication with the community
| Building the hierarchical structure
| Flexibility of monetization
| Predictability and stability
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.

23. Thank you for your attention
ziemowit.poniewierski@cantstopgames.com
All rights reserved. 2012, Can’t Stop Games, Sp. z o.o.