This document discusses Spil Games' transition from casual to social gaming and key learnings. It summarizes that: 1) Spil Games built a social layer on top of its existing gaming platforms to better engage users and drive longer user sessions. This included social features like profiles, friends lists, and activity feeds. 2) Connecting games to the social layer created strong loyalty and engagement, growing monthly active users from 90 million to over 145 million between 2008-2013. 3) Key learnings included investing heavily in technology, community management, balancing intuition with data, and offering local payment services.

1. Bringing the Social Layer to Online
Gaming: Lessons Learnt
Sidney Mock – Chief Commercial Officer

2. Agenda
Going from
Introducing Casual to Learnings
Spil Games Social Gaming

3. Spil Games
in a nutshell…

4. Spil Games
• 3localized social gaming platforms
• 145 Million visitors per month
• Targeted to girls, teens and families

5. 2004

6. 2009
© SPIL GAMES

7. Built on a single recipe…

8. Strong local domains
Games.co.id
Gioco.it
Girlsgogames.com
Jeux.fr
Juegos.com
Jeu.fr
Spel.nlSpelletjes.nl
Ojogos.pt
Spela.se Gry.pl
Games.co.uk
Agame.comOjogos.com.br

9. 3 targeted propositions

10. True Cultural Localization

11. Simple, Easy & Free 2 Play
UseFind
Access

12. We were not engaging our users
socially

13. Spil’s ‘new’ growth
230
210
190
170
?
150
130
110 145
123
90
70 90
50
2008 2009 2011 2013
13

14. Casual  Social
How did we do it?

15. PLATFORMS We’ve built a social layer
Time on Site per User per Month (**)
7X
Source: (*) Spil Games Datawarehouse; (**) Google Analytics
Confidential Information Memorandum – 3. Proposition 15

16. …and connected our games to it

17. Social Features Creates Loyalty
9 online
>250k
>30 M friendships
per
profiles every
week
second
Create a profile! Create an Avatar Save Favorite Games Make Friends
>15
>500K
30K million
per
per hour each
week
month
Awards & High Scores Activity Feeds Create an Album Leave Comments

18. 30 Million Registered Players
3X
Create an Album
Non-registered Registered

19. Social game developers are interested in
alternatives to Facebook
• Largest community of like
minded social game players
• Marketing to our 140M user
group
• Unified Payment Service,
Community Management &
Localization
• Scalable solution

20. Good Games: Seeing Results

21. Plinga: Seeing Results
Scope:
Close to 130M
new game plays
Engagement:
Over 125K
transactions

22. Maintaining Loyalty
22

23. Learnings

24. What have we learned?
• Serious investments in technology, processes & skills
• Community management & customer support are key
• Finding a balance between gut feeling and data research!
• Local Payment Service with single user experience
24

25. What do we offer?
25
© SPIL GAMES

26. Thank you