katharine lewis presentation
TRANSCRIPT
IP & SOCIAL GAMESKATHARINE LEWIS
One of world’s largest independent TV production and entertainment companies
$2bn business
40 countries
World-class brands
IP sits at the heart of our business
Invested in Ludia 2008, 2010
Invested in @Radical Media 2010
gaming
gaming
Gaming is one of our growth areasc. 70 casual games in the market
Across almost every platform
Multiple top 10 and top 20 hits
Multiple partners
Multiple business models
Social gaming is new growth area
IP is a win-win for social gaming
PUBLISHER/DEVELOPER
Easier Discovery
Lower marketing costs
Higher trust (& virality)
Known demographic
MEDIA IP OWNER
Very high brand engagement
Extends life of brand
Strengthens brand
Can broaden demographic
Deliver meaningful revenue
IP can limit your downside
Series1
Original IPMedia IP
Risk Level
Rew
ard
-Ve
+VeMEDIA IP:Can have more than 50% success rate
ORIGINAL IP:Often in the top 5 on leader boards but lower hit rate
So media IP is a guaranteed winner on Facebook, right?
Not necessarily…
Good IP isn’t enough…
High quality game designGood analytics
Frequent opportunities to purchase
Strong viral design
Decent marketing budget
Proper translation of the brand
Brand appropriateness
Strong examples Weak examplesESSENTIAL ELEMENTS
UK game
Price is Right Case Study
Price is Right has all the right elements
Famous brand, memorable game play
Faithfully translated from the TV show e.g. Contestants Row, Showcase Showdown
Play with FB Friends and FB users
Real-time multiplayer
Focus on community
The result? Great monetization and growing user base 2,000,000 MAUs / 300,000 DAUs
Monetization strategy
1) Purchase extra ‘Episodes’ a. Direct micro-payments
for Coins
b. Special offersc. Super Rewards Offer wall
(30% inc. in revenues)
2) Wild Tangent product placement (20% of revenues)
3) Subscriptions (Coming soon)
Total ARPU Daily around $0.06
Paid acquisition strategy
Female audience90% of all installsCheaper clicks (up to 3x less)
35-50 year olds
Target players of similar games and friends of players (inc. CVR 20%)
Very cost efficient marketing due to brand 70% CVR, $0.26 CPA
Test
MeasureOptimize
Cross promotion on FME’s network
Cross promotion on FME’s network
Similar audience, 3% increase in DAUs since September
Applifier delivering less due to lower audience synergies
Retention strategy
Viral pop-ups:New level, High Score, Team Cash
Weekly prize drawVirtual currency better incentive than trips!
Frequent visits rewarded by more bonus coins
18% of DAUs have already purchased virtual currency3 million games played/week
2011 for FM8-10 new games on the slate – titles under wraps
Some original IP games
Seeking partners for specific FM IP…
Crystal ball…Surge of media IP into the market
TV brands, Movie brands, board-game titles
Increased focus on using sophisticated CONTENT as a retention tool as viral channels decline and marketing $$ rise
Re-make of existing game