1. The on-going convergence of
interactive gambling and social
gaming
Digital Spark conference
(2012-Sep-06)
Gerald Tan
Co-Founder, COO (Head of Product)

2. The R-word
… is for Regulation
2

3. Where do you draw the line?
Social games Social games Social casino
with casino with casino games mixed
content mechanics with skill
Non-casino Users can
games but Virtual purchase in-
addictive currencies game
games currencies
Real world
prizes or cash Entertainment Etc…
out
3

4. GERALD TAN
Co-founder, COO (Head of Product)
Plumbee
Independent Consultant 2011
Strategic Advisor Hooplo 2011
Senior Product Manager / Producer Playfish (EA) 2009-2011
Finance and Business Manager Pogo.com and EA Online
Publishing (EA) 2007-2009
Financial Reporting and Control Manager EMI Group PLC
2004 - 2007
ICAEW Qualified Chartered Accountant
2002
gerald@plumbee.co.uk
Twitter: @tan_gerald

5. What is… Plumbee?
Independent
London based in the social with virtual
VC backed casino genre currencies
startup
5

6. Video Slots on Facebook
Level and
Virtual currencies Medals
XP
Free Coins
Gifting Friends
6

7. What do we believe in?
• Quality product
• Social setting
• Recognised (but free)
IP
• NOT FOR KIDS!
• Entertainment
7

8. What is entertainment?
8

9. (Subtle) Differences
• FREE to play
• NO cash out, no real
world rewards
• More generous RTP
• Spenders and non-
spenders get the same
odds
• FREE coins daily
• Send FREE coins to
friends
• Social currency rewards 9

10. What is the business model?
• FTP + microtransactions
• User values the game themselves
• Most users don’t spend money
Price
Paying Non-paying
consumers consumers
1% - 5% 95%+ No of users

11. The R-word
… is for Responsibility
11

12. Gerald Tan
gerald@plumbee.com
twitter.com/tan_gerald
12