10 Years of Social Gaming Without any Marketing Spending | Stan Iwan
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Delivered at Casual Connect USA 2016 Gamedesire.com is a successful, multi-language social gaming platform that has been on the market for 10 years. It has millions of satisfied customers and a faithful community of players. How have we built and kept it running with almost no marketing spending? How can mixing casual and casino games drive revenue? How do we acquire new users and reactivate old ones? This session will provide practical examples, tips and solutions to these questions.
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10 Years of Social Gaming Without any Marketing Spending | Stan Iwan
- 1. Fishing for Whales in the Gulf Stanislaw Iwan Vice President GameDesire Ltd.
- 2. About me - experience • Gaming VP of Gamedesire Limited – social casino and casual games developer (6 years) • Media Head of Entertainment channels in Onet.pl – biggest horizontal portal in Poland (10 years) • Science Sociology - M.A. - Jagiellonian University in Krakow
- 3. About us - GameDesire • GameDesire Ltd. – est. 2004 (previously known as Ganymede) • The leading social casino and casual games developer in Poland • Key products: • Poker Live Pro • Pool Live Pro • Snooker Live Pro • GameDesire.com • Key markets: • Poland • Brasil • USA
- 4. GameDesire – distribution platforms • Mobile Pool Live Pro, Poker Live Pro, Snooker Live Pro, Bingo, Slots • Social Facebook, VK, others • Web GameDesire.com, Poker4chips.com, 20+ white label partners
- 5. Gamedesire.com - website Why Gamedesire.com? • 12 years on market • Lots of valuable data • Traffic organic, SEO, PPC • Global reach • Customers from different countries/ cultures
- 6. GameDesire – main markets Diverse Gamedesire audience: • Poland – 30 % • Brasil – 20 % • USA – 10 % • Western Europe – 10 % • Eastern Europe – 5 % • Turkey – 5 % • Other – 20 %
- 7. GULF customers Players coming from: • Saudi Arabia • Kuwait • United Arab Emirates • Qatar
- 8. Gulf users - sources of traffic Organic • Arabic version of Gamedesire.com – 10 years on the market SEO • Most Arabic search space still unclaimed • Most cost effective way to bring new traffic • Search behavior in the Middle East varies greatly compared to search behavior in other regions of the world
- 9. Gulf users - sources of traffic Pay Per Click advertising • Still one of the most untapped marketing channels in the Middle East • Number of Internet users in the region growing rapidly • Low cost and effective way to reach Arab customers • Requires trustful local partner with a thorough knowledge Saudi Arabia has an average CPC 60 percent less than the US average. Kuwait has an average CPC 64 percent less than the US average. Qatar has an average CPC 81 percent less than the US average
- 10. Different markets – different cultures People from around the world differ from each other in variety of ways... • People differ based on looks • People differ based on interests • People differ based on behaviors People differ based on CULTURE!
- 11. Cultural differences " Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster." Prof. Geert Hofstede Emeritus Professor, Maastricht University
- 12. Developing intercultural intelligence Frameworks for analyzing cultural differences: • Richard D. Lewis • Geert Hofstede • Fons Trompenars • Edward Hall Result: developing „inter-cultural toolbox”
- 13. Developing intercultural intelligence Richard D. Lewis – 3 types of culture
- 14. Developing intercultural intelligence Multi-active culture: • People are talkative • Great importance to feelings • Relationship and people oriented • Multitasking • Speak and listen at the same time • Frequent interruptions • Uncomfortable with silence • Dialogue-oriented
- 15. Developing intercultural intelligence Edward T. Hall • Low-context cultures where the essential of the communication is the message: “I mean what I say !” Example: Nordic countries, Germany • High-context cultures where the essential of the communication is in the situation, in the relationship between the interlocutors and in the non-verbal elements. “you know what I mean...” Example: Arab countries, China
- 16. Developing intercultural intelligence Geert Hofstede • Power distance (high/low) - HIGH Attitudes to authority, the distance between individuals in a hierarchy • Individualism vs. collectivism - COLLECTIVE Independence and interdependence • Masculinity vs. feminity - MASCULINE Importance of assertion versus cooperation • Uncertainty avoidance (high/low) - HIGH The degree of tolerance for uncertainty or the unknown
- 17. Developing intercultural intelligence Fons Trompenaars • Universalism vs. Particularism (context) – PARTICULAR Advice: Be ready for personal “meandering” or irrelevancies that do not seem to going anywhere. Do not take personal “small talk” as irrelevant • Neutral vs. affective relationships – AFFECTIVE Advice: Do not be put off when they create scenes and get overly theatrical Their enthusiasm or vehement disagreement does not necessarily mean they have made up their minds • Specific vs. diffuse relationships – DIFFUSE Advice: Be prepared to explore fields which may seem irrelevant to the issue being discussed Take time!
- 18. Developing intercultural intelligence Practical conclusions for Gulf customers: • Buying is social: Collectivism, multi-active culture • Bargaining is a part of culture: Diffuse and affective relationships • Status symbols are important: High power distance • Throw rational logic out the window - superstitions are real: Multu-active emotional and impulsive • Make relations personal – customer support is key: Relationship and people oriented • Male audience is most important: Masculinity • Respect the religion: High context culture, multi-active idealistic
- 19. Developing intercultural intelligence Practical examples: • Negotiating with customers number and price of gamechips: Bargaining is a part of culture • Allowing some users to have multiple accounts: Superstitions are real • Changing the name of positions in customer support: Status symbols are important
- 20. GULF customers Was it worth the hassle?
- 21. GULF customers - traffic metrics New registrations / MAU ratio Reactivations / MAU ratio New registrations and reactivations comparison Benchmarked against all players average Arab countries All countries cohort_retention_D1 cohort_retention_D7 cohort_retention_D28 D1 / 7 /28 cohort retention comparison Benchmarked against all players average All countries Arab countries
- 22. Conversion, paying players structure High-paying Medium-paying Low-paying Paying players structure comparison Arab countries All countries Arab countries All countries Conversion rate comparison Benchmarked against all players average
- 23. ARPU, ARPPU Arab countries All countries ARPU comparison Benchmarked against all players average Arab countries All countries ARPPU comparison Benchmarked against all players average x 4,5x 6,5
- 24. Transaction metrics Arab countries All countries Average transactions made by a single player Benchmarked against all players average Arab countries All countries Average single transaction value Benchmarked against all players average x 2 x 3,5
- 25. Payments and LTV metrics Arab countries All countries Percentage of paying users who made more than one payment Arab countries All countries Time before making the first payment LTV realisation curve Arab top-paying users vs typical user Typical users LTV curve Arab top-paying users LTV curve
- 26. Data commentary • The traffic from Arab countries is very similar to the regular one in terms of new registrations and D1/ 7 / 28 retention • There are slightly less reactivations among Arab players, conversion rate is similar – they are as likely to convert to paying users as any other player • When they convert, however, they tend to pay a lot more and a lot more often. When they pay the are much more likely to become high-paying users • They tend to make transactions for bigger amounts of money, and make them more often than the typical player. Arab players tend to pay more quickly and are typically more impulsive payers than an average user • The 4 countries generate 8.2% of total Gamedesire.com revenue, and 0.7% of total Gamedesire.com traffic. This means that an average player from these countries is worth 8-12 times as much as a typical user. • Players from Gulf countries are scarce but very valuable, 5 out of 25 top-paying users are of Gulf origin • Gulf players typically monetise (81.5%) in the Poker games. They pay proportionally more than a typical player in Poker Omaha, Poker 5Cards, and Pool and proportionally less in Slots and Bingo
- 27. Conclusions • In order to be succesful in different culture market you need to develop inter-cultural intelligence and use it practically • The bigger difference between culture the more important inter-cultural intelligence is • Gulf countries should be treated as a separate, important income source for web game portals • Gulf countries were found to have an extraordinary whale occurrence rate • Investing in acquiring users from Gulf countries and proper „cultural” treatment pays off
Hinweis der Redaktion
- Common mistake: Our customer think like us. There are different frameworks for analyzing cultural differences, the approach of Hofstede, Trompenaars, ..... I will try to concentrate on those aspects that can influence the users behavior (...). They stress different aspects of cultural differences....