Delivered at Casual Connect Europe 2018. The social casino space is one of the most consistent and profitable areas of mobile gaming but to a degree this success has led to complacency. Rather than innovate, companies have been successful tuning or largely copying existing products. While this strategy continues to grow revenue in the space, social casino games are no longer attracting new players. This talk will focus on the strategies and tactics that real money online casino companies are using and how these can be applied to not only social casino games but mobile games in general. The talk will also help real money game operators identify areas that social casino developers excel that can help their underlying business.

1. S
Lessons from Real
Money Casino
How game developers can apply best practices from the casino industry to
maximize LTV in all games

2. Agenda
S Why?
S Product inspiration
S New thinking on promotions

3. S
Why?

4. Why listen
S Over 25 years in the game industry
S CD-ROM packaged products, casual download, social and iGaming
S Part of senior management team of three exits
S Merscom to Playdom, Playdom to Disney, Spooky Cool to Zynga
S Big and small company experience
S 17 years as a co-founder of a start up
S GM at Disney, Sr. Director at Zynga, Dir at Stars Group
S Director of StarsPlay, driving free to Play at Stars Group
S World’s largest publicly traded iGaming company
S Parent company of PokerStars, BetStars and Full Tilt
S Recently acquired Sky Betting and Gaming, Crown Bet and William Hill Australia

5. Why care about Online Real
Money space
S Real Money Sports is a $22 billion market
S Real Money Casino is a $10.6 billion market
S Real Money Poker is a $1.7 billion market
S Social Casino is a $4.5 billion market

6. S
Product Inspiration
Product ideas applicable from the Real Money
space

7. New social casino verticals
S Sport
S Live Dealer
S Virtual Sports

8. New mechanics
S Spin and Go
S Jackpots
S In-play betting
S In-game quests and challenges

9. New audience: Men
Social Casino players are 73 percent
female with an average age of 39
Real money gaming audience if over
65 percent male, with real money
casino about 55 percent male

10. S
New thinking on
promotions
CRM and UA ideas from Real Money

11. Offer Driven User Acquisition

12. Outside the Performance
Marketing Box
S Affiliates
S Above the line
S Television
S UA tied to purchase
S Promotion is part of performance marketing campaign

13. Offer driven sales and
challenges
S Combining UA and CRM
S Spend X, get Y
S Different offers based on Expected Value
S Jacks or Better
S Reward for winning with certain hands
S Focus free chips and rewards to payers and VIPs

14. Aspirational Events

15. VIP 3.0

16. Brand Ambassadors

17. Thank you
S lloydm@starsgroup.com
S Twitter: @lloydmelnick
S Blog: lloydmelnick.com