Social casino games are one of the fastest growing markets ever. This market evolves so fast that changes, new trends and new products can be found on a daily basis. It is very hard to stand out in the crowd and, more importantly, make money with your product. This talk is about actual trends and opportunities (ideas) on how to raise your revenue, retain your customers, and increase your chances to have a hit.

1. Increasing
the
chance
of
a
commercial
hit
Paweł
Weder
CPO,
Ganymede

2. Focused
on
synchronous
mul3player
games
for
most
of
our
existence
Office in
Kraków
city center
Online
gaming
company
60+
people
and
growing
Social
casino,
arcade
and
skill
games
Online
gaming
company
About
Us
Founded
10+
years
ago
Office
in
Kraków
city
center
2

3. Social
casino
Casual
Multiplayer
• Social casino
• Casual multiplayer
• Multiple platforms
• Web
• Social networks
• Mobile
Our
Products

4. To
have
a
Product
that
is
a
HIT
you
will
definitely
need:
Experience
Funds
A
Vision
Motivated & Awesome
Employees
4
But
the
Key
to
having
a
Hit
Product
and
finally
making
money
with
it
is
your…

5. They
will
be
the
main
tool
for
making
Your
GAME
a
HIT
So
lets
focus
on
them
☺
USER!

6. Agenda
6
Keep
your
User
Get
your
User
Define
User

7. Define
User
7
Gender
Country/
Language
Age
Lets
start
with
the
very
basics
What
do
you
know
about
them?!
?
?
?
?
Game
Preferences

8. Define
User
8
Family
situaHon
Even
Religion!
Ethnicity
Depending
on
the
genre
you
are
developing
for
It
would
be
helpful
to
have:
?
?
?

9. 9
A
User
from
the
business
perspec3ve?
Wealth
factor
Available
PlaNorms
How
“Social”
are
they?
CompeHHon
awareness
Define
User

10. Researching
your
users
will
allow
you
to
understand
what
their
expecta3ons
are

11. Acquiring
your
User

12. Acquiring
your
User
12
Paid
Acquisi3on
The
“simple”
soluHon
The
CPU
(Cost
Per
User)
depends
on
plaNorm/
genre…
Is
it
really
that
“simple”?
NO
CPI
(Cost
Per
Install)
Low
ROI
=
High
Risk
CPE
(Cost
Per
Engagement)
is
the
new
king!
The
acquired
user
is
much
more
expensive
but
the
conversion
rate
is
much
higher

13. Acquiring
your
User
13
X-­‐Sell
Tune
the
X-­‐Sell
capabili3es
for
your
products
that
work
best
together
• X-­‐Sell
Systems
Or
do
something
creaHve
• Create
Complimentary
products
• User
AcquisiHon
Games
X-­‐Sell
works
great
when
it
IS
RELEVANT

14. 14
Organic
• Is
basically
what
the
user
can
find
on
his
own
• It
covers
Search
Engine
OpHmizaHon
(SEO)
and
Appstore
Search
OpHmizaHon
(ASO)
65%
Use
the
search
in
mobile
stores
(iTunes/Google
Play)
Acquiring
your
User

15. 15
Organic
• The
Applica3on
name
is
the
most
powerful
“Key
Word”
for
iTunes
• Google
Play
store
works
different!
The
descrip3on
will
be
used
as
a
“keyword
collec3on”
Humans
need
to
see
what
they
are
buying!
Show
them
the
most
catchy
Icons,
Screens…
Some
hints
how
to
op3mize
Acquiring
your
User

16. 16
Press
External
Review
Sites
affect
SEO!
+
these
websites
work
as
an
awesome
promoHon
machine
In
Google
Play
link-­‐building
works
best
–
so
get
your
App’s
links
on
every
possible
site!
• Find
as
much
coverage
as
possible!
• The
sites
with
the
most
impact
are
generally
free…
• …of
course
paid
Previews/Reviews
work
as
well
Acquiring
your
User

17. 17
Virality
Virality
+
Virality
?
%
17
Yes,
it
s3ll
works
(for
mobile
and
www)
Design
the
game
with
Virality
in
mind!
Acquiring
your
User

18. 18
Virality
Everything
that
is
worth
“a
click”
will
be
shared
Share
Successes
• Scores
• New
Stages
• Achievements
• Level
Up’s
• Mastered
GamePlay
elements
Gamers
are
naturally
compeHHve
–
Lets
give
them
the
chance
to
show
what
they
have
achieved
*ROI
of
Virality
features
is
much
higher
than
buying
Users
Acquiring
your
User

19. 19
Make
User
“Fails”
also
work
for
you!
19
• “Nega3ve”
shares
help
as
well!
• When
player
dies:
“Damn,
I
can’t
beat
this
game!”
• Asking
for
help
“Can
someone
help
me
with
this
puzzle?”
Using
“Fails”
in
Viral
Marke3ng
is
as
powerful
as
posi3ve
one.
Forbidden
fruit
ohen
tastes
the
sweetest!
?
?
?
!
Virality
Acquiring
your
User

20. Remember
that
nobody
likes
spam…
Give
them
the
op3on
to
share
but
don’t
force
them!

21. 21
Always
care
about
your
User
coming
back!
The
more
o>en
Users
return
the
greater
your
chances
that
they
will
pay
for
your
in
Game
Goods!
“
”
Keeping
your
User

22. Keeping
your
User
22
Make
the
Core
Loop
FUN
If
the
core
loop
is
not
fun
–
Virality
and
retenHon
tools
become
obsolete
Reten3on
is
everything
If
they
don’t
stay
to
play,
they’ll
never
pay
Gamers
need
to
feel
obligated
to
use
your
product
everyday!
1!
2!

23. 23
Design
Smart!
Engagement
supports
all
parts
of
your
product!
Not
only
the
“GamePlay”
Is
your
core
loop
engaging
and
addic3ve?
That
is
fine!
• Think
about
making
your
“Menu”
Fun
as
well!
• Depending
on
your
game
add:
• Unlockables
• Achievements
• CollecHbles
• Features
• Consider
even
Loss
of
Progression
if
User
is
gone
for
too
long!
Keeping
your
User

24. 24
Expanding
upon
your
core
game
loops
24
Example:
Auto
Daubing
Bingo
that
actually
plays
on
its
own
Engage
users
with
addi3onal
features:
• Chat
• Various
Social
features
• Sending
stuff
to
friends
• CongratulaHon
mechanics
for
friends
wins
• Vote
Mechanics
• CollecHng
Coins
• Mini
Games
(Non
distracHve
minigames)
• Flip
the
coin
• High
/
Low
Depending
on
Collected
Data
–
Op3mize
this
features!
Don’t
be
afraid
of
removing
them
if
your
analyEcs
show
that
they
are
distracEng!
Keeping
your
User

25. 25
Focus
on
crea3ng
a
lifestyle
not
just
a
game
–
design
tools
to
do
this!
25
For
example
–
an
Event
Calendar
• FuncHonality
of
a
Calendar
is
well
known
• Events
can
be
added
automaHcally…
• …Or
beger
as
a
User
choice.
• Then
NoHfy
him/
her
about
the
event!
(mail/
sms/push
noHficaHons)
User
WILL
become
emo3onally
connected
to
your
game!
The
same
way
you
think
about
a
doctor
appointment
01 02 03 04
0706
15
09 10 1105
1413
08
16 17 1812
2120 22 23 24 2919
3130
WEDTUE THU FRI SAT SUNMON
May
2014
Keeping
your
User

26. 26
Design
Player
Economy
26
• Integrate
beger
Affiliate
models
for
geing
good
quality
Users
in
your
Game
• Give
them
the
opHon
to
Create
Content
and
earn
with
it!
• CreaHng
Levels
• CreaHng
and
Maintaining
• Clubs
• Tournaments
• etc.
• CreaHng
Youtube
Videos
as
Tutorials
etc.
Make
your
customer
work
for
you!
Again:
Be
Smart
Keeping
your
User

27. 27
Create
to
Engage
27
• Regular
Content
Updates
are
a
must
have
• Gamers
love
new
and
especially
free
stuff
Content
announcements
are
not
treated
as
Spam
when
in
the
Newsleoer!
Addi3onal
benefits
• Keep
the
agenHon
• Try
new
mechanics,
themes
&
styles
etc.
• Fresh
Stuff
makes
MarkeHng
Happy!
Keeping
your
User

28. 28
Mul3
Plaporm
is
one
of
THE
BEST
reten3on
tools
28
• Not
every
one
has
a
tablet
or
a
smartphone!
• There
are
people
who
Love
to
play
the
same
game
at
work
then
in
the
bus
etc.
• Perfect
Example:
Candy
Crush
• Let
them
play
where
and
when
they
want
Keeping
your
User
Every
plaporm
should
be
used
as
a
different
Viral/
Reten3on
Tool!
• Mobile
Push
NoHficaHon
• FB
Posts/
NoHficaHons
• Twiger
Tweets
☺
• Etc.

29. 29
Measure
the
Reten3on
in
your
game!
29
Keeping
your
User
• OpHmizing
your
DAU/MAU
&
D1/7/30
&
LTV
to
jusHfy
high
markeHng
spend
2.
Collect
data
1.
A/B
Test
4.
Redesign
3.
Analyze
repeat...

30. Iden3fy
&
Know
• Your
users
&
market
• Your
KPIs
Find
them
or
let
others
find
them
for
you
Create
Tools
To
Keep
them!
KEY
OBJECTIVES
Care
about
your
User!
They
drive
your
Business

31. THANK
YOU
FOR YOUR ATTENTION
pweder@ganymede.eu