how peak games captured turkey, middle east and north africa in 14 months? -april 2012

How peak games captured Turkey, Middle East and North Africa in 14 months

CRACKING THE EMERGING MARKETS CODE:

AGENDA

Who is Peak Games?Our Playground

What have we done?How?

PEAK GAMES ISTHE LEADING ONLINE GAMING COMPANY OF

TURKEY AND MENA*

*Middle East & North Africa

V

Peak Games is the leading online gaming company in Turkey & MENA regions.

We are a network that provides a portfolio of online & mobile games to a monthly user-base of 30 Million people

We create games, publish games, service games and manage a network of gamers that are connected via different mediums.

SO WHAT DO WE DO?

Culturally Relevant Synchronous Games

SO WHAT DO WE DO?

Social Casual Games

SO WHAT DO WE DO?

Mobil Games

SO WHAT DO WE DO?

Browser-Based MMOs

PEAK GAMES IS THE LEADING ONLINE GAMING NETWORK OF

TURKEY AND MENA*

*Middle East & North Africa

CLIENT GAMES

AGENDA

Who is Peak Games?Our Playground

What have we done?How?

TURKEY & MENA REGIONS ARE EXPECTED TO SHOW STRONG GROWTH OF INTERNET

AND MOBILE PENETRATION

TURKEY

ALGERIA

TUNISIA

LIBYA EGYPT

SAUDI ARABIA

YEMEN

OMAN

QATAR

IRAQ

LEBANON

UAE

KUWAITKUWAIT

SYRIASYRIA

JORDAN JORDAN

MOROCCO

15.54.3

3.9

0.9 21.5

2.4

35

1.3

4.6

1.6

0.9

10.5

1.2

3.9

1.9

2.5

Total of 113M internet users in 2011, expected to reach 300M by 201515M smartphone users in 2011, expected to reach 100M by 2015

Note: Excluding IsraelSource: Analyst Reports

Number of internet users

THIS REGION HAS HUGE ECONOMIC POTENTIAL; COMBINED THEY HAVE…

1,360 mn 1,280 mn 487 mn 312 mn

THE 3RD LARGEST POPULATION IN THE WORLD

$14.5 T $5.8 T $5.5 T

$4.1 T $3.2 T

THE 4TH LARGEST ECONOMY IN THE WORLD

40 37 2644

ONE OF THE YOUNGEST DEMOGRAPHICS IN THE WORLD

THE REGION IS ALSO VERY ATTRACTIVE FROM A TECHNOLOGY PERSPECTIVE

115 MILLION INTERNET USERS…

TURKEY MENA

PENETRATION PENETRATION…WITH AMPLE ROOM TO GROW FURTHER

38 mn

39%

77 mn

27%

LARGE GROWTH IN WIRELESS REACH

*Source: Analysysmason

(# OF 3G SUBS*)20112010

252 %

20162010

32 %

30 %

2015

70 MILLIONFACEBOOK USERS

31 mn users (90% of online pop.)

• 6th largest country on Facebook• 8th largest on Twitter• 5th most engaged (by minutes spent online)

(6 mo) (6 mo)

TECH USERS IN THE REGIONARE EXTREMELY ENGAGED

*Source: Analysysmason

201067

257.1

363

250

70

GROWTH GROWTH

USERS

TURKEY IS THE: # of FB users(Turkey + MENA)

USERS31 mn

17%

38 mn

30%

AGENDA

Who is Peak Games?Our Playground

What have we done?How?

PEAK GAMES HAS BECOME THE 5TH LARGEST SOCIAL GAMING COMPANY

GLOBALLY IN LESS THAN A YEAR AND A HALF…

NAMERANK

59 mn Global1DAU FOCUS

11.6 mn Global29.8 mn Global38.9 mn48.6 mn

Global

5 Regional

Global Social Game Ranking

Peak Games had done this despite being the only company thathas a regional focus, competing against globally focused companies

* Daily Active Users (unique)Source: www.appdata.com (April 2012)

Peak Games’ DAU* growth

1.0

2.0

3.0 3.0 3.1 3.0 3.5

4.5 4.4 4.4 4.8

5.6 5.3

7.0

8.4 8.5 8.6

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Dec-

10

Jan-

11

Feb-

11

Mar-1

1

Apr-1

1

May-

11

Jun-

11

Jul-1

1

Aug-

11

Sep-

11

Oct-1

1

Nov-

11

Dec-

11

Jan-

12

Feb-

12

Mar-1

2

Apr-1

2

…MAKING PEAK’S PHENOMENAL GROWTHCOMPARABLE TO SOME OF THE

HOME RUNS OF THE TECH WORLD

Peak has already beaten some of thehousehold names in social gaming

Peak has more active users thanFoursquare and Pinterest

PEAK GAMES DAU COUNTVS. COMPETITION

2,6 x

8,6 x

7,8 x

12,3 x

NUMBER OF USERS

27 mn MAU

15 mn RU

12 mn RU

Peak has reached 10 mn users much faster than Twitter and Facebook

*User in both cases is defined as MAU for Peak Games, RU is «registered user», and UU is «unique user »Source: www.appdata.com

TIME TO 10 M USERS

~270 days

780 days

850 days

OUR CURRENT SITUATION…

150 people

6 Offices (Istanbul, Ankara, Amman, Damman, Berlin, Barcelona)

5 rounds of investments in first 7 months, raised 20M USD

Facebook, Browser, Client & Mobile games. 9M DAU & 30M MAU on Facebook

3M users on core games – www.peakplus.com

5 acquisitions & acqui-hires up to date:

• Kammelna acquisition– largest gaming company in Saudi Arabia region

• Umaykut & Erlikhan studio acquisitions – creating teams behind popular mid-core games in Turkey

• Game Turk acquisition– the leading MMO publisher in Turkey

• Okey studio acqusition– largest multiplayer synchronous game in Turkey and the team behind it

AGENDA

Who is Peak Games?Our Playground

What have we done?How?

LOCAL PRESENCE & KNOW-HOW

An AMAZING local team with both invaluable experience in internet & gaming businesses

FIRST OF...

ISTANBUL

ANKARABERLIN

DAMMAMAMMAN

BARCELONA

LOVE FOR WHAT WE DOPassion for games

A SPECIFIC TARGET…

We’re not here to conquer the world:

A vision & target to serve deserving & underpenetrated markets

• Find the right content

• Focus to service it right

We are not a game studio- even though we make games. We are a distribution platform.

Our focus is to provide whatever the user wants, irrelevant of game genre or network

some specifics...

Product CREATIONFocus on Relevant Titles

Create culturally relevant games

• Okey is a traditional Turkish game played in the offline world for ages

• 1 of every 2 people in Turkey on Facebook has installed Okey

Product CREATIONFocus on Relevant Titles

Kammelna is a traditional card game- named Baloot- targeting Gulf region, played with 4 people

Focus on games that are inherently social & viral

Product CREATIONFocus on Relevant Titles

• People creating chat rooms / game rooms to find people from their region, with their interests, speaking the same language

• Sending each other virtual items found in physical Turkish & Arabic coffee houses

Create a community within a community

games as a service

GAMES AS A SERVICE BUSINESS

Our game Happy Farm celebrates Ramadan over Christmas & Eid over Easter

Heavy localization & culturalization of the game

Focus on the culture, the geography

GAMES AS A SERVICE BUSINESS

Every customer ticket received by our team is answered in native language & local lingo on avg. under 1.5 hours

Impeccable Customer Support

GAMES AS A SERVICE BUSINESS

• Make sure to create relevant, shareable content for users

• Provide useful information about the game (news on upgrades, promotion/discount summary, new features etc

Community Outreach

data speaks

CULTURE OF EXPERIMENTATION

We use data to understand the behavior of the player

Experimentation & A/B testing are critical tools we use for game design

Main approach is monitoring data continuously and try to approach it in different ways

network effect

SINCE INCEPTION, PEAK HAS ENJOYED OVER 95M INSTALLS

PEAKFACEBOOK

9M DAU27M MAU

MOBILETOP GROSSING

GAMES INTURKEY

CAFÉ NETWORK20K CAFES IN

NETWORK, PARTNER TO

PEAK

PEAKPAY & PEAKKARTPAYMENT PLATFORM

Core game userbase of xm people

peakplus.com gameturk.com

WE LISTEN TO OUR PEOPLE

WE INVEST TIME INTO UNDERSTANDING THEM

WE DELIVER WHAT THEY WANT

Rina Onurwww.peakgames.net www.peakplus.com

thank you