How to build a ClassicThe Mahjong Trails Story

“This session is shark-free”

The Facts…so far

• 5 Billion Game Sessions

• 30 Million Users

• 3 Million MAU

Memory Lane

Top Games Nov. 2010 Nov. 2013FarmVille - 89%CaféWorld closed down

Happy Aquarium - 95%FishVille closed down

Texas Hold’Em - 10%MafiaWars - 97%Pet Society - 94%

PetVille closed downZooWorld - 85%

Mahjong Trails + 130%

DAU Development

0 100.000 200.000 300.000 400.000 500.000 600.000 700.000

7/9/2010 7/9/2011 7/9/2012 7/9/2013

The Rise (I)

• We already had the first Mahjong on Facebook

• Launched Mahjong Trails with state-of-the-art social mechanisms around the proven core

The Rise (II)

• First of our games with in-game monetization

• Great KPIs and nice growth, without marketing

The First Peak

• Competitors joined the party and also launched Mahjong games on Facebook

• Among them: King, Arkadium, Social Point, IsCool, Telaxo, Qublix and Ganymede

Going got Tough

• Users bombarded with similar game play, hence less likely to pay, when hitting “obstacles”

• Started marketing, but CPIs rose quickly

The Fall

• We shifted resources and focus to new games

• Users where hitting the end of the game and had no more content to play (game was built around a world-trip, which had a finite end)

• Social mechanisms changed in the market

The End

…or not…

The Relaunch

• Shifted resources back to the game

• Completely re-worked the social mechanisms to make them state-of-the-art again

The Relaunch

• Eliminated the finite nature of the game, by switching from continents as areas to cities

• Re-balanced the game to fit endless journey

The Result

• Record DAU

• Record DARPU

• Extremely profitable game

• Having outlived most of the competition

Up Next?

• More content on a regular basis, with great tools

• Constantly improving mechanisms

• Going truly cross-platform this year

Goal

• become a category leader on mobile, too

• whatever platforms the future holds, we’ll be there

The other Path

• Build great core game-mechanics

• Stay lean and smart

• Don’t give up too early

• Decide if you are in it for a quick-flip or the long haul

• Gaming is a hit-driven business, not hit&run

“You don’t have to win the sprint, winning the marathon will give you a

gold medal, too”