Game publishing challenges.

Mobile and browser games

markets

2016

Launch 6 major

casual / mid-core

mobile F2P titles

2004

First website

Spelletjes.nl

2005-2011

Rapid expansion of

online portals

CAGR 109%

2014

Strategic move to

Mobile & Native

2012

Pioneer Mobile

Games (HTML5)

Today

125 FTE / 25 nationalities

120M cross platform users

5 portal clusters and 35 domains

Transform into a Mobile 1st company

2012

Largest Online Casual

Gaming company

> 200M MAU

From an online casual gaming company to a

leading cross-platform publisher

Rest

5%

Europe

36%

North America

23%

South America

15%

Asia Pacific

21%

Cross device

and localized

in 13 languages

Massive >120M MAU reach, 20% on Mobile

We think global but we push local

Over 10 years of publishing expertise

120M+ activer users a month (web), 35 local

domains

One of the Top 30 Publishers

on Google

3M+ unique MAUs mobile

In a nutshell

Challenge #1. Platform. Tale of the 2 Giants…

Challenge #2 competition. 2,2 M apps in Google

Play and 2 M apps in Apple AppStore

…

Solution. Your game should meet one of the

categories to stay ahead of the competition

Title uses market

proven concepts and

brings it to the next

generation of quality

on a certain platform.

Title moves in the borders of market proven concepts but adds a special USP / twist which is strong enough to make it outstanding.

Title is different to projects and trends that are actually on the market and has the potential to disrupt or even open a new genre of games.

Next Generation Games Disruptive GamesProven plus USP

Challenge #3. Marketing is expensive

Paid Marketing is EXPENSIVE

Solution: App store optimization, SMM for viral

effect and Store relations, get your game featured

0

0,5

1

1,5

2

2,5

3

3,5

4

Dec.14 Jan.15 Feb.15 Mar.15 Apr.15 May.15 Jun.15 Jul.15 Aug.15 Sep.15 Oct.15 Nov.15 Dec.15 Jan.16

Inst

alls

(Mill

ion

s)

Showcase: Troll Face Quest

17

27 videos by vloggers on Trollface Quest Videomemes: 18M total views

Trollface Quest vlog videos >20M views PewDiePie’s troll tube video 3M views

Casual Web games account for 5%,

PC/MMO - 27%, mobile 30% of the total market share.

Mobile is not conquering all game market

Challenge #1. Facebook? Is there a new

opportunity?

Social Networks Game Portals Game Stores

Fb.com Spilgames.com Steam

Vk.com Kongregate.com Chrome Store

Ok.ru Miniclip.com Itch.io

Sina weibo Armorgames.com

Qzone Addictinggames.com

Bigfishgames.com

Open platforms, need to invest in traffic, integration required

Open and closed, integration required, marketing depends on the vendor

Closed platforms, integration required, marketing is solely at platforms consent

Try as many platforms as possible, audience is different, find the right

platforms and invest

Challenge #2. Which genre has a potential? Solution:

Top 5 browser games genres with avg ARPPU based

on Spil portals analytics

Social/Casino and slot

games

$450-600

Strategy games $150-300

Farm Simulators $70-200

MMO RPG $70-150

Sport social games $20-80

Revenue depends on the quality of the

audience

Challenge #3. Player acquisition cost. Choose the

right platform.

With programmatic buying

technologies you can predict

and control the CPI/CPR but

you will never guess the

conversion rate.

1st tier CPI - $5-15

2nd tier CPI - $2-5

3rd tier CPI - $0,9-$1,5

The payer costs 3-5 times higher than CPI. Cross-platform product lowers

the price of a payer. Solution: Find the right Platform = platform

audience matches the game audience

Challenge #4. Technology. Web switch. Flash ->

HTML5, WebGL

Google is planning to phase out full support for Adobe's Flash software on its

Chrome browser by the end of 2016, with the exception to 10 sites, including

fb.com and youtube.com

Safari 10, set to release in fall 2016 with the next version of MacOS (Sierra) is going

to block flash content by default

Cross-platform product

Start with the mature/tier1 markets

Invest in HTML5

Web games, new niches to look at:

Social casino games, MMO RPG

Social casino games ARPPU is highest among

web games with avr. $500

Publishing market challenges

Thank you for your

attention!

Yuliya Nabieva, Head of Partnership Management

Send us your game to gamefreaks@spilgames.com

www.spilgames.com