Bringing the Social Layer to Online

Gaming: Lessons Learnt

Sidney Mock – Chief Commercial Officer

Agenda

Introducing Spil Games

Going from Casual to

Social Gaming

Learnings

Spil Games

in a nutshell…

• 3localized social gaming platforms

• 145 Million visitors per month

• Targeted to girls, teens and families

Spil Games

2004

© SPIL GAMES

2009

Built on a single recipe…

Jeux.fr

Jeu.fr Spel.nl Spelletjes.nl

Games.co.uk

Gioco.it

Gry.pl

Juegos.com

Ojogos.pt Spela.se

Agame.com

Games.co.id Girlsgogames.com

Ojogos.com.br

Strong local domains

3 targeted propositions

True Cultural Localization

Simple, Easy & Free 2 Play

Find Use Access

We were not engaging our users

socially

13

50

70

90

110

130

150

170

190

210

230

2008 2009 2011 2013

123

145

Spil’s ‘new’ growth

?

90

Casual Social How did we do it?

We’ve built a social layer

Confidential Information Memorandum – 3. Proposition

15

Source: (*) Spil Games Datawarehouse; (**) Google Analytics

PLA

TFO

RM

S

Time on Site per User per Month (**)

7X

…and connected our games to it

Create a profile! Create an Avatar Save Favorite Games

Leave Comments Create an Album Activity Feeds

Make Friends

Awards & High Scores

Social Features Creates Loyalty

>500K per

week

>250k per

week

>15 million each

month

>30 M profiles

30K per hour

9 online friendships

every second

Create an Album

30 Million Registered Players

Non-registered Registered

3X

Social game developers are interested in

alternatives to Facebook

• Largest community of like minded social game players

• Marketing to our 140M user group

• Unified Payment Service, Community Management & Localization

• Scalable solution

Good Games: Seeing Results

Plinga: Seeing Results

Scope:

Close to 130M new game plays Engagement: Over 125K transactions

22

Maintaining Loyalty

Learnings

24

What have we learned?

•Serious investments in technology, processes & skills

•Community management & customer support are key

•Finding a balance between gut feeling and data research!

• Local Payment Service with single user experience

© SPIL GAMES

What do we offer?

25

Thank you