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Turkish Delight ! Case Study: Knight Online Monetizing a Free2Play game and keeping it alive and fresh over 8 years Rahul Sandil GamersFirst.

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Presentation on theme: "Turkish Delight ! Case Study: Knight Online Monetizing a Free2Play game and keeping it alive and fresh over 8 years Rahul Sandil GamersFirst."— Presentation transcript:

1 Turkish Delight ! Case Study: Knight Online Monetizing a Free2Play game and keeping it alive and fresh over 8 years Rahul Sandil GamersFirst

2 1 s e c t i o n ONE Background Key Market Indicators Founded GamersFirst in 2001 Found Knight Online in 2003

3 Key Market Demo Average age :25 70% < 30 yrs 1/3 of population > 14 are gamers 25,000,000 gamers in total 63% of gamers are years old PC cafes 6 hours of game play/week 3G subscribers: 40M in 2011 (7M in 2009) 1/3 of all mobile phones are smartphones 250 online video/ month watched on avg per subscriber

4 TURKISH ONLINE USERS 35M INTERNET USERS 5TH BIGGEST INTERNET POPULATION IN EUROPE 13TH BIGGEST INTERNET POPULATION IN THE WORLD 9 M TURKISH ONLINE SHOPPERS 70% are YOUNGER THAN 30 YEARS Vs. 39% are YOUNGER THAN 30 YEARS IN UK

5 TURKISH ECOMMERCE US$12.4 b n IN 2011 THE WORLD‘S 2ND FASTEST GROWING ECOMMERCE MARKET IN % Growth

6 Social Media Turkey is Ranked 1 st FriendFeed 4 th Facebook 9 th Twitter

7 Combined CCU of Top 5 MMOs 175,000

8 BACKGROUND Found Knight Online in 2003 Already released in Korea in 2001, it set the land speed record for failure… Which meant that by the laws of Inverse Demographics (which I just made up), it would blow the roof off of the North American Market! Game was translated to English and published by K2 shortly afterwards

9 2 s e c t i o n TWO HORIZONTAL EXPANSION ALT TITLE: MORE TURKEY PLEASE

10 2 s e c t i o n TWO Horizontal Expansion – Initial wave of Turkish players in 2006 – Within a year game overrun with Turkish players (in a good way) – Gaming phenomenon!!

11 HORIZONTAL EXPANSION 1 in 10 Turkish citizens has played Knight Online OEM “hardware” appears: The KO Pedal Turkish player data: – Conv Rate: 8% - 12% – ARPPU: $18-$26 – Average LTV: $80-$120

12 HORIZONTAL EXPANSION 1 in 10 Turkish citizens has played Knight Online OEM “hardware” appears: The KO Pedal Turkish player data: – Conv Rate: 8% - 12% – ARPPU: $18-$26 – Average LTV: $80- $120

13 UNTIL THE DARK TIMES… EVERYTHING WAS LOOKING GOOD...

14 Hackers/cheaters begin to appear en masse DDOS attacks in 2007 cripple game servers for months Turkish government BANS Knight Online (possibly preparing for 2011’s attempt to ban the internet) Net result?

15 Hackers/cheaters begin to appear en masse DDOS attacks in 2007 cripple game servers for months Turkish government BANS Knight Online (possibly preparing for 2011’s attempt to ban the internet) Net result? A few million more unique logins appear Max CCUs double Number of transactions quintuple

16 3 s e c t i o n THREE Three Cs of Monetization Community Currency Content

17 Combos and Sliding: Two features that started their lives as bugs Daily/Weekly/Monthly Live events Localized GM/CS Embraced Social Media early 1. COMMUNITY

18 Pricking with E-Pins KOL everywhere! Everyone Makes Money [on the secondary market] 2. CURRENCY

19 PVP: The UGC gift that keeps on giving Everyone Loves a Trader Annual Content Updates 3. CONTENT

20 LEARNINGS s u m m a r y SUMMARY

21 DON’T Play Tipping the Scales Play

22 I want items Tipping the Scales DON’T Play Play

23 I want items I don’t want to spend money Tipping the Scales

24 I want items I don’t want to spend money Tipping the Scales DON’T Play Play

25 I want items I don’t want to spend money I want to PVP Tipping the Scales DON’T Play Play

26 I want items I don’t want to spend money I want to PVP My clan needs me How did my friend get that? I can pay with Cash Tipping the Scales DON’T Play Play

27 DON’T Play I want items I don’t want to spend money I want to PVP My clan needs me How did my friend get that? I can pay with cash Wow – The GM’s speak Turkish !! Tipping the Scales DON’T Play Play

28 Life Time Value of Paying Player $80 - $120 Peak CCU 45k -55k Conversion to Paying 8% to 12% Tipping the Scales DON’T Play I wan t item s I don’t want to spend money I want to PVP My clan needs me How did my friend get that? I can pay with cash Wow – The GM’s speak Turkish !!

29 THANK YOU (ALT TITLE: SHAMELESS TWITTER


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