BEYOND PLAFORMS… THE RISE OF THE CORE GAMER!

2 MY BACKGROUND CORE, CORE & CORE ! 8 years in gaming … still a newbie! Since 2010 in F2P. From console to PC and then mobile. *: Source: Flurry Analytics 99% of my time in this industry spent convincing core gamers to play core games

3 Traditional industry thinking still associate 1 platform with 1 type of consumer as legacy of “console-only” era WHY ARE WE HERE TODAY ? GO BEYOND PLATFORM-FIRST THINKING TRADITIONAL VISION GAMER CENTRIC VISION

4 WHY ARE YOU HERE TODAY ? BEFORE WE START, WHAT TO EXPECT If you are… -A PC/console studio leader with a core game brewing ? Mobile is worth it with the metric to prove it. -A mobile first studio leader with a core game brewing ? What to aim for in term of key F2P metrics. -A VC/banker/angel ready to bet on core games ? Why plenty of blue oceans remains. -Just here to rest and enjoy the free Wifi? It happens. Just don’t type loudly.

5 AGENDA OR … “THE PRE Q&A SLIDE FODDER” Key metrics Daily engagement (time) Paying users (%) ARPDAU ($) ARPPU ($) Acquisition cost ($) Key discovery / acquisition methods (% leads) First thoughts & ideas before Q&A Already some solid examples, let’s focus on one (Injustice) F2P opportunities are everywhere Do we have a case here? Q&A time

AGENDA 6 1.KEY METRICS 2.FIRST THOUGHTS & IDEAS

7 PARAMETERS FOR THE COMPARISON “MY DATA IS SKEWED!” Consumer: Core gamer Psychographic: “Geeky gamer”, enjoy fantasy universes, RPGs gameplays & competitive/coop multiplayer Game genres Mobile: Trading cards & strategy games PC: MMOs & action-RPG games Geography: All countries minus China, Japan and Korea

8 DATA POINT #1 DAILY ENGAGEMENT IN MINUTES Why does it matter? Measure how significant the game impacts the gamer’s life In F2P, close correlation with retention & monetization metrics In real life terms… 1 episode of Game of Thrones (almost) 1 episode GoT and… some Youtube videos *: Full week average

9 DATA POINT #2 PERCENTAGE OF PAYING USERS Why does it matter? Measure how much the game provides delightful moments justifying payment Still a gap between Asian-based companies vs. US-based studios

10 DATA POINT #3 AVERAGE REVENUE PER DAU Why does it matter? Every gamer has a number of days / months to spend in your game, it measures your capability to make this time playing a viable business *: Monthly average for competitive / great, peak is 1 day

11 DATA POINT #4 AVERAGE REVENUE PER PAYING USER Why does it matter? Paying users are key to model correctly your recoup of the game production, maintenance and your marketing *: Total revenue per paying user

12 DATA POINT #5 COST PER INSTALL (US) Why does it matter? In both cases, to have a viable business, you need to have a cost per new unique user (NUU) lower than a given lifetime value - 45, 90 or 180 days – Caveat: This CPI is an average of a Top3 of US low/high quality traffic sources *: Total revenue per paying user

13 DATA POINT #6 KEY DISCOVERY METHODS Why does it matter? Help you to model your marketing budget vs. production budget And evaluate the opportunity from social hooks vs. platform feature vs. search

AGENDA 14 1.KEY METRICS 2.FIRST THOUGHTS & IDEAS

15 BEYOND PLATFORMS, 1 ST GOOD EXAMPLE INJUSTICE, GOD AMONG US (WB) NeverRealm's iOS game, release 2 weeks before their console one, lead to : Greater awareness of the console sku which became #1 seller in April/May 2013 Top30 grossing game on iOS since launch re-using console 3D models

16 SOME EXAMPLES OF F2P CORE GAMER’S REMAINING OPPORTUNITIES Next-gen consoles and F2P Mobile gaming, think of : Open genres Per major territories (West, Korea, China, Japan) And if I see one more “Clash meets Puzzle & Dragons” pitch…

17 DO WE HAVE A CASE OR NOT? Q&A TIME Are you : -Angry, skeptical or revolted? GOOD ! -Read to jump on the microphone? EVEN BETTER ! “If moderation is a fault, then indifference is a crime” Jack Kerouac