d180 Aaron Loeb VP, Group GM EA All Play

2 Who Am I?

WHAT IS THE MOST IMPORTANT METRIC? 3 Daily Revenue DARPU Weekly Revenue DAU MAU Stickiness D2 Retention D7 Retention D30 Retention Quarterly Revenue Quarterly Profit Annual Profit Churn Conversion Rate ARPS D90 Retention D180 Retention Net Promoter Score Avg. Customer LTV K Factor Lifetime Revenue Installs Uptime ( ) Based on Your Stated Goals and Incentive Systems You Will Build Different Games

Things We Learned From Gracie… 4 Creative Leads Business Treat Everyone The Same Make it Great or Don’t Do It Remain True to the Show Translation For PMs: Give Stuff Away. A Lot. No Visible Testing Take a Long Time Work with People You Can’t Control

So What Happened? 5 Some Player Metrics From Last Q: Over 1 Billion quests completed 6 Billion minutes played Hundreds of billions of coins spent a month

The Secret Ingredient… 6 Orange Line: Builder 1 Blue Line: TSTO Red Line: Builder 2 Best DARPU: Builder 2 Best D2-5: Builder 1 Best ARPS: Builder 2 Best Installs:Builder 1 & TSTO Best D90-D180: TSTO (2x) TSTO:Top 5 Globally Builder 1: Solid Hit Builder 2:Meh

What Does “Creative Leads…” Look Like? 7 Content Plan 12 Months in Advance Working on Content 6 Months Ahead Multiple Passes on Script with Writers Very few sales, muted merchandizing Writing and design co-developed with show writers Fun-driven, not data-driven The Game is “Simpsons Quality” Players Reward us by Coming Back

Example #2: The Sims Freeplay 8 Long-Lead Update Strategy Each Update Introduces Major New Functionality Updates build on core game BUT do not “complexify” basic game Over 18 months, no drop in retention Game remains relevant to all cohorts THE RESULT

Longterm Retention Enables Community 9 Launched with 10,000 “likes” on Facebook Game Team took over the Page Grown to over 1MM by the Game Team Team regularly engages with players through Facebook

Retention and Community Enable Growth 10 Audience continues to grow after 18 months !

And Now… Some Lessons Learned… 11

Build a Longterm Engagement with Players 12 Listen. But Know What Matters.

Little Mistakes Have Big Impacts 13

Quantify Service. Be Ready to Respond. 14 TRACK SERVICE ISSUES. HAVE THE MEANS TO RESPOND.

Get Your Whole Team Involved! 15 WATCH THIS: OR GOOGLE: Dan Pink Drive RSA Animate 45 year old appliance worker to Jack Welch: "For twenty-five years, you paid for my hands when you could have had my brain as well - for nothing.” When Your Team Knows The Data, They Can Give You Their Brains

In Conclusion Steering by short-term measures will not generate long-term success. The most powerful services create long-term, quality engagements with their players Quality matters! –Fun –Service –Responsiveness –Community Get Your Whole Team Involved! 16 THANK YOU!

17