10 Years of Social Gaming without any Marketing Spending

Stan IwanVice President

Gamedesire Ltd

About me - experience• Gaming

VP of Gamedesire Limited – social casino and casual games developer (6 years)

• MediaHead of Entertainment channels in Onet.pl – biggest horizontal portal in Poland(10 years)

• ScienceSociology - M.A. - Jagiellonian University in Krakow

GameDesire - Company• GameDesire Ltd. – est. 2004

• The leading social casino and casual games developer in Poland – 100+ people

• Key products:• Poker Live Pro• Pool Live Pro, • Snooker Live Pro• GameDesire.com

• Key markets:• Poland• Brasil• USA

GameDesire – distribution platforms• Mobile

Pool Live Pro, Poker Live Pro, Snooker Live Pro, Bingo, Slots

• SocialFacebook, VK, others

• WebGameDesire.com, Poker4chips.com, 20+ white label partnerships

Gamedesire.com – in numbers

• 450 000 monthly active users• 20 000 000 page views• 25 casual and social casiono games• 16 language versions• 10 years on the market• 0 $ marketing spending (almost)

(Not so) secret sauce

Gamedesire.com – marketsDiverse Gamedesire audience:

• Poland – 30 %• Brasil – 20 %• USA – 10 %• Europe – 15 %• Turkey – 5 %• Other – 20 %

Partnerships• 20+ white label versions in different markets

Additional 800 000 users a month

Localisation• Website and games in 16

languages• 35 languages in the beginning• SEO impact!• Language communities

Social + community building features• Gifts• Chats• Achievements• Blogs• Forums• Photos

Selected games• Casual games /card games• Pool 8, Snooker, Dominoes, Rummy,

Buraco, Mahjong, Tysiac, Blackball,

• Casino games• Poker Texas Holdem, Poker Omaha,

Bingo, Golden Reels Slots,

• Multiplayer games• Evergreen games

Right demographics• Male, 25+

• Pool, Snooker, Poker players

• Female, 35+• Mahjong, Bingo, Slots players

• 83 % of users older than 25• 66 % of users older than 35

58 % 42%

Sources of traffic• 50 % direct traffic• 35 % traffic from organic

search• 8 % of users from referals• 6 % of users from social sites

Multiplatform• One player base across all chanels

• Web, mobile, social – liquidity of players

• One economy• Premium currencies: Gamechips, Gold points

• One bonus system• Gamedesire.com, Poker4chips and Partners websites

Results

Lifetime structure of GameDesire users• Active users structure -

split per players' lifetime

• 43 % of users plays on Gamedesire for more than 1 year Less than

1 year57%

1 year12%

2 years13%

3-4 years9%

5+ years9%

Revenue structure split per players' lifetime• 25 % of revenue is

generated by players that play for 5 years or more

• 68 % of revenue is generated by players that play for 1 year or more

Less than 1 year32%

1 year12%

2 years12%

3-4 years18%

5+ years25%

Lifetime structure - games played• Amount of games played

by users - split per users' lifetime

• The longer user stays on websites thr more games play

Less than 1 year

1 year

2 years

3-4 years

5+ years

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1 game 2 games 3-4 games 5+ games

LTV of GameDesire users• LTV curve for long-term

players. • Day 0 - Year 10 of activity• LTV never stops growing

DAY 0

YEAR 0.5

YEAR 1

YEAR 1.5

YEAR 2

YEAR 2.5

YEAR 3

YEAR 3.5

YEAR 4

YEAR 4.5

YEAR 5

YEAR 5.5

YEAR 6

YEAR 6.5

YEAR 7

YEAR 7.5

YEAR 8

YEAR 8.5

YEAR 9

YEAR 9.5

YEAR 10

Conclusions• Despite growth of mobile, web gaming channel can be very

profitable• In order to be succesful you need to acquire users with right

demographics for offered games• Social features and community building are crucial for good

retention of users• Loyal users from organic traffic stay longer and pay more for

a very long time

Thank you!