building a social casino app | mark beck
TRANSCRIPT
2
Who am I?
9 years in Casino industry in Australia, Las Vegas & San Francisco
(current).
PREVIOUSLY Vice President at Aristocrat (Heart of Vegas)
responsible for User Acquisition, Finance and Data Science (Marketing)
Responsible for IGS (FaFaFa) & Aristocrat acquisition relationship
Casino User Acquisition Data Science Finance
I LOVE TO GAMBLE
Agenda
3
Marketing (User Acquisition): Manage top of the funnel
Casino Strategy: Competitive Advantage / Value Chain Position
Data Science / Operations: Report, Segment, Test & Optimize
Product Development & Design: Metagame & Game Mechanics
Slot Content: Not Just Spinning Reels
4
CASINO STRATEGYLarge but competitive market
CAGR = +36%
CAGR = +8%
Slowing growth with continued shift to mobile
SOURCE:Eilers & Krejcik Gaming, LLC
CASINO STRATEGY Top Grossing Casino US iPHONE
5
Not many new entrants
6
Without slot manufacturers...
CASINO STRATEGY Top Grossing Casino US iPHONE
7
...without land based titles & IP...
CASINO STRATEGY Top Grossing Casino US iPHONE
8
CASINO STRATEGY Top Grossing Casino US iPHONECASINO STRATEGY Top Grossing Casino US iPHONE
...without Casino Operators....
9
CASINO STRATEGY Top Grossing Casino US iPHONE
Owned by Murka Owned by Super Lucky Casino
...without Playtika....
CASINO STRATEGYWhat’s your competitive advantage?
10
Slot Manufacturer
Slot Designers(Math &/or Art)
Casino Operator(Physical or Online)
App Developer
Advertising Partner
App Publisher
Slot Content
Higher monetization & retention
Casino Audiences
Cheaper CPI’s
Development Cost Development Efficiencies
Ongoing Operations Operational Efficiencies
Casino is a valuable but
mature market
Rewards Programs
Higher monetization & retention
MATH
11
SLOT CONTENTHeart & Soul of the app
GRAPHICS & SOUND
?????
Even the best slot designers have plenty of failures
Reduce your risk by bringing slot content experts ASAP
License
Buy
Hire
Learn
10% hit rate would be AMAZING
12
SLOT CONTENTWho are we designing for?
REGIONAL PREFERENCES (GRAPHICS / THEME)
VOLATILITY
HIT RATE
FEATURE FREQUENCY
Slot Players are not the same
RTP (BASE / FEATURE / JACKPOT)
ASIAN ANIMALS
LOW VOLATILITY
HIGH HIT RATE
LOW FEATURE
FREQUENCY
HIGH BASE / LOW FEATURE / LOW
JACKPOT
STEPPER / LINE / REEL
3 x 5 REEL GAME
13
PRODUCT DEVELOPMENT & DESIGN Do the basics well BUT innovate
DAILY BONUS HOURLY BONUS PROGRESSION / LEVELS
BET LEVELS GIFTING VIP ROOMS
TOURNAMENTS JACKPOTS COLLECTIBLES & EVENTS
LOYALTY PROGRAM PROMOTIONS & SALES INNOVATE!!!
Keep the slot player in mind...
14
Ad Partner Selection
Tool Selection
App Store Optimization
Mobile Install Attribution
Creative Optimization
Cost Reporting
Campaign Management
Cross Promotion Strategy
Traffic Comparison
UA Performance Reporting
Early Funnel Analysis
Re-Engagement Advertising
Lifetime Value Prediction & Reporting
MARKETING (USER ACQUISITION) Top of the funnel is CRITICAL
Mature market with compressing margins
15
MARKETING (RETAIN & MONETIZE)Heart & Soul of the app
Onboard
Convert Convert Again
Convert Again….
Delight
Acquire
Segment, test, analyze & optimize
Paid vs. Organic
D1 Retention Retention / Sessions / Activity
FTD Conversion Rate & ARPPU
16
DATA SCIENCE & OPERATIONS Test & Optimize. Test & Optimize.
Analytics
Aggregate Data & Reporting
Data Insights & Discovery
Segmentation
Segmentation Definition & Migration
CRM
Predictive Analytics
Lifecycle Marketing
In-Game Notification
Retention Tools
A/B Testing & Control Groups
User InterfaceTest & Optimize
Buy or Build?
Summary
17
Marketing (User Acquisition): Manage top of the funnel
Casino Strategy: Competitive Advantage / Value Chain Position
Data Science / Operations: Report, Segment, Test & Optimize
Product Development & Design: Metagame & Game Mechanics
Slot Content: Not Just Spinning Reels
QUESTIONS?
18
Mark Beck
Skype: beck_mark