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l Whitepaper


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2Social Gaming & Gambling Convergence Threat, Opportunity or Just Hype? l

Overview

Social casino games have gained considerable attention in the last few years. According to a recent

study by SuperData Research [SD2012], the global market for social casino games is currently around

1.6B USD. While this number is still small when compared to the global online gambling market of 35B

USD [H2GC2012], the social casino games industry is now a clear presence in the gambling and casino

entertainment ecosystem.

The social casino games market is particularly interesting because online gambling sites and social/mobile

developers are converging on it at the same time. The former group has been around for about 15 years,

since the mass adoption of the Internet began; the latter group didnt appear until after widespread

adoption of Facebook a few years ago. These two industries have dierent business models, customer

relationships, regulatory restrictions and player demographics, so they bring dierent perceptions,motivations and skillsets to the table.

As service companies for both of these industries, Clarion and Kontagent are very interested in

understanding how each one perceives the new social casino games space. Do they see it as a threat or

a new opportunity to grow? What moves are they making to assert dominance or foster collaboration?

The research presented in this paper is the result of detailed analysis of several sources. First, we conducted

a broad survey that was completed by close to 300 individuals in both industries. The respondents were

contacted via both Clarions and Kontagents customers/partners/industry databases, and consist mostly

of management team individuals from online gambling operators and social/mobile game developers.

Thirty-one percent of respondents came from online or land-based casinos, and 69 percent came from

social/mobile game companies. The respondents were mostly from Europe (45%, a third of those from the

UK) and the U.S. (33%), with a smaller percentage coming from Asia (12%), Americas (8%, excluding US)

and Australia (2%). Most of the real-money wagering respondents came from online gambling operators

in the UK, including sports betting, casino games, bingo and lotteries; only a few of the respondents were

land-based only. The social/mobile developers respondents includes publishers of all kinds of games on

Facebook, iOS and Androidnot only social casino games.

We also conducted personal interviews with leaders of both industries, including land and online

1Examining the Convergence of Online Gambling and Social Gaming Clarion-Kontagent Survey, Total SurveyRespondents: 293, June 27 2012 - Oct 5 2012.


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operators with and without social games and social/mobile casino game developers; we also analyzed

public data about the composition, dynamics and growth of the market.

1. Two Industries Come Together: Online Gambling and Social/Mobile Games

Survey Respondents by Geography

Source: Clarion-Kontagent Survey

USA33%

Europe45%

Asia12%

Australia2%

Americas8%

Survey Respondents: Operators and Developers

Source: Clarion-Kontagent Survey

Online orland-based

casino operator31%

Social/mobilegame developers

69%


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Online Gambling. The online gambling industry is currently a 35B USD market with approximately 60M

players around the world. Its expected to grow to 42B USD by the year 2015 [H2GC2012]. Its worth

noting that the size of this market was minimal just 15 years ago. The rst online casinos were released

in 1994 and started taking o in the late nineties, due to the mass adoption of the Internet. Then, as now,

regulation around this new industry tried to catch up with the new technologies available to players indierent geographies.

Online gambling covers a wide spectrum of entertainment, including slots, poker, bingo, blackjack, sports

betting and online lotteries. Some games are played across many geographies, such as online poker,

while others are highly localized, such as state lotteries. The regulation for online gambling changes

from country to country, and even among jurisdictions within the same country, which makes the array

of games available to citizens highly dependent on where they live. As an example, while online sports

betting is commonplace in the United Kingdom, its availability is very limited in the United States.

Social Casino Games. The global market for social casino games is currently at around 1.6B USD, with 40

percent of its revenue generated in the United States, followed by Europe with27 percent; currently, just

in the United States, 35M persons play social casino games [SD2012]. These games are based on some

of the same games described above for online gambling, mainly slots, poker, bingo, blackjack, roulette

and some sports betting.

The term social casino games is used for a wide variety of games on social and mobile platforms.

However, some of these games do not have any social aspects to them [KF2012]. For example, most

slots games on Facebook are individual experiences, with little social activity beyond inviting friends

to play or sharing scores. The term social casino games is even used for games in mobile platforms,

which usually have little or no social capabilities. A better description for many of these games would be

casino freemium games: games that can be played to a certain extent for free, but in which an enhanced

experience is available by paying with real money. The player can buy more chips, access new parts of the

game and save time or other benets that are dicult or impossible to acquire for free.

The industry around these games consists mostly of social and mobile game developers whove found

casino-style games to be very successful. In hindsight, it could have been easy to foresee that casino

games would be popular on social and mobile platforms, given their tested nature for engaging game

mechanics. However, there were many other types of games being developed for these platforms, such

as city/farm building games and role-playing games.


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The developers of these games come in all shapes and forms, from small startups e.g., Blue Shell Games

with Lucky Slots to larger public companies e.g., Zynga with Texas HoldEmPoker.

Similarities between Social Casino Games and Online Gambling. Social casino games are very similar

to their online gambling counterparts. The most popular games on Facebook, for example, are poker,slots and bingo. Some of these are more inherently social than others e.g., poker and bingo are more

social experiences than slots. No matter what the game, however, the goal of the developer is always the

same: maximize revenue. This is done through the right combination of entertainment, fun and eective

monetization.

Diferences between Online Gambling and Social Casino Games.The main dierence between online

gambling and social casino games is the fact that online gamblers can exchange their wins back to regular

currency (cash-out). This is not possible on social casino games. The virtual currency balance that a

player has in a social casino game can only be used within the game, and cant be exchanged for real

goods or services.

It may be surprising

for online gambling

companies to realize

that players will buy

chips that they cant

cash out, but the social

and mobile game

industry understands

this well: engaged

players are willingly

paying for an enhanced

gaming experience.

Virtual currency in social casino games usually has three sources:

it may be given for free; earned in the game e.g., a jackpot in

slots; or purchased with real money. It may be surprising for

online gambling companies to realize that players will buy chips

that they cant cash out, but the social and mobile game industry

understands this well: engaged players are willingly paying foran enhanced gaming experience.

Another key dierence between online gambling and social

casino games is regulation. While most countries regulate

online wagering, social casino games are thus far not regulated.

Regulation around online gambling serves several purposes:

protection against fraud, protection against addictive behaviors

and providing tax revenue. In the United States, an activity is

considered to be gambling and requires regulation when theres

consideration (a price paid to take part), chance (randomness as

opposed to skill) and a prize (something of transactable value

that is earned).


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The fact that social casino games are not regulated allows these games to be designed with more

exibility than online gambling games. For example, while the chances of winning in an online gambling

slots game are heavily regulated and thus cant be adjusted freely by the operator, the chances of winning

at a social casino slots game can be adjusted by the game developer. The game developer may want to

adjust the winning chances to optimize the game in terms of revenue, engagement or other metrics. Forexample, if its well known that players will purchase virtual currency when having a low balance, it may

be convenient to adapt the winning chances so that players spend their virtual chips at a rate that keeps

them engaged and wanting to play more.

Even though the two industries are based on similar games, their business models are quite dierent.

And its important to note that the player acquisition costs for online gambling are much higher than

those for social casino games: hundreds of USD per player versus just a few dollars per player.

In summary, these are the key dierences between social casino games and online gambling:

Social casino games do not oer a cash-out option

Social casino games are not regulated

Social casino games reach a broader audience

Online gambling revenue comes from winning chances; social casino game revenue comes from

selling virtual chips

Online gambling player acquisition costs are in the hundreds of USD, while theyre only a few dollars

in the social casino games space

Market Roundup: Recent Acquisitions, Partnerships and Investments. The recent convergence

of online gambling and social casino games has generated several key acquisitions, partnerships and

investments in recent years. In June 2010, 888 Holdings acquired Mytopia; in January of 2012, IGT

acquired Double Down Interactive; in May 2012, Bwin.party announced a 50M USD investment in social

games; on August 2012, Facebook started oering an online gambling app from Gamesys on its platform

in the UK; the same month, Big Fish Casino started oering real-money wagering on iPhones in the UK.

There have been several other moves in this space, but perhaps the two that are most closely being

observed at this point are the Facebook/Gamesys and Big Fish launchings, since they represent the rst

incursions into real-money wagering on Facebook and iOS from a social game developer.


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2. The Relevance of Social Casino Games to the Online Gambling Industry

The online gambling industry has traditionally viewed social networks like Facebook and Twitter as

marketing tools they can use to increase their reach and retention via targeted ads, fan pages and

messages. Mobile platforms have been traditionally regarded as another potential channel for wagering;that is, in the same way that bets may be placed through an online site or on the phone, they can be

placed through an iOS or Android app.

The development of social casino games has expanded the potential uses of social networks and mobile

platforms for the online gambling industry. The opportunities for new sources of revenue and a broader

audience are obvious, but so is the potential threat that social casino game developers may take away

players from online wagering sites.

The table above summarizes the strengths, weaknesess, opportunities and threats (SWOT) that we found

for the online gambling industrys entry into the social casino gaming space.

Our survey reveals that most of the online gambling industry sees an opportunity in social casino games.

Twenty-one percent of real-money wagering respondents have already launched a Facebook game, and

more than 80 percent of those who havent launched one are considering it. This shows that the social

casino games space holds a strong attraction for the online gambling industry: most of the respondents

have either already entered the space or plan to do so in the future.

SWOT Analysis for Online Gamblings Entry into Social Casino Games

Helpful

ExternalOrigin

InternalOrigin

Harmful

Strengths: Operating licenses acquired Deep understanding of regulatory issues In-depth understanding of casino game dynamics Online wagering product designs are ready for

re-use in social games

Weaknesses: Little understanding of social and mobile

platforms, games and players Little understanding of freemium business models

Opportunities: Create new sources of revenue Lower acquisition costs by converting social

players to online gambling sites Monetize customers in their databases that

dont gamble

Threats: Competitive space with incumbents that may bemore experienced

Cannibalization of online gambling players andrevenue

Potential regulatory restrictions on social casinogames


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Among the online gambling industry respondents whove already launched a social casino game, the

two main reasons for doing so were to develop an entirely new revenue stream; to benet from the

anticipated legalization of cash-out casinos on Facebook. That is, those who have entered this space

believe that there is a strong business case to get into it, not that the social space is only a marketing

Would you consider launching a social casino game in the future?Asked only to those who do not have a game on Facebook.

Source: Clarion-Kontagent Survey, Online/Land Casino Respondents that have not launched a game on Facebook.

Possibly41%

Yes,definitely

43%

Probably not6%

Definitely not0%

Do you currently have a social casino game on Facebook?Asked only to Online/Land Casino respondents

Source: Clarion-Kontagent Survey, Online/Land Casino Respondents.

Yes21%

No79%

Not sure10%


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tool. When asked about the revenue they expected to generate

from social casino games, most respondents expect it to be up to

25 percent of their total revenue.

The survey also asked whether the respondents believed Facebookwas going to allow real-money gambling to happen on its platform.

The survey was launched by the end of June, a few months before

the FacebookGamesys partnership happened. Interestingly, until

then, 25% of respondents believed that Facebook would not allow

real-money gambling on their platform. Of course, this small group

was proven wrong in August 2012.

The market has shown that companies can indeed make strong

prots from social casino games. Zyngas 10K 2011 Annual Report

shows that their revenue from Zynga Poker was 114M USD in

2010 and 160M USD in 2011. The acquisitions and investments

described earlier also validate the online gambling industrys

expectations that social casino games will be protable.

When asked about

the revenue they

expect to generate

from social casino

games, most

respondents

estimate it will be

up to 25 percent of

their total revenue.


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3. The Relevance of Casino Games and Online Gambling to the Social and

Mobile Games Industry

Social casino games have become wildly successful on Facebook. If we take a look at the amount of

monthly active users (MAUs) of social casino games and compare them to the total number of MAUs for

games on Facebook, we see the following trend [DG2012a]:

Since 2010, the share of social casino games on Facebook has more than doubled from six percent to 13

percent. Weve previously reported how the growth of social casino games has surpassed the growth of

farm/city-building games on Facebook, that they generate a larger Average Revenue Per User (ARPU) than

other types of social games [VB2012]and how social casino games are among the top growth apps [OM2012].

It would seem that the natural next step for the industry would be to go into real-money wagering,

either via online gambling sites or through the social and mobile platforms. However, in our surveysand interviews, we found dierent opinions on this: even though some see a clear opportunity for higher

revenues, some see a threat from larger, well-funded organizations entering the space. Still others stay

on the sidelines of the whole regulation and legalization discussion and believe in the continuity of their

current freemium business model, with revenue generated only by the purchase of virtual currency and

goods from a select group of engaged players.

Year

2010

2011

2012

Casino Games MAU

(Millions)

41

62

98

Total Games MAU

(Millions)

681

754

780

Share

6%

8%

13%

Casino MAU / Total Games MAU

Source: Kontagent, processed data from AppData; taken on April each year for games with more than 10,000 MAUs.

2010 2011 2012

20%

15%

10%

5%

0%

Source: Kontagent, processed data from AppData; taken on April each year for games with more than 10,000 MAUs.


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The table above summarizes the strengths, weaknesess, opportunities and threats (SWOT) that we found

for the social and mobile game industry entering the social casino space and online gambling.

According to our survey, social and mobile developers are quite aware of the social casino game space:

40 percent of the social and mobile developers who answered our survey said that they had already

launched a social casino game, and 77 percent of those who havent launched are considering it

SWOT Analysis for Social and Mobile Game Developers Entry into SocialCasino Games and Online Gambling

Helpful

ExternalOrigin

InternalOrigin

Harmful

Strengths: Deep understanding of social mechanics

Deep understanding of social and mobileplatforms, both technically and in terms of userexperience

Weaknesses: Developers lack understanding of regulation and

licensing requirements

Opportunities: Online gambling offers a larger market size,

from 1.6B USD (Social Casino Games) to 32B USD(Online Gambling)

Online gambling companies are interested inacquiring, partnering with and investing in socialcasino game developers

Online gambling companies need expertise asthey migrate their sites to a more user-friendly,

social experience

Threats: Competitive space with incumbents that may bemore experienced Potential regulatory restrictions on social casinogames Possibility of deep-pocketed online gamblingorganizations to enter the social casino gamesspace

Do you currently have a social casinogame on Facebook?

Source: Clarion-Kontagent Survey, Social/Mobile Game Developers.

Yes40%

No

60%

Would you consider launching a socialcasino game in the future?

Source: Clarion-Kontagent Survey, Social/Mobile Game Developers that

Yes, definitely40%

Possibly37%

Probably not8%

Definitely not0%

Not sure15%


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In contrast to online gambling developers that have launched social casino games mostly for revenue and

in preparation for legalization, social and mobile developers are motivated mostly by the success of other

games, and by the potential acquisition and partnering deals that may come out of it.

As we discussed in [DG2012b], the social casino game market has been very dynamic in the last twoyears. Among the top 20 casino games by MAUs on Facebook, the number of slots games has almost

tripled, going from ve to thirteen, while poker has consolidated, going from eight to four. Also portfolio

games, those which oer a variety of games within the game; e.g., Double Down Casino oers Slots,

Poker, Bingo, Blackjack, Roulette and Video Poker within the same app, have gone from two to ve games

among the top 20 by MAUs. These fast changes in the last two years show that consumer preferences

and game availability change quickly, and that things are far from settling down in the social casino space.


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4. Similarities and Diferences between the Online Gambling and Social/

Mobile Game Industries

As the two industries enter the social casino gaming space, they bring key similarities and dierences to

the table. This is a summary of these, based on our survey:

Market Opportunity.When asked about the timing for launching a social casino game now, both the

online gambling industry (82 percent) and social/mobile developers (83 percent) believe theres still

room to get into the social casino game space. And both believe (42 and 57 percent, respectively) that

social casino games are going to be around for a long time, and plan to build a business around it.

Similarities

Platforms

MarketOpportunity

Differences

Both industries believe theres still space for moreentrants in the social casino game space

Both industries believe social casino games are along-term business opportunity

While the online gambling industry enters thisspace to generate new sources of revenue andgain from new regulated markets, thesocial/mobile industry is motivated by otherssuccess and the possibility of partnership oracquisition deals

Real-money wagering is perceived slightly more asan opportunity for social/mobile developers

Both industries are optimistic about entering themobile space

The mobile platform is seen as another transactionchannel for the online gambling industry, while itsa key game platform for the social/mobile industry

Regulation Both industries thought that real-money

gambling on Facebook would be a reality,and they were right

The online gambling industry better understandsthe complexity of gambling regulation

Gam

es Both industries prefer slots over other games While winning chances in the online gambling

industry are regulated, they can be modified forgame optimization in the social/mobile industry

Analytics Both industries believe that analytics and game

mechanics are very important for a successfulcasino game

Analytics for the online gambling industry are verytransaction based; in the social/mobile industrytheyre behavior oriented


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Those whove already entered this space had dierent reasons to do so. Online casinos have created

social casino games primarily to develop new revenue streams or to benet from gambling being allowedon Facebook. Social and mobile developers, on the other hand, have created social casino games because

others have been successful, or because of potential partnerships or acquisitions. Gambling on Facebook

is perceived slightly more as an opportunity by social/mobile developers (39 percent), than by the

online gambling industry (30 percent). Interestingly, the number of respondents opposing gambling on

Facebook is the same in both industries (20 percent).

Platforms. Both industries are very optimistic about the mobile space. When asked whether they were

more optimistic about launching a social casino game on Facebook or a mobile platform, 64 percent of

online gambling industry respondents were more optimistic about mobile platforms, as were 50 percentof social/mobile developers.

How do you feel about the timing for launching a social casino game now

Source: Clarion-Kontagent Survey.

0% 10% 20% 30% 40% 50% 60% 70%

Social/Mobile Developers Online/Land Casinos

You gotta be crazy to launch acasino-style game at this point

The time has passed, not a lot ofroom for more players in this space

- its a gamble

Its a little late as there is lots ofcompetition, but theres still roomfor more

Timing is perfect - all the stars arealigned

Are you more optimistic about launching a casino gameon Facebook or on a mobile platform?


0% 10% 20% 30% 40% 50% 60% 70%


I am more optimistic about Mobile

I am equally as optimistic about both

I am more optimistic about Facebook


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Regulation. A relatively small percentage of respondents in both industries think that real-money

gambling will not happen on Facebook (18 percent of online gambling respondents and 14 percent

of social/mobile developers) and a similar percentage opposed real-money gambling on Facebook (20

percent of online gambling respondents and 21 percent of social/mobile developers).

Games. Theres a marked preference for slots over other games in both industries: 89 percent of online

gambling respondents and 67 percent of social/mobile developers whove already launched a social

casino game have launched a slots game. Among those who havent launched a social casino game yet,

46 percent of online gambling respondents and 42 percent of social/mobile developers would launch aslots game.

How do you feel about Facebook potentially allowingcash-out casinos on their platform?


0% 10% 20% 30% 40% 50% 60%


I dont like it - keep real moneygambling off this platform

I am unsure about it - it could be good,but it may also present problems

I love the idea - well all have moreopportunity to make more money

If you were to plan on launching a social casino game,which type of game would you launch first?


0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%


Other

Sports Book

Bingo

Slots

Blackjack

Poker


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Analytics. Both industries agree on the importance

of analytics for a successful social casino game. When

respondents were asked whether they agreed with

the statement, Analytics are absolutely essential to

running a successful social casino game, 65 percentof them completely agreed. This could be an indication

that companies realize the increasing competition in

this space, and recognize that one of the most eective

ways to compete is through the extensive use of

analytics for data-driven development of their games.

Analytics are absolutely essential to running asuccessful social casino game


0% 10% 20% 30% 40% 50% 60% 70%

Completely Disagree

Somewhat Disagree

No Opinion

Somewhat Agree

Completely Agree

When respondents were asked

whether they agreed with the

statement Analytics are

absolutely essential to running a

successful social casino game, 65

percent of them completely agreed.


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5. Regulatory Aspects

Regulation of social casino games. As we discussed before, regulation around gambling exists to

protect players from fraud, from falling into addictive behaviors and as a source of tax revenue. Theres

currently an ongoing discussion as to whether or not social casino games should be regulated. In thetypical freemium social casino game, the player does not necessarily have to make a purchase in order

to play. Furthermore, players cannot cash out their earnings. Therefore, social/mobile developers argue

that theres no need to regulate social casino games, and that if such a regulation were to exist, many

other types of games would also have to be regulated.

Some leaders of the online gambling industry [WH2012]believe that social casino games should be

regulated, mostly to protect minors from developing addictive behaviors. Its interesting to see that

while the word addictive has a positive connotation among social and mobile game developers, it has

a very negative meaning in the online gambling world due to the consequences it may bring to players.

The discussion of regulating social casino games is bound to continue for a while.

Legalization of online gambling in the U.S.The other key discussion around regulation is the legalization

of online gambling in the United States. Last year, the Department of Justice issued an opinion that allows

for the regulation and legalization of online gambling on a state-by-state basis [DOJ2011]. Since state

regulations may vary, several states have already issued their regulatory framework for online gambling;

others are working intensively on it. This regulatory and legalization process will likely open key markets

for operators, and both industries are closely watching these developments.


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6. Continued Convergence and Future Growth

Based on the survey results, interviews and research conducted for this paper, we believe the following

developments will take place in the social casino gaming space.

Near-Term Developments. In the near term, its clear that the number of new social casino games

will continue to increase. Leaders from the online gambling and social/mobile developer worlds

have already launched, or are considering launching, more social casino games. Following the trend

discussed previously, we expect more games, in terms of both quantity and variety, to be published on

social and mobile platforms [DG2012a, DG2012b]. These games will be launched by individual studios,

partnerships, acquisitions, or investments by established online gambling and land casino companies.

Convergence Learning. As the two industries converge into the social space, its clear that the following

developments will continue in the medium term:

Both industries will learn from each others expertise: The online gambling industry is expert at

navigating regulation, customer relationship management and optimizing game mechanics for

real-money wagering; social and mobile developers are skilled at launching appealing and engaging

games with no cash-out options to a large audience, and at using the freemium business model.

Social casino games will become more social: Social casino games, as we mentioned before, do not

always have a strong social component. [KF2012]Game developers can explore player interactions

and sharing behaviors to create more engaging and monetizable games, where part of the value forplayers comes from the social aspects. Online gambling sites will also incorporate social features to

make their players experience better. The wagering and freemium models can be used creatively to

design new combinations of games.

Lingering Questions.As these developments proceed, they create new questions that must be addressed

by industry leaders:

Will the Facebook/Gamesys partnership in the UK work out well for both parties, and will it be a

precursor of many similar deals?

What are the eective conversion rates of players from social casino games to online gambling

and vice versa?

Will social casino games be regulated in certain geographies?

The answers to these questions will shape the future of the social casino games industry.


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7. Summary

We started this research with a question: Are social casino games a threat, an opportunity or just hype?

Even though a small part of the two industries sees social casino games as a threat, most of them see

them as an opportunity, respondents have either already launched a game or are considering doing so,and believe they can make it a long-term business. This is a common view in both the real-money wagering

industry (online and land casinos) and the social/mobile developer community.

The market conrms this view. Many key partnerships and acquisitions have occured, and social casino

games are becoming very successful both in terms of player acceptance and revenue generation. We

expect the coming months to be very dynamic and interesting in this sector, not only because of the new

deals and game oerings, but also because of the imminent merging of online gambling and social and

mobile platforms.

REFERENCES

[SD2012]SuperData Research, Social Casino Metrics, August 2012. http://www.superdataresearch.com/social-casino-metrics/

[H2GC2012]H2 Gambling Capital, 2011 H2 eGaming Dataset, February 2012.

[KF2012]Kevin Flood, Internet Gamblings Confused Denition of Social Gaming, June 2012.

http://kevinood.blogspot.com/2012/06/internet-gamblings-confused-denition.html

[DG2012a]David Gutierrez, Al Rey, Casino Games Take Over Social and Mobile Games, iGaming Business North America,

September 2012.

[VB2012]Dean Takahashi, Casino Games Surpass Farm Games as the Darlings of Social Networks, VentureBeat, April 2012.

http://venturebeat.com/2012/04/27/casino-games-surpass-farm-games-as-the-darlings-of-social-networks/

[OM2012]Owen Martin, Whos Gaining Market Share in the App Economy?, Kontagent Kaleidoscope, June 2012.

http://kaleidoscope.kontagent.com/2012/06/29/whos-gaining-market-share-in-the-app-economy/

[DG2012b]David Gutierrez, Data Analysis, Social Casino Intelligence, September 2012.

[WH2012]Ralph Topping, Social Gaming, Ralph Toppings Blog, May 2012.

http://www.ralphtopping.com/social-gaming/

[DOJ2011]Virginia A. Seitz, Whether Proposals by Illinois and New York to Use the Internet and Out-of-State Transaction

Processors to Sell Lottery Tickets to In-State Adults Violate the Wire Act, DOJ, December 2011.

http://www.justice.gov/olc/2011/state-lotteries-opinion.pdf

[DG2012c]David Gutierrez, Building Irresistible Social and Mobile Casino Games, Kontagent Konnect 2012 User

Conference, May 2012. http://www.kontagent.com/docs/2012-kontagent-konnect-conference-archive/


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ABOUT USll Kontagent is the leading enterprise user analytics platform for social and mobile application developers, marketers and producers. Kontagen

tracks more than 1,000 applications, over 150 million monthly active users, and in excess of 50 billion events each month for customers around the globe. The

companys proprietary platform,kSuite, has been built from the ground up to harness deep data pattern visualization and analysis that provides customers with

valuable, actionable insights. Armed with this data, and combined with Kontagents team of data scientists, customers have the power to better measure and

optimize their customer economics and build more protable enterprises. Founded in 2007, the company is headquartered in San Francisco with additiona

ABOUT USll Clarion Events gaming portfolio is the rst choice provider of quality information, events and services to the global gaming, gambling and betting

industries. It is dedicated to supporting the industry it serves whether traditional or new, supplier or buyer, trade association or government department. The

ongoing goal for Clarion Events gaming portfolio is to maintain its position of leadership both within the industry and in representing the industry to the business

community at large, providing world class customer service in the process. http://www.totallygaming.com

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For more case studies and strategies

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