putting the “life-time” back into ltv | henning kosmack

Putting “life-time” back into LTV

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Profitable and growing gaming studio from Munich, Germany

We develop evergreen F2P game titles

Our highly synergistic code-base allows us to bring up games faster and operate them very cost-efficiently

We built two successful game franchises with repeat hits

A focus on analytics permeates all company functions

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STRICTLY CONFIDENTIAL - ©2016 MegaZebra GmbH

heroes & entertainment

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GamesWe are a makers of evergreen franchises

Trails Franchise Suburbia Franchise

Trails franchise integrates progression game mechanics with the most popular games

titles

Unannounced title

Suburbia franchise integrates life simulation mechanics with episodic TV-style story lines

Unannounced title

Unannounced title


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EvergreenGreat boots, but with a huge difference


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EvergreenGreat cars, but with a huge difference


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Shark Finning

Marketing Push at Launch

People and Marketing is

shifted to new games

» Game Team starts game from scratch

» When ready, marketing releases fire power

» After 6-24 months, team is shifted to a new game

» Marketing is reduced

» New game is started from scratch


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The other pathThe overlooked component to profitability

V: Some influence via CRM, good balancing and new content

eCPI: Some influence via virality, smart campaigns, ASO, getting featured

LT: This you can influence a lot and it is (totally) up to you

LTV > eCPI


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Revenue Mahjong Trails


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Revenue per UserMahjong Trails


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DAU/MAUMahjong Trails

Dec-12Mar-

13Jul-

13Oct-

13Jan

-14Ap

r-14Jul-

14Oct-

14Jan

-15Ap

r-15Jul-

15Oct-

15Jan

-160%

5%

10%

15%

20%

25%

30%

35%

40%


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» Extending the LT is something that sometimes can be done post-launch

» Ideally, however, you plan for it beforehand

» It has implications on these factors:› Team› Genre / Game Design› Demographics / Audience › Technology› Platform


Chosing new TitlesThe basics

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» At MegaZebra, the team developing the game is the same that works on it post-launch

» During the course of the years, there will be some changes in the team

» However, people will be working on it for longer than in other setups

» Ensure enough personal progression to account for this

» Never lose focus and commitment


TeamSetting up teams for long-term projects

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» Don’t go for short-term trends

» Pick genres with ever-green potential

» Watch out for content war» Create endless game

design loops» Develop prototypes for the

end game as well


The GameGame Play and Genre Decisions

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» Avoid audiences that change rapidly

» Kids / teenagers force you to constantly acquire new users as they get older

» Go mass-market» Go for broad appeal to

ensure a big enough target audience


The PlayersDemographics and Audience

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» Pick technologies that don’t change too rapidly or are currently declining

» Use technology that will be mass-market for years to come

» Avoid declining platforms like browser-based games

» Avoid niche technologies and brand new tech that appeals only to early adopters

» Avoid unproven technologies / platforms

» Build tools to efficiently add content and features


DevelopmentWhat Technology and Platform to us

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» Extending the life-time might be the biggest lever to reach profitability

» Chose carefully before you start development

» Build modern classics that define a category

» Become profitable


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Thank You!
