Katharine Lewis Presentation

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IP & SOCIAL GAMES KATHARINE LEWIS

Transcript of Katharine Lewis Presentation

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IP & SOCIAL GAMESKATHARINE LEWIS

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One of world’s largest independent TV production and entertainment companies

$2bn business

40 countries

World-class brands

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IP sits at the heart of our business

Invested in Ludia 2008, 2010

Invested in @Radical Media 2010

gaming

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gaming

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Gaming is one of our growth areasc. 70 casual games in the market

Across almost every platform

Multiple top 10 and top 20 hits

Multiple partners

Multiple business models

Social gaming is new growth area

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IP is a win-win for social gaming

PUBLISHER/DEVELOPER

Easier Discovery

Lower marketing costs

Higher trust (& virality)

Known demographic

MEDIA IP OWNER

Very high brand engagement

Extends life of brand

Strengthens brand

Can broaden demographic

Deliver meaningful revenue

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IP can limit your downside

Series1

Original IPMedia IP

Risk Level

Rew

ard

-Ve

+VeMEDIA IP:Can have more than 50% success rate

ORIGINAL IP:Often in the top 5 on leader boards but lower hit rate

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So media IP is a guaranteed winner on Facebook, right?

Not necessarily…

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Good IP isn’t enough…

High quality game designGood analytics

Frequent opportunities to purchase

Strong viral design

Decent marketing budget

Proper translation of the brand

Brand appropriateness

Strong examples Weak examplesESSENTIAL ELEMENTS

UK game

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Price is Right Case Study

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Price is Right has all the right elements

Famous brand, memorable game play

Faithfully translated from the TV show e.g. Contestants Row, Showcase Showdown

Play with FB Friends and FB users

Real-time multiplayer

Focus on community

The result? Great monetization and growing user base 2,000,000 MAUs / 300,000 DAUs

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Monetization strategy

1) Purchase extra ‘Episodes’ a. Direct micro-payments

for Coins

b. Special offersc. Super Rewards Offer wall

(30% inc. in revenues)

2) Wild Tangent product placement (20% of revenues)

3) Subscriptions (Coming soon)

Total ARPU Daily around $0.06

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Paid acquisition strategy

Female audience90% of all installsCheaper clicks (up to 3x less)

35-50 year olds

Target players of similar games and friends of players (inc. CVR 20%)

Very cost efficient marketing due to brand 70% CVR, $0.26 CPA

Test

MeasureOptimize

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Cross promotion on FME’s network

Cross promotion on FME’s network

Similar audience, 3% increase in DAUs since September

Applifier delivering less due to lower audience synergies

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Retention strategy

Viral pop-ups:New level, High Score, Team Cash

Weekly prize drawVirtual currency better incentive than trips!

Frequent visits rewarded by more bonus coins

18% of DAUs have already purchased virtual currency3 million games played/week

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2011 for FM8-10 new games on the slate – titles under wraps

Some original IP games

Seeking partners for specific FM IP…

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Crystal ball…Surge of media IP into the market

TV brands, Movie brands, board-game titles

Increased focus on using sophisticated CONTENT as a retention tool as viral channels decline and marketing $$ rise

Re-make of existing game