The Casual Gamer is Dead, Long Live the Hard Core Alex Galasso CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Agenda Defining Casual and Hardcore Gamers Debunking “The 5 Major Myths” Hard Core Evidence Why Should You Care? CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Crushing Candy at the Dinner Table CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Defining Gamers Casual v/s Hardcore CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Casual Versus Hardcore Play less frequently Prefer simple gameplay Progress at a slower pace CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Casual Versus Hardcore Very competitive Enjoy depth and complexity Participate in communities Typically have higher-end gear CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Debunking The 5 Major Myths Let’s Change Our Outlook CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Major Myth 1: Casual players play “less frequently” and “at a slower pace” than hardcore players Why It’s Wrong: Example: Mobile/social games are played at home Seasoned generation of gamers World Series of Poker Limited Time Tournament Sims FreePlay Seasonal Content CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Major Myth 2: Casual gamers prefer “simpler gameplay” compared to hardcore gamers Why It’s Wrong: Example: Comfortable with platforms Device tech specs more powerful Kim Kardashian: Hollywood Giving choice to the user Candy Crush Saga Power-up timing & strategy CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Major Myth 3: Hardcore gamers engage in gaming communities while casual gamers do not Why It’s Wrong: Example: Dedicated community tools Transition from product to service World Series of Poker Poker Lounge Clash of Clans YouTube/Twitch Streamers CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Major Myth 4: Hardcore gamers are more competitive than casual ones Why It’s Wrong: Example: Games are designed to be competitive Competiveness is human behavior Scrabble Players found bugs in their ELO rating and matchmaking Hay Day Derby + Neighborhoods Clan mechanic CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Major Myth 5: Hardcore gamers typically have better devices than casual ones Why It’s Wrong: Example: New mobile devices released yearly Consoles come out every five years Adoption rates of new mobile devices are faster every year CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Evidence All Gamers are Hardcore CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV More Evidence CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Flappy Bird Mania “Although surprised by its popularity, Nguyen was reportedly earning $50,000 a day from the app and receiving death threats.” CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Why Should You Care? Long-Term Success Depends On It CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Retention From “days” to “weeks” to “months” (even “years”!) Retention Cohorts Survival Analysis CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Monetization Don’t be shy to offer packages at $100, $200, even $1000 Add a payment layer to features people love CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Live Operations Power of Content Make events expensive Collectables are great, limited-time ones are better CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Community & Support Facebook Groups Listen to real feedback and act on it Players are contacting you with questions, how are you handling it? CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

CASUAL CONNECT TEL AVIV Takeaways Always build games for hardcore players Services NOT products (and everything that goes with it) Measure KPIs at a deeper level Casual Connect  Hardcore Connect CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015

Alex Galasso t: @TheGlassified e: alexg@playtika.com Alexgalasso.com Thank You - Questions? Alex Galasso t: @TheGlassified e: alexg@playtika.com Alexgalasso.com CASUAL CONNECT TEL AVIV 19 – 21 OCTOBER 2015