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

2. 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

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

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

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

6. 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

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

8. 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

9. 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

10. 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

11. 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

12. 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

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

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

15. 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

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

17. 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

18. 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

19. 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

20. 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

21. 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

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