1. Optimizing Mobile Gaming Platforms for Free-to-Play Games Tomi Huttula Senior Director, Kabam

2. Free-to-play model works great, but is still new… Source: Distimo Publication March 2013, How the most successful apps monetize their user base

3. …platforms and tools have not fully caught up, yet.

4. Total Product Offering: Developers Performance Marketing EXTENDED PRODUCT CORE PRODUCT Cross Promotion Rewards solutions Social Gaming solutions Monetization solutions User behavior tracking Monetization Consultation Distribution & Payments Ad Networks Offers Development Tools Developers need multiple solutions. Build internally or use available solutions?

6. Analytics BI solutions Game and monetization loop iteration Acquisition funnel data

7. A: Good BI tools are must, and should be built in-house B: Good BI tools are must, and should be external dedicated solutions C: Analytics is for wimps and amateurs Which of these statements is most true? Analytics

8. Performance Marketing User Acquisition agencies and Ad networks Minimizing CPI Personalizing to user segments

9. A: Developer should learn to do user acquisition in-house B: Using a publisher/UA agency gets the best results C: Everyone will know my game is super - why should I pay for marketing? Which of these statements is most true? Performance Marketing

10. Cross Promotion Leverage the network effect Balancing Donators and Receivers Payers and non-payers

11. A: Players should be XPd only between developer’s own games B: Opening to wider XP network gets more biz in the end C: My players should not play anything else - ever Which of these statements is most true? Cross Promotion

12. Service Ops Content updates and events Drives game lifecycle Event management as a service?

13. A: Service Ops is very game specific and cannot be externalized B: Externalizing Service Ops frees resources for new game creation C: Hah, my game was launched ready Which of these statements is most true? Service Ops

14. Social Gaming “XBOX Live concept” still de facto High scores on free-to-play???

15. A: Integrating with current social network features is all I need B: New F2P optimized solutions would significantly help C: My players play alone Which of these statements is most true? Social Gaming

16. Rewards In-game incentives Cross game rewards

17. A: There are enough incentivization options with in-game currency and items B: Ready-made rewards solution would boost sales and save effort C: I don't believe in discounts - neither did my grandma Which of these statements is most true? Rewards

18. Messaging/Chat Success of Kakao (and Facebook…) as a game discovery network In-game or social network messaging?

19. A: Messaging should be limited to in-game B: Gamers should have ways to be connected across games to the gaming community C: Not needed, as my players have an email account. Which of these statements is most true? Messaging/Chat

20. Monetization Solutions Dynamic paywall? Game context specific upsell?

21. A: Monetization is too game specific to benefit from external solutions B: Good platform solutions would definitely help C: Paying is overrated – it’s free-to-play, right? Which of these statements is most true? Monetization Solutions