peak games-games-as-a-service-2
GAMES AS A SERVICE Aycan Demirhan Director of Strategy
AGENDA
Who is Peak Games? Our Playground What have we done? How?
PEAK GAMES IS THE LEADING ONLINE & MOBILE GAMING COMPANY OF TURKEY AND MENA*
*Middle East & North Africa
Peak Games is the leading online & mobile gaming company in Turkey & MENA regions. We are a network that provides a portfolio of online & mobile games to a monthly user-base of 45 million people We create games, publish games, service games and manage a network of gamers that are connected via different mediums.
SO WHAT DO WE DO? Culturally Relevant Multiplayer Synchronous Games
SO WHAT DO WE DO? Social Casual Games
SO WHAT DO WE DO? Mid-Core Games
SO WHAT DO WE DO? Social Casino Games
SO WHAT DO WE DO? Mobile Games
AGENDA
Who is Peak Games? Our Playground What have we done? How?
TURKEY & MENA REGIONS ARE EXPECTED TO SHOW STRONG GROWTH OF INTERNET AND MOBILE PENETRATION
TURKEY 34.1
17.7 MOROCCO
ALGERIA
14.4
5.2 SYRIA IRAQ
TUNISIA LEBANON 2.4
5.8
1.9 2.5
LIBYA
EGYPT
1.2
31.7
JORDAN
KUWAIT 3.1
1.6 QATAR UAE
SAUDI ARABIA
6.0
14.4 2.1 Number of internet users
OMAN YEMEN 4.2
Total of 138M internet users in 2012, expected to reach 180M by 2017 55M smartphone users in 2012, expected to reach 160M by 2017 Note: Excluding Israel Source: Euromonitor, Google
THE 3RD LARGEST POPULATION IN THE WORLD
1,360 mn
THIS REGION HAS HUGE ECONOMIC POTENTIAL; COMBINED THEY HAVE…
1,280 mn
487 mn
312 mn
THE 4TH LARGEST ECONOMY IN THE WORLD
$14.5 T
$5.8 T
$4.1 T
$5.5 T
$3.2 T
ONE OF THE YOUNGEST DEMOGRAPHICS IN THE WORLD
44
40
37
26
THE REGION IS ALSO VERY ATTRACTIVE FROM A TECHNOLOGY PERSPECTIVE
TURKEY
138 MILLION INTERNET USERS… …WITH AMPLE ROOM TO GROW FURTHER
LARGE GROWTH IN WIRELESS REACH (# OF 3G SUBS)
34 mn 44%
88 %
104 mn PENETRATION
*Source: Miscellaneous Online Databases
16 %
192
USERS
2010
2017
45 mn
USERS
9%
GROWTH
32 mn users (94% of online pop.)
5%
GROWTH (6 mo)
TURKEY IS THE:
TECH USERS IN THE REGION ARE EXTREMELY ENGAGED
PENETRATION
70
2009 2009
77 MILLION FACEBOOK USERS
38%
40.3
7.1
32 mn
MENA
• 6th largest country on Facebook • 11th largest on Twitter • 3rd most engaged (by minutes spent online)
(6 mo)
# of FB users (Turkey + MENA) 30 %
77
2012
286 2017
AGENDA
Who is Peak Games? Our Playground What have we done? How?
PEAK GAMES HAS BECOME THE 3RD LARGEST SOCIAL GAMING COMPANY GLOBALLY IN LESS THAN 2.5 YEARS...
Global Social Game Ranking 48 mn 21 mn
FOCUS
Global Global
10.0 11.4
9.0 9.9
8.0 7.0
12 mn
Regional
5.0 4.0 3.0
9 mn
Global
10.8
8.5
6.0
5.3
2.0 1.0
Peak Games had done this despite being the only company that has a regional focus, competing against globally focused companies * Daily Active Users (unique) Source: www.appstats.eu (January 2013)
Dec-12
Sep-12
Global
0.0 Jun-12
8 mn
Mar-12
1 2 3 4 5
DAU
Dec-11
RANK NAME
Peak Games’ DAU* growth
…MAKING PEAK’S PHENOMENAL GROWTH COMPARABLE TO SOME OF THE HOME RUNS OF THE TECH WORLD
NUMBER OF USERS
TIME TO 10 M USERS
45 mn MAU
~270 days
25 mn RU
780 days
20 mn RU
850 days
Peak has more active users than Foursquare and Pinterest
*User in both cases is defined as MAU for Peak Games, RU is «registered user», and UU is «unique user » Source: www.appstats.eu
Peak has reached 10 mn users much faster than Twitter and Facebook
OUR CURRENT SITUATION… 200 people 4 Offices (Istanbul, Ankara, Amman, Damman) 5 rounds of investments in first 7 months, raised 20M USD Facebook and mobile games. 12M DAU & 45M MAU on Facebook 3M mobile installations Acquisitions & acqui-hires up to date: • Kammelna acquisition– largest gaming company in Saudi Arabia region • Umaykut & Erlikhan studio acquisitions – creating teams behind popular mid-core games in Turkey • Okey studio acqusition– largest multiplayer synchronous game in Turkey and the team behind it
AGENDA
Who is Peak Games? Our Playground What have we done? How?
LOCAL PRESENCE & KNOW-HOW FIRST OF... An AMAZING local team with both invaluable experience in internet & gaming businesses ISTANBUL
AMMAN
ANKARA
DAMMAM
LOVE FOR WHAT WE DO Passion for games
A SPECIFIC TARGET… We’re not here to conquer the world: A vision & target to serve deserving & underpenetrated markets • Find the right content • Focus to service it right We are not a game studio- even though we make games. We are a distribution platform. Our focus is to provide whatever the user wants, irrelevant of game genre or network
some specifics...
Product CREATION
Focus on Relevant Titles Create culturally relevant games • Okey is a traditional Turkish game played in the offline world for ages • 1 of every 2 people in Turkey on Facebook has installed Okey
Product CREATION
Focus on Relevant Titles Focus on games that are inherently social & viral Kammelna is a traditional card game- named Baloot- targeting Gulf region, played with 4 people
Product CREATION
Focus on Relevant Titles Create a community within a community • People creating chat rooms / game rooms to find people from their region, with their interests, speaking the same language • Sending each other virtual items found in physical Turkish & Arabic coffee houses
games as a service
GAMES AS A SERVICE BUSINESS Heavy localization & culturalization of the game Focus on the culture, the geography Our game Happy Farm celebrates Ramadan over Christmas & Eid over Easter
GAMES AS A SERVICE BUSINESS Impeccable Customer Support Every customer ticket received by our team is answered in native language & local lingo on avg. under 1.5 hours
GAMES AS A SERVICE BUSINESS Community Outreach • Make sure to create relevant, shareable content for users • Provide useful information about the game (news on upgrades, promotion/discount summary, new features etc
data speaks
CULTURE OF EXPERIMENTATION
We use data to understand the behavior of the player Experimentation & A/B testing are critical tools we use for game design Main approach is monitoring data continuously and try to approach it in different ways
WE LISTEN TO OUR PEOPLE WE INVEST TIME INTO UNDERSTANDING THEM WE DELIVER WHAT THEY WANT
thank you
Aycan Demirhan www.peakgames.net [email protected]
AGENDA
Who is Peak Games? Our Playground What have we done? How?
PEAK GAMES IS THE LEADING ONLINE & MOBILE GAMING COMPANY OF TURKEY AND MENA*
*Middle East & North Africa
Peak Games is the leading online & mobile gaming company in Turkey & MENA regions. We are a network that provides a portfolio of online & mobile games to a monthly user-base of 45 million people We create games, publish games, service games and manage a network of gamers that are connected via different mediums.
SO WHAT DO WE DO? Culturally Relevant Multiplayer Synchronous Games
SO WHAT DO WE DO? Social Casual Games
SO WHAT DO WE DO? Mid-Core Games
SO WHAT DO WE DO? Social Casino Games
SO WHAT DO WE DO? Mobile Games
AGENDA
Who is Peak Games? Our Playground What have we done? How?
TURKEY & MENA REGIONS ARE EXPECTED TO SHOW STRONG GROWTH OF INTERNET AND MOBILE PENETRATION
TURKEY 34.1
17.7 MOROCCO
ALGERIA
14.4
5.2 SYRIA IRAQ
TUNISIA LEBANON 2.4
5.8
1.9 2.5
LIBYA
EGYPT
1.2
31.7
JORDAN
KUWAIT 3.1
1.6 QATAR UAE
SAUDI ARABIA
6.0
14.4 2.1 Number of internet users
OMAN YEMEN 4.2
Total of 138M internet users in 2012, expected to reach 180M by 2017 55M smartphone users in 2012, expected to reach 160M by 2017 Note: Excluding Israel Source: Euromonitor, Google
THE 3RD LARGEST POPULATION IN THE WORLD
1,360 mn
THIS REGION HAS HUGE ECONOMIC POTENTIAL; COMBINED THEY HAVE…
1,280 mn
487 mn
312 mn
THE 4TH LARGEST ECONOMY IN THE WORLD
$14.5 T
$5.8 T
$4.1 T
$5.5 T
$3.2 T
ONE OF THE YOUNGEST DEMOGRAPHICS IN THE WORLD
44
40
37
26
THE REGION IS ALSO VERY ATTRACTIVE FROM A TECHNOLOGY PERSPECTIVE
TURKEY
138 MILLION INTERNET USERS… …WITH AMPLE ROOM TO GROW FURTHER
LARGE GROWTH IN WIRELESS REACH (# OF 3G SUBS)
34 mn 44%
88 %
104 mn PENETRATION
*Source: Miscellaneous Online Databases
16 %
192
USERS
2010
2017
45 mn
USERS
9%
GROWTH
32 mn users (94% of online pop.)
5%
GROWTH (6 mo)
TURKEY IS THE:
TECH USERS IN THE REGION ARE EXTREMELY ENGAGED
PENETRATION
70
2009 2009
77 MILLION FACEBOOK USERS
38%
40.3
7.1
32 mn
MENA
• 6th largest country on Facebook • 11th largest on Twitter • 3rd most engaged (by minutes spent online)
(6 mo)
# of FB users (Turkey + MENA) 30 %
77
2012
286 2017
AGENDA
Who is Peak Games? Our Playground What have we done? How?
PEAK GAMES HAS BECOME THE 3RD LARGEST SOCIAL GAMING COMPANY GLOBALLY IN LESS THAN 2.5 YEARS...
Global Social Game Ranking 48 mn 21 mn
FOCUS
Global Global
10.0 11.4
9.0 9.9
8.0 7.0
12 mn
Regional
5.0 4.0 3.0
9 mn
Global
10.8
8.5
6.0
5.3
2.0 1.0
Peak Games had done this despite being the only company that has a regional focus, competing against globally focused companies * Daily Active Users (unique) Source: www.appstats.eu (January 2013)
Dec-12
Sep-12
Global
0.0 Jun-12
8 mn
Mar-12
1 2 3 4 5
DAU
Dec-11
RANK NAME
Peak Games’ DAU* growth
…MAKING PEAK’S PHENOMENAL GROWTH COMPARABLE TO SOME OF THE HOME RUNS OF THE TECH WORLD
NUMBER OF USERS
TIME TO 10 M USERS
45 mn MAU
~270 days
25 mn RU
780 days
20 mn RU
850 days
Peak has more active users than Foursquare and Pinterest
*User in both cases is defined as MAU for Peak Games, RU is «registered user», and UU is «unique user » Source: www.appstats.eu
Peak has reached 10 mn users much faster than Twitter and Facebook
OUR CURRENT SITUATION… 200 people 4 Offices (Istanbul, Ankara, Amman, Damman) 5 rounds of investments in first 7 months, raised 20M USD Facebook and mobile games. 12M DAU & 45M MAU on Facebook 3M mobile installations Acquisitions & acqui-hires up to date: • Kammelna acquisition– largest gaming company in Saudi Arabia region • Umaykut & Erlikhan studio acquisitions – creating teams behind popular mid-core games in Turkey • Okey studio acqusition– largest multiplayer synchronous game in Turkey and the team behind it
AGENDA
Who is Peak Games? Our Playground What have we done? How?
LOCAL PRESENCE & KNOW-HOW FIRST OF... An AMAZING local team with both invaluable experience in internet & gaming businesses ISTANBUL
AMMAN
ANKARA
DAMMAM
LOVE FOR WHAT WE DO Passion for games
A SPECIFIC TARGET… We’re not here to conquer the world: A vision & target to serve deserving & underpenetrated markets • Find the right content • Focus to service it right We are not a game studio- even though we make games. We are a distribution platform. Our focus is to provide whatever the user wants, irrelevant of game genre or network
some specifics...
Product CREATION
Focus on Relevant Titles Create culturally relevant games • Okey is a traditional Turkish game played in the offline world for ages • 1 of every 2 people in Turkey on Facebook has installed Okey
Product CREATION
Focus on Relevant Titles Focus on games that are inherently social & viral Kammelna is a traditional card game- named Baloot- targeting Gulf region, played with 4 people
Product CREATION
Focus on Relevant Titles Create a community within a community • People creating chat rooms / game rooms to find people from their region, with their interests, speaking the same language • Sending each other virtual items found in physical Turkish & Arabic coffee houses
games as a service
GAMES AS A SERVICE BUSINESS Heavy localization & culturalization of the game Focus on the culture, the geography Our game Happy Farm celebrates Ramadan over Christmas & Eid over Easter
GAMES AS A SERVICE BUSINESS Impeccable Customer Support Every customer ticket received by our team is answered in native language & local lingo on avg. under 1.5 hours
GAMES AS A SERVICE BUSINESS Community Outreach • Make sure to create relevant, shareable content for users • Provide useful information about the game (news on upgrades, promotion/discount summary, new features etc
data speaks
CULTURE OF EXPERIMENTATION
We use data to understand the behavior of the player Experimentation & A/B testing are critical tools we use for game design Main approach is monitoring data continuously and try to approach it in different ways
WE LISTEN TO OUR PEOPLE WE INVEST TIME INTO UNDERSTANDING THEM WE DELIVER WHAT THEY WANT
thank you
Aycan Demirhan www.peakgames.net [email protected]
