Reinventing Mobile Gaming
6 July 2016

Topic:
How to Be a Winner in the Age of Mobile
Agenda:
About DMI & Me
The 4th Mobile Revolution
Don’t Mobilize – Reinvent
Understanding the Problem
Key Challenges for Gaming industry

About DMI & Me

Magnus Jern, Swedish
Engineer, mathematician and a passion
for solving problems
Co-founder of 9 startups whereof 3
successful exits, 3 failures and 3 ongoing
Currently President DMI International
and NED in 4 companies
The bigger the challenge - the better
About DMI & Me

OPERATIONS &
MAINTENANCE
MARKETING &
ENGAGEMENT
DEVELOPMENT
UX/UI DESIGN
& TESTING
BUSINESS
INSIGHTS AND
ANALYTICS
DISCOVERY,
SERVICE
CONCEPT DESIGN& INNOVATION
DMI International
Started as Golden Gekko in Europe
Early iPhone and Android apps with
100m+ downloads and $5Bn in
revenue for clients
Thought leader in Mobile First, User-
Centric and Data-Driven Design
400+ Mobile Specialists
Clients incl. UK National Lottery,
Gamesys, Virgin, Addison Lee,
Fitness First, O2, Vodafone, Tesco,
H&M, Ikea and Nike

The 4th Mobile
Revolution

Mobile
Voice
1st
SMS &
Mobile Web
2nd
Apps &
Media
(video/
audio)
3rd
Ubiquitous
mobile
computing -
mobile is part
of everything
4th
The 4th Mobile Revolution is Here
Smartphones
Tablets
Wearables
Sensors
IoT
Payments
Transportation
Connected everything

Most companies are really
bad at predicting adoption
of new technology and
industry disruption
Disrupted and
realised too late
Disruptor but
too early

How we forecast adoption vs. what actually happens?
Forecast Actual
Conclusion: Technology adoption usually takes longer than
we forecast, but when it happens it goes faster than we expect

Don’t Mobilize –
Reinvent

Don’t Mobilize – Reinvent
Option 1: Start from scratch Option 2: Copy your best competitor

Customer Experience Journey

Discovery Sprints Concept Sprints Scoping Development
Start with
Users
Problem
Frame
Concept
Prototype
Problem Space Solution Space Build - Measure - Learn
D
ivergent
D
ivergent
Convergent
Convergent
Methodology

Understand the Problem
and Test the Solution

The hardest
problem isn’t
technical.
It’s understanding the
problem so that you
can find a solution
that people will use.
But the technical solution is the most expensive

Identify/understand the problem

1717
How do you compete?
Addison Lee vs. Uber

Understand the problem and define your own
competitive advantage
Regaining market
share after 2 years

Does the solution really solve the problem?
Prototype and test on target devices with real customers.

VIRGIN RED
We’re part of a team
changing the game at Virgin.
20

VIRGIN RED
User-centric product development.
21

Project Duration
Cost of
Change
DevelopmentDiscovery & Concept
100x
It’s cheaper to throw away a post-it
“Changing requirements are 100x more expensive during the
end of a software project than the beginning.”
IEEE Report, 2014
22
Why research and prototyping is important

5 Key Challenges
Facing Gaming

5
4
3
2
1 One customer view with Personalised
content and timing
New generation media consumption &
communication
Privacy by Design
Disruption in payments
Diverging device formats
Mobile Transformation
Challenges

25
1. One customer view
Customers expect brands and services
to communicate in one voice
PoS, eMail, SMS, Chat, Push, Web, Apps
and Customer Care with one voice
Personal - Right time and right content

26
2. New generation media consumption

27
Brands must find new ways of
engaging with users where they are
Open messaging APIs are enabling a
new communication channel
2. New generation media consumption (cont.)

28
3. Privacy by Design
Customers are willing to give
away a lot for great service (e.g.
Google and Facebook)
Design new services for privacy
(transparency and simplicity)

29
4. Disruption in payments &
authentication
Most gaming platforms optimized web
payments for mobile
Mobile payments are finally becoming easier
across the board
Focus on making it easier for the customer
(while managing risk)
Connecting the offline with the online world*

30
5. Divergence in device formats
Mobile First or Mobile Only?
Smartphones, Tablets, Phablets,
iPhone SE, Desktops, TVs and VR

Summary

1. The 4th mobile revolution is here
2. Don’t mobilize your business -
reinvent it
3. Understand and verify the problem
4. Always put customer experience first
Summary

THE FIRST INTEGRATED
END-TO-END MOBILITY
COMPANY IN THE WORLD.
www.dminc.com
DMI helps businesses reinvent themselves through
mobility.
Contact us for more information.