This document discusses driving sustainable mobile growth for the World Series of Poker (WSOP) game. It outlines Playtika's strategy for achieving sustainable growth through building the right analytics infrastructure and team, defining clear success metrics, and optimizing paid user acquisition and organic growth efforts. The focus is on continuous testing and optimization of marketing campaigns, creative assets, and app store optimization to meet key performance indicator goals and drive measurable organic growth over time. The key takeaways are building the proper foundations and resources, having a data-driven media strategy, and relentlessly focusing on organic growth through ongoing experimentation.

1. Driving Sustainable Mobile Growth
at Playtika
Case-Study: World Series of Poker - WSOP
Jeet Niyogi
Marketing Director, Playtika
prasenjitn@playtika.com
August 2017

2. 2
Agenda
1. Introductions – Playtika | WSOP
2. World Series of Poker’s sustainable Growth
3. What are the essential components of Sustainable Growth
4. Strategy, marketing stack, and creative optimization
5. Importance of Organic growth
6. Key Takeaways

3. +GET
Jeet Niyogi
Marketing Director- World Series Of Poker
Playtika Montreal
(805)
Harry The HammerMarketing Geek Playtika
DAU, Installs,
Revenue
These days…

4. Social Casino global market leader
PLAYTIKA OVERVIEW
Founded
in
2010
7
Games
13
Platforms
1500
Employees

5. PLAYTIKAS EVOLUTION
2016
Acquired by Giant Interactive

6. 6
= Social Casino
F2P
Business Model
SOCIAL CASINO IN CONTEXT

7. 7
World Series of Poker’s Sustainable Growth
~#26 OVERALL GROSSING APP ON IOS*
* On June 21, 2017

8. 8
#1 downloaded poker in the US
and many countries
#1 grossing poker in the US and
many countries
#1 in “poker” search consistently
in the US and many countries

9. 9

10. 10
Essential Marketing Components of Sustainable Growth

11. 11
Build the right
data analytics
infrastructure
Build SNACK Team
Smart Negotiator,
Analytical,
Creative,
Knowledgeable
Stitch together
the optimal
systems and tech
stack
Define value,
success metrics to
drive media
buying strategy
Ensure support
from creative, BI,
dev teams and
external partners
Test and optimize
to meet KPI goals.
Monitor organic
growth

12. 12
Defining UA Strategy  Marketing Tech Stack
MMP, FMP, INTERNAL PREDICTIVE AND ANALYTICAL MODELS

13. FOOTER 13
STRATEGY DRIVERS AND THE LEVERS
ROI - Return on the Ad Spend
DAU Growth
Future Cash Flow
Geography
PlatformNew/Existing

14. 14
Performance Optimization:
MMP critical for analysis of
sources by campaign by
platform of:
- Daily install velocity
- LTV
- ARPI
- Retention
- Impact of Paid on Organics
- Cohort Analysis
ACCURATE MEASUREMENT IS CRITICAL

15. NO MARKETER WANTS TO PAY FOR FRAUD
15
Fraud Detection: Raw
data analysis helps
preliminary high-level
identification:
- IP Address
- Click to Install
- Post install events

16. SCALING WITH THE
RIGHT PARTNER
16
Tried a few in the last couple of
years and currently the efficiencies
we realize are:
- Easier aggregation of data
- Creative breakdown
- Bidding algorithm
- Strong customer support
- Keeping up with Facebook

17. PERFORMANCE METHODOLOGY
17
1. Launch natural A/B tests
2. Optimize ad sets based on your ROAS or retention goals
3. Analyze best performing creative
4. Launch new tests combining best ad sets and creative

18. CREATIVE QUIZ - IMAGES
18
+33%

19. CREATIVE QUIZ - VIDEOS

20. CREATIVE QUIZ - VIDEOS
20

21. CREATIVE QUIZ - VIDEOS
21
+300%

22. 22
Relentless Focus on Organic Growth

23. PROGRESS IN “POKER” SEARCH RANK
23
9
3 3 3 3 3
2
1 1
9 9
5 5 5
4
1 1 1
11
6
5
4
3 3
2 2 2
11
9
3 3
2 2
1 1 1
16
13
9
5
4 4
2
1 1
16
9
8 8
7
5 5
3
2
5
4 4 4
3
US CA UK AU DE FR IT

24. Paid networks + Internal Campaigns
Organic
DISCOVERY CONVERSION

25. 25
Visible drivers
A. App Title: 50 (soon 30), greatest weight
B. Icon
C. Screenshots
D. App Rating
E. Description
Hidden drivers
A. Keywords (100; no title; relevance)
B. Update Frequency
C. Time since last update
D. Click through rate
E. Download velocity
Note: Drivers in red font are the ones we continuously test to influence discovery and conversion

26. 26
Key Takeaways
1. Building that SNACK team and the right marketing tech stack
2. Define value, specific objectives to guide the media strategy
3. Paid strategy, ASO etc  Measureable organic growth
4. Test, test, and then test some more

27. THANK YOU!
Jeet Niyogi
Marketing Directior, WSOP
E: jeet.niyogi@gmail.com
: @JeetNiyogi