1. Don’t be anti-social
EGR Compliance & Regulation Power Summit
(2013-Oct-21)
Gerald Tan
Co-Founder, COO (Head of Product)

2. Consumer trends
• Great time to be a
consumer
• Abundance of
entertainment sources
• Similar social casino
consumers
2

3. Social casino
• Many products in the
market
• Rich in quality
• Different platforms
• Entertainment
Real chance to improve and broaden
the industry
3

4. GERALD TAN
Co-founder, COO (Head of Product)
Plumbee
Independent (Social Games) Consultant 2011
Sr Product Manager / Producer Playfish (EA) 2009-2011
Finance and Business Pogo.com and EA Online Publishing
(EA) 2007-2009
Financial Reporting and Control EMI Group PLC 2004 - 2007
Fellow Chartered Accountant
2002
gerald@plumbee.co.uk
Twitter: @tan_gerald

5. Plumbee
Independent
London based VC
backed startup
FB and Mobile
Right in the heart of
social casino
5

6. Good for gaming industry
• Broadens the casino
industry
• Back to its roots within
entertainment industry
• More mass market vs a
small, niche, hard
industry disconnected
from games, fun,
entertainment...
6

7. Gaming market
Social Casino’s contribution…

8. Social casino
•
173M people are involved in social casino every month
•
Estimated 43% (!) of all FB (canvas) game revenue in 2Q13 2
•
Caesars Interactive surpassed Zynga to become the largest social
casino publisher in world
•
More than half of CIE revenues is mobile
•
Mobile important distribution platform for social casino games Slotomania and Big Fish Casino on track to generate >$120m in gross
revenues this year alone on mobile (predominantly iOS)
•
Impressive number of users from the top apps
1
App
MAU
DAU
Zynga Poker
Poker
23M
6M
Slotomania
Slots
4M
1.8M
Double Down Casino
1 SuperData Research
2 Eilers Market Research
Category
Casino
7M
1.7M
Bingo Bash
Bingo
3M
0.7M
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9. Viable business model
• Low acquisition cost
per install
• Bigger user funnels
• Key metrics in
retention, engagement
and monetization
Power to the
user
• Micro transactions and
whales
• Good margins
9

10. Product characteristics
• FREE to play with virtual
currency
• Social setting
• Boosters, medals and
challenges
• Rapid product updates
• Targeted flash sales
• Split testing
• NOT FOR KIDS!
• Entertainment
10

11. What is entertainment?
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12. Where do you draw the line?
Social games
with casino
content
Non-casino
games but
addictive
games
Real world
prizes or cash
out
Social games
with casino
mechanics
Social casino
games mixed
with skill
Virtual
currencies
Users can
purchase ingame
currencies
Entertainment
Etc…
12

13. Regulation
Real cost for any growing company
13

14. Gerald Tan
gerald@plumbee.com
twitter.com/tan_gerald
14