The document discusses key topics in gaming such as fantasy gaming, cross-platform design and marketing, social versus real-money gaming, iLotteries, the iGaming domino effect, and the future of mobile gaming. Some key takeaways are that daily fantasy sports generated $850 million in entry fees, mobile gaming is driving industry growth and investment, and lotteries are interested in expanding to iLottery to reach new demographics and grow their business. Social casino games are also seen as part of the strategy for real-money gaming operators to engage customers.

1. GiGse 2014 – What’s all the buzz about?
July 2014

2. Key topics:
 Fantasy gaming
 Cross-platform design and marketing
 An integrated approach
 Social versus real-money
 iLotteries
 The iGaming domino effect
 Social player acquisition
 The future of mobile gaming

3. Fantasy in the US
“Fantasy sports - from niche to mainstream business - what’s in it for you?”
- @sethyoung of Star
Fantasy Leagues
Fantasy sports panel has
reps from @SFLeagues
@FanDuel @DraftKings
@BetAm_Sports and
Optimal Payments.
- @gavinteo of
Comcast Ventures
Daily fantasy: $850M
entry fees, 41m fans.
Geoff @FanDuel
shares demand drivers.
“With a similar game structure, we see the merger of Draft Kings and Draft
Street as a good thing.” – Seth Young, Chief Operating Officer, Star Fantasy
Leagues
“Daily fantasy games are what’s interesting. There is a real opportunity to
cater to the casual consumer by introducing social components to the games.”
– Jason Robins, CEO, DraftKings.com
 FanDuel anticipates $1 billion in revenue next year.
 1% of players are season-long, reflecting a massive opportunity for
growth in the market.
 Over $2.5 billion was spent this year on horse betting.
 There is significant crossover in customers, with over 70% of FanDuel
Key
positions
and trends:
Facts and
takeaways:

4. Cross platform design and marketing
“Experiment and learn - Facebook as a platform can be highly effective as a
canvas to test and experiment with game mechanics.” – Guy Cross, Strategic
Partnerships, Facebook
“Data is not the same as insight. As marketers, we have an almost
overwhelming amount of data, but it takes a really smart business intelligence
approach to draw out key insight to make smart marketing decisions.” – John
Clelland, CMO, DoubleDown Interactive
 Acquisition is best divided by 80% budget and 20% time investment.
 Retention is best divided by 20% budget and 80% time investment.
 Mobile to web players are 2.4 times more valuable than single channel
players.
 Web to mobile players are 1.5 times more valuable than single channel
Key
positions
and trends:
Facts and
takeaways:
“Optimizing marketing in a highly competitive marketplace.”
- Kenny Huang of
BlueBat Games
When the player leaves your brick
and mortar casino, they will play
other people’s games. The 173m
social casino players per month are
[…] being entertained by these
social casino games.

5. An integrated approach to iGaming
“Online is having a real and measurable impact on property customer re-
engagement and value, with the key being an integrated experience.”
“Digital marketing is expanding reach to better understand and appeal to
customer preferences.”
 “20% of our players that registered online have a TropAdvantage account
and haven’t been on property for up to 6 or 7 years. We are now successfully
re-engaging these players, and seeing some returning to the property.” – Luisa
Woods, Executive Director - Online and Internet Marketing, Tropicana
Entertainment Inc.
 The lowest value segments are lapsed customers and casual visitors who spend
$20-30 per visit.
Key
positions
and trends:
Facts and
takeaways:
“Connected games – technology and marketing needed to offer fully
cross-channel gaming and avoid the threat of cannibalization.”
- @casinocityvin of
Casino City Times
[Tropicana AC’s] top online
players spend big on
entertainment at their brick
and mortar facility rather
than gaming.
- @VictorRocha1 of
Pechanga.net
[Tropicana AC’s] top online
players spend big on
entertainment at their brick
and mortar facility rather
than gaming.
Online casinos do not
cannibalize the bottom
line of terrestrial
casinos.

6. Social vs. real-money – it’s an “and,”
not an “or”
Tweet
“We don’t know when the US is going online for real money, but operators
need to be online today. Casinos have no transparency on what their
customers do when they leave the casino floor.”
“Good quality content is most important, whether RMG, social or land-based.
With increasing access to data, we’ll be able to connect the dots to truly
evaluate where the overlap is.”
 If you have strong financial backing, go direct to social. If
you don’t, start with Facebook or iOS.
 “If you’re not part of the top 10 or 20 social apps, you’re not in that
business and need to take a different approach – that can look like
using social to bring customers back on property, fully integrating with
customer loyalty programs.” – Matt Davey, CEO, NYX
Key
positions
and trends:
Facts and
takeaways:
“Social casino as part of your RMG strategy – capitalizing on the
business that generates revenue today.”
- @VictorRocha1 of
Pechanga.net
80% of NJ social
players buy virtual
currency.

7. What online means for lottery growth
Tweet
“In the US, the industry is looking forward to iLotteries and California.” - Lynne
Kaufman, Partner, Cooper Levenson, Attorneys at Law
“Biggest lesson learned by BCLC is that we would have gone to market with a much
broader and deeper product offering. Content and an enriched experience are key.”
- Rhonda Garvey, VP eGaming British Columbia Lottery Corporation
“ Success isn’t about what proportion of sales are online; it’s about how much
online is growing market potential and opportunity.” - Michael J. Jones, Director,
Illinois Lottery
 Digital is allowing lotteries to have direct relationships with
customers and think from the end user perspective, rather than solely
distribution retailers.
 Multi-channel players can have a 25% incremental value in both channels.
 Online is opening up access to a younger demographic – BCLC has seen the
average lotto player age drop 10 years through introduction of a
Key
positions
and trends:
Facts and
takeaways:
“Lotteries taking the leap into iGaming.”
- @EwaBakun of
Clarion Gaming
Lotteries interested in
iLottery rather than
#iGaming, says Vern
Kirk of DE lottery.

8. iGaming domino effect
“Are the first launches in NJ, NV, and DE successful enough to inspire
other states to legal and regulatory action?”
- @casinocityvin of
Casino City Times
Rendell noting online
casinos are not the end to
[casinos ] the way VCRs
were not the end to movie
theaters.
- @EwaBakun of
ClarionGaming
If asked to testify, Gov
Rendell would testify
pro.
“If we’re worried about money laundering, the best thing to do is regulate and
control it.” – Edward Rendell, Former Governor of Pennsylvania
“Poker only is the first step to complete online gaming.” – Willie Brown, Former
Mayor of San Francisco
“Legal internet gaming has to happen because of what’s going on in illegal gaming.”
– Edward Rendell, Former Governor of Pennsylvania
 Atlantic City lost 1.1 million players when Pennsylvania opened its
casino doors.
 The opening of casinos has meant $1.5 billion in tax revenues for
the state of Pennsylvania.
 Pennsylvania has the second highest gaming revenue in the country,
behind Nevada, and is #1 in slots play.
Key
positions
and trends:
Facts and
takeaways:

9. How to win players in social
“Driving design and product innovation to win players in a highly
crowded and competitive marketplace.”
- @Hollywood_Dave
of Idle Gaming
- SuperData Research
My catchphrase this
year is “smarter
virality.”
“Don’t wait until you have a perfect product. Speed to market is more
important.”
“Players do not want to be forced to share a win every time; understand
when that win is meaningful.”
“Players want a personalized and authentic experience.”
 There exists a 5-10% conversion drop-off when customers are asked
to choose a player alias.
 Kindle is a platform with great potential - users have huge lifetime
player values.
 Retention is the most important KPI to watch in social, with a shift in
focus to long-term retention.
Key
positions
and trends:
Facts and
takeaways:

10. Mobile is taking over gaming
“Mobile Gaming: should you circumvent online/PC to jump straight
into mobile?”
- @ppapoker of Poker
Players Alliance
Android mobile gaming
exp. has not been as
good as iOS but getting
better. Investment is in
mobile gaming, not PC.
“Mobile usage is creating a culture of not wanting to enter registration
information.”
“There’s a real benefit to letting players trial a demo of a game (free play) before
requiring them to go through the full registration process.”
“Customers are looking for new stuff much more readily on mobile than on desktop;
therefore, mobile marketing should be about acquisition.”
 At least 50% of interactive sports wagering is done on mobile.
 Mobile is estimated to contribute 40-50% of activity and only 30%
of revenue.
 $22 billion was spent on mobile last year.
Key
positions
and trends:
Facts and
takeaways:

11. For more information, please contact us:
alana@incomeaccess.com
deanna@incomeaccess.com
1-514-849-8595
http://www.incomeaccesstechnologies.com