Delivered at Casual Connect USA 2016. In this session Thomas Andreasen will give you practical insights into how Playlab maximized the LTVs of their users by building their own CRM and automated Customer Management and Retargeting – as well as specifics of how Playlab plans to scale their social casino titles across the world, while going head to head with the biggest players in the industry. This is a must-see presentation if you’re in the mobile casino industry!

1. The Insider Tricks to Customer
Care in Social Casino
Thomas Andreasen
Founder & CGO
Playlab

2. Todays Gameplan
• Background (Me and Playlab)
• Our Social Casino Team Structure
• Data Basics
• CRM
• Segments & Retargeting (Push,Email,Paid,Direct)
• Create a Cash Cow
• Predict the Future
• Q&A

3. Who the f””k are you?
• Name - Thomas Andreasen
• Origin - Denmark
• Age - 28
• Cats - 4
• Achievements:
Founded Playlab and grew from 2 - 100 People.
Spent 3.5m USD on UA

4. Playlab • The 100 person indie developer
• Started 2012 (HQ Thailand, Bangkok)
• Acquired a Philippine studio in 2014
• Raised 5m USD from Monks Hill Ventures in 2015
• Mobile Game Dev and Publisher
• 17 Nationalities

5. Todays Topic
Billion Dollar Market VS

6. Team Structure

7. Data - Collect It All
• Ingredients Required
• Event Tracking Solution
• Data Analyst
• Developer
• Community Manager
• Lots of Coffee

8. Understand it all!
• Data means nothing unless
you have understanding
• Self Awareness is key

9. Our CRM

10. Understanding your Users

11. Now we have the Data - Now what?

12. Building a Cash Machine

13. Building a Cash Machine
• Bring back Paying Users that Churned (Segmentation)
• Know their individual value(FX 4$ per active day)
• Bring them Back (CRM > AdNetwork)
• Cash In
• Rinse and Repeat
Paying
User
Churns the game
Segment
1$ Per
active day
Retargetting

14. Segments & Retargeting

15. Facebook Social Engagement & Retargeting
• Page - Person

16. Localisation
• Great but…. Novelty is key

17. Personalisation - What’s your name?
• Same message except its personalized

18. Version 2 of Playlab CRM

19. Being the cool kid with Logistic Regression Modelling
Predicting future value of our Users

20. Heat Maps and Correlational data

21. Scaling in todays Market

22. Live Operations

23. + Giveaways…….

24. Contact me here, Thanks
• Email: ta@playlab.com
• Linkedin: https://th.linkedin.com/in/thomasandreasen