How We Launched in Latin America's 20 Countries in Less than One Year Alfonso Villar, CEO & Co-founder PlaySpace.com [email protected] @alfonsovillar_
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How We Launched in Latin America's 20 Countries in Less
than One Year Alfonso Villar, CEO & Co-founder
PlaySpace.com [email protected] @alfonsovillar_
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How We Launched in Latin America's 20 Countries in Less than One Year
About us
8 cross-platform games on Web, Facebook, iOS,
Android, Amazon
+7M registered players worldwide
Founded in 2011 18 developers
based in Palma de Mallorca,
Spain
100K DAU $30 ARPPU
PlaySpace brings social casino & traditional multi-player games for the Spanish and Portuguese speaking countries
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How We Launched in Latin America's 20 Countries in Less than One Year
Market knowledge & Local expertise.
More FB users, Internet users and mobile phones than US.
Lower costs per acquisition.
LatinAmerica revenues increased by 37% in 2012.
Still room to grow (50% Internet penetration).
Gaming culture similar to US and EU.
Brazil and Mexico are ones of the fastest growing markets in terms of in-app revenue (90%).
Brazil is a giant.
Why LatinAmerica?
Sources: SuperData Research, ComScore, NewZoo, IAB Brasil,
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How We Launched in Latin America's 20 Countries in Less than One Year
50M active players (increased by 40% since 2011). Brazilians are the social kings. Multicultural country. Android lead the way. Medium salary expect to grow. SP, DF, RJ rest of Brazil. 1,3 phone lines per person. 80% pre-paid phone. The entry of the Tablets and the second screen.
Brazil, a “whole new continent”
Sources: SuperData Research, ComScore, NewZoo, IAB Brasil,
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How We Launched in Latin America's 20 Countries in Less than One Year
Is just about only two languages?
More than 20 countries. Different religions and cultures. Different pronunciations. Use of diminutives. Different dialects. Use of the third person. Different vocabulary.
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How We Launched in Latin America's 20 Countries in Less than One Year
Game rules & names
Chat & Match-making
Voices & sound
Backgrounds
Room names
Achievements & Collections
Customer support & chatmasters
Localising the game design
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How We Launched in Latin America's 20 Countries in Less than One Year
Develop Local games
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How We Launched in Latin America's 20 Countries in Less than One Year
Localised content is the key for retention
País Temática Mes Día Internacional Entrega de los Oscar Febrero 24 Internacional Carnaval Febrero 07-14 Internacional Día de las Mujeres Marzo 8 Internacional Semana Santa Marzo 28-31 Internacional Día del Trabajador Mayo 1 Internacional Halloween Octubre 31 Internacional Navidad Diciembre 25 Internacional Nochevieja Diciembre 31 España San valentin Febrero 14 Brasil Día de Yeamanjá Febrero 2 Brasil Día de los Inocentes Abril 1 Brasil Día del Indigena Abril 19
Brasil Descubrimiento de Brasil Abril 22
Brasil Día de las Madres Mayo 12
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How We Launched in Latin America's 20 Countries in Less than One Year
LatAm’s revenue distribution
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Yes, they monetize
Conversion Rates up to 2%
ARPPUs up to $30
How We Launched in Latin America's 20 Countries in Less than One Year
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
US EU LatAM
Bank transfer
eWallet
Mobile
Prepaid card
Debit card
Credit card
But, how they monetize?
How We Launched in Latin America's 20 Countries in Less than One Year
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Android or iOS first?
How We Launched in Latin America's 20 Countries in Less than One Year
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CPIs are still low
Android CPI up to $0,9
iOS CPI up to $1.76
50% US CPI
How We Launched in Latin America's 20 Countries in Less than One Year
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Bingo case study
How We Launched in Latin America's 20 Countries in Less than One Year
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PlaySpace Localisation results
Making players feel like home, keep them engaged and increases monetization metrics. Implementing local payments methods and creating a trust brand will increase CVR. It’s important to monetize non payer users through ads. Country managers or Local partnerships are essential for all business areas.
How We Launched in Latin America's 20 Countries in Less than One Year
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Alfonso Villar CEO & Co-founder [email protected] @alfonsovillar_
How We Launched in Latin America's 20 Countries in Less than One Year
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