Top Eleven: The road to the Top via emerging markets - Nikola Cavic - Game Connection Europe 2012
Nov 22, 2014
Top Eleven: Be a Football Manager is the most popular social sports game in the World, with over 6 million active users. In this presentation, Nikola Cavic explains how Nordeus, the award-winning gaming startup, published and pushed Top Eleven to the #1 spot by recognizing and embracing gaming audiences in the emerging markets. He also addresses the challenges Nordeus faced in attempting to monetize Top Eleven customers in these markets and presents several ways to overcome such issues.
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Transcript
The road to the top via emerging
markets
Nikola Cavic
Game Connection, Paris 2012
Agenda
Nordeus
Top Eleven
Top Eleven players
Presence in the emerging markets
Acquisitions channels
Monetization
Retention tactics
Q & A
About Nordeus
Founded in 2009 in Belgrade, Serbia
Talented and growing team: • Start of 2012 – less than 30 employees • End of 2012 – close to 100 employees • 2013 – over 200 employees
Our motto: Play anywhere, anytime
International recognized as one of the most successful and innovating gaming companies
Awards
“People’s choice best start-up” at London Web Summit Red Herring's “Top 100 Most Innovative Tech Companies in Europe” “The Best Gaming Startup” at Europas Awards “25 Hottest tech companies in Europe” by Techtour “25 fastest growing internet companies in Europe” at NOAH London 2012 “Best employer in Serbia” 2012
Top Eleven
The most popular online Sports game in the World!
Launched in May 2010
Free to play
Global reach - played in over 180 countries worldwide
Localized in 34 languages
Available on several platforms
Top Eleven - Platforms
Top Eleven – Screen shots
Top Eleven – Active Users Growth
Constant growth since launch 2.2 million active daily users 6.5 million active monthly users
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
5/9
/10
6/9
/10
7/9
/10
8/9
/10
9/9
/10
10
/9/1
0
11
/9/1
0
12
/9/1
0
1/9
/11
2/9
/11
3/9
/11
4/9
/11
5/9
/11
6/9
/11
7/9
/11
8/9
/11
9/9
/11
10
/9/1
1
11
/9/1
1
12
/9/1
1
1/9
/12
2/9
/12
3/9
/12
4/9
/12
5/9
/12
6/9
/12
7/9
/12
8/9
/12
9/9
/12
10
/9/1
2
11
/9/1
2
Daily Active Users
Top Eleven – Player Engagement
12.98%
5.51%
3.38%
9.23%
14.07%
23.84%
31.00%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
1
2
3
4 - 8
9 - 24
25 - 99
100 +
Visits per month / percentage of total users
Highly active and engaged players 33% log in every day! “Stickiness factor” one of the highest in the industry Average play session is 10 minutes Over 2 million hard core fans!
Top Eleven – Player Demographics
57% 25%
8%
5%
5%
Europe Asia South America Africa N. America
34%
35%
15%
4% 1% 1%
13-17 18-24 25-34 35-44 45-54 55+
93%
7%
Male Female
Top Eleven – Top 10 markets
Turkey
Thailand
Indonesia
Brazil
Italy
Germany
Israel
Romania
Malaysia
Serbia
Acquisition Channels
Referrals
Facebook Ads
App Centers
Social Media
SEO
Online advertising
Misc. (PR, Print, TV, Events)
Cost of UA per country
Turkey Thailand UAE Brazil Israel Germany UK US
Acquisition cost per user
Facebook App Center
Social Media
Monetization
Top Grossing App !
Payment methods
In-app purchases
Offer Wall
Top Eleven Toolbar
Product / Brand Placement
Video / Banner advertising
Retention !
Thailand Turkey Israel UAE Brazil Germany UK US
Thailand Turkey Israel UAE Brazil Germany UK US
Offer Wall & Toolbar
Product & Brand Placement
Retention tactics
Content !
Community
Events
Top Eleven Merchandise
Real Life
Content
Top Eleven Community
Official Top Eleven Social Media Channels Facebook Page: 4 millions fans Twitter, Google+, Youtube Access to the audience passionate about football
Top Eleven Website
Official Top Eleven Website Official Forums Blog Top Eleven News Support & Knowledge base
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