Alan Avidan

www.BeesAndPollen.com December 2013

Social Gambling and Gaming Summit – Las Vegas, Dec. 2013

Gaining the Edge through Predictive Personalization -- Leveraging User Data to Raise KPIs --

Alan Avidan, PhD CEO, Bees & Pollen Alan@BeesAndPollen.com

Data is knowledge…

Knowledge is Money.

www.BeesAndPollen.com December 2013

Predictive Personalization

Social* + Behavioral + Session User Data

User DNA Generation

Correlate & Predict Best User Choices

Option A

Option B

Option C

Option D

* Social data contains customer experience, preferences, and trends information Algorithms include Genetic, Artificial Intelligence, Decision Trees, Regression

www.BeesAndPollen.com December 2013

Predictive Personalization

©2013 Bees and Pollen LTD

Example: CTA Share Element – 3 Options

Option 2 Option 1 (Default) Option 3

Bingo by Ryzing

Element = Decision Point

CTR= Conversion

www.BeesAndPollen.com December 2013

KPIs Monetization

• Revenue

• Profit

• ARPU/ARPPU

• %PAY

Retention

• DAU/MAU

• D1, D2, D7, D30

• Visits/DAU

• Churn Rate

Engagement

• Abandon Rate

• Session Time

• Drop-off Rates

Virality

• K-Factor

• Invites/DAU

• Acceptance Rate

Acquisition

• CPA, CPI

• Abandon Rate

Traffic

• DAU/WAU/MAU

• # Concurrent

www.BeesAndPollen.com December 2013

Raising KPIs ≡ Raising Profit

• Requires: Increasing LTV and/or Lowering UAC

• Requires: Raising Conversions at Key Game Elements

• Requires: More Attractive Choices at Decision Points

www.BeesAndPollen.com December 2013

More Attractive Choices ?

• The Problem: Players Have Different Choice Preferences

• The Solution: Predict Each User’s Preference at Each Decision Point, and Dynamically Adapt the Page

• The Technology: Real-Time Predictive Personalization

www.BeesAndPollen.com December 2013

MAX (Profit)

Profit = (LTV – UAC – Opex)

Basics 101

LTV = Lifetime Value UAC = User Acquisition Costs Opex = Operating Expenses

www.BeesAndPollen.com December 2013

1. In-Game • Session Time • Spend Rate (or ARPPU) • # of Concurrent Users (or DAU) • %Pay

• Predict Payers → VIP Treatment • Predict Non-Payers → Alt. Monetization

Increase LTV KPIs

www.BeesAndPollen.com December 2013

2. Off-Game • Dx Retention

• Target Higher LTV User Profiles

(Example: Males, 40 and up, from North America, College, interested in Travel and Cars)

Increase LTV KPIs

www.BeesAndPollen.com December 2013

1. In-Game: • Amplify Virality Retention Loop 2. Off-Game: • Target Higher Viral-Active User Profiles

(Example: female, 25-40, interested in books and music, with over 99 friends)

Decrease Acquisition Costs

www.BeesAndPollen.com December 2013

Monetization - Payment Page

Sloto

lotto

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www.BeesAndPollen.com December 2013

Engagement – Button Colors O

pti

on

1

Op

tio

n 3

Op

tio

n 2

O

pti

on

4

www.BeesAndPollen.com December 2013

Send Gifts: Friends Appearance

www.BeesAndPollen.com December 2013

Payout (PARS Table)

Do Not Try This on RMG!

www.BeesAndPollen.com December 2013

Open Graph: Story Variations

Option 1

Competitive

Option 2

Achiever

Option 3

Social

Conversion = Friends clicking the link to get into the game

www.BeesAndPollen.com December 2013

Predictive Personalization Drives KPI Lift

www.BeesAndPollen.com December 2013

Deep New Insights

www.BeesAndPollen.com December 2013

Gain the Edge Raise Profit by Predicting and Affecting Player Behavior via

Real-Time Predictive Personalization

Please Don’t Leave Money on the Table!

www.BeesAndPollen.com December 2013

Thank You: alan@BeesAndPollen.com

Predicting Players™