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.

2. The road to the top via emerging
markets
Nikola Cavic
Game Connection, Paris 2012

3. Agenda
Nordeus
Top Eleven
Top Eleven players
Presence in the emerging markets
Acquisitions channels
Monetization
Retention tactics
Q & A

4. 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

5. 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

6. 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

7. Top Eleven - Platforms

8. Top Eleven – Screen shots

9. 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
10/9/10
11/9/10
12/9/10
1/9/11
2/9/11
3/9/11
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6/9/11
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9/9/11
10/9/11
11/9/11
12/9/11
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
10/9/12
11/9/12
Daily Active Users

10. 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!

11. 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

12. Top Eleven – Top 10 markets
Turkey
Thailand
Indonesia
Brazil
Italy
Germany
Israel
Romania
Malaysia
Serbia

13. Acquisition Channels
Referrals
Facebook Ads
App Centers
Social Media
SEO
Online advertising
Misc. (PR, Print, TV, Events)

14. Cost of UA per country
Turkey Thailand UAE Brazil Israel Germany UK US
Acquisition cost per user

15. Facebook App Center

16. Social Media

17. Monetization
Top Grossing App !
Payment methods
In-app purchases
Offer Wall
Top Eleven Toolbar
Product / Brand Placement
Video / Banner advertising
Retention !

18. Thailand Turkey Israel UAE Brazil Germany UK US

19. Thailand Turkey Israel UAE Brazil Germany UK US

20. Offer Wall & Toolbar

21. Product & Brand Placement

22. Retention tactics
Content !
Community
Events
Top Eleven Merchandise
Real Life

23. Content

24. Top Eleven Community
Official Top Eleven Social Media
Channels
Facebook Page: 4 millions fans
Twitter, Google+, Youtube
Access to the audience passionate
about football

25. Top Eleven Website
Official Top Eleven Website
Official Forums
Blog
Top Eleven News
Support & Knowledge base

26. Contact Info
Nikola Cavic
Head of Business Development
Email: nikolac@nordeus.com