Miniclip Sales and Marketing Presentation
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Miniclip Sales and Marketing Presentation
- 2. …with a product that users already spend half of their time with 1 Games Networking Other Entertainment News
- 3. …but huge opportunity is still being missed US Ad Spending vs. Consumer Time Spent by Media 2 TV, Print, Web, Radio Average Mobile
- 4. Frequency and volume of games… …keeps players coming back for more. We release x new games per week online… …and plan to also release x new mobile games / month Games Total Available mobile 3
- 5. XX+ million players based on word of mouth 4 0 20 40 60 80 01 02 03 04 05 06 07 08 09 10 11 Miniclip launches Mobile Division Worldwide Players (millions) = Miniclip Online – XX Million = Miniclip Mobile – XX Million Downloads
- 6. XXM XXXM 0 20 40 60 80 100 120 June 2010 June 2012 2013 Mobile games are the future 5 Active Players Source: Google Analytics, approximate monthly average and Flurry Analytics
- 7. XX% XX% XX% % Comp Miniclip Games Nick Kids & Teens sites Disney Channel XX% XX% % Reach Miniclip Games Nick Kids & Teens sites Disney Channel Audience growth: Girls 6 XXX XXX XXX UV Miniclip Games Nick Kids & Teens sites Disney Channel
- 8. MINICLIP’s extensive game development Over XXXYears of Development Experience! 7 Dancing Bush Club Penguin Fragger Mini Pets Multiplayer Pool
- 9. Paid Impressions and Earned Impressions 8
- 10. Thank You!
Notas do Editor
- Gaming is the number one in app activity on mobile devices This is what is fueling our growth Players now want their games anytime and anywhere It’s changed the way we develop games But the same principle applies- Street Cred
- Brand dollars have not followed consumer’s choice for how they spend their time with media each day.
- Remains our secret sauce- consistent “Frequency and Volume games” (100+)
- For 11 years we’ve been focused on building our “street cred” with kids of all ages. How? Give them killer games every week for “free” If players like the game, they will come back for more…and bring their friends to share the experience We believe the key to maintaining our street cred is to miantain the frequency and volume of exciting games. The secret to our games = seconds to learn, so anyone can figure out how to play, but they require time and experience to master! In 2001, we realized the face of entertainment was changing to – FREE. Two companies paved the way to Free- Macromedia/Flash & Google. Flash download was suited for download across low-bandwidth connections. Websites could now deliver video & animation without interruptions. Google’s Pagerank assigns “street cred” to web pages. Thus improving organic search results to provide the best in class for any search term. Its based on high ranking pages hyperlinking to page. But gaming was not the only form of entertainment shifting to Free-it was becoming a cultural phenomenon. - Two chaps, one a gamer and another a trader, formed a partnership- because of Rob’s sister (she was dating Tihan). They wanted to start a company based on the web & flash. There were three choices- gambling, porn, or videogames. The former two made for awkward family conversations- so gaming it was! Off they went to find and produce games. It took 2 years to figure it out, but in ’03 Tihan’s dance moves and Rob’s flash skills produced a massive hit “Dancing Bush.” Why? Because they gave it away for free. They knew, if players liked the game they would come back for more. web sites all over the world picked up the Dancing Bush link and linked back to Miniclip. The secret sauce. From ’03 to ’06 Miniclip grew from 5 million players to 35 million players In ’06, Club Penguin changed the face of Miniclip forever. For two reasons- solidified Miniclip in the eyes of Kids & Parents. CP was struggling to find critical mass. Lane turned to Miniclip based on his relationship with Rob & Tihan in previous years of producing flash games for the property. Lane and his partner asked Rob & Tihan to feature the virtual world as a “free” game. Afterall, Miniclip had 30+ million players they could share the game with. Players were able to access certain features of the virtual world for free. But if they wanted the whole experience, they would need “mom” to pay $5.99/mos. moms/parents were comfortable with allowing their kids to play on Miniclip because the games were age appropriate, fun with a hint of education, and completely safe in terms of predators. Important note, avg age of CP was 8 yrs old. They needed their parents help & approval to access games Luck would have it parents didn’t think $5.99/mos was a big leap from Free. In ’07, millions of paying subscribers from Miniclip later CP sold to Disney for $350+ million. To this day, Miniclip still is the life blood of paying subscribers for Club Penguin. Totally Wired (Anastasia Goodstein) described it best- “What network TV was for the Transformers, so Miniclip has been for Club Penguin.” In ’07, we were going through another evolution in entertainment. This time it was driven by Apple. Enter the iPHONE and the “touchscreen.” This official turned entertainment on it’s head. Same principle applied- Street Cred. Only the incumbents didn’t have it (street cred) and couldn’t move fast enough to get it. The app market was and is still fueled by the smaller, faster development studios like Rovio, Backflip, Zepto, Imangi. Apple opened the door for independent developers all over the world to compete with major publishers. This created chaos and opportunity in the industry. Apple made these games “sexy.” Their devices made it acceptable cool for Alec Baldwin to get kicked off a plane for playing a game. It made it acceptable to play a game on a bus, at lunch- anytime or anywhere. In ’09, opened a mobile studio in Portugal. It’s become the future of our company. What took us 8 years to build on the web has taken only 2 years on iOS & Android. Early strategy was to build iOS & Android games based on popular Miniclip franchises with mechanics that suit a touchscreen Re-release the free-to-play web version on Miniclip.com And merchandise the iOS/Android game(s) on the game page within Miniclip.com Important note, The avg Miniclip HH is 5+. the kids who were playing CP in ’06 were now 9-11 years old w/iTouches. And they had simblings to teach. - Present,
- Miniclip games anytime & anywhere Eyes on 100m by the end of ‘13
- Three levels of capabilities relevant to the audience segment a marketer is targeting Most marketers work with us for advertising solutions A few marketers come to us for development & distribution of games But this is not an ideal solution for markers unless they are ready to become Programmers And commit to a long term strategy in games Otherwise it’s a waste of a clients money and resources to produce a one-off