PEAK GAMES-SINGAPORE-backup

CRACKING THE EMERGING MARKETS CODE:
How peak games captured Turkey, Middle East and
North Africa in 14 months
AGENDA
Who is Peak Games?
Our Playground
What have we done?
How?
PEAK GAMES IS
THE LEADING ONLINE
GAMING COMPANY OF
TURKEY AND MENA*
*Middle East & North Africa
V
Peak Games is the leading online gaming company in Turkey &
MENA regions.
We are a network that provides a portfolio of online & mobile
games to a monthly user-base of 30 Million people
We create games, publish games, service games and manage a
network of gamers that are connected via different mediums.
SO WHAT DO WE DO?
Culturally Relevant Synchronous Games
SO WHAT DO WE DO?
Social Casual Games
SO WHAT DO WE DO?
Mobil Games
SO WHAT DO WE DO?
Browser-Based MMOs
PEAK GAMES IS
THE LEADING ONLINE GAMING NETWORK OF
TURKEY AND MENA*
CLIENT GAMES
*Middle East & North Africa
AGENDA
Who is Peak Games?
Our Playground
What have we done?
How?
TURKEY & MENA REGIONS ARE EXPECTED
TO SHOW STRONG GROWTH OF INTERNET
AND MOBILE PENETRATION
TURKEY
35
15.5
MOROCCO
ALGERIA
3.9
4.6 SYRIA
IRAQ
TUNISIA
LEBANON 1.3
4.3
1.6
2.4
LIBYA
EGYPT
0.9
21.5
JORDAN
KUWAIT 0.9
1.2 QATAR
UAE
SAUDI ARABIA
3.9
10.5
1.9
Number of internet users
OMAN
YEMEN
2.5
Total of 113M internet users in 2011, expected to reach 300M by 2015
15M smartphone users in 2011, expected to reach 100M by 2015
Note: Excluding Israel
Source: Analyst Reports
THE 3RD LARGEST POPULATION IN THE WORLD
1,360 mn
THIS REGION HAS HUGE
ECONOMIC POTENTIAL;
COMBINED THEY HAVE…
1,280 mn
487 mn
312 mn
THE 4TH LARGEST ECONOMY IN THE WORLD
$14.5 T
$5.8 T
$4.1 T
$5.5 T
$3.2 T
ONE OF THE YOUNGEST DEMOGRAPHICS IN THE WORLD
44
40
37
26
THE REGION IS ALSO VERY ATTRACTIVE
FROM A TECHNOLOGY PERSPECTIVE
TURKEY
115 MILLION INTERNET USERS…
…WITH AMPLE ROOM TO GROW FURTHER
38 mn
39%
LARGE GROWTH IN WIRELESS REACH
252 %
(# OF 3G SUBS*)
7.1
*Source: Analysysmason
70 MILLION
FACEBOOK USERS
77 mn
PENETRATION
*Source: Analysysmason
PENETRATION
32 %
363
70
USERS
2010
2016
38 mn
USERS
30%
GROWTH
31 mn users
(90% of online pop.)
17%
GROWTH
(6 mo)
TURKEY IS THE:
TECH USERS IN THE REGION
ARE EXTREMELY ENGAGED
27%
25
2010 2011
31 mn
MENA
• 6th largest country on Facebook
• 8th largest on Twitter
• 5th most engaged
(by minutes spent online)
(6 mo)
# of FB users
(Turkey + MENA)
30 %
67
2010
250
2015
AGENDA
Who is Peak Games?
Our Playground
What have we done?
How?
PEAK GAMES HAS BECOME
THE 5TH LARGEST SOCIAL GAMING COMPANY
GLOBALLY IN LESS THAN A YEAR AND A HALF…
Global Social Game Ranking
8.4 8.5 8.6
9.0
8.0
7.0
7.0
6.0
3.0 3.0 3.1 3.0
3.0
2.0
Peak Games had done this despite being the only company that
has a regional focus, competing against globally focused companies
* Daily Active Users (unique)
Source: www.appdata.com (April 2012)
Apr-12
Mar-12
Feb-12
Jan-12
Jun-11
May-11
0.0
Sep-11
1.0
Aug-11
1.0
5.6 5.3
3.5
Jul-11
2.0
Apr-11
8.6 mn Regional
4.0
Mar-11
8.9 mn Global
4.5 4.4 4.4
5.0
Feb-11
9.8 mn Global
4.8
Dec-11
11.6 mn Global
10.0
Nov-11
Global
Oct-11
59 mn
FOCUS
Jan-11
1
2
3
4
5
DAU
Dec-10
RANK NAME
Peak Games’ DAU* growth
…MAKING PEAK’S PHENOMENAL GROWTH
COMPARABLE TO SOME OF THE
HOME RUNS OF THE TECH WORLD
PEAK GAMES DAU COUNT
VS. COMPETITION
NUMBER OF USERS
2,6 x
27 mn MAU
8,6 x
15 mn RU
12,3 x
12 mn RU
7,8 x
Peak has more active users than
Foursquare and Pinterest
Peak has already beaten some of the
household names in social gaming
TIME TO 10 M USERS
~270 days
780 days
850 days
Peak has reached 10 mn users
much faster than Twitter and Facebook
*User in both cases is defined as MAU for Peak Games, RU is «registered user», and UU is «unique user »
Source: www.appdata.com
OUR CURRENT SITUATION…
150 people
6 Offices (Istanbul, Ankara, Amman, Damman, Berlin, Barcelona)
5 rounds of investments in first 7 months, raised 20M USD
Facebook, Browser, Client & Mobile games. 9M DAU & 30M MAU on Facebook
3M users on core games – www.peakplus.com
5 acquisitions & acqui-hires up to date:
• Kammelna acquisition– largest gaming company in Saudi Arabia region
• Umaykut & Erlikhan studio acquisitions – creating teams behind popular mid-core games in Turkey
• Game Turk acquisition– the leading MMO publisher in Turkey
• Okey studio acqusition– largest multiplayer synchronous game in Turkey and the team behind it
AGENDA
Who is Peak Games?
Our Playground
What have we done?
How?
LOCAL PRESENCE & KNOW-HOW
FIRST OF...
An AMAZING local team with both invaluable experience in
internet & gaming businesses
ISTANBUL
ANKARA
BERLIN
BARCELONA
AMMAN
DAMMAM
LOVE FOR WHAT WE DO
Passion for games
A SPECIFIC TARGET…
We’re not here to conquer the world:
A vision & target to serve deserving & underpenetrated markets
• Find the right content
• Focus to service it right
We are not a game studio- even though we make games. We are a distribution platform.
Our focus is to provide whatever the user wants, irrelevant of game genre or network
some specifics...
Product CREATION
Focus on Relevant Titles
Create culturally relevant games
• Okey is a traditional Turkish game played in the offline world for ages
• 1 of every 2 people in Turkey on Facebook has installed Okey
Product CREATION
Focus on Relevant Titles
Focus on games that are inherently social & viral
Kammelna is a traditional card game- named Baloot- targeting Gulf region, played with 4 people
Product CREATION
Focus on Relevant Titles
Create a community within a community
• People creating chat rooms / game rooms to find people from their region, with their interests, speaking the same language
• Sending each other virtual items found in physical Turkish & Arabic coffee houses
games as a service
GAMES AS A SERVICE BUSINESS
Heavy localization & culturalization of the game
Focus on the culture, the geography
Our game Happy Farm celebrates Ramadan over Christmas & Eid over Easter
GAMES AS A SERVICE BUSINESS
Impeccable Customer Support
Every customer ticket received by our team is answered in native language & local lingo on avg. under 1.5 hours
GAMES AS A SERVICE BUSINESS
Community Outreach
• Make sure to create relevant, shareable content for users
• Provide useful information about the game (news on upgrades, promotion/discount summary, new features etc
data speaks
CULTURE OF EXPERIMENTATION
We use data to understand the behavior of the player
Experimentation & A/B testing are critical tools we use for game design
Main approach is monitoring data continuously and try to approach it in different ways
network effect
SINCE INCEPTION, PEAK HAS ENJOYED
OVER 95M INSTALLS
PEAK
FACEBOOK
9M DAU
27M MAU
peakplus.com
MOBILE
TOP GROSSING
GAMES IN
TURKEY
gameturk.com
Core game userbase of xm people
PEAKPAY &
PEAKKART
PAYMENT
PLATFORM
CAFÉ NETWORK
20K CAFES IN
NETWORK,
PARTNER TO
PEAK
WE LISTEN TO OUR PEOPLE
WE INVEST TIME INTO UNDERSTANDING THEM
WE DELIVER WHAT THEY WANT
thank you
Rina Onur
www.peakgames.net
www.peakplus.com