PlayBatch’s Ezra Regev & Isaac Goldenberg On Game Mechanics For An Attribution-Optimized Game

[Music] I know some great things that play batch but you were introduced to me differently you were introduced to me as someone like hey I got these great guys they're coming up with a super app right and I thought okay what is that so I'll let you tell the story all right people call it the super app maybe it's a little bit exaggeration but what we do is basically we kind of understood a couple of years ago where the market is going with the marketing and the whole privacy issues that is happening now uh and all the chaos that is with marketing and user acquisition um so we kind of understood that we to tackle this you need to build a product which is designed uh and uh and ready to accommodate all these changes by the game design itself so it's the game

design itself and the company structure that is structured all around to actually tackle the the issues that are now a lot of studios are facing with the uh with marketing so specifically our our game is is built from one merge mechanic which is a casual mechanic and a collection of hyper casual mechanics uh mini games if you if you like and we use the mini games we use the hyper casual mechanics as their acquisition tool to obtain low cpis and the merge game The Casual emerge game as a monetization tool but it's all in one app all tightly integrated it's not detached it's not like uh you know uh other mechanics which are detached from the from the main mechanic It's all under one nice narrative uh in the context of a university of magic uh where there is

uh Magic books which the magic books got erased and the progression is basically to restore back the the Spells and the the text into the books and along the way you gain every every spell and every magic in your restore you actually gain the the power of those magic to use in the game the problem because if it's about data or privacy issues you're going to get me to engage more is what I'm understanding get your low cpis to get me into the game and then you've got the merge mechanics to keep me in the game and that from that engagement you're learning the idea is that we're going to use the the tools that Apple gave us to attribute the the traffic using the CPP which is a custom product page we can use a custom poster product page for each mini game and from here to direct the players directly with

a deep link to Dominican to the to the right minigame that they choose at the ends and here we're starting a journey for each player the journey is going to be a personalized according to the player behavior in the game and after he will get the experience of the mini game you will get directly to the merge game to continue and to build the world and to progress the game you talk about there being a journey for the player where are you on your own Journey we are currently we started a year and a half ago uh where's the seed uh uh of about 3 million and now we are actually in the uh just the beginning of round day so that's why we're here also in this uh in this last event had some good meetings well if it's gonna happen it's going to happen where the industry meets

right one thing is you're doing funding but there's a lot of opportunity here to um begin in casual hyper casual look at other mechanics are you looking at anything beyond the play that you have right now beyond the mechanics beyond the gameplay that you have behind the mechanics we have a live Ops that will help us to monetize using a different events daily events weekly events leaderboard a map we have everything to monetize we have we know all the ideas all the tools to monetize the players how to reach them how to make them play more enjoying the game and get to know different mechanics that is available in the store you know you know the user Behavior you're giving them something they enjoy you've got a journey that's going to keep them going I would say we're going to see you going

completely and further on play batch I mean it's been what you said a year a year and a half so you're like one of the companies where like data issues were great for you yeah exactly did you see that coming um we hope for it we hope for it so we kind of planned for it didn't happen by chance we really anticipated much more or less where the market is going with the marketing and with the whole privacy thing um and we understood that to tackle this you totally to understand data and to do better UA or to find better inventories or better traffic sourcers um the the key here is to build the products and a company structure that can accommodate the new data structure that are now being enforced on us and once you do that you do you do not really solve the whole issue but you you gain a lot of advantage over over competition which are

stuck with the current design that is already already there you know it's pretty hard to to refine things once they're already up and running especially for big companies that's what I'm gonna say it's like I get that it's going to be great for you guys at play batch but there are a lot of companies I'm talking to say hey you know what if we could rework reconstruct deconstruct and rebuild from the ground up like you guys are doing already that'd be pretty cool so uh you know is there any way they can ever get involved or is this like your thing yes I guess you're fine too if if we are uh will be open for B2B opportunities uh kind of we were thinking we are coming from the B2B sector any uh Studio or any game that want to be successful today with the marketing uh um needs to needs to change I would say yeah product design uh and also even company structures and processes mainly mainly mainly is is

understanding the how tightly integrated needs to be product teams and marketing teams even even even to call it one thing even I have it's not a product and marketing but one one big team that do that does both um I think that's uh that's a key issue uh plus the the design of the product itself if it's built for that and builds to um accommodate those Journeys and those traffic sources and from the analytics of the game itself the application go back and then um um shed some light on the attribution uh it helps a lot that's that's that's Pride uh quite a hack I think it's great to have you can I say and good luck on the funding man all right okay