Redefining the UA Playbook in the new era of Mobile - Gabe Lewis, Mistplay John Wright, Kwalee

[Music] [Music] [Music] so next up we have a fireside chat which will be fantastic between Gabe Lewis from missplay and John Wright from KY so please welcome him to the stage you know this sort of back and I think yeah these sort of very basic sort of systems have now evolved in into cost

per engagement there's also you know loyalty systems and platforms like you know yours which obviously do a fantastic job we are a client full disclosure so you I do rate them as a as a company and um yeah like you're still focusing on all of the the day-to-day stuff that you were but there's just more things to do and and ultimately the very sad thing is even if you get like a very high IPM in this market where you could get like a 40 50 IPM where you know a couple of years ago that would take you to the top of the charts right you'd be in the top five Global you would be making you know tons of money and now um very sadly for us like I've got my team a few of my team here we look at the results on a weekly basis and sometimes you're like wow this is extremely marketable but actually it doesn't matter anymore cuz if the L the LTV doesn't back out there's you know there's no way so yeah there's there's still an abundance of things to do Gabe but you know the traditional stuff Plus maybe getting some of the stuff that you

did beforehand and then yeah focus on your players focus on loyalty absolutely and so we started this with a bit of Doom and Gloom and just sort of retrospective of how tough things have been so I'm going to put you a bit on the spot to you know finish it on a positive note on some of the things that you think are really going to be exciting this year and things that are really going to kick off as uh just just things that that'll be big opportunities oh God that's a tough question in this in this particular time that one you haven't even heard me speak about Google sandbox yet okay I'm sure there's another track on I'm not yeah yeah there's going to be someone else talking about I'm not talking about that if Google's here I apologize um no I mean as always guys I think the industry is one that's ever evolving and there is opportunity around every corner I mean I'm only talking from an internal perspective from qu's sake but we are launching more games now than we were launching in six months ago I think our team have doubled down on really understanding what is is trying to sort of work in the market and again that

could be from the types of creatives you know it could be ugc right Tik Tok you know a lot of these new sort of you know platforms that are providing new users in new ways which is you know I definitely advise you to go down the ugc and Tik to rout because it's you I think it's part and parcel of of what we need to do going forward but again there are glimmers of Hope and success in this current market um in terms of pinpointing one I'm I'm kind of struggling a little bit if I'm honest but uh but it's look it's starts of the year andal you're growing um and you know whilst there is a number of companies that are obviously struggling for every company that is struggling there is someone that is finding success so ultimately that's the the nature of the industry and my advice is just to Double Down have faith you know gaming is a passion and just believe in the process right execute strongly and eventually something will click and and it will go forward yeah it works for me awesome I think uh that's about it for us but we can turn it to some questions question if there are

any so do we have any any questions from the audience well I have a question oh Peggy you go first thanks Peggy have you got I came in late so my apologies if you did cover this but what I'm fascinated about is oh thank you um if I came in late sorry but um what fascinates me is sort of the science of rewards and thinking about how to bring more real life into the virtual world and sort of mix that up because rewards have been so focused on Virtual things you know currency lives weapons whatever but um you know I'm I'm interested in understanding are you looking at that is that something that you could imagine bringing into the mix so like re World rewards I like you do something in a game and you get something physical or like a gift or somewhat I mean there are some companies that specialize in this right and I think there is a history of um casino games and and VIP handling right like zingo is very famous for

having a poker zingle poker vip's team which you know as someone who worked with them for a number of years they used to do the craziest things they used to fly people to Vegas and give them helicopter rides and because these people were spending thousands of dollars a month in online gambling essentially which was always very confusing for me because putting spending 2 to 10K a month and not getting any ability to take the money out was is wild but there's a whole billion dollar industry on thisy of Social Casino exactly yeah yeah someone should do a talk on that that's that's good talk yeah next time but um but yeah like I do see a world where you know it does happen Peggy I think there is you know gift cards and this sort of stuff is done in in apps currently um I think we've done a bit of testing you know with this but something that I think obviously people should should explore and there's this whole like trans media play as well right in terms of how people are engaging across you know movie TV games and sort of inworld outworld and so yeah the lines of all of that stuff is is getting you know

smaller and smaller so I definitely see it as well there's a a company in Israel as well that does physical sort of the grab who there from the Israeli guys here I can't remember the name but anyway there's an Israeli company do this claw game cha is the game but they do like physical stuff where you win like a Pikachu and they send it to you and it's like a fluffy to we used to have that game called snatch do you remember that was bought by play stack eventually and that was in that was rewards as well that was um physical rewards as well interact but so obviously there are a couple of cases of it actually happening and I definitely think again giving someone a physical Ro if again even something as simple as a gift card is an amazing gesture ultimately just it's an economics play right you know this you know has to equate to the the amount of LTV and if you get a $20 LTV user and send them a $10 Amazon gift card it's good business well that's that's the layup for misplay basically that's what we do we help uh you know uh Publishers leverage uh loyalty in game by by doing exactly that you know helping uh users connect

physical rewards to their virtual gameplay uh and you know John touched on the big ticket items that people used to get uh but we also see it on the on the small scale with the gift cards with you know small physical things that just sort of enhance your your your gaming experience by tying it into lifestyle so absolutely it seems to be something I mean we've it's been proven successful that we're we're happy to to help Publishers keep doing yeah and I think just to touch on that as well some of the results obviously that we did see from misplay we saw a 40x difference in LTV so it's a big number so physical rewards does equal you know an actual um sustaining loyal user which again going back to what you know hybrid is trying to doing and the learning of the Casual process anything you can do to keep people coming back time and time again and staying for potentially up to a year that has to be your strategy you can't be doing prototyping every 5 minutes anymore it's not sustainable so you have to double down have belief in the process get to you know if it takes 3

months 6 months like to develop something this is this is what you need to do yeah be in it for the long haul yeah exactly any other questions right I'm burning to ask you this question John because I do know I do know that one thing I really love about quy as a company is that you look at new suppliers you look at new ideas you're always constantly on on the lookout is there any Trend that you're seeing coming through in terms of user acquisition um and and new new things I mean what we look here is your you know your relationship with misplay is fantastic because you've you know you've taken the the leap and looked at them and worked with them and it's worked out for you is there anything else that you would give as a hint to the rest of the yeah I mean I can't believe I haven't used this yet buzz word AI okay it's you know it's actually getting something that is becoming ever in depth into of all of our process if that's from a from a UA sort of a campaign management perspective if that's from a creative development perspective if that's From recoding perspective so you know I'm not

going to talk about AI in depth but there are a number of really interesting companies that are developing stuff now in stealth um and you know my advice is always like to have a testing culture um I think it's important to give people at break I also was a founding team member of a startup in creative technology so if it wasn't for people like quar who were my first client that I signed you know and and very weirdly I work for now um I wouldn't have you know had no built a successful company and and exited that company to UNI so yeah it's taking the chance on the little guy having a testing culture um is a very important part part of your sort of mentality as a business leader or Studio lead yeah in my opinion anyway and I think that opinion is right thank you John any other questions before we wrap okay well thank you very much guys