The cloud gamer – Defining the audience

[Music] hi everybody I'm vitam so I'm vitam and I'm co-founder of play key and the VP gaming strategy at play key so we developed the service for five years we live for five years before this we had a distribution network distribution platform for PC games so this is our next step of our business so first of all I would like to talk about the problem which customers have do you know how many customers are not able to play games for example far cry 5 when it was released about 30% of gamers of steam customers they're not able even to

launch the game and about 40 percents about 4 percents of gamers can launch the game on this minimum graphic and they have 50 pairs drops and they have freezes but quality of the picture such as such a service so it means only 30% of gamers they can launch this game so play gears of this problem as a cloud gaming we launched the game which our server and send to this customer just video stream so it means you can play on any device just need internet connection it could be PC Mac Smart TV it could be a iPhone tablet or something else right now play key is focusing on PC at Mac because we're solving the problem when customers are not able to play new releases and new games three years ago we heard about ok we had business model when it was a all you can play subscription when you have 200 games and

you pay just $10 per month and play games we get 200 customers every time we took our customers the lifetime of our customers was about two one month and it was a disaster we developed the service for three years we put money in the service about five billion dollars and there was all 200 gamers and we found that we don't have we don't resolve the problem of the customer and retain this business model when we get subscription subscription based business model we hit all the backlog titles because no one published no one big publisher wants to provide you Triple A games far cry 5 will never be in the solution service because there is a multiplayer and yourself will never provide you this game for the older can play subscription so change this business model right now about about

100,000 payin customers per month compares every month and it looks like customers should pay for the service for a rental PC and then he need to buy a game him to buy a game at our website or him to buy a game in same origin you play doesn't matter so if they already have a actuation key so they can use it this key in ourselves this is about flaky and next slides would be about the our customer so first of all its men 95% of all gaming customers of play key customers its men its 25 from from 25 to 34 years and also from 18 to 24 big segments so they usually work somewhere between about 25% there are students in college or universities and we also have

about 10 percents of students in school and business pants they don't spend all the free time on games they usually spend up to 50 percent of their free time on games so this is not a hardcore gamer as usually as usually they play games so this is more than Mitch core gamer they play on a notebook essential to percents place on notebook and also plays play on PC and weird interesting about 13% they're playing on the gaming console and they also pay us for our service to play another game so they have again the console and they also play games and play key the problem of the gamer they are not able to play games and we see that most of our customers 50 percents about 50% of our customers they care for bread their PC

about 5 years ago it means that any new game or which is released which will be launched this year or next year will not be launched on their PC so that's the problem and about 50% they have never upgraded their PC maybe because maybe because they have just an old books but 50% they haven't abrade the a PC they prefer page games not free and a more game day all they usually play page games pay way for the game and play and pay for the subscription service well we often think about is it important for the customer to provide him ultra graphic or it's more important to provide good repairs and we understand

that it's important but not very important because many of customers the evaluations this really evenly and you can see that for many customers it doesn't matter which gradually they have but very important the stable game which means that we need to provide stable game with graphic on on average graphic is usually as usual our gamers per for action sutures and which is interesting we see that strategy and Adventure Quest games they're also popular on our service and it's really interesting because these games you don't need a good PC to play these games but they play this game they like this games usually our customers search it for the service they find the problem defied the

problem the PC is not good enough to play games and they trying to resolve this problem and they're searching for the for the service and Google so this is our main channel how they did know about the play in the main value of play key from our customers is to launch the games which I can't launch on my own PC it's about first 64 percents who who's in that they also wants to save money on upgraded their PC and they also want to play on good graphic but it is not necessary to play an ultra they just want to have stable game with good graphic and somebody who wants to play on Mac so as a play key customers man 25 years old student or employee they spend up to 50 percents of their spare time I usually play it on own notebook or a PC

which which is 5 years old they prefer paid games action play action or G also strategy adventures and firstly appreciate stable game instead of good graphic they'll all about play key themselves when they're finding the solution solution to resolve their problem thank you extremely fast we do have a lot of time for questions so please go ahead I will go here in there okay so that you also look into the geographical distribution of your users is it mostly Europe us about 60 about 60% its Russia CS and about 40 percents and it's the UK and Germany okay thanks

when it comes to cloud gaming I'm usually more curious about the latency of the controls and whether or not I need a really good connect internet connection to actually play so well what about that the average latency announcer is about 40 milliseconds it's not to play most of games and it really depends on the service locations so right now we have servers in front port in the UK in Moscow so if somebody who wants to play from Lida Vostok of course they would have bad latency and we check the we check the internet connection before before they're trying to play so and we'll move them them from from our servers so if of course it really depends on the on the service cool I tried the system and it seems to work

quite nicely and the happy thing is also that you can play that PC games on on my Mac for instance it's the pricing model seems to be for pretty hardcore in a sense that it feels a little bit expensive so I was like do you have lands of like maybe which I use or we change the business model and we change the pricing model so right now in Germany and the UK you can play about $20 per month in Russia right now we have about 6 cents per 1 minute so our users pay just for means they play so if you want to play an hour you just one dollar and play an hour so our customers don't play hundreds of hours per month our customers usually play twenty hours per month so that's only been tested in Russia at the moment and per minute okay because that like definitely would make the threshold for me much lower

than like shoveling like 60 we will do UK this year right now we're chicken we're trying to find the best the best pricing in Germany in the UK and we also have in Germany we have AP tests on the pricing model I was one with mark one minute subscription and monthly subscription okay sounds good and yes you mentioned that 95% of your customers are male have you explored attempts to sort of grow the market and reach out to see female players or or are you just gonna go all in on what you know you think the reason is we have games for male audience so GTA 5 for tonight Babji so usually it's a male customers and we don't have seems for example we don't have another casual games we usually we

see that our customers wants to play three play hardcore games but they are not hardcore gamers they just want to play these games what do you think women don't want to play those games sorry you think women don't want to play one of them wants to play but we see that maybe maybe women's they will be later maybe they're not focusing on cloud gaming and they don't believe in cloud gaming maybe there's other reasons but we see that our customers that's well maybe they are using the same computer just boyfriend maybe that's also an option any other questions answer that's their mail yeah like if the profile is male but someone else is feeling [Music]