The deck I presented at the Game Analytic's conference. This deck covers the optimization of our acquisition marketing programs the team has worked on since launch.

1. Acquiring Valuable
Customers

2. Privileged & Confidential
Acquiring Valuable Customers
• Launched August 2012
• Metacritic score over 90%
• Faster to 3.5 million copies sold
than any other MMORPG in
history
• Pre-Sold 1 million copies

3. Privileged & Confidential
PERFORMANCE ANALYSIS
Acquiring Valuable Customers
Launch Window Performance

4. Privileged & Confidential
• We regrouped from Mar
2013 to Aug 2013 building
a test plan
• Every spike was associated
with a heavy up paid media
spend
• Most spikes had a drop in
price associated with them
• There seems to be no
negative effect on retail
when running 1st party
sales
• Holiday gift giving still
matters at retail
$-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
0
1000
2000
3000
4000
5000
6000
7000
2013-07-01
2013-07-07
2013-07-13
2013-07-19
2013-07-25
2013-07-31
2013-08-06
2013-08-12
2013-08-18
2013-08-24
2013-08-30
2013-09-05
2013-09-11
2013-09-17
2013-09-23
2013-09-29
2013-10-05
2013-10-11
2013-10-17
2013-10-23
2013-10-29
2013-11-04
2013-11-10
2013-11-16
2013-11-22
2013-11-28
2013-12-04
2013-12-10
2013-12-16
2013-12-22
2013-12-28
Daily Activations and Estimated Client Revenue
Retail Sales (NA+EU) Digital Sales (NA+EU) Estimated Rev
Migration
Sale
Free Trial
only
Sale +
Free Trial Sale Only
Humble
Bundle Sale
2013 2nd Half Analysis
V
o
l
u
m
e
D
o
l
l
a
r
s

5. Privileged & Confidential
$-
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
-
1,000
2,000
3,000
4,000
5,000
6,000
2013-07-01
2013-07-08
2013-07-15
2013-07-22
2013-07-29
2013-08-05
2013-08-12
2013-08-19
2013-08-26
2013-09-02
2013-09-09
2013-09-16
2013-09-23
2013-09-30
2013-10-07
2013-10-14
2013-10-21
2013-10-28
2013-11-04
2013-11-11
2013-11-18
2013-11-25
2013-12-02
2013-12-09
2013-12-16
2013-12-23
2013-12-30
1st Party Digital Daily Activations
First Party Digital Activations Paid Media Sales Paid Media CPA
C
P
A
• The biggest question is how
much it costs to create
these spikes and can we
predict cost with volume
• The first step is analyzing
the relationship between
our available paid media
sources
• What is the ability of our
“acquisition-based” spends
(i.e. SEM/DSP) to offset the
“impression-based” spends
high CPA?
2013 2nd Half Analysis
C
o
n
v
e
r
s
i
o
n
s

6. Privileged & Confidential
Acquiring Valuable Customers
Media Outlet Scorecards (FAKE DATA)

7. Privileged & Confidential
Acquiring Valuable Customers
April Acquisition Program (Case Study)
• April sale objectives
– ESO defense
– Feature pack boost
– Active player base increase in Living World down time
• Used scorecard learning‘s to determine placement and spend
– Heavy up video (from scorecard learning)
– Heavy up on LTV positive media sources
• i.e. Curse
– Test Facebook as another acquisition channel

8. Privileged & Confidential
Acquiring Valuable Customers
April sale results
UnitSalesPlayers
• 107% over unit goal
• 36% over our stretch unit goal
• Sale campaign also drove
lapsed player reactivations
• Facebook new “Offer Ad” has
acquisition performance on
par with SEM
• Video ads outperformed flash
click through 2 to 1

9. Privileged & Confidential
Thank You
sfowler@arena.net
vincent@ayzenberg.com