Cvetan Rusimov, Imperia Online JSC

by wnconf

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Irrational Thinking 101 Cvetan Rusimov Chief Operating Officer Imperia Online JSC

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Founded in 2005 Part of Stillfront Group since 21st Sep. 2018 € 10,0 mm upfront + € 17,5 mm earn-out Largest Bulgarian game developer Original IP and Strategy F2P focus +50 full time staff € 4,1 mm in sales Jan-Aug 2018 48% profit margin Currency pegged to Euro 1 EUR = 1.95583 BGN 10% Corporate Tax 20% Value Added Tax Sofia, Bulgaria Part of NATO since 2004 Part of EU since 2007 .\imperia online info

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.\awards Deloitte. Technology Fast 50 Central Europe 2014 4th place Revenue growth of 498% Rising Stars award 2015 14th place Revenue growth of 592% Mobile and web browser expertise

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THREE PRONGED APPROACH 1) GAME AS A SERVICE - Continue running Imperia Online as a service - Proven track record of success - Extremely loyal and growing community of end users - Lower risk approach 2) NEW RPG GAME - Developed new F2P RPG engine - Creating new original IP - Expected global release date: Q1 2019 - Higher risk approach 3) PUBLISHING - Mobile & Desktop - Go-to-Market strategy for Indies - Retention and Monetization expertise - Marketing and UA

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European Edition

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Russian Edition

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MENA Edition

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Think Irrationally .\what we do best

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.\the story Dan Ariely Predictably Irrational: The Hidden Forces That Shape Our Decisions

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Optical illusions Think of vision as a metaphor for rationality .\something cool

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What colors are the two blocks? .\optical illusions

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What colors are the two blocks? .\optical illusions

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What colors are the two blocks? .\optical illusions

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What colors are the two blocks? Yes, they are identical #787878 .\optical illusions

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You didn’t learn anything.. Why? #Decoy .\optical illusions

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We are not perfect Human brain is easy to trick .\so..

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.\vision: Use the biggest part of the brain. More time of the day. Evolutionary design to do it.

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.\who is in control Cognitive illusions Decision making illusions

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Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive vs. .\hard decision

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Weekend in Rome All-Inclusive 50 % Weekend in Paris All-Inclusive 50 % vs. .\hard decision

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Weekend in Rome All-Inclusive 50 % Weekend in Paris All-Inclusive 50 % Third option? .\what if..

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Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive Weekend in Rome without breakfast! .\even harder ?

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Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive Weekend in Rome without breakfast! .\even harder ? 72% - 75% 25% - 28% 0 %

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Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive .\the conclusion 72% - 75% 25% - 28% 0 % #Decoy

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One-year subscription to Economist.com Only WEB access One-year subscription to the print edition Only PRINT copy One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00 $ 125.00 .\subscription

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One-year subscription to Economist.com Only WEB access One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00 .\subscription

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One-year subscription to Economist.com Only WEB access One-year subscription to web site & print edition WEB access + PRINT copy $ 59.00 $ 125.00 .\subscription 16 % 84 % 68 % 32 %

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One-year subscription to the print edition Only PRINT copy $ 125.00 .\subscription #Decoy

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+43 % Revenue Increase .\the #Decoy effect

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.\how to choose wisely 2 € 10 € 35 €

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.\how to choose wisely too cheap too expensive 2 € 10 € 35 € $ $$$

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.\the harsh truth 2 € ?? € 35 € 80% will choose the middle one too cheap too expensive

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.\the clever move 2 € 10 € 35 € 80% will choose the middle one 19 €

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+74 % Revenue Increase .\the middle offer boost effect

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Basic payment screen. .\the Experiments

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First touch: Labels .\what we did

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+11 % Revenue Increase vs. Base .\the labels effect

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.\what we did Irrational Offer #1

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.\what we did Irrational Offer #1

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.\what we did Irrational Offer #1

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.\the first result +355 % Revenue Increase vs. Base

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.\what we did € 399’95 package was missing..

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.\what we did Irrational Offer #2

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.\what we did Irrational Offer #2

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.\what we did Irrational Offer #2

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.\not so happy +275 % Revenue Increase vs. Base

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.\it’s not working.. Inflation !! of the hard currency

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.\what we did We fixed it.

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.\what we did We fixed it.

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.\what we did We fixed it.

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.\final_result +310 % Revenue Increase vs. Base Almost no side effects ;)

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.\dynamic offers Screen for Whales

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.\dynamic offers Screen for player, who paid up to € 19,95

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.\last_final_result +390 % Revenue Increase vs. Base No side effects ;)

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.\crazy idea Promoting the payment screen

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.\last_final_result_2 +425 % Revenue Increase vs. Base No side effects ;)

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Thanks. Questions? Cvetan Rusimov Imperia Online JSC [email protected] +359.888.108.108