Cvetan Rusimov, Imperia Online JSC

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December 06, 2018

Cvetan Rusimov, Imperia Online JSC

Irrational Thinking 101

(White Nights Conference Moscow 2018)
The official conference website — http://wnconf.com

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wnconf

December 06, 2018
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  1. None
  2. Irrational Thinking 101 Cvetan Rusimov Chief Operating Officer Imperia Online

    JSC
  3. 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
  4. .\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
  5. 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
  6. European Edition

  7. Russian Edition

  8. MENA Edition

  9. Think Irrationally .\what we do best

  10. .\the story Dan Ariely Predictably Irrational: The Hidden Forces That

    Shape Our Decisions
  11. Optical illusions Think of vision as a metaphor for rationality

    .\something cool
  12. What colors are the two blocks? .\optical illusions

  13. What colors are the two blocks? .\optical illusions

  14. What colors are the two blocks? .\optical illusions

  15. What colors are the two blocks? Yes, they are identical

    #787878 .\optical illusions
  16. You didn’t learn anything.. Why? #Decoy .\optical illusions

  17. We are not perfect Human brain is easy to trick

    .\so..
  18. .\vision: Use the biggest part of the brain. More time

    of the day. Evolutionary design to do it.
  19. .\who is in control Cognitive illusions Decision making illusions

  20. None
  21. None
  22. Weekend in Rome All-Inclusive Weekend in Paris All-Inclusive vs. .\hard

    decision
  23. Weekend in Rome All-Inclusive 50 % Weekend in Paris All-Inclusive

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

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

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

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

    72% - 75% 25% - 28% 0 % #Decoy
  28. 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
  29. 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 16 % 0 % 84 %
  30. 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
  31. 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 %
  32. One-year subscription to the print edition Only PRINT copy $

    125.00 .\subscription #Decoy
  33. +43 % Revenue Increase .\the #Decoy effect

  34. None
  35. .\how to choose wisely 2 € 10 € 35 €

  36. .\how to choose wisely too cheap too expensive 2 €

    10 € 35 € $ $$$
  37. .\the harsh truth 2 € ?? € 35 € 80%

    will choose the middle one too cheap too expensive
  38. .\the clever move 2 € 10 € 35 € 80%

    will choose the middle one 19 €
  39. +74 % Revenue Increase .\the middle offer boost effect

  40. Basic payment screen. .\the Experiments

  41. First touch: Labels .\what we did

  42. +11 % Revenue Increase vs. Base .\the labels effect

  43. .\what we did Irrational Offer #1

  44. .\what we did Irrational Offer #1

  45. .\what we did Irrational Offer #1

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

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

  48. .\what we did Irrational Offer #2

  49. .\what we did Irrational Offer #2

  50. .\what we did Irrational Offer #2

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

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

  53. .\what we did We fixed it.

  54. .\what we did We fixed it.

  55. .\what we did We fixed it.

  56. .\final_result +310 % Revenue Increase vs. Base Almost no side

    effects ;)
  57. .\dynamic offers Screen for Whales

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

    19,95
  59. .\last_final_result +390 % Revenue Increase vs. Base No side effects

    ;)
  60. .\crazy idea Promoting the payment screen

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

    ;)
  62. Thanks. Questions? Cvetan Rusimov Imperia Online JSC rusimov@imperiaonline.org +359.888.108.108