Cvetan Rusimov, Imperia Online JSC

Irrational Thinking 101

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

Transcript

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
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
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