Here is a presentation on “What Drives Social? What Drives Commerce?” by Jens Begemann, Founder and CEO of wooga, about what drives social games and the economics behind running a successful social gaming company. Jens talks about how wooga as a company is using in-depth analytics to continuously refine our games, so that they can more effectively serve our customers. This deep analysis lends us the ability to extensively target our games and ads to specific audiences. Developing a social game isn’t just about developing a product – it’s about developing a service that continues to satisfy the needs of our customers. However, hard statistics aren’t enough to attract and retain gamers – you need a heart too. wooga strives to combine the emotions of Pixar with Google’s analytics, so that our customers feel engaged and emotionally attached to our characters. There’s a lot more Jens has to say – enjoy the presentation!

1. +
Social Games
– What Drives Social? What
drives Commerce?
Jens Begemann
Founder & CEO wooga

2. wooga – world of gaming
About wooga
Jens Begemann
Founded January 2009
Founder & CEO
Funding: Founders, Balderton Capital,
Holtzbrinck Ventures (total of €5m+)
International team of 70
from 20 countries in Berlin
Key stats
5 games on Facebook; Over 18m active users
Biggest European social game developer
Only 5% of users from advertising
70% of users are female (age 20-60)
2

3. Techcrunch:
“wooga is fighting
the good fight for
Europe”

4. #1
 Launched July 2009
 Biggest brain training
game on Facebook

5. #2
 Launched February 2010
 Top 20 Facebook game
 Pop colourful bubbles and
explore the secrets of a
mysterious island.

6. #3
 Launched May 2010
 Top 20 Facebook game
 Grow crazy plants and build your
own unique Monster Garden.

7. #4
 Launched: December 2010
 Cure cute pets of funny diseases
while building your own pet hospital.

8. #5
 Launched: March 2011 (last Tuesday)
 Click as many gems as possible in 60
seconds
 Already more than 300.000 Players

9. = +
wooga strives to combine the
emotions of Pixar with the
analytics of Google
9

10. We connect with our users through
emotional games and engaging characters
10

11. Analytics: We provide a great user
experience by obsessing on metrics
Step
New users (last 24h) 38.863
01 - Flash begin (0%) 93,0%
02 - Flash complete (100%) 86,5%
03 - Tutorial - two rooms built 82,7% Example: 1.4%
drop is deemed
04 - Tutorial - four rooms built 82,5%
unacceptable
05 - Tutorial - welcome first pet 81,1% and game is
06 - Tutorial - slot machine for first time 79,8% optimized
07 - Tutorial - first battery 79,6% accordingly
08 - Tutorial - first patient treated 79,4%
09 - Tutorial - treatment complete 78,8%
10 - Tutorial - clean machine 77,5%
11 - Tutorial - return to reception 77,2%
11

12. Analytics: A/B test of different
characters!
Welcome Bill! Welcome Bill!
Welcome Bill!
I’ll help you get I’ll help you get
I’ll help you get
started on your started on your
started on your
garden. garden.
garden.
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13. A/B test different prices for magic wands
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14. DAU August
1.1
Millions
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3 300.000
0.2
0.1
0
May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 14

15. DAU end of 2010
1.1
Millions
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 15

17. 17
Thank you for your attention
Jens Begemann
@begemann
facebook.com/jensbegemann