July 5, 2022


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Robert Antokol: Cell gaming sees extra adjustments in 6 months than different industries see in years

Did you pass over a consultation from GamesBeat Summit 2022? All periods are to be had to move now. Be told extra. 

Each and every few months, I’ve stayed involved with Robert Antokol, CEO of Playtika, a cellular sport company with initiatives like Slotomania and a $7.3 billion valuation. And I’ve needed to ask him what he thinks concerning the state of the gaming business. We’ve had this dialog as a result of such a lot as modified.

“It’s an excessively large query as a result of a large number of issues have took place in our very large business,” Antokol stated. “Each and every six months in our time is like 4 or 5 years in different industries. We’re in truly other instances. However I will be able to inform you that on this new time there are a large number of new alternatives coming.”

I famous that we see much more uncertainty available in the market now. Geopolitics have reared some ugliness with the conflict in Ukraine, mission capital investments have slowed as the general public markets get uneven, and tech startups are seeing valuations beginning to drop. I questioned if that may spill into the sport business and make acquisitions occur once more.

“That is the principle subject at the moment in our business. As you stated, two years in the past, within the pandemic, everybody concept it’s going to be a large large satisfied birthday celebration,” he stated. “Within the closing yr and a part, I by no means noticed my occupation of 25 years such a lot of new startups, such a lot of new firms. And the valuation turns into upper. In the previous couple of years, it was once truly a problem to have a look at a brand new corporate for the reason that valuations changed into loopy.”

Then, within the closing 3 months, the entirety got here to a forestall, he stated. Cell sport firms noticed that it wasn’t simple to develop earnings in step with consumer anymore, because it was once at the start of the pandemic. The associated fee in step with set up, or the promoting price to achieve a brand new consumer, has doubled within the closing 365 days, he stated.

“This can be a large, large drawback,” he stated.

Within the closing 3 months, we noticed the most efficient results changed into a lot tougher as it changed into tougher to boost new rounds on the better valuations, Antokol stated. That manes that extra firms shall be objectives for M&A offers. And that atmosphere for startups is not going to recover for possibly 16 months, he stated. And Playtika is adjusting to take care of this new atmosphere.

The place Playtika’s technique by no means adjustments

Playtika’s core services and products

A part of Playtika’s technique by no means adjustments. Antokol belives sport firms can pressure retention upper with are living operations (are living ops), corresponding to tournaments or vacation occasions or different new content material in current video games. Protecting your current gamers satisfied is best than spending some huge cash on obtaining new gamers, who might or won’t stick round and who might or won’t spend cash. Antokol stated Playtika by no means grew its industry via spending so much on consumer acquisition.


“Our major function is to at all times consider retention, maintaining gamers within the sport,” he stated. “You’ll be able to do it via figuring out the customers and higher wisdom about equipment.”

With Apple’s contemporary privateness adjustments, it’s tougher to trace customers and so consumer acquisition spending isn’t as environment friendly. And so the time of retention has come to the vanguard. Playtika’s video games like Slotomania develop via conserving their customers for years after which including new customers thru neighborhood expansion.

Playtika additionally invested closely in AI generation that may assist it perceive consumer conduct higher and what main points result in higher retention. And Playtika chefs new video games for a very long time, converting main points thru cushy launches and in the end getting the consumer retention proper.

“That is giving us the precise merit that we’d like at the moment,” Antokol stated.

That’s what it did with the new release of Switchcraft, evolved via Playtika’s Wooga department, Antokol stated. On the identical time, Antokol has to persuade sport builders to stay with their current video games, fairly than rolling over to new ones, via giving the builders the problem of having customers to return again on a daily basis.

IDFA affect a yr later

Playtika has 35 million daily active users.
Playtika has day by day energetic customers within the tens of hundreds of thousands.

A yr in the past, Apple centered extra on consumer privateness over focused commercials with adjustments to its Identifier for Advertisers (IDFA). It made it tougher to trace customers with out their permission, and made it so much more straightforward for customers to choose out of monitoring.

Antokol stated his corporate at all times depended by itself generation, fairly than depending on different generation on different platforms. And so he believes the transition for Playtika was once higher. Others had been hit via a upward push in promoting prices as a result of they depended on consumer acquisition to feed new customers into their video games and generate extra revenues. That is the place Antokol stated once more that AI generation helped Playtika perceive what was once taking place in video games in a shorter time.

“It is very important give safety to the gamers, it’s necessary to be aware of the privateness of the gamers,” he stated. “It’s necessary as it has develop into a jungle. So I’m proud of the exchange.”

Doing are living operations in 2022 is simply as necessary as ever, and the important thing to doing updates which might be common is to stick involved with the neighborhood, Antokol stated. If you recognize the neighborhood and what they would like, then it’s more straightforward to get a hold of the are living operations that stay them coming again to the sport. The forms of occasions vary from face-to-face occasions now to in-game occasions.

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Coping with geopolitics

Robert Antokol is CEO of Playtika.
Robert Antokol is CEO of Playtika.

I famous that Israeli corporations have had lengthy and shut relationships with Ukrainian sport builders. How did the conflict have an effect on the corporate?

It’s a large subject of the day, he stated. When Playtika began greater than a decade in the past, the corporate had 10 other people in Israel and 10 other people in Ukraine.

“We’re very with reference to the rustic, and it’s an enormous tragedy that is occurring at the moment and I’m hoping it is going to finish once conceivable,” he stated. “I’m very emotional about this matter.”

Playtika moved various other people into Poland and Romania. He famous that the operations of Playtika are based totally in Israel and that the corporate is able to regulate to the adjustments. He stated he is aware of firms are struggling and he hopes to peer peace.

“As an organization, we’re desirous about the long run,” he stated.

I requested if investor conduct modified on account of the conflict. Over the new weeks, Antokol stated that traders had been ready. Playtika itself has invested in 5 other firms within the closing 3 months. So he stated it’s necessary to supply steadiness for the startups. He nonetheless sees superb groups making superb video games.

The ability wars

Playtika's employee bus.
Playtika is driving the IPO bus.

The ability wars are proceeding. Antokol stated the pandemic gave gifted other people an opportunity to paintings in numerous spaces whilst running at house. That has been difficult to firms like Playtika that had a DNA the place they labored in combination within the administrative center.

Now they’re running in a hybrid manner, and it’s a great method to paintings, Antokol stated.

“We see that individuals are transferring very speedy from one corporate to any other. I feel within the closing 8 months making an investment in our staff and put money into our gamers are on the best,” he stated.

However the closing six months or so have noticed much less motion between firms. I requested Antokol how he helps to keep sport builders, who regularly wish to create new issues, glad with running on are living operations at the identical video games as an alternative of creating emblem new ones.

He stated that the pandemic made the communities larger, and the builders love running with a rising neighborhood.

“That is my process to stay them occupied with what they’re doing,” he stated.

Blockchain video games and the metaverse?

Antokol is occupied with each blockchain video games and the metaverse.

“I consider we had been in the course of revolution. The business wishes new platforms, and I feel that is going to be the following large platform,” he stated. “I consider myself in metaverse and blockchain and they are going to accompany different new applied sciences.”

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He believes that they are able to be carried out to current video games, fairly than emblem new video games.

“That is our problem. That is how we problem our staff,” he stated.

Whilst he needs to put money into the brand new issues, they aren’t going to occur subsequent month.

“It’s necessary as a result of I consider it’s going to be the brand new platform,” he stated. “They’re going to switch the arena and we as an organization are going to be there.”

The affect of the massive acquisitions

Playtika's new brand motto is infinite ways to play.
Playtika’s new emblem motto is countless techniques to play.

Requested how the largest sport offers are going to switch the business, Antokol is inspired that the largest firms like Microsoft and Take-Two Interactive will now have truly large cellular gaming divisions. That implies that cellular will simply be considered one of more than one legs in a video games industry.

“There are lots of demanding situations about managing,” he stated. “Total, I feel that is the place the arena goes. Consolidation.”

However Antokol isn’t certain how the massive firms will do with complicated companies around the PC, console, and cellular industries. Upload blockchain gaming to that and it is going to upload new complexities.

“At the moment, we’re the largest participant within the cellular global. We’re truly proud of the contest, and now we’re going to compete towards somebody,” he stated.

I requested Antokol what it method to peer a large leisure corporate like Netflix transfer into video games. He thinks it’s a good move because the business consolidates with offers like Microsoft’s acquisition of Activision Snowfall.

“The massive, large impartial firms wish to be far and wide,” he stated. “And it is a good move for them. They have got large quantities of content material. Now they want the platform, and so they want the equipment to convey the content material to cellular. For a small corporate, it’s truly arduous to develop. It’s an exhilarating time.”

As for the final word on Playtika, the corporate is studying what it’s love to be a public corporate, Antokol stated. He stated the corporate needs other people to comprehend it is a manufacturing generation corporate, with greater than 2,000 other people and a lot of AI. Antokol needs traders to know extra about that.

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