two & a half gamers session #13 - Rovio making $2.6M/year more from ads & more efficient UA? Full analysis!

This is no BS gaming podcast 2.5 gamers session #13. This week we’re starting a brand new segment! The Mobile Gaming Company Happy Hour where we do a deep dive on a mobile gaming company from the perspective of Game Design, UA and Ad Mon. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.

Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič

Youtube: https://youtu.be/p-9ls_UOFPM

Agenda

2:00 Intro

3:10 Topline information about Rovio

8:20 Game Design

16:00 Same game different IP

28:30 User Acquisition

31:00 Diversifying UA channels

43:00 AdROAS UA campaigns

44:25 Ad monetisation

45:00 LAT traffic

52:20 Brand lift studies

52:50 Best practices for pre-prompt ATT window

56:00 Takeaways & Summary

Topline information about Rovio:

• 2021 Revenue Eur286.2 million that’s 5% up from 2020 but down 1% from 2019
  • Pretty flat revenue growth
  • 2017 revenue (year went public) EUR297m
  • 66% Revenue from USA, 21% from EMEA and 12% from Asia
  • 80% IAP, 15% Ads, 3% Licensing deals, 2% other deals
• 5m Daily Active Users in 2021
• Claiming a 93% global awareness of Angry birds “Put 10 people in a room and only 1 hasn’t heard of me. That’s probably the baby who doesn’t have the internet yet.”
• Rovio went public at around EUR11.80/share and is currently trading around EUR7.20/share which is up from about EUR5 in late 2021.
• MarCap is around EUR603 meaning that Rovio trades at about a 2.1x rev multiple.
• New Rovio CEO commits to making more acquisitions

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