two & half gamers session #13 – Rovio making $2.6M/year more from ads & more efficient UA? and much more

Matej Lančarič, April 28 2022

Welcome to our #13 episode of two & half gamers! In this episode we covered various topics:

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.

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

Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič

Listen in to learn more!

Please share feedback and comments – matej@lancaric.me

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