 Moving forward, ladies and gentlemen, get ready for our first keynote speaker who will come here to talk about digital marketing techniques to acquire customers in Asia. So sit tight as I welcome Mr. Chris Wieners, managing partner Hogo Digital. A very warm welcome to you, Chris. Hi, Cathy. Thank you very much for having me. It's a pleasure to be involved in the event today and thank you to everyone who's going to be listening in this morning, this afternoon, in my conversation. So thank you so much. So today, I'm going to be speaking with you all about, as Cathy said, focused on digital marketing and techniques that we utilize to acquire customers in Asia. Just a little bit about myself. I've been working in the gaming industry. I was previously working in Macau with the Las Vegas Sands Corporation and land-based gaming, and I migrated and moved to the digital marketing side back in 2011. And since then, I've been working with various customers in the digital space, looking at, again, how to utilize digital channels throughout Asia to acquire customers and build a brand. So today, it's going to be a short conversation. I have approximately 20 minutes or so to chat. So I'm going to really walk through some of the key areas that we find gaming operators, both the pay-to-play online casino side of things, esports, social games, etc., some of the key platforms and channels in the digital space that we see them utilizing throughout Asia Pacific is sort of what some of those mean in terms of returns on investment and where some of the better advertising opportunities lie. So today, I'm going to talk quickly through the difference in regulated and unregulated markets as it relates to advertising in particular, and how working in these different marketplaces does affect your abilities and the types of advertising that you are able to place into the market, as well as the overall costs and some of the expectations on player retention and return on investment. I'm going to talk about display media, so looking at how brands in the eye gaming space utilize both programmatic advertising, digital media buys, direct buys, retargeting, etc., and how those should be placed to have the best possible return on investment and how we measure those. I'm going to walk through social media as well, so talk a little bit about the platforms, but really more the use of social media in the world of eye gaming and e-gaming, esports, etc., and talk a little bit about live stream marketing, the different types of influencer marketing, vtubers, etc., that have really come up onto the scene really over the past couple of years and are now sort of power houses with regards to their ability to help build digital media or digital gaming brands online. And then I'll talk a bit about search because I think that organic search marketing specifically for the eye gaming industry is a bit unique and some of the opportunities and some of the techniques that are utilized in organic search are very particular. So each of these categories or each of these channel types could be spoken about over very long periods of time. So I'm really only going to be able to touch on the surface level of each of these specific items, but I welcome you of course to please ask questions or please be in touch should you have any further information or any questions that you need. Again, we're going to go very surface level here over the time that we have. So I'm going to start by one of the things that may appear obvious, but when we've worked or when I've worked in the past with different eye gaming brands, one of the most important things is to understand, of course, the market regulations. Now, regulated versus unregulated markets, when we're referring to regulated markets, we're referring to those which allow some level of eye gaming. And again, it could be eye gaming, it could be esports, we could be talking about social games, each of these falls into its own unique category. And markets where those are regulated generally will have very well documented regulations and rules around how that advertising is going to work, how it can be placed, where it can be placed and the types of advertising you can run. Generally, you'll have very clear requirements from some of the premium sort of industry advertising networks. So Google, Yahoo, those types of programmatic advertising platforms, they'll have very straightforward and clear requirements for eye gaming operators to fulfill in order to operate and run advertising in those markets. The nice thing about those regulated markets is it gives us the ability to directly promote our pay to play platforms. So very straightforward eye gaming, lottery, sports betting, any platform or excuse me, any brand that is offering a very straightforward pay to play model can then be directly promoted in those markets. Strong influencer marketing opportunities. So in regulated markets, influencers are very generally very clear on what they're able to do or not do, what they can talk about, what will allow them to maintain monetization on their end. So on platforms like YouTube, you look at platforms like Twitch, which are again starting to really have significant influence in the eye gaming world. It's important again in regulated markets to know that you're going to have, we're working with influencers that are very clear on what their capabilities are in terms of what they can say, what they can do and really how they can promote your gaming platform. The last point for regulated markets is really important and it sort of ties in with the third point about the ability to promote the pay to play platforms. And that is that tracking return on investment is much easier. So basically if we're able to run advertising directly to pay to play platforms, this means that we can track direct registrations, we can track first time deposits if we're talking about eye gaming in particular and everything that is done from an advertising perspective is then optimized based on the goals or the KPIs that the platform is set. So again, if those are registrations, if those are FTDs, whatever those are financial or registration based, they can be easily tracked and then the advertising can then be optimized based on those goals. If we look at unregulated markets, the problem that we have, which unfortunately for better or worse is a very significant portion of Asia-Pacific is limited or no documentation and this is more the legality around eye gaming. There are some markets where it is very straightforward. Some markets, I physically at the moment, I'm sitting in Japan in a place where it's quite, it's a bit opaque with regards to what can and can't be done in the world of eye gaming. So it does money the waters a little bit with regards to what is actually able to be advertised. Generally, the premium networks are going back to the Google's Yahoo, the big advertising platforms that exist will not allow you to run ads in these non-regulated markets or they will be incredibly strict with regards to what you can or cannot do. So for again, if I use this market as an example, the only way that you can run an ad in Japan, for example, would be you'd have to be a licensed operator of say boat racing or horse racing, which is legal to be promoted here online. So again, you have generally the majority of the major players would not be or major brands, I should say, would not allow you to run advertising on their platform in these sort of unregulated markets. In that case, you might be required to promote your free to play platforms and I say risky because with free to play, there is always going to be additional costs to then generate conversion to your pay to play platform. If that's where you ultimately want to drive customers to. But that is a requirement in many cases to be able to operate freely in these unregulated markets. In the influencer world, there's a lot of confusion because influencers just like the advertisers are not necessarily sure what they can and can't do. So that then becomes more difficult and more time consuming to negotiate and discuss with individual influencers. And then again, if we compare the ROI ability to track, now you're tracking things like free play registrations or brand awareness, which means that now you've got additional costs, as I mentioned to convert players to the pay to play model. If you're looking at eye gaming in particular. Again, if you're looking at things like social games or e gaming where you're not necessarily looking at a pay to play or casino style product, then those rules might be more relaxed. But if we're talking about specifically eye gaming and casinos, you can actually see here, I've pasted, I won't go through this in detail because of the time, but these are just some for example of Google's definitions of different types of casino or gaming related content bits and how they treat each of those with regards to the ability to advertise. And then within each country, Google has its own individual rules and regulations, as does Yahoo, as does Facebook, as all of the major operating platforms. So I'm going to jump into display media. So when we talk about display media, there's sort of three key areas. I'm talking about programmatic solutions direct by and then of course, online affiliates, which are which are going to be key. So programmatic solutions, primarily at platforms such as Google, Yahoo, etc. And what they do is they allow for pixel based tracking and targeting. So when we when you run ads in a particular market, so again, we're in a regulated market because we're running ads with one of these guys, we're going to be able to target very specific, very specific audiences based on the players that we're trying to acquire. And what it means is we can retarget to these audiences based on behavior or based on things that they do. So for example, if we want to optimize based on registrations to a particular eye gaming platform, what we can do is when we when we when we install tracking pixels through these programmatic solutions, we're basically able to say, okay, we're going to run on these various networks based on the targeting, you know, the age, the gender, the likes, the other types of brands these people are interested in basically drilling that audience down very specifically. And then we'll be able to see where those registrations are coming from or where those first time deposits those FTDs are coming from. And then we'll be able to optimize and spend our advertising dollars more on the solutions which are driving those return on investment. The downside, of course, as I mentioned previously with programmatic solutions is that they're often very limited, especially in Asia Pacific with regards to the requirements for licensing in each target market or prior approval by the platform. So again, Google, Yahoo, Facebook all require pre approval to run any of these types of solutions if you're offering a pay to play product. If you're offering something which is more along the lines of eSports or along the lines of social games, much more liberal in terms of the requirements and much more open in terms of the requirements to promote an application or a platform which has registration to something that is not considered casino gaming. So it varies greatly based on whether or not we're talking about casino gaming. Even social games, for example here, you see this area says social casino games in the bottom right hand corner of the slide. So these are games where there is no pay to play. There's no casino element. However, the games promoted are of a casino fashion. So again, depending on the type of game that you're offering, programmatic solutions will vary greatly based on the requirements. Now, Direct Buy solutions in my experience are primarily where a lot of operators of online gaming and iGaming go when it comes to focusing on players in Asia, in addition to affiliates, which I'll talk about. So Direct Buy is basically very straightforward. It's negotiation with third party platforms that are operating in both regulated and unregulated markets. So in some cases, we don't have the targeting abilities or the optimization opportunities. However, we're talking about very specifically targeted audiences. So these are unique networks. So for example, websites that may target sports betting enthusiasts or websites that target lottery enthusiasts or poker enthusiasts or general gaming enthusiasts outside of the affiliate world. And in these cases, oftentimes you're negotiating directly with them for a flat buy. So you're not necessarily paying a cost per click or something that's more traditional that you might pay for over here in programmatic. You're going to be negotiating flat rates. So I guess the bottom line with Direct Buy is that there are more opportunities. A lot of Direct Buy networks as well. I have here sort of, we call it high risk or adult network. So all that means is they're networks that really focus on the gaming industry, alcohol, tobacco, etc. So those networks do exist and they do allow you to run advertising in a variety of markets. And oftentimes, although a little bit more expensive than standard programmatic, they are incredibly successful at finding very targeted audiences based on, again, based on the types of websites that they represent. So in our case, we see a lot of the eye gaming companies that are entering the Asia-Pacific market, specifically some of those which have operated in other markets throughout the world, moving to these sort of Direct Buy solutions that exist in virtually every country throughout Asia-Pacific. Ultimately, affiliate solutions are key for any operator who's looking to enter the market. This is very specific to the eye gaming world. But for those that are entering new markets, we oftentimes recommend people to start working in the affiliate world. So various affiliates in all the markets in every language exist in a variety of shapes and formats with different revenue plans and negotiation tactics. So when getting involved in affiliates, it's really important to ensure that you've got the local market knowledge or somebody on the ground to help you basically with the expertise to partner with valid and legitimate affiliate operators in the market. So again, affiliates range greatly from the types of customers they target. If you're looking at, you have e-games or live dealers, sports betting, lottery, poker, et cetera, all of these different types of gaming formats are represented by various affiliates in every market that exists here. So affiliate solutions are the easiest and probably the fastest and one of the most important ways to enter the market when launching a specific product. However, these other solutions, working backwards Direct Buy is incredibly important and incredibly profitable with regards to the ability to drive customers and programmatic, the most difficult because of the regulatory requirements, but also very, very important. I've included a link here. I won't review this, but this is again just for Google in particular. If you go to their support page, you can actually view every single market that exists, every country, and you can read these specific requirements based on the type of platform that you represent. So again, whether you're an eye-gaining online casino, you're an e-sports operator, you're a social gaining operator, social gaining platform operator, there are a variety of policies based on your business type and the market that you wish to enter. And it's actually incredibly clear how to apply and how to work with, in this case, Google, the same rules and regulations exist for different platforms, as I mentioned, Yahoo, Facebook, et cetera, also have very similar rules and regulations. Social media. So social media, in terms of the platforms, the three key areas that we break it down into, we look at the usual suspects, so I'm referring to your common social media platforms, your Facebook, your Instagrams, et cetera, blogs and affiliates that exist out in the market, as I mentioned, there are a variety of those, and influencer marketing, which I'll spend a little bit more time talking about here. I think what's important to talk about with social media, when eye-gaining companies go to enter, specifically eye-gaining, where we see success for eye-gaining in social media is when it is not used as a platform to simply promote the product or the brand. So what does that mean? That means creating and focusing on a community relevant to your offering. So for example, some things that I've seen in the past that have worked very well, sites that are offering digital lottery products. So instead of promoting their digital lottery, they are specifically focused on creating a network, a news platform, where they have various announcements about global jackpots in the markets they operate, announcing winners and basically lottery news and information, and their goal on Facebook, in this particular case, is simply to grow a large-scale database of users who are interested in following lottery-related content. And that works out very well in the sense that they basically develop this massive database of lottery enthusiasts, of which they can then market it to later upon, reaching some level of critical mass. The same goes for eSports, sorry, for a sports book, excuse me. The same goes for sports book. Again, I've seen websites, websites, social media sites, pages that focus on specific sports stats. And again, the whole goal there is really in market to develop, in market in language, of course, to develop a community of followers who are interested in the particular offering that you're ultimately going to be pushing to them. So as I said, developing a critical mass before you attempt to hard sell a particular offering, eye-gaining offering, and then very important, similar to the programmatic side, really making sure you understand the content guidelines by region and by platform, because we've seen companies that have spent a lot of time and money building a community, only to then try and run ads to have their page blocked or banned by Facebook or Instagram or any other social platform. And that is catastrophic. And very often it is more often than not, it's very difficult to reverse those decisions by the platform operators. So very important to be mindful of that when you're looking at social media. One of the questions that we get asked a lot is how much do influencers cost? And you know, this is a, how long is a piece of string conversation? There are various answers various answers to that based on the markets, based on the platforms. We see the majority of influencers on two or three key platforms depending on the markets. TikTok is one for social media, but also YouTubers and VTubers, which exist on YouTube as well as platforms like Twitch, which have grown exponentially. And this number is by no means indicative, but people, it's one of the top questions we get asked when people try and enter the social media market or the influencer market, what do I have to spend? Again, I have here some very indicative numbers. This is what we see generally in the Asia Pacific marketplace. Again, it varies greatly, but it just gives you an idea of the types and investments that eye gaming operators need to make when looking at this. The final piece I'm going to touch, and I've got about a minute or two left here, is search marketing. And I'm specifically referring to SEO, so increasing your page ranking on key search platforms in market. So what I have here is really just some, really again, high level, you could talk about SEO for hours, but really some high level items. And here we look at any company, whether they're doing it direct or working with an agency, irregardless utilizing really strong third party tools to drive your SEO strategy. So it's very hard to do this. When I say on your own, you can do it as your own brand, but utilizing some tools that exist out there that will help cut through a lot of the work and help make your work much easier and identify the low hanging fruit for you. Understanding metrics across the competition. So not only your own competition, but global best practice sites and using platforms to understand what are they doing? How are they targeting specific search terms? What types of websites are they linking to? All these things that matter. And I know that some of this is a bit generic to SEO in general, but it is incredibly important if you want to overall increase your search ranking and ultimately decrease your reliance on paid advertising, which is the ultimate goal of SEO. Of course, in marketing language research, understanding link back opportunities. So not only affiliates, you know, a lot of people in the eye gaming world, we see them focused primarily on affiliate marketing when it comes to SEO. And, you know, that's affiliates are important, but understanding the other opportunities that exist in market to link back to or link back from, excuse me, is very key. Again, understanding the competitors keyword ranking by market and by language to develop your strategy around SEO and ultimately ROI forecasting. So if your goal is first time deposits or your goal is registrations and you have a value for those registrations, you should work on platforms that can run scenarios where you can say, okay, if we increase the word, you know, online sports book in the Indian market in English by two points or by two spaces or two points on a particular search engine, what does that mean to our bottom line? What simulation will we see with regards to increases in registrations and returns on investment in terms of deposits? All of these things are doable using third party tools. And it's important to integrate that into your overall strategy. So again, I went very quick and very high level today. And I just run over time. So I just very quickly as a summary, you know, looking at the key things here, understanding the difference between the regulated and unregulated markets, opportunities and regulations there, social media, creating a community that's relevant to your products. You can create an amazing database of leads and then utilizing influencers to showcase your platform to the masses, running display media and advertising that is optimized specifically for your goals. So conversions or first time deposits. And remember that you could look at those traditional nontraditional networks, which we consider high risk. We call them high risk, but really related to the gaming industry. And again, really focus on the SEO side of things to overall decrease your reliance on paid advertising and focus more on your organic content. So I apologize. I've run a little bit over, but I think I will ask I'm back to Katie. Thank you, Chris. I know 20 minutes is really short time to explain what digital marketing can do for gaming industry. But thank you for being so sporting and giving us an overview on what all main points that we need to take care of while thinking of digital marketing for online gaming. So thank you, Chris for your time and for being here present at the game on first edition. We would hope to see you again next year. Absolutely. It's my pleasure. Thank you so much. Thank you so much, Chris.