Mogul Technical Analysis, page-29

Agree with this however would also add one more thing to it.

Where I worked just launched a new online product late last year and trying to get businesses to signup/pay money was difficult as they weren't sure how many people were going to use the product and at engagement level.

Think of things as business decisions two businesses come to you and both want $100,000 for a sponsorship/marketing.

1. Has 500,000 users and have run campaigns before where they have proven on their last 5 sponsorship that these users on average engaged with the brand at a 30% uptake and of that 10% ended up purchasing.

2. Has 1,000,000 users but hasn't run a campaign so has no data.

Now the business has two ways to decide they can go with the tried company who has done this before and they will on average get 150,000 users engaged with their brand and of which 15,000 on average will purchase so it will be a cost of $6.66 per item sold (if done as an average).

The second business has double the users but you are unsure on what the uptake is, how good their user engagement is, how good their marketing is - a business could say both businesses are similar so they could plug in the metrics of the 500k company but if they weren't then it makes it harder for 1M company to talk about any sort of engagement the advertiser with confidence.

Numbers can change but the crux of the story will be the same, however when you get to a large database (which mogul is certainly building) it allows larger deals as businesses can go hmm there is 10M users I'll have a go. Thing that Mogul's database will have is a wide range of games that users play and how often they play tournaments of the chosen game, which country they reside in (e.g. no point marketing Coles to America) along with age demographics and sex plus I am sure other metrics. This allows marketers to go I want xyz to market to and think of something like Riot's Legends of Runeterra which is certainly going to be competing with Blizzard's HearthStone (already on Mogul) and MTG from Wizard/Hasbro this gives them a platform to launch to a database of users who do play these types of games.

I think Mogul is just a bit more focused on recurring revenue atm as there are plenty of partners who are wanting to achieve this and management have PR for substantial recurring revenue - I myself would prefer 5M in recurring revenue then 7M as a once off.