Embracer Group Mergers and Acquisitions Presentation Deck
and accelerated recruitment of first-time buyers, with high retention rates
Sources:
Notes:
Question:
Will you buy
boardgames?
■ Lockdowns pushed people to find new sources of entertainment
■ Customer acquisition during lockdowns driving higher awareness, eventually leading to repeat
purchases (e.g. people offering games to friends & family) and therefore boosting organic growth
■ Attractive profiles of newly-recruited customers:
Diverse profiles
More expensive 1st purchase basket: €41 vs. €38 in 2019
Higher loyalty: 35% repurchase rate for first-time buyers vs. 29% in 2019
~10% of 2020 end-customers are first-time buyers
October 2021 consumer survey - First-time buyers during Covid period (1)
Customer survey conducted by
Bain on Covid first-time buyers,
based on Q3 2021 data
26 %
21%
Covid new
buyers
Bain & Co, Consumer Survey
(1) Bain survey on selected key geographies (US, UK, France) on 2,655 respondents o/w 379 new buyers (Q3 2021)
54 %
74% will play as much or more
More than before
Same as before
Less than before
-74% retention of first-time buyers during Covid period expected to buy at least as many
boardgames in the future, demonstrating ability to retain new end-customers
EMBRACER+
GROUP
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