Josh Wilson: Yes. DTC, we are so excited. We actually did some of our first; let’s call it market testing or kind of sub testing over the last couple of weeks. And we’re starting to see throughput for it. We now are going to take a step back, go through everything, reanalyze, make sure that everything worked exactly the way we thought it should, make sure that the player experience once they get back into the overall game continues to work well. I do — I would say that I think we would have thought right now that we would be a little bit further than we are right now with DTC, mainly because it took a little bit longer than we originally thought to get our payment processor over the line, but that is all now done. And like I said, we’re into actual market testing.
So what I would kind of expect from here, we’re going to spend a little bit of time analyzing but we’re going to run our second major test probably somewhere a mid-March-ish. Then we’re going to evaluate that again, assuming both of those are good, then we’re going to start, I’d say it’s crawling. Since we’re really talking about the people who are spending and behaving very, very healthy in our games right now, I’d rather have them spending where they are, then lose them. So we’re going to slowly start moving people. So the way I would probably say it is you’re going to see some movement in 2023, but it’s going to be very small because we’re about three months behind where we originally planned on being.
Ryan Sigdahl: Great. Then just on the marketing innovation campaign, curious the decision to move that into Q1 and if there is potential to add more of those throughout the year or if that’s kind of a set plan at this point that will only be Q1? And then secondly, do you have any learnings or ROIC or any user metrics from the spend that you made in Q3 of this year?
Josh Wilson: You mean last year, yes. So let me tell innovation, so the major reason it is right now is when we were going back and looking through when to do it, the media cost is at its lowest in Q1, and we were able to get — since it’s still innovation, our next fight at the Apple without having to overspend to do it. And we’re very, very happy we did. Yes, we are evaluating it, especially as we have points where — it is performing as well as some of our UA is performing. And now we’ve kind of look at this as well, it’s about getting the right users in at the right cost. And so as we have more opportunities, if the ROI is where it is, we will continue to invest in it. We don’t have any set right now, but we’re a dynamic business that can change anything on any given day.
So we just evaluate as we go. Last year, we ran, I’d call three major campaigns, we ran the NASCAR campaign; the America’s Got Talent campaign; and then the Wendy Williams one. Each one of us taught us different things. NASCAR taught us that in the immediacy of an event, you start seeing reaction right away. You also know that you get branding from it. AGT taught us that the branding does make a difference, but having a super large market but not tailored to your customers may not work as well. And then Wendy Williams, what we learned is having an everyday action, our everyday communication with the players really changes their engagement and changes their affinity for the brand and you get great returns, but learned on being at 4:00 p.m. every day is a downside.
So we took all of these learnings, and this is what all the changes that went into the Jerry O’Connell and is a large reason why our growth team Noga, Tomer, Yaron, those that entire team put together this entire plan. And I do believe it will become a new staple of how we bring new customers into our gaming.
