5 best practices for cost-efficient user acquisition
TRANSCRIPT
![Page 1: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/1.jpg)
500
![Page 2: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/2.jpg)
2
![Page 3: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/3.jpg)
3
![Page 4: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/4.jpg)
5 Best Practices for Cost-Efficient Player Acquisition
Pepe Agell Head of International
@joseluisagell @chartboost
![Page 5: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/5.jpg)
150,000+ Games
20 billion game sessions
600 million monthly active gamers
In 4 years, Chartboost has became the largest only-games platform on mobile. We are privileged to work with more than 150k games and reach over 600M
![Page 6: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/6.jpg)
6
![Page 7: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/7.jpg)
7
![Page 8: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/8.jpg)
8
![Page 9: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/9.jpg)
9
![Page 10: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/10.jpg)
10
Context
Message
Quality
Iteration
Free stuff
![Page 11: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/11.jpg)
Build an immersive message…
1
![Page 12: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/12.jpg)
12
Who are you talking to?
![Page 13: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/13.jpg)
13
What are they looking for?
fun
thrill
challenge
immersion
self-improvement
sharing
bragging
time killing
visuals
realization
![Page 14: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/14.jpg)
14
Vide
os
8 IPM
Inte
rstit
ials
3 IPM
Bann
ers
.1 IPM
Immersive formats help
![Page 15: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/15.jpg)
15
+15% conversion
What’s your core competence?
![Page 16: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/16.jpg)
…in the right context
2
![Page 17: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/17.jpg)
17
Games within games
![Page 18: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/18.jpg)
18
but that’s not enough
Grouped country and device
Separate country and device
Category targeting
Optimize publishers by eCPM
Optimize publishers by ROI
![Page 19: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/19.jpg)
19
![Page 20: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/20.jpg)
20
![Page 21: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/21.jpg)
21
People react to different messages. If you are able to play around with message and context, you can open up new inventory that was never available to you earlier.
Message+Context= Opportunity
![Page 22: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/22.jpg)
22
Message+Context= Opportunity
![Page 23: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/23.jpg)
Define what Success means for you
3
![Page 24: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/24.jpg)
24
Retention and engagement
Monetization
Virality
= Lifetime Value
Pick your standard
![Page 25: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/25.jpg)
D1, D7, D28 (%)
How many users do I keep over time
DAU Daily Active Users
MAU Monthly Active Users
DAU/MAU Ratio measuring engagement of uniques
25
KEY METRICS:
Glu Portfolio 10-13%
Angry Birds (back in day) 0.1%
Jackpot Party Slots 16%
Zynga Portfolio (Poker) 22-23%
DAU/MAU BENCHMARKS:
Metrics to track retention and engagement
Day 1 (the day after) 0.4
Day 7 0.2
Day 28 0.1
RETENTION BENCHMARKS :
![Page 26: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/26.jpg)
26
Metrics to track retention and engagement
0.0%
7.5%
15.0%
22.5%
30.0%
Dice Word Casino Puzzle Card Strategy Role Playing Simulation Action Music
13.6%
5.0%
11.9%11.1%
6.9%
12.6%
23.5%
13.2%
16.5%
19.4%
D(7) Retention, Chartboost
![Page 27: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/27.jpg)
27
Convert virtual currency into real money
![Page 28: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/28.jpg)
ARPU/ARPDAU ($)
$ Revenue / # (Daily Active) Users
Payer Rate (%)
# Paying Users / # Total Users
ARPPU ($) $ Revenue / (# Users * Payer Rate %)
Average Purchase
Price$ Revenue / # Purchases
“Whales” drive IAP revenue (10% of payers drive 50% of revenue^)
28
KEY IAP METRICS:
Glu 3Q '13 Glu 3Q '14
$9.88
$4.03
ARPU BENCHMARKS:
Puzzle, time management 1-5c USD
Hidden object, adventure 3-7c USD
RPG, social casino 5-10c USD
ARPDAU BENCHMARKS: ^Swrve 2014 report
Metrics to track monetization
![Page 29: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/29.jpg)
29
“K-Factor” Lift achieved through social — 0.1 means a 10% lift in users
Bootup screen for SGN’s new Paint Monsters title
Social virality lowers effective cost per install by bringing more players on board
Virality
![Page 30: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/30.jpg)
30
Lifetime Value (LTV) often tries to incorporate: — Monetization (IAP and ads) — Monetization yet to come
02468
1012141618
D0 D365
Day 14: 3.1x Day 250: 1.09x
Day 7: 4.25x
ARPU Projection Curve
Google found that: — 18% of customer total value is within first 24 hours — Of those who purchase, 37% will do so on the first day
Lifetime value (LTV)
![Page 31: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/31.jpg)
31
No one will decide for you
![Page 32: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/32.jpg)
32
How does success look like after 60 days?
*Estimates based on GamesBrief, Jon Walsh August 2014
$1.35-$2.40 $0.07-$0.12 $0.38-$0.69ARPU*
$0.6 $0.03 $0.15Ads
$0.75-$1.80 $0.04-$0.09 $0.23-$0.54IAP
+
![Page 33: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/33.jpg)
Launch, learn and iterate
4
![Page 34: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/34.jpg)
34
Softlaunch before scaling
Sample size: 10,000-20,000 players Timeframe: 2-10 weeks
Canada New Zealand Sweden NetherlandsAustralia
![Page 35: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/35.jpg)
35
Softlaunch before scaling
Dec 13(1)
Jan 14(2)
Jan 7(2)
Jan 23(1)
Oct 28(6)
Company Game Release date (updates)
Test markets
![Page 36: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/36.jpg)
36
Work backwards from your 60-day success
GOOD BAD MEDIOCRE
% Conversion rate
2.5% 0.5% 1.0%
ARPPU $20 $5 $10
Ad ARPDAU $0.03 $0.005 $0.01
After 48 hours *
$1.35-$2.40 $0.07-$0.12 $0.38-$0.69ARPU*
$20-$36 $5-$9 $10-$18ARPPU Range
3.25%-5% 0.75%-1.0% 2.25%-3%Conversion rate
*Estimates based on GamesBrief, Jon Walsh August 2014
Predicted conversion rate growth48h-60 days*
1.5x-2x
ARPPU growth48h-60 days*
1x-1.8x
![Page 37: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/37.jpg)
37
Iterate to achieve success
Come up with different messages/call to actions DOWNLOAD
PLAY
FREE
Exclude non performing publishing apps
EXIT
Test the visuals of your creatives
A B
![Page 38: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/38.jpg)
Don’t forget the free stuff
5
![Page 39: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/39.jpg)
39
Start with your own network
Cross-promotion campaigns perform up to 6x better than advertising on the network
Players in your network are more likely to convert into paying users
![Page 40: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/40.jpg)
40
Start with your own network
![Page 41: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/41.jpg)
41
Start with your own network
![Page 42: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/42.jpg)
42
Game-to-game direct deals
Developers choose their own terms
You can focus your acquisition efforts on valuable sources of players
![Page 43: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/43.jpg)
43
5 best practices for cost-efficient player acquisition
In the right context
Build an immersive message
Define what quality means to you
Launch, learn and iterate
Don’t forget the free stuff
![Page 44: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/44.jpg)
Questions?
![Page 45: 5 Best Practices for Cost-Efficient User Acquisition](https://reader033.vdocument.in/reader033/viewer/2022042817/55a78cf11a28ab1a6e8b4819/html5/thumbnails/45.jpg)
Thank you!