amazon underground, a year after - mario viviani
TRANSCRIPT
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MAR IO V IV IAN IT E C H N O L O G Y E V A N G E L I S T , A M A Z O N A P P S T O R E U K
@mariuxtheone l inked in .com/in/ marioviv iani
AMAZ ON UNDERGROUND
A YEAR AFTER
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I T ’ S A - M E !
M a r i o V i v i a n i
Technology Evangelist, Amazon Appstore UK
@mariuxtheone
Android Developer from 2010
95+ apps published12,000,000+ downloads
Google Developer Expert 2013-15
Startup Founder, Co-Worker
Speaker at: Droidcon, Android Dev Days, Google I/O, Develop
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CONNECTDEVELOPERS
AND
CUSTOMERS
TO D AY ’ S T H E M E
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MANY MONETIZATION OPTIONS
Premium In-App Purchase Ads
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F R E E M I U M
THE BIGGEST PROBLEM WITH FREEMIUM APP MODELS IS THAT 97% OF CONSUMERS DON’T CONVERT, INSTEAD STICKING TO THE FREE FEATURES.
T h e W a l l S t r e e t J o u r n a lh t t p : / / w w w . w s j . c o m / a r t i c l e s / m o b i l e - g a m e - m a k e r s - t r y -t o - c a t c h - m o r e - w h a l e s - w h o - p a y - f o r - f r e e - g a m e s -1 4 3 1 3 0 6 1 1 5
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M O N E T I S AT I O N
80% OF REVENUE CAPTURED BY 100 DEVELOPERS
N e w Z o o ( 2 0 1 5 )
P h o n e a n d T a b l e t g a m e s N e w Z o o 2 0 1 5
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A NEW
MONETISATION
MODEL
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THEY PLAY.
WE PAY.
YOU WIN.
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• Generate Revenue from Every Customer
• Increase Apps User Base
• Focus on Building Great User Experiences
• Start Earning Right Away
THEY PLAY. WE PAY. YOU WIN.
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Available now on Android & Fire Devices in the US, UK, DE, FR, IT, and ES.
www.amazonunderground.com
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A NEW OPTION
Premium In-App Purchase AdsAmazon
Underground
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GOAT SIMULATORMost Downloaded Game in Amazon Underground in 2015
4 BILLION
MINUTESconsumed in Amazon Underground program
82% OF UNDERGROUND GAMESgenerating more revenue than they were through traditional Appstore business model
+750% Revenue Generated by Top Title Gamethrough Amazon Underground
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APPSON
UNDERGROUND
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PREMIUM
APPS
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G O AT S I M U L ATO R
O T H E R P L AT F O R M S
£3.29 FREE
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GOAT SIMULATOR MADE MORE MONEY ON
AMAZON UNDERGROUND IN DECEMBER
THAN ON ANY OTHER ANDROID STORE
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G O AT S I M U L ATO R
FOR US, EVALUATING NEW PLATFORMS IS VERY
IMPORTANT, AND UNDERGROUND HAS BEEN ONE
EXAMPLE SHOWING IT CAN BE WORTH IT FOR US!
IF YOU HAVE A PRODUCT THAT DOES WELL IN
GENERAL, MOVING IT ONTO NEW PLATFORMS IS THE
WAY TO GO!
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FREEMIUM
APPS
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F I N A L K I C K
O T H E R P L AT F O R M S
FREEMIUM
IAPFREE
ENTITLED IAP
ITEMS
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FINAL KICK CUSTOMERS PLAY TWICE AS LONG
IN AMAZON UNDERGROUND AS THEY DO ON
GOOGLE PLAY
"I SEE THE AMAZON
UNDERGROUND MODEL AS
THE NEW BIG MOVEMENT
FOR THE MOBILE GAME
INDUSTRY."
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WHAT ARE
DEVELOPERS
SAYING?
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"IF YOU WANT TO GET
YOUR APPS IN THE
HANDS OF AS MANY
USERS AS POSSIBLE,
THIS REALLY IS THE
WAY TO GO."
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"THIS NEW PROGRAM
FROM AMAZON IS A
REALLY EXCITING
OPPORTUNITY FOR
DEVELOPERS TO MAKE
MONEY IN A NEW KIND
OF WAY."
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"WE DEFINITELY SEE
THIS AS REALLY BOLD
AND DISRUPTIVE.
IT'S GOING TO CHANGE
THE COMPETITIVE
MARKETPLACE FOR THE
OTHER APPSTORES."
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WHAT ARE
USERS SAYING?
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“ G O O D B U T N O W B E S T ”
This app was a fun game buy you had to pay for more levels. Now with Underground I can play it for free. This is why Amazon is a good platform for games they get that we want, something that is actually free.
C a r d b o a r d M o n e y
A u g u s t 2 6 , 2 0 1 5
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“ T H I S I S J U S T T H E B E S T G A M E E V E R ! ”
So I went in the Appstore and this thing popped up that said I was in Amazon underground and I had no idea what that meant. Well I figured out what that is. Now I think i'm glad to have a Kindle Fire instead of an iPad or something for once! I can't believe we get free apps that Google and Apple users have to pay for!
Anyway, I got this game free, and I just LOVE IT SO MUCH!
THE HELICOTERS, THE BUGS, THE HATS, THE JOY OF PUSHING PEOPLE OFF DOCKS WHILE THEY PROPOSE MARRIAGE!
Get it.
Get it now.
I mean it!
A s t r o C a t
A u g u s t 2 8 , 2 0 1 5
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GETTING STARTED
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Q U A L I F I C AT I O N S
ANDROID
PREMIUM OR IAP IN
ANOTHER STORE
RELEASE TO US, UK,
GERMANY, FRANCE, ITALY,
OR SPAIN
R E Q U I R E M E N T S
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APPLY THE SASH TO LAUNCHER ICON
SET THE PACKAGE NAMEcom.company.example.underground
bit.ly/UndergroundMigration
P R E PA R I N G T H E A P P
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SUBMIT IAP ITEMS AND AMAZON
WILL SHOW STRIKE THROUGH
PRICES
or
REMOVE IAP AND ENTITLE THE
ITEMS.
Note that “Pay to remove ads” Freemium apps are not
eligible for Amazon Underground. Amazon Underground
apps provide core app and game experiences for free.
I A P M I G R AT I O N O P T I O N S
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Game Circle
Mobile Ads API
Mobile Associates API
Amazon Device Messaging (ADM)
Login with Amazon
O T H E R A P I M I G R AT I O N
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SUBMITTING
Free for developers. Register and submit at developer.amazon.com/underground
Things to think about:
• Name doesn’t change
• Description explains value
• Testing instructions include a link to app in other stores
• We’ll automatically sash icons you add during the submission process
developer.amazon.com/underground
bit.ly/90sAppTest
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OPTIMIZING
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Revenue = Sessions X Minutes X RateFor 100% of your users, every minute they use your app
bit.ly/AmazonUndergroundCalc
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PREMIUM
$1.99 to download
200 downloads per month (2400 / yr)
Subtract 30% commission
Subtract $0.35/download cost for user
acquisition
Yields $2500 / yr
Assume 8 min per day or 240 min per month
(with fall off over time)
240 x $0.002 = $0.48 per user, per month
2400 users generate 3.1 Million usage minutes
Yields about $5,400 / yr
Plus,
additional organic 200 users playing for only 2
min per day
Yields $6,900 / yr
E X A M P L E : P R E M I U M U T I L I T Y A P P
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FREEMIUM
Assume 10,000 monthly active users
growing 5% month-over-month
3% paying $2.99 / month
For 17,100 players and $10,000 in
royalties
with user acquisition of $0.50 per user
Yields $1,400 / yr
Assuming 20 min per week per user
Yields $19,000 / yr
IAP monthly ARPU would need to exceed $8.25
to match this.
E X A M P L E : F R E E M I U M C A S U A L G A M E
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So, the focus is
Fun
Useful
Exciting
Scary
Clever
Unique
… whatever got you
into this business!
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THANK YOU!
Mario Viviani@mariuxtheone
@AmazonAppDev
developer.amazon.com/appstorebit.ly/AmazonSummitFeedback