indo dev workshop_mar2013-cleaned
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App Monetization & Distribution Trends
Charles Rim, Managing DirectorKorea/ SE Asia
March 2013
Changing the way people discover, share and engage with mobile
content.
Apps are the Dominant Media
Source: Zokem, inMobi
Usage is Persistent Throughout the Day
• 85% of consumers “can’t live without their smartphone”• 88% of consumers “use their smartphone every day”
lying in bed waiting forsomething
watching TV commuting
spending timewith family
in the bathroom while shopping at socialgatherings
Source: Flurry Analytics, Dec 2011; Nielsen, 2011
Mobile Gaming is the #1 App
U.S. Mobile App Consumption, Time Spent Per
Category
Consumers average 47 minutes per day playing games
Users Don’t Like to Pay to Try New Apps
Users Don’t Like Display Advertising
Especially in games where they could click on an ad by mistake
1Most Top-Grossing Apps in App Store are Free
Freemium vs Premium
Freemium vs Premium
Google Play Revenue Growth US 2012
Tapjoy Big Idea:Mobile Value Exchange
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ConsumersAdvertisers
Developers
The Tapjoy Platform
1Tapjoy Mobile Value Exchange
I can earn coins by engaging with ads in Tapjoy’s Marketplace.
How it WorksI need more coins to build on my land in Triple Town.
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I can buy coins with real money.
1Tapjoy’s Mobile Value Exchange (continued)
I can then engage in any of the actions — like watch a Ford video — to earn Coins.
After which, I can perform secondary actions (determined by the advertiser) and have more Coins to use in my game.
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Consumers Choose
• Brand defines the desired activity based on goals:
– Video Distribution (CPV)
– Customer Acquisition (CPA)
– App Engagement (CPE)
– Retargeting (CPV, CPA & CPE)
– App Installations (CPI)
• Brand only pays for completed engagements
• No media waste
Tapjoy Market Presence
free-to-use apps included in the Tapjoy network
75K
Tapjoy by the Numbers
339 MMMobile Users
5,300+Active Apps
1.2 MMDaily AdEngagements
About Tapjoy
Founded 2007
Headquarters San Francisco
Offices in the US, Europe and Asia
Reach 900+ million mobile consumers on Android, iOS, Windows Phone 7 and HTML5
Funding $70.5 million from• J.P. Morgan Asset Management
• Rho Ventures
• North Bridge Venture Partners
• InterWest Partners
• D.E. Shaw Ventures
Launching your App: Key Distribution
Strategies
Self-Publish or Get Published?
Get Published?• Make sure you get adequate, hard
commitments on marketing budget and promotional efforts, including agreed upon KPIs/metrics.
• Know what you’re giving up and getting in return.
• Get references – Who have they worked with before? How did it work out? Ask other developers.
Self-Publish?• You should have at least $100K-$200K to
promote your app or be pretty sure Apple/Google are going to feature your app
• Ideally you already have a built-in user base playing your previously launched titles that you can use for cross promotion
How are developers promoting apps?Mobile Acquisition Channels
• Rewarded installs• Non-rewarded installs• Video ads• Dev-to-dev cross promotion• Social discovery (FB, Twitter,
etc.)
• Organic discovery (top charts, search, word of mouth, etc.)
• Featured placements
Getting Featured
Getting Featured
Featured!
Getting Featured
• Well Known IP • Prior Hits• Territories Available• Languages Supported• Supported Devices / OS versions
• Technology Supported• Retina Display, Multitasking, Gyroscope,
Accelerometer, Location Services, Game Center, etc.
• App Store Landing Page• One-liner that captures what makes your
app special• User Reviews/Ratings • Video trailer on Google Play
What they’re looking for:
And of course…a great game!
Increase User Retention: Engagement Campaigns
• Build deeper engagement by encouraging users to complete specific actions within your app.
• For example, • Play to Level-2• Complete The
Tutorial• Share on Facebook
• Re-target users who have already installed your app, and have them return.
Motivate new users to install Tap Defense and advance to level-3.
Objective:Case Study: Tap Defense
70%New Users
Advanced to Level 10
21%Returned to
Game the Next Day
6%New Users
Monetize on First Day
Results:
• Give your users a reward for coming back every day
• In the later days of the reward cycle give the users bigger or exclusive rewards
• Show them what they earned and also show them what is coming up
Increase User Retention: Daily Rewards
Reward Friend Invites & Social Sharing
Reward usersfor inviting their
friends
Key Monetization Strategies
• Choose a smaller region to test in– Everybody uses Canada, so go with another English-
speaking country (ex. AU, NZ, SG)– Get 5K+ DAUs flowing through your app
• Focus on retention (next-day, 7-day, 14-day)– Aggressive targets: 40%+ next-day, 25%+ 7-day,
15%+ 14-day– Tutorial completion rate goal at 70%
• Monetization measurement– High end: $1 ARPDAU– Realistic ARPDAU range: $0.04-$0.15– % DAUs monetized: 1%-5%
• Take care of any bugs• Proceed with a full launch only when you’re happy with the
performance of your bucket test
Testing the waters
Monetization: Direct Pay + TapjoyCombining Tapjoy & Direct Pay allows Apps to monetize significantly more users
Direct PayUsers can buy Coins, with real moneyFewer than 5% of users monetize via direct pay
Tapjoy MonetizationUsers can earn Coins, for FreeApps can monetize the other 95% of users, who never pay, but still want to play
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Tapjoy Increases DEAD TRIGGER Revenue: 66% (Android) & 48% (iOS)
Case: DEAD TRIGGER
• Tapjoy increased revenue by 66% on Android & 48% on iOS
• Tapjoy accounts for 60% of Android & 32% of iOS total revenue
• Tapjoy ARPDAU is $0.03
DEAD TRIGGER
“It has been an absolute delight working with Tapjoy. Integrating them into our DEAD TRIGGER game was a great decision and our revenue has increased significantly thanks to them.”
-Marek Rabas (CEO, MADFINGER GAMES)
Asian Developers & International
Markets
Why Go Global?
• The obvious reasons:
• Market size & revenue opportunities!• Publishing on the App Store: Just press “All Regions”
Asian Developers Know How to Monetize…!
Japan and Korea are now SUPERPOWERS rivaling USA
USA21%
Korea11%
Japan6%
Other62%
DownloadShare
USA26%
Korea18%Japan
29%
Other27%
RevenueShare
Understand your Target Region: Korea
Korean Carriers
~30MM Smartphone
Users
78%Own an Android
(19% on iOS)
The Key Players to Consider Before Launching your App
KakaoTalk70MM+ Users Worldwide95%+ of KR smartphonesMessaging, VOIP, now Games!
T-Store19M Registered Users 2.6MM DAU, 10.8B DownloadsKRW 235B in Turnover ($222M)
Developer Contact Information
• Knowledge Center– https://knowledge.tapjoy.com/en
• Includes developer for advertiser and developer for publisher’s SDK integration guides.
– SDK Download: https://dashboard.tapjoy.com/sdk
• Integration Help Desk– [email protected]– Cf., Account, Billing, Reporting question: [email protected]
• Technical Account Managers in Asia– Korea: John Kim [email protected]– China: Song Peng [email protected]– Japan: (coming in March)
© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.
Questions?
[email protected](distribution/monetization)
[email protected](technical)