it's an a.r.m.'s race (acquisition, retention, and monetization in mobile gaming)
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It’s An A.R.M.’s Race (Acquisition, Retention, and Monetization in Mobile Gaming)
Brian SappDirector, Developer Partnerships
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• Introduction To Tapjoy• User Acquisition• User Retention• Monetization• Pre-launch Checklist
Overview
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9 0 0 MILLION mobile devices
100 MMMonthlyActive Users
75,000 Apps
1.2 MMDaily AdEngagements
600 MMDailySessions
Tapjoy by the Numbers
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Acquisition
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• Rewarded installs• Non-rewarded installs• Video ads• Cross promotion• Social discovery (FB, Twitter,
etc.)
• Organic discovery (top charts, search, word of mouth, etc.)
Mobile Acquisition Channels
How are developers promoting free-to-play apps?
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What you can expect to get from:
Featured Placement: Front page placement of your app in the platforms market, normally for no more than 7 days.
15,000 – 30,000, paid, per day
100,000+, free, per day
Tapjoy User Acquisition: Pay per install bid system
@$0.10 bid - 5,000+, per day
@$1.00+ bid - 60,000+, per day
Free App Promotions: Destination apps and sites that feature your app
$5,000 - $20,000 for 1-7 day listing, no volume guarantee (2,000-30,000 installs)
Mobile Acquisition Channels
App to App Cross-Promotion: Free cross promotion
@ 1% of DAU traffic of hosting app, very dependent on placement
Review Sites: Have your app reviewed on a blog site
@ 1,000 +/- installs, hard to track actual volume, important for app store
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The Holy Grail – Getting Featured on Google Play
Can translate into as much as $1-$2 million in immediate revenue.
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Featured!
The Holy Grail – Getting Featured on Google Play
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Getting Featured
• Well Known IP • Prior Hits• Territories Available• Languages Supported• Supported Devices
• 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 on Google Play Store
What they’re looking for:
And of course…a great game!
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New User Flow
The new user flow is one of the most important parts of a successful game.
• Optimize the download (<50 MBs)• Show off the cool parts of the game• Use clear directions• Get the user playing as soon as you
can
You have @ 30 seconds to hook your users and under 5 mins to teach them.
• The goal is to shoot for 70% tutorial completion rate
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Optimize the Download
Tapjoy Network Android Conversion Rate: (clicks to installs)
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Start Off Simple
Take Users by the Hand and Guide Them Into the App
• During the first 30 seconds put the user on rails, don’t let them get lost
• This is your chance to take an uncertain user and create a engaged user
• You can’t display everything, show off your core loop and build from there
CSR Racing iOS
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Retention
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Take Advantage of Social APIs
• Most social networks offer free connections API’s and SDK’s • Forcing a connection to a network can cause a large drop-off
in new users • Present the choice to your users, use the network icons and
let them opt in to sharing
Orange’s TV Check app saw a 75% drop off when the app forced users to connect with Facebook.
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Social Channels
Sometimes it’s better to create your own social layer
Surface social activity to
users early on
R
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Incentive Friend Invites
• 3x more monthly sessions• Average: 11.9 monthly sessions• Facebook: 32 monthly sessions• Facebook: 7% to 12% sign up when rewarding users with coins
Subway Surfer*
Clash of Clans MinoMonsters
*Kiloo Games/Chartboost Case Study
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Reward Users for Inviting Friends
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Daily Rewards
• 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
Give your users a reward for coming back every day.
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Build Daily Rewards Into The Game Play
CSR Racing iOS
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Use Push Notifications
Appointment Mechanics
NotificationsAppointment Mechanics
Mobile users are slightly A.D.D. – remind them to come back through notifications, but don’t spam them.
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Monetization
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Store FunnelR
• Make it easy for users to find your store and buy items. • No more then two clicks• Prompt to the store when currency runs out
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Store DesignR
• Use icons over text when possible• Design for the phone, not tablet, use all your real
estate• Let users know they’re getting a deal• A well designed, clean store = happy customer
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Mobile Revenue Channels
Offerwalls
Direct Payment - In-app purchase (IAP) through iTunes or Google Checkout • Top 25 Grossing Apps can earn as high $1 million to $8 million a
month in revenue
Alternate Payment – Offerwalls, Banner ads, Featured ads, and Videos• Alt pay, like Tapjoy’s Marketplace and ad units, typically account for
30%-40% in additional revenue on iOS & 50% + on Android
iTunes Google
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Rewarded Offerwall
Non-rewarded Offerwall
Featured Ads
Banner Ads
Mobile Revenue: Ad Types
11 Videos1
1
1
11
1213
14
15
12
3
4
5
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Which Ad Units Are Right For My Game?
HARDCORE
Usage: Highly Engaged User/Smaller User
Base
Monetization: High ARPDAU ($.15-$1.00)
Ad Solution:Alternative Payment Platform
CORE
Usage: Engaged User/Large User Base
Monetization: Mid Level ARPDAU ($.04-$.15)
Ad Solution:Alternative Payment Platform
Featured Ads/Video Ads
CASUAL
Usage: Low Engaged User/Massive User Base
Monetization: Low ARPDAU ($.01-$.04)
Ad Solution:Alt Pay/Featured Ads/Video AdsBanner Ads/Cross Promo Wall
Are you leaving revenue on the table? Are you balancing user engagement with monetization?
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Smart Ad PlacementTry to place ads in less conspicuous areas where users regularly view, but that don’t interfere with game play.
Consider giving users the option to remove ads with a purchase.
• Landing screen/Main Menu • Inventory screens • Transition pages/Loading pages• Use featured ads sparingly (Every third app launch, post PVP play)• Only show ads to non paying users
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Pre-launch Checklist
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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 damn 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
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Checklist
QA like crazy Maximize device and OS
coverageIntegrate SDKs
Social Monetization Analytics Advertising
Create required creative asset App icons and screenshots Banner creative Video trailer
Localize Prioritize Japanese &
Korean
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They are starting to look a bit similar…
App Icons
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• DAU• New users • 24hr, 2nd day, 7 and 30 day re-engagement• New user funnel (Install, Open, Tutorial Start & Finish) • Average game session length • APRDAU & ARPPU• % of users monetizing• Item sales• IAP sales
This is a basic list to get started. As the game matures you’ll learn the KPI’s (key performance indicators) for your game
A baseline set of metrics from launch will help you identify problems early
What Should You Be Tracking?
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Testing the Waters
• Choose a smaller region to test in– Everybody uses Canada, so you’re probably better off going
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)– Rough targets: 40%+ next-day, 25%+ 7-day, 15%+ 14-day– Tutorial completion rate goal at 70%– Are users dropping off at a certain level? If so, why? What
items are users buying the most? • 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
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Thank [email protected] @sappalicious