the democratization of game promotion | jason akel
TRANSCRIPT
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The Democratization of Game Promotion
2016
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JASON AKEL
2016
General Manager, North America
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Game Discovery DemocracyDemocracy Demos (people) + Kratia (rule, order)
2016
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Unintended Consequences
2016
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Spend per player, top 25 mobile games 2015
2016
Game of War - Fire AgeSummoners War
Big Fish Casino - Free SlotsCastle Clash
Brave FrontierMARVEL Contest of Champions DoubleDown Casino - Free Slots
Boom Beach Covert Fashion Clash of Clans Gummy Drop
Family Guy The Quest for Stuff Hay Day
Kim Kardashian Hollywood The Simpsons Trapped Out
FarmVille 2 Country Escape Cookie Jam
Candy Crush Soda Saga Hearthstone Heroes Of Warcraft
Candy Crush Saga Madden NFL Mobile
SimCity BuilditFarm Heroes Saga The Sims FreePlay
Minecraft
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Reliability
2016
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Longer-Term Engagement
2016
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Video Performs & EngagesMorevideo views25X
Moreconversions7X
HighereCPMs9X
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Zynga Advertising Revenue
$200M
$150M
$100M
$50M
2011 2012 2013 2014 2015
2016
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2016
25%
30%
15%
5%
0%
2011 2012 2013 2014 2015
Zynga Ad Revenue Ratio
Starting mid-2014, 20%-30% of game revenues from ads
Video Ads & Rewarded Videosdisrupt the model
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CPI & ARPU, Android
CPI
ARPU
2016
$2.50
$2.00
$1.50
$1.00
$0.50
$-
Jan’14 Jan’15 Jun’16Jan’16
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2016
Advertisers’ 2nd Day Retention
Interstitial Native Ads Video
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2016
Publishers’ eCPM
Interstitial Native Ads Video
$4.5
$6.7
$26.4
eCPM
eCPM
eCPM
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Down the Center
2016
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Controls
2016
Transparency
Direct Deals
Test against other platforms
Verifiable and Accountable
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Managed & Diversified Risk
2016
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It is possible to be... For the users
For the advertisers
For the publishers
2016