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Free To Play Mobile Monetization 2.0

Free To Play Mobile Monetization 2.0. Brian Sapp Director, Developer Partnerships. Introduction To Tapjoy Monetization 2.0 - Premium Currency Exchange Rates Currency Sales Localization Limited Time Events Understanding Advertising Solutions and Player Segmentation

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Free To Play Mobile Monetization 2.0

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  1. Free To Play Mobile Monetization 2.0 Brian Sapp Director, Developer Partnerships

  2. Introduction To Tapjoy • Monetization 2.0 - • Premium Currency Exchange Rates • Currency Sales • Localization • Limited Time Events • Understanding Advertising Solutions and Player • Segmentation • 6. How UI Impacts Monetization Overview

  3. Tapjoy by the Numbers $200 MM Revenue Earned by Publishers 6,800+ Active Apps 1.3 MM Daily Ad Engagements 435 MM Mobile Users

  4. Tapjoy’s Mobile Value Exchange How it Works I need more Coins to gear up in Triple Town. 1 1 2 2 Ican earn Coins by engaging with ads via Tapjoy. I can buy Coins with real money.

  5. Monetization 2.0

  6. What Does It Take To Make Money? A great game!

  7. Premium Currency Exchange Rate Setting a higher conversion rate for premium currency allows for more flexibility • Recommended minimum:100 Coins/Gems/Bucks, etc = $1 • Take full advantage of alternative payment platforms, especially useful for low friction, low payout advertisements (Video ads, Facebook likes, etc) • Boost user engagement (Facebook, Twitter, Inviting Friends, Creating an Account, etc)

  8. Case Study: Increasing Currency Exchange Rate Increasing the exchange rate enabled more video inventory • Revenue performance increased by 54% even though DAU was decreasing • Tapjoy Video revenue increased from $15 - $20 per day to an average $275 per day Unique Monetizing Currency Rate Changed

  9. Currency Sales Goal is to drive more revenue and first time purchasers during the limited time sale. • You can fight normal revenue dips with a well timed currency sale – revenue typically spikes 1.5x. • Timing: Shoot for weekends, holidays, but don’t over do it or you may cannibalize revenue over the long run. • Optimize the amount by targeting a small % of your users before targeting your entire user base. Better yet, target only non-paying users.

  10. Case Study: Magic Piano Tapjoy Currency Promotion Doubles Magic Piano’s Revenue & Sustains Growth Unique Monetizing “We found that increasing our virtual currency exchange rate for a long weekend boosted our Tapjoy attached revenue but did not materially affect our IAP sales.” – Ryan Chesley, Product Manager at Smule

  11. The Japanese ‘Secret Sauce’ – Limited Time Events Limited time events can boost ARPDAU by 3x to 5x the norm and boost engagement • Goal - offer users the ‘new/unique’ content during limited time • Players must grind until the end of an event to earn the ‘rare’ rewards, however, all • users are rewarded and purchasing content improves your chances • While especially useful in collection games, this mechanic can be applied creatively • across other F2P games

  12. Localization - Conquering the World Boost revenue and distribution upon app launch • Significantly improves your chances of getting featured in foreign territories • Asia is growing at an incredible rate – this is a market that can’t be ignored • Distimocompared apps performances week over week after localizing: • Results - 128% growth in downloads and 26% increase in revenue *App Annie Report - 11/29/12

  13. Localization Case: Supercell’s Clash of Clans The rich get richer…Clash of Clans became the top global monetizing app in June • June 17th Clash of Clans localized to Japanese • June 24th the game was cross promoted with GungHo’s Puzzle & Dragons • Japanese revenue more then tripled in June Distimo Top Global Apps Report July 8th – 2013

  14. Mobile Revenue: Ad Types 2 1 1 1 3 1 4 1 5 1 Videos Rewarded Offerwall/Value Exchange Featured Ads 3 1 5 1 1 1 Banner Ads 4 1 Non-rewarded Offerwall 2 1

  15. Which Ad Units Are Right For My Game? CASUAL Usage: Low Engaged User/Massive User Base Monetization: Low ARPDAU ($.01-$.04) Ad Solution: Alt Pay/Featured Ads/Video Ads Banner Ads/Cross Promo Wall 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 Are you leaving revenue on the table? Are you balancing user engagement with monetization?

  16. R Currency Store Design (The Bad) • Text is too small • Unimaginative icons • Nothing grabs the user, no calls to action • How much does each package cost? Put most • popular purchase first.

  17. R Currency Store Design (The Good) • 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

  18. Tapjoy is hiring! For more info or the deck email me, thanks! Brian.Sapp@tapjoy.com @sappalicious

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