Making Money on Mobile: Best Practices & Tips for Driving Revenue on Mobile Games. Rob Carroll Director of Publishing Tapjoy

Transcription

1 Making Money on Mobile: Best Practices & Tips for Driving Revenue on Mobile Games Rob Carroll Director of Publishing Tapjoy

2 Driving Revenue in Mobile Games Lite to Full Virtual Goods Paid Downloads Ad s Level Packs Bundle Packs Tapjoy Inc. Confidential : : : 2

3 Paid Download Paid Download Known revenue Fire and forget Difficult to get the user to spend on something they don t know One time revenue from the user Ranking is critical Tapjoy Inc. Confidential : : : 3

4 Lite to Full Conversion Lite to Full Conversion Limited free gameplay User get s a taste free and can buy the full version Easier to get the user to download Lots of upsell to the user Tapjoy Inc. Confidential : : : 4

5 Lite to Full Conversion Lite to Full Challenges Tends to be a poor user experience as the game play is limited and the user is repeatedly pushed to buy the full game. Lite to Full Challenges Developers need to straddle a fine line between giving the user a feel from the game without giving too much away. Tapjoy Inc. Confidential : : : 5

6 Ad Driven Ad Driven Allows games to be free Great for small games Works best in high user volume Not a lot of per user revenue Very hard to be ROI positive if there are frequent content updates or lots of paid user acquisition Tapjoy Inc. Confidential : : : 6

7 Level Packs Level Packs Additional game experience for dedicated users Ability to re-monetize paid users Only really interesting to users that have finished existing content Additional development work for design and balance Tapjoy Inc. Confidential : : : 7

8 Bundle Packs Bundle Packs Great value for the user Wider game play appeal Lot of game content needed Mixes Paid download, upgrades and ads Tapjoy Inc. Confidential : : : 8

9 How Can Tapjoy Help? Tapjoy Mobile Value Tools Tapjoy Inc. Confidential : : : 9

10 Tapjoy Services: Non-Incentivized Installs Non-Incentivized Banner Ads Drive installs without rewarding the user with any virtual currency More relevant ads for game players, higher conversions Supplemental income in addition to the Marketplace Tapjoy Inc. Confidential : : : 10

11 Tapjoy Services: In-App Video Video Ads Low Friction, Huge user demand Highest conversion rate Tapjoy Inc. Confidential : : : 11

12 Tapjoy Services: Sizzle Trailers Tapjoy Mobile Value Tools Video Game Trailers Movie style action trailers to capture users interest Users undivided attention Post video actions for users Tapjoy Inc. Confidential : : : 12

13 F2P Virtual Goods Time Savings Decorations Avatar Customization Viral Replacements Level Packs Equipment Stat Boosts Resources Tapjoy Inc. Confidential : : : 13

14 Virtual Good Types 1) Time Savings: Allow the user to refill their stats or complete tasks to speed up their game play. 1 2) Avatar Customization : Non stat effecting vanity items Much more prevalent in pet care and city building games 2 3) Equipment : Items in the game that give the user a bonus or permanently increase their stats 3 Tapjoy Inc. Confidential : : : 14

15 Virtual Good Types 4 4) Level Packs: Extra content for the game ) Stat Boosts: Boost that the user can buy to power-up their game play. Usually limited time or effect duration 6) Decorations: Non game effecting items the user can buy to customize the look of their game Tapjoy Inc. Confidential : : : 15

16 Virtual Good Types 7) Resources: Items the user need to build other items or expand in the game, this is often also a time savings benefit 7 8) Viral Replacements: Allow the user to spend money to continue gameplay without needing to invite friends 8 Tapjoy Inc. Confidential : : : 16

17 Exclusive!!! Take Away Ideas Tapjoy Inc. Confidential : : : 17

18 Set Realistic Expectations ecpm for Banner ad s in games will range from $0.35 to $0.90 Top apps will get in the range of $2.00 ecpm ARPDAU (Average Revenue per Daily Active User) for Virtual Good Games Expect to 5-10% of your user base to monetize Games with weakly integrated virtual good should $0.005 to $0.01 Games with items the users want and need can get up to $0.15 ARPDAU Tapjoy Inc. Confidential : : : 18

19 Tips for Getting Users to Spend: Good Market UI Markets and inventory Make the buttons large and easy to read and navigate Use icons over text when possible If you have too much on the screen, add tabs Tapjoy Inc. Confidential : : : 19

20 Tips for Getting Users to Spend: Call to Action Always be the good cop Don t tell your users no Give you user the options for the actions you want them to take Let me know how close they are to what they want Tapjoy Inc. Confidential : : : 20

21 Tips for Getting Users to Spend: Clear Payment Options Payment options Give clear choices and clean UI Offer Both Direct pay and Alternate payment options Alt pay can account 30-40% ios 50% on Android Tapjoy Inc. Confidential : : : 21

22 Featured Placement Add virtual goods to the landing/home page Create featured/limited item space on the page Items on the home page will have 150% + sales increase Rotate content often Remove feature/limited items from the market Great place for seasonal items Tapjoy Inc. Confidential : : : 22

23 Hidden Banner Ad s Normal banner ad placement can interfere with game play Place ad s in less conspicuous areas Inventory screens Loading pages Landing screen Tapjoy Inc. Confidential : : : 23

24 Thank You! Rob Carroll Director of Publishing Tapjoy