GETTING STARTED GUIDE TAPJOY S PERSONALIZED MONETIZATION PLATFORM

GETTING STARTED GUIDE TAPJOY S PERSONALIZED MONETIZATION PLATFORM

TABLE OF CONTENTS INTRODUCTION... 2 INTEGRATE THE LATEST SDK... 3 SET UP VIRTUAL CURRENCY... 4 SET UP PLACEMENTS... 5 CREATE CONTENT... 6 RECOMMENDED CONTENT...7 COMBINING PLACEMENTS AND CONTENT... 8 SEGMENT USERS... 9 SET UP PUSH NOTIFICATIONS... 10 BENEFITS OF PUSH NOTIFICATIONS... 10 POPULAR PUSH CONTENT...11 CUSTOM PAYLOAD AND PUSH...11 SET UP PURCHASE TRACKING... 12 TRACK USER BEHAVIORS... 13 DATA ANALYSIS... 14 THE FUTURE VALUE MAP...15 AUTOMATE MARKETING CAMPAIGNS...17 GET GOING... 18

Introduction 2 INTRODUCTION Welcome to Tapjoy! Our Personalized Monetization Platform is designed to help you extract the highest lifetime value from each and every one of your app s users. It combines predictive analytics, marketleading advertising formats, IAP monetization and powerful marketing automation capabilities all in a single SDK. Getting started is easy. This guide explains everything you need to know. We will provide an overview of the platform s capabilities and help you understand how to get the best results from all of our solutions. We ll also point you to technical resources to help your engineering team ensure a smooth and simple integration. If you have any questions along the way, you can always contact your account manager or drop us a line at support@tapjoy.com. You can also watch this video for an overview on how Tapjoy works. You re ready to maximize the full potential of your app. Let s get started.

Integrate the lastest sdk 3 INTEGRATE THE LATEST SDK Your first step is to integrate the latest Tapjoy SDK. This lightweight SDK will give you everything you need to both monetize your app and engage with your users effectively. It includes: ANALYTICS Real-time analytics let you see everything that s happening with your app, from user growth and engagement to monetization and custom events. AD UNITS We offer a variety of ad units to monetize your app, including video ads, full-screen interstitials, and the Tapjoy Offerwall. IN-APP MESSAGES Tapjoy s In-App Messages let you communicate directly with your users to announce app updates, promote currency sales, cross-promote your other apps, offer rewards, and much more. MARKETING AUTOMATION Instantly and automatically deliver contextually relevant messages, advertising offers, or IAP promotions to targeted user segments in order to help drive engagement and monetization. USER SEGMENTATION Segment your users based on a combination of over twenty different variables, ranging from referral source and country to device type and in-app behaviors. PUSH NOTIFICATIONS Increase retention by engaging your users outside the app experience to bring them back into the app. GET THE LATEST VERSION OF OUR SDK AND LEARN HOW TO INTEGRATE IT INTO YOUR APP. DOWNLOAD SDK

Set up virtual currency 4 SET UP VIRTUAL CURRENCY Virtual currency is the lifeblood of any successful freemium app, and Tapjoy works best with apps that use at least one type of virtual currency. If your app does not offer virtual currency, you can still take advantage of our analytics, marketing automation and push notification services, but many of our other services will not apply. For those apps that do include virtual currency, there are two ways to integrate virtual currency into your app when using Tapjoy products: TAPJOY MANAGED CURRENCY enables you to use Tapjoy servers to store your user s currency amount. This free service provided by Tapjoy eliminates the back-end work normally needed to store your user s currency data for your application. If you use a Tapjoy managed currency, you can only have one Tapjoy currency in your app. NON-MANAGED CURRENCY is used when you are handling the currency of your users with your own servers. This method gives you more control over your currency, but it also means that you are completely responsible for the back-end work for storing and handling the currency amounts for all your users. You can have multiple non-managed currencies in a single application. So if you wish to have multiple Tapjoy currencies in a single application, you should use this option. Setting App Content Analytics Push Test Devices Content Virtual Currency Coins - ios * Managed by Tapjoy Not Managed Initial Balance 100 User VC Balance GET TECHNICAL DETAILS ABOUT SETTING UP VIRTUAL CURRENCY THROUGH TAPJOY. ANDROID ios

Set up placements 5 SET UP PLACEMENTS There are essentially two components to every advertisement or in-app message that Tapjoy can display to your users: the Placement and its Content. Working in unison, these two elements combine to create the contextual relevancy that helps drive Tapjoy s superior performance. When the right offer or message is delivered to the right user at precisely the right moment, you ll see dramatic results. WHAT ARE PLACEMENTS? A Placement is any specific event or moment within your app during which you might want to serve an ad or in-app message to your users. Placements are triggered by the user s progression through your application, such as when they first launch the app or after they complete a level or stage. Placements should not interrupt the flow of your app but should complement it instead. Try to integrate Placements into natural breaks in the action, thinking of it from the user s point of view. TOP PLACEMENTS Once you implement Placements, you can control what Content gets shown during those Placements without having to re-submit or update your application. Therefore, we recommend adding a large number of Placements into your initial integration, covering all the situations in which you might want to show some kind of Content to your user. Hunter HK Analytics Overview Future Value Map Manage Placements Contextual (0) User Initiated (1) Serve full screen content (In-App Messages or Ads) to users at App Launch App Cl Energy Sale Announcement Want to figure out your optimal currency valuation? Email us at support@tapjoy.com to set up a test to optimize your app. IAP Revenue Retention Game Trend Custom Events Real-time Automation Content Impressions 3,036 Push User Acquistion SEE WHAT PLACEMENTS ARE AVAILABLE AND WHICH CONTENT TYPES ARE RECOMMENDED SEE PLACEMENTS

Create Content 6 CREATE CONTENT Think of a Tapjoy Placement as a billboard, and the Tapjoy Content as the message that gets shown on that billboard. The Content could be an advertising offer, and IAP promotion, an engagement message, or anything else you want to share with your users. Once you set up a Placement, you can decide what type of Content you want to display. Placements and Content must work in unison to achieve contextual relevance. Your job is to strategize what message or offer you want to share during each Placement. For example, you operate an endless running game like Temple Run or Jetpack Joyride. You could insert a Placement at the end of every great run and use it to promote an in-app message that says, Want to extend your run? Come back to life by watching a sponsored video! You ll find that you get extremely high conversion rates on this offer because it is relevant to the in-app context and it provides a lot of value to the player. Create Content Tools Support Account Hunter HK Analytics Overview Future Value Map IAP Revenue Retention Game Trend Custom Events Real-time Automation Content Monetization In App Product Promotion Display Ad Offerwall Auto Play Video Engagement Announcement Rewards In App Product Promotion Increase product sales with a simple promotional message. Create Push User Acquistion Placements and content can be added directly through the Tapjoy Dashboard without having to alter your app s code or re-submit your app to the app store.

Create Content 7 RECOMMENDED CONTENT You can probably think of dozens of ways to integrate similarly relevant Content into your own app.the important thing to keep in mind is that the type of Content you deliver will be largely dependent on its Placement. There are essentially six different types of Content: DISPLAY AD An advertisement that appears without being initiated by the user. Use this in natural breaks in the action of your app (i.e.: main menu, level completion, etc.) IN-APP PRODUCT PROMOTION This is an a promotion for one of the Hunter HK IAP products in your game, or it could Analytics promote virtual currency sales as well. Overview OFFERWALL This is a list of offers the user can complete for various amounts of virtual currency. Message Content Image Preview DIRECT-PLAY VIDEOS Allows the user to gain a small amount IAP Revenue of virtual currency by watching a video. Retention It should be in Placements that are initiated by user actions (i.e.: pressing Game Trend a Watch videos to earn coins! button). Custom Events REWARDS Future Value Map Real-time Similar to an announcement, but triggers Automation a callback within your app s code upon Content closing so that your app can give the Push user a specified quantity of virtual User Acquistion currency for completing an action. ANNOUNCEMENT A message to your users about important app updates or new features. This can include a call to action button that takes the user to a specified deep link. Default Replace Image

Create Content 8 COMBINING PLACEMENTS AND CONTENT Now that you have a sense for the various types of Content available, let s look again at that listof Placements, this time with some suggestions for relevant Content: PLACEMENT SUGGESTED CONTENT TYPE App Launch App Resume App Close Main Menu App Pause Stage Open Stage Complete Stage Failed Level Up Store Open In App Purchase Abandon In App Purchase Virtual Good Purchased Sign Up Complete User High Score Out of Goods Out of Energy Insufficient Currency Finished Tutorial Announcement, IAP Promotion Announcement, IAP Promotion Offerwall, Full screen Interstitial Announcement, IAP Promotion Direct Play Video, Full screen Interstitial Direct Play Video, Full screen Interstitial Direct Play Video, Full screen Interstitial IAP Promotion Direct Play Video, Full screen Interstitial IAP Promotion Reward IAP Promotion, Offerwall Reward, Announcement Reward Reward IAP Promotion IAP Promotion Offerwall Reward, Announcement

Segment Users 9 SEGMENT USERS Whenever you create a new piece of Content through the Tapjoy Platform, whether an ad, an IAP offer, an engagement message or whatever else, you ll have the opportunity to target a specific user segment. We talked earlier about delivering the right message to the right user at the right moment. The Placements represent the moments, the Content represent the Messages, and Tapjoy s user segmentation capabilities enable you to target the right users. There are a number of different ways to identify user segments, such as: Target User Segment BASIC USER INFO Country of origin, referral source, gender,operating system, device Hunter HK Analytics Overview Future Value Map Basic Cohort Session Country No Selected Referrer No Selected Exclude these type, app version, etc. IAP Revenue Purchase (USD) Retention Future Value Map TM PURCHASE INFO Paying users, non-paying users, total purchases, recent purchases, predicted future value, VIPs, last payment date, etc. Game Trend Custom Events Real-time Automation Content Push User Acquistion Future LTV 0 $0 ~ 127 $128 ~ 2.05k $2.05k ~ 127 135 946 321 342 984 2,530 653 1,019 7,732 5,609 783 55,628 4,254 2,423 168 COHORTS User level, friends count, install date, last visit date, total sessions, usage frequency, etc. Save As.. Non-paying $0 ~ 127 $128 ~ 2.05k $2.05k ~ Revenue Language No Selected Exclude these You can also segment users with combinations of any of the variables listed above, creating a nearly limitless number of segmentation options. And once a segment is defined, you can save it and then import it later to future campaigns.

Set up push notifications 10 SET UP PUSH NOTIFICATIONS BENEFITS OF PUSH NOTIFICATIONS While Placements enable you to communicate with users inside your app, Tapjoy also enables you to reach users outside of the app through the use of Push Notifications. Push Notifications let you notify a user of any type of new message or alert even when they are not actively using your app. There are several benefits to using Push Notifications, such as: Increase open rates and session frequency Boost monetization and payment conversions Re-engage lapsed users Send Push Tools Support Account Hunter HK Analytics Overview Future Value Map IAP Revenue Push Tapjoy s push allows sending, scheduling, segmenting push easy. You can send the push message to right person with Tapjoy s user segment. Also You can A/B Test. Create Automated Push Automated Push can be configured for delivery based on user s in-app behaviors or app s status. For example, you can send Welcome push message after user has launched first. Create Retention Game Trend Custom Events Real-time Automation Content Push User Acquistion

Set up push notifications 11 POPULAR PUSH CONTENT What kind of content should be sent through Push Notifications? Developers will use Push Notifications for all sorts of reasons. Sometimes it s as simple as saying Come back, we miss you. Other times it s to send updates relevant to the mechanics of the app itself, such as when it s the user s turn in a turn-based game, or when a certain type of content they had requested is ready. Other reasons to send Push Notifications include: Important app and feature updates Currency sales and IAP promotions Message Rewards for completing specific actions Tips and tricks for getting the most out an app CUSTOM PAYLOAD AND PUSH It is generally a good idea to use custom payload in your push campaigns, so that users don t just open your app but instead are redirected to a specific screen. For instance, if the notification is promoting a certain virtual good or item, you ll want to send users to the Item Store where they can make the purchase directly rather than having to search for it. Or if the notification is announcing a new feature, you ll want to take them directly to that feature. Message Hunter HK 50% off Energy - This weekend only Hunter HK 50% off Energy - This weekend only 50% off Energy - This weekend only Send GET TECHNICAL DETAILS ABOUT ENABLING PUSH NOTIFICATIONS THROUGH TAPJOY. ANDROID ios

Set up purchase tracking 12 SET UP PURCHASE TRACKING One of the most powerful features in the Tapjoy SDK is the ability to segment your users based on their spending behaviors. With some simple segmentation, you can show advertisements to your non-spending users while delivering IAP promotions to your paying users. Even within your paying users, you can segmentyour whales from your dolphins and minnows to send different offers with different price points or discounts. Combined with Tapjoy s Future Value Map, you can even segment users based on their predicted future spending behaviors. But first, in order to segment users based on purchase behaviors, you ll need to set up purchase tracking with the [Tapjoy trackpurchase] call. Once purchase tracking is set up, you ll also have access to reports on details such as: First Time Paying Users and Percentage of First-Time Paying Users Average Revenue Per Daily Active User (ARPDAU) Average Revenue Per Paying Daily Active User (ARPPDAU) Daily Paying Users and Percentage of Paying Users First Purchase Conversion Percentage Revenue Distribution Per Paying User Top-Selling Items By Date First-Selling Items By Date Total Purchases By Date Weekly and Monthly Paying Users Please note that it is very important to verify that a given In-App Purchase is valid using Apple s and Google s receipt validation measures before reporting it to Tapjoy. If you do not do this, it is likely that your metrics and segmentation will be distorted by fraudulent purchases. GET INSTRUCTIONS FOR SETTING UP PURCHASE TRACKING THROUGH TAPJOY. ANDROID ios

Track User Behaviors 13 TRACK USER BEHAVIORS The Tapjoy Dashboard offers one of the most powerful and easiest-to-use analytic platforms on the market. With a simple glance, you can get all the top-line reports you need in order to keep track of your app s health and performance: DAUs, Revenue, Installs, Session Data, and much more, all presented in real-time. You can also dive down much deeper into each report to study very granular data and gain important insights about your app and the ways in which your users are interacting with it. Here are some of the top-level reports you can pull up and the type of data contained in each: REVENUE Ad revenue, percent of paying users, ARPDAU, ARPPDAU, top-selling items, first-selling items, IAP revenue, etc. RETENTION & ENGAGEMENT Frequency rates, dormant users, returning users, inactive users, rolling retention rates, etc. ACQUISITION REPORTS Ad spend, conversions, campaigns, clicks, ad types, bid rates, etc. CUSTOM EVENTS Event counts, event parameters, user counts, event values, etc. Top-Selling Items Ruby300 Gold300 Ruby1000 Ruby Gem 125k ap 100k 75k s 50k 25k n 0k Jul 07 Jul 08 Jul 09 Jul 10 Jul 11 Jul 12 Jul 13

Track User Behaviors 14 DATA ANALYSIS Having access to your app s data is one thing. Making sense of it all and gaining valuable insights from it is something else completely. After all, data without insight is meaningless. Tapjoy provides a number of tools to let you slice and dice your data in order to make complete sense of it and take action against it so that you can drive deeper engagement with your users and earn more revenue. The Tapjoy platform enables you to conduct the following types of analysis: COHORT ANALYSIS Easily create cohort groups using a variety of pre-configured variables such as operating system, app store, country, referrer, app version, device type, user level, friends count, purchase group, and more, or create your own cohorts using any data you d like. You can even conduct a side-by-side comparison of different cohorts to easily compare one group s performance against another s. TREND ANALYSIS Analyze changes to your app over time with Tapjoy s Trend Analysis reports. Measure the impact of any changes to your app and how they affect its engagement, retention and monetization rates, while tracking important metrics that might signal the growth or decline of important variables. FUNNEL ANALYSIS Tapjoy s configurable funnel analysis allows you to measure your user s progress towards a specific goal, whether making a purchase, completing a level, inviting a friend or any other action you want them to take. Track where users are getting stuck or what major obstacles stand in their way, and make improvements to your app to make sure users are progressing properly. Cohort Analysis US Country: US VS All Loading Funnel Jun 30 ~ Jul 13 Completion Rate: 59.61% Loading Funnel Jun 30 ~ Jul 13 Completion Rate: 59.61% 12.5k 12.5k 10k 10,407 9,862 10k 11,967 10,532 8,051 8,336 7.5k 6,833 6,117 7.5k 7,029 6,496 5k 5k 2.5k 2.5k 0k Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 0k Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

The future value map 15 THE FUTURE VALUE MAP Perhaps the most innovative part of the Tapjoy Platform is our Future Value Map. Any app analytics service can tell you how much revenue your users have already brought in. Ours is the only analytic platform that can actually predict the future value of those users. The Future Value Map leverages data science capabilities and predictive algorithms to project the future behaviors and overall lifetime value of each and every one of your app s users. Imagine if you knew which users were most likely to become your next whales, or which weren t likely to ever make an in-app purchase. You d treat these users differently, right? Now you can. Future Value Map Tools Support Account Hunter HK Analytics Overview Future Value Map IAP Revenue Retention Game Trend Custom Events Real-time Automation Content Push Future LTV 0 $0 ~ 127 $128 ~ 2.05k $2.05k ~ 0.15% 0.16% 1.13% 0.38% 0.41% 1.18% 3.02% 0.78% 1.22% 9.24% 6.7% 0.94% 66.5% 5.09% 2.9% 0.2% User Acquistion Non-paying $0 ~ 127 $128 ~ 2.05k $2.05k ~ Revenue

The future value map 16 The Future Value Map is an interactive, 16-box quadrant. The X-axis represents the app s historical revenue, and the Y-axis provides an estimation of future spend. By comparing these data points, developers can gain valuable insights into each group and segment users accordingly. For instance, the upper right quadrant in the figure below represents the app s whales. These are both its biggest spenders to date and the users who are predicted to spend the most in the future. Meanwhile, the lower left quadrant shows the users who haven t spent anything in the app. This lets you see who has the most spending potential and who has the least. Future Spenders Non-Spenders 0.15% 0.16% 1.13% 0.38% 0.15% 0.16% 1.13% 0.38% 0.41% 1.18% 3.02% 0.78% 0.41% 1.18% 3.02% 0.78% 1.22% 9.24% 6.7% 0.94% 1.22% 9.24% 6.7% 0.94% 66.5% 5.09% 2.9% 0.2% 66.5% 5.09% 2.9% 0.2% Knowing this, you ll want to target your current whales appropriately and send them a message about an upcoming sale to drive them to complete a purchase. You will now also know who your future spenders are so you will want to target messaging to help encourage them to spend. And now that you know which users never have and never will spend (or those that are done spending, like in the lower right quadrant), you can stop sending them IAP offers and start monetizing them through rewarded advertisements instead.

Automate marketing campaigns 17 AUTOMATE MARKETING CAMPAIGNS Now that you ve got user segments identified, Placements in place, and Content ready to go, you can automate the delivery of each campaign, allowing you to achieve personalized, one-to-one communications at scale. There are a number of ways to set up campaign automation within the Tapjoy dashboard. As you create each new piece of Content and assign it to a certain Placement, it will automatically run each time that Placement occurs within your app, unless you tell it otherwise. Of course, you can also control which user segments receive the Content, turning it on or off depending on their receptivity to it. And you can control the frequency with which a user receives a specific piece of Content as well as the total number of times they receive it. Another way Tapjoy makes it easy to set up automated campaigns is by making recommendations for specific campaigns based on insights from the Future Value Map. For instance, we might suggest that you boost IAP monetization of users who have spent a minimum amount of dollars in your app by sending a push notification promoting a 50% discount on all new items. You ll find these recommendations below the Future Value Map and simply need to click on them and follow their prompts to set up a campaign. It couldn t be easier! Suggested Automated Pushes Basic Boost IAP monetization of users who have spent over 128 dollars Boost IAP monetization within 24 hours of first app launch Act Now Over 128 dollars Targeted First Launch Targeted Automated Push Automated Push

get going 18 GET GOING There you have it everything you need to know in order to start using Tapjoy s Marketing Automation and Monetization Platform. Lots more resources can be found in our Knowledge Center, and of course you can always contact your account manager or email support@tapjoy.com for help. Our platform is free when you monetize with Tapjoy. In the meantime, here are a few more resources to help you get the most out of the Tapjoy Platform: White Paper: Breakthrough Strategies for Mobile Marketing Automation Developer Insights: How Nekki Uses Tapjoy to Drive Monetization for Shadow Fight 2 Developer Insights: Q&A with PuzzleSocial s Jeb Balise Why Tapjoy s Future Value Map is a Game Changer The Most Underrated App Metrics for Game Developers Five Early Signals to Predict the Future LTV of Your Users Available Ad Formats Introducing the All New Tapjoy See the power of Tapjoy

Earn more with Tapjoy. See what makes Tapjoy the leading Marketing Automation Platform to monetize mobile freemium apps. Our advanced analytics are free when you monetize with Tapjoy. Discover how at home.tapjoy.com/developers 2015 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc.