designed to win: how to monetize users and enhance experience in your game
Post on 17-Jul-2015
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DESIGNED TO WINHow to Monetize Users and Enhance Experience in Your Game
Infrastructure for in-app
video advertising
2Infrastructure for In-App Video Advertising
A LITTLE ABOUT US
Jahed Momand
Sr. UX Designer
Contact Vungle: monetize@vungle.com
Michal Pilawski
VP of Product
3Infrastructure for In-App Video Advertising
85%
72%
62%(93% per game)
THE PRICE MOST CONSUMERS ARE WILLING TO PAY
6Infrastructure for In-App Video Advertising
BUT IT MOSTLY INTERRUPTS FUN AND CREATES NOISEK
ESSE
LS K
RA
MER
Ad
vert
isin
g fo
r P
eop
le W
ho
D
on
’t L
ike
Ad
vert
isin
g
8Infrastructure for In-App Video Advertising
AND WE LEARN TO IGNORE ALL OF THEM
Click-through rate in 1994: 74%
Click-through rate in 2006: 26%
Click-through rate in 2014: 0.05%
Click-through rate in 2014: 0.38%
WEB
MOBILE
13Infrastructure for In-App Video Advertising
ALTERNATIVE: PERMISSION MARKETING
Permission marketing is about
creating value for consumers,
so they actually voluntarily
engage with ads.
Anticipated Personal Relevant
14Infrastructure for In-App Video Advertising
EXAMPLES OF PERMISSION MARKETING
Virgin Atlantic Blog Dollar Shave Club Viral Video
15Infrastructure for In-App Video Advertising
Example of Permission Marketing in GamesPERMISSION MARKETING IN ZOMBIE CATCHERS
18Infrastructure for In-App Video Advertising
ADVERTISING CAN ACTUALLY BE A FEATURE OF A GAME
Sources: Electronic Arts, Wildtangent, IHS, Macrovision, Strata, Wall Street Journal
86% prefer free games with ads over paid games without ads
71% prefer games with opt-in ads over games without
94% increase in the no. of visitors to in-game store
19Infrastructure for In-App Video Advertising
STARS FRAMEWORK FOR TURNING ADS INTO FEATURES
Scene
Trigger
Action
Reward
Seed
20Infrastructure for In-App Video Advertising
ORIGIN OF THE STARS FRAMEWORK
Combined experience of advising 100s of mobile games
Research in game design, psychology, HCI and behavioral economics
21Infrastructure for In-App Video Advertising
Scene: event or placement within your
game where ads will provide value to the
consumer.
From a cutscene or event scene, a
sequence in a video game that is not
interactive, a break in the gameplay.
CHOOSE THE RIGHT SCENE FOR THE AD
23Infrastructure for In-App Video Advertising
DON’T BREAK THE FLOW OF THE GAME
Resolution
Climax
Crisis
Story Progress
Commercial Break Cliffhanger model
Ads interrupt at the peak of crisis to keep
viewers’ attention on the screen during
the commercial break.
24Infrastructure for In-App Video Advertising
TARGET PERIODS OF REST OR WAITING
Resolution
Climax
(Final Boss)
Crisis
(Boss Fight)
Story Progress
STARS model
Ads shown at natural breaks when
players rest after particularly intensive
challenge or wait for resources to be
replenished .
26Infrastructure for In-App Video Advertising
Trigger is a cue for a player to take actionTRIGGERS ARE CUES FOR PLAYERS TO TAKE ACTION
28Infrastructure for In-App Video Advertising
INTERNAL TRIGGERS ARE EMOTIONS: SEEKING PLEASURE AND AVOIDING
PAIN
Avoid boredom:
waiting, loading time
Relief frustration:
reward after a loss
29Infrastructure for In-App Video Advertising
2S WAIT7% of customers lost
5S WAIT22% of customers lost
20S WAIThalf of customers lost
30Infrastructure for In-App Video Advertising
MAKE SURE THE EXPERIENCE IS GREAT
• SPEED
• QUALITY
• DESIGN
• RELEVANCE
31Infrastructure for In-App Video Advertising
IT IS NOT ONLY ABOUT CURRENCY
Social Rewards Access Rewards Progression Rewards
32Infrastructure for In-App Video Advertising
SOCIAL REWARDS HELP PLAYERS FEEL ATTRACTIVE, IMPORTANT AND
INCLUDED
33Infrastructure for In-App Video Advertising
ACCESS REWARDS HELP PLAYERS DISCOVER AND UNLOCK UNIQUE
CONTENT
34Infrastructure for In-App Video Advertising
PROGRESSION REWARDS HELP PLAYERS PROGRESS IN THE
GAME
Scarcity Luck (Variable Reward) Require Significant Effort
36Infrastructure for In-App Video Advertising
STARS FRAMEWORK REVIEW
Scene
Trigger
Action
Reward
Seed
38
MEET THE SPEAKERS!
Join us tonight from 6-8pm @ Oola(RSVP in back)
Ben BearVP, Sales
Colin BehrVP, Business Development
and International
Michal PilawskiVP, Product
Jahed MomandSr. UX Designer
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