israeli game developemnt day 2013 - how ui impacts engagement and monetiza…

How UI Impacts Engagement & Monetization

in F2P Mobile Games Jean-Vincent ‘JV’ Chardon EMEA Publisher Sales Manager

•  Introduction To Tapjoy •  New User Flow •  Store Design and Funnel •  The Devil is in the Details •  Monetization •  Final Thoughts

Overview

Tapjoy by the Numbers

100 MM Monthly Active Users

5,000 Active Apps

75,000 Historical Apps

1.2 MM Daily Ad Engagements

600 MM Daily Sessions

Tapjoy’s Mobile Value Exchange

I can earn Coins by engaging with ads via Tapjoy.

How it Works I need more Coins to gear up in Triple Town.

I can buy Coins with real money. 1 2

1

2

New User Flow

New User Flow

The new user flow is one of the most important parts of a successful game:

•  Use clear directions •  Show off the cool parts of the game •  Get the user playing as soon as you can

You have 30 seconds to hook new users and under 5 minutes to teach them: •  Shoot for 70% completion rate of the tutorial

Optimize the Download

Tapjoy Network Conversion Rate (clicks to installs)

Android  Conversion  rate:      •  0-­‐50mb    50-­‐60%  •  50-­‐100mb    30-­‐45%    •  100+mb    15-­‐20%  

iOS  Conversion  rate:      •  0-­‐50mb    65-­‐75%    •  50-­‐100mb    30-­‐40%    •  200+mb    25-­‐30%  

Don’t lose users before they’ve opened the game!

The smaller the file, the better the CVR!

Conquering the World with Localization

•  Significantly improves your chances of getting featured in foreign territories

Boost revenue and distribution upon app launch

•  +128% downloads and +26% revenue within a week of an app localizing

•  Asia is growing at an incredible rate – this is a market that can’t be ignored

* Distimo ** App Annie Report - 11/29/12���

Don’t Force A Registration

•  Forced registration hurts engagement and chart position

User drop off 50 to 75% when forcing registration (incl. mandatory Facebook login)

•  Think of mobile as a new, untapped audience and allow for mobile sign up •  Consider rewarding users for creating accounts •  If possible, create guest accounts

•  Even more so for new apps & on Android

A Confusing Tutorial

•  Too wordy, use as little text as possible •  Walk users through the core mechanic, don’t

explain what it is

•  Once a user leaves, they’ll likely never return.

•  The two user choices here are bad and worse

ý The Bad

Don’t lose them before they’ve even seen the good parts

Tutorial - Start Off Simple Take Users by the Hand and Guide Them Into the App

•  During the first 30 seconds put the user on rails, don’t let them get lost •  This is your chance to take an uncertain user and create an engaged user •  You can’t display everything, show off your core loop and build from there

CSR Racing iOS

ý The Good

Engagement is key to monetization R

•  As progress is more & more difficult, likelihood of monetization increases

•  Allow for rapid progress at first and reward users often and early in the game

ý The Bad

Level  4  of  this  game  is  reached  only    aEer  80  minutes!  

Level  4  of  this  game  was  easily  reached    aEer  10  minutes!  

More  engagement  =  

More  moneLzaLon  

ý The Good

Store Design and Funnel

Store Funnel R

•  No more than two clicks

•  Make it easy for users to find your store and buy items.

•  Prompt to the store when currency runs out

Currency Store Design R

•  Text is too small

•  Nothing grabs users, no calls to action

•  Unimaginative icons

•  No clear prices for each package

•  Put most popular items first

ý The Bad

Currency Store Design R

•  Use icons over text when possible

•  Let users know they’re getting a deal

•  A well designed, clean store = happy customers

•  Design for the phone, not tablet, use all your real estate

ý The Good

Virtual Goods Store Design R

•  Text is hard to read, color scheme is all the same

•  What do I get for my upgrade? •  Bank call out is not enticing

•  Icons are poor to non existent

ý The Bad

Virtual Goods Store Design (The Good) R

•  Easy to navigate and understand

•  Upgrades are clear, I know what I’m getting •  Proper call outs to get more currency

•  Large icons over text

ý The Good

The Devil is In the Details

Loading Screens Loading screens are an opportunity to engage users with messages

•  Loading screens are by nature time consuming

•  Give users helpful hints

•  Make it humorous •  Make it what you want

Daily Rewards

•  In the later days of the reward cycle give the users bigger or exclusive rewards

•  Show them what they earned and also show them what is coming up

Give your users a reward for coming back every day.

Build Daily Rewards Into Game Play (CSR Racing)

Build Daily Rewards Into Game Play (Subway Surfer)

Design is the Name of the Game

•  Early games were web first designs, ported over to mobile

•  New companies are moving to mobile first design

Don’t Let Rules Confine You

•  Now take everything we’ve said and throw it out the window:

•  First to market

•  Great game mechanic

•  Great content

•  Hardcore, niche audiences

There are always exceptions to the rule

Monetization

Rewarded Offerwall

Non-rewarded Offerwall

Featured Ads

Banner Ads

Mobile Revenue: Ad Types

1  1

Videos 3  

4  

5  

1  

2  3  

4  

5  

2  

Which Ad Units Are Right For My Game?

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

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

Are you leaving revenue on the table? Are you balancing user engagement with monetization? Have you got realistic revenue ambitions?

Final Thoughts

One of the advantages of mobile is the possibility to update your game regularly. For every new game / iteration: •  Choose a region you want to use as you test group (New Zealand, Canada, Ireland)

•  Make changes based on metrics findings, user feedback •  Launch new version and set minimum user group size

•  Review data on the changes, update and repeat

•  Push updates to entire user base when ready

•  Keep updating your app with new content

GaaS: Gaming as a Service

Key  Metrics  to  Collect      •  Total  Installs  •  Total  revenue  (Direct  and  Alt)  •  ARPDAU  •  Install  funnel  

•  Downloads,    •  Installs,    •  Tutorial  compleLon  

•  Tutorial  CompleLon  Percentage  •  Level  progress  

Jean-Vincent ‘JV’ Chardon

JV@Tapjoy.com / JVChardon