kid kpis and the launch of animal jam – play wild! | clark stacey

Kid KPIs and the Launch ofAnimal Jam - Play Wild!

clark staceyceo,

wildworks@clarkstacey

• Making kids’ games since 2003• Studios in U.S. & Netherlands• $30M 2015 revenue, +60% in 2016

• #1 online social game for kids• 100+ million animals• 600k DAU / 9M MAU

#1 grossing iPad app for kids 9-11 in 54 countries#1 grossing iPad educational game in 46 countries

MAU

Conversion (per active user)

DAU

D1/D7/D30

Avg. daily playtime

1.1 Million

8%

105,000

59%/25%/12%

45 min.

Most top grossing Kids category apps aren’t free to

playFewer than half offer IAP

Daily revenue, U.S. iPhone only

#1 #2 #3 #4 #5

$1,532,556 $1,195,439 $816,058 $419,436 $306,370

$1,532,556 $1,195,439 $816,058 $419,436 $306,370

Top Grossing U.S. iPhone apps

$14,774

0.9% of Games category #1

Daily revenue, U.S. iPhone only

#1 #2 #3 #4 #5

#1 Kids 9-11#2 Kids overall

TRENDS in Cognitive Sciences Vol.9 No.3 March 2005

https://youtu.be/FIY_N43zsQI

Education; 15

Entertainment; 2

Games; 2Books; 1

Subscription; 13IAP; 3

Premium; 4

Kids under 7:; 17

Kids 7+; 3

Mostly not games Mostly for younger kids Mostly subscription-based

Age

Core demo: 8-11

78% of children under 13 lie about their age to use online social

networks

We gave them a better option

Pro Con

Used by top-grossing Kids apps Works for young kids & education apps

Understood by kids & parents Not permitted for games

Predictable recurring revenue Requires server setup

Ethical, sustainable Less pricing flexibility

Pro Con

Used by top-grossing Kids apps Works for young kids & education apps

Understood by kids & parents Not permitted for games

Predictable recurring revenue Requires server setup

Ethical, sustainable Less pricing flexibility

-NPD Group

Content Freemium (Free download + content IAP)

Monetization = sale of avatars & durable itemsPlayers use avatars to earn in-game currencyCore features and gameplay are free

If this IAP was a toy and I sold it to a parent, would I want to be there when they opened it?

Content Freemium(Free download + content IAP)

Pro Con

Free download = more users Requires constant content updates

Transparent Potential for unauthorized charges

Pricing flexibility You’ll never make $1M / dayUsers “pay for what they use” Still has potential for abuse. Some guidelines are needed.

• When a child buys something, it’s theirs

• Don’t try to redefine “free”

• Don’t sell Sea Monkeys

• Be very wary of consumables

• Be transparent

Principles of IAP Monetization for Kids Games

1. Be very wary of consumables

2. Don’t try to redefine “free”

3. Don’t sell Sea Monkeys

4. When a child buys something, it’s

theirs

5. Be transparent

Avatar release

• Revenue is very content-driven

Thanks Santa!

Weekends

• Revenue is very content-driven• …also very school-driven

Avatar sales

Everything else

• Avatar animals are best sellers

Mobile only

Mobile + web

Most paying players spending ~$5/month

We don’t want whales!

Long-term players with low monthly ARPPU > short term whales

Our plan:

-Avoid slash-and-burn monetization-A player who spends $5-6/mo for 2 years is worth

more than one who buys everything in the store, regrets it, churns out

-Focus on the social-Social engagement = retention, organic UA

-Move to virtual currency-More convenient for players and parents-Conversion must be easy to understand-Necessary as catalog of purchasable items grows

-Keep the content coming

The most effective kind of education is that a child should play amidst beautiful things.-Plato

Clark StaceyCEO, WildWorks

@clarkstacey